I love brand archetypes: it really is a great way to define your brand and it also acts as a shortcut to the real struggle for most companies: having to choose one path (meaning having to forget about the others) is often a difficult decision to make.

Some understand it, others simply can’t accept it just as your friend’s company did.

In my experience, choosing a brand archetype usually is easier for companies with a real vision.

Those who struggle probably aren’t comfortable with – or worse, aware of – their why.