The 12 brand archetypes.

Authority

Lion.

Lion-primary brands command through presence.

Reinvention

Phoenix.

Phoenix-primary brands lead through transformation.

Community

Wolf.

Wolf-primary brands lead through belonging.

Craft

Unicorn.

Unicorn-primary brands lead through irreducible quality.

Depth

Mermaid.

Mermaid-primary brands lead through emotional resonance and narrative.

Wisdom

Owl.

Owl-primary brands lead through knowledge no one else has synthesized.

Strategy

Serpent.

Serpent-primary brands lead through subtlety and timing.

Heritage

Stag.

Stag-primary brands lead through tradition and stewardship.

Speed

Falcon.

Falcon-primary brands lead through velocity and precision.

Protection

Bear.

Bear-primary brands lead through strength in service of safety.

Mystery

Raven.

Raven-primary brands lead through the unexpected.