Game of Archetypes
Instructions
Welcome to the Game of Archetypes.
You are about to unearth the key to growing your brand, knowing your story & unlocking your voice.
The Game of Archetypes is designed to help you uncover the narrative identity at the heart of your personal or business brand.
Whether you’re a founder, creative, consultant, or strategist—this deck will guide you toward clarity, confidence, and alignment in how you show up in the world.
Each card reveals a distinct archetype—from the Rebel to the Ruler, the Sage to the Citizen—and invites reflection through guiding questions and emotional insights.
What’s in the box?
1 Welcome Card
This the card that most likely brought you to this page
12 Brand Archetype Cards
Set those aside for now
60 Attribute Cards
Start with these
How to Play
#1 Attribute Pull
(15 min)
Shuffle the 60 Attribute Cards and lay them face-up (word side only) on the table in a grid. Each team member selects 2–3 attribute words that best describe their brand. As you go, place all selected words into a shared center pile.
Encourage discussion:
“Why does this word feel right?”
“Would our customers agree?”
“Is this who we are now, or who we want to become?”
How to Play
#2 Flip & Reveal the Archetypes
(5 min)
Now, flip over each chosen attribute card to reveal the archetype it belongs to. Group the cards by archetype image.
Be on the lookout:
You’ll likely see one or two archetypes start to dominate based on the number of attribute cards tied to them.
How to Play
#3 Explore Your Leading Archetypes
(15 min)
Pull the Archetype Cards that match the 1–2 most common archetypes revealed. Read the descriptions aloud.
Discuss together:
“Which one sounds most like how we already show up in the world?”
“Which one feels most aligned with how we want to be known?”
“Which one would resonate most with our customers?”
Let the conversation evolve. You don’t vote—you decide together. This step is about honest dialogue and alignment.
How to Play
#4 Choose Your Archetype
(5 min)
After discussion, the group must agree on one primary archetype.
There can be nuance, sure—but at the core, the brand should lead with a clear identity.
Use the Archetype card to read over the archetype’s desires, goals, strengths, weaknesses and truths. Does this ring true to your brand? Turn over all of the archetypes attribute cards as a gut check.
How to build a brand that takes a stand
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