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Overview

The Brand Identity section reveals your brand’s core DNA composition. Using AI analysis of your website, social presence, and market position, Brand DNA identifies your archetypal foundation and defines how your brand should communicate.

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Key Components

Brand Archetype

12 archetypal frameworks (Hero, Sage, Explorer, etc.) with detailed explanation

Voice & Tone

Specific voice attributes and communication guidelines for consistency

Mission Statement

AI-crafted mission statement aligned with your brand’s purpose

Personality Traits

5-7 defining personality characteristics that set you apart

Anti-Persona

Who your brand is NOT targeting (helps refine messaging)

Core Values

3-5 foundational values that guide brand decisions

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Brand Archetype Framework

Brand DNA uses Carl Jung’s 12 archetypal frameworks to categorize your brand:
ArchetypeDescriptionExample Brands
HeroCourageous, bold, transforms obstaclesNike, FedEx
SageWisdom, knowledge, expert guidanceGoogle, Harvard
ExplorerAdventure, discovery, independencePatagonia, Jeep
OutlawDisruptive, revolutionary, rebelliousHarley-Davidson, Tesla
MagicianTransformational, visionary, inspiringApple, Disney
LoverPassionate, intimate, sensoryChanel, Godiva
JesterFun, playful, entertainingM&M’s, Old Spice
EverymanRelatable, down-to-earth, authenticIKEA, Levi’s
CaregiverNurturing, supportive, compassionateJohnson & Johnson, Volvo
RulerAuthority, control, leadershipMercedes-Benz, Rolex
CreatorInnovative, artistic, imaginativeLego, Adobe
InnocentPure, simple, optimisticDove, Coca-Cola

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Voice & Tone Guidelines

Your voice attributes define how you communicate across all channels:
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Voice Attributes

3-5 defining characteristics (e.g., “Professional yet approachable”, “Data-driven and authoritative”)
2

Do's and Don'ts

Specific language to use and avoid for consistency
3

Channel Adaptation

How voice adapts across social, email, website, and sales contexts

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Using Your Brand Identity

Reference your archetype and voice when creating content. For example, if you’re a Sage archetype:
  • Lead with insights and research
  • Use educational, thought-leadership angles
  • Avoid overly promotional language
  • Share expertise generously
Use personality traits and values to:
  • Screen candidates for cultural fit
  • Train new team members on brand communication
  • Ensure consistent customer service tone
Evaluate partnerships against your anti-persona and values:
  • Does this partnership dilute our archetype?
  • Do their values conflict with ours?
  • Will this confuse our target audience?

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AI-Generated Mission Statement

Your mission statement is crafted by analyzing:
  • Your existing “About” content
  • Product/service positioning
  • Market differentiation points
  • Archetype alignment
Use Helix AI to refine your mission statement: “Make my mission statement more concise” or “Adjust mission to emphasize sustainability”

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Anti-Persona Insights

Understanding who you’re NOT targeting is as important as your ideal customer: 
Example Anti-Persona:
"Budget-conscious shoppers seeking the lowest price without regard to quality or brand values.
They prioritize short-term savings over long-term value and aren't aligned with our
sustainability mission."
This helps you:
  • Say no to misaligned opportunities
  • Craft messaging that repels wrong-fit customers
  • Stay focused on your ideal audience

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Refining Your Identity

1

Review AI Analysis

Read the archetype explanation and assess alignment with your vision
2

Chat with Helix

Ask: “Adjust my archetype to emphasize innovation” or “Make voice more conversational”
3

Export & Share

Download as PDF to share with team, partners, or agencies
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Implement Consistently

Use identity guidelines across all content, campaigns, and communications
  • Personas - See who resonates with your archetype
  • Tactical - Apply identity to headlines and CTAs
  • Content - Generate archetype-aligned content
  • Helix AI - Chat assistant that understands your identity
All users have access to Brand Identity in their analysis. No Pro subscription required.