Payment protectionDetails
- Revisions within the package are free.
- If you do not respond within 3 days of delivery, the work is accepted automatically.
The money is reserved when you pay and released only once you accept the work.
Example result
Brand platform and tone of voice: Hearth & Loaf bakery
Mission
We bake bread the slow way so our neighbours can have something honest on the table every day.
Values
- Patience. Every loaf ferments for 36 hours. We don't rush dough or people.
- Openness. You can see the ovens from the counter and ask us anything about ingredients.
- Neighbourliness. We know regulars by name and give unsold bread to the local food bank each evening.
- Craft over shine. A cracked crust matters more to us than perfect packaging.
Audience
Core: working parents and young professionals aged 28–45 who live within a 15-minute walk, care about what they eat and buy bread 3–4 times a week. Secondary: cafés and small restaurants looking for a reliable daily bread supplier.
Positioning
For locals who want real bread without a trip across town, Hearth & Loaf is the corner bakery that does slow fermentation every single day. Unlike supermarket "artisan" ranges, we bake on site and sell out by evening, so nothing on the shelf is older than this morning.
Tone of voice
Warm, plain-spoken, a little playful. We sound like the baker chatting over the counter, not like a menu in a fine-dining restaurant.
| We are | We are not |
|---|---|
| Friendly and direct | Overly cute or full of puns |
| Confident about our craft | Snobbish about other bread |
| Specific: hours, grains, temperatures | Vague: "the finest ingredients" |
Do and don't
Do: "Rye is back! Out of the oven at 7:30, usually gone by noon." Don't: "Indulge in our exquisite artisanal rye experience."
Do: "Sorry, the seeded loaf sold out today. We'll bake two extra trays tomorrow." Don't: "Due to high demand, this product is currently unavailable."
Do: "Our starter is eleven years old and still going strong." Don't: "Heritage leaven crafted with passion since 2015."
Words we use
fresh this morning, slow-fermented, from our oven, neighbours, sold out
Words we avoid
artisanal, exquisite, premium, indulge, curated
Client: Hearth & Loaf, a neighbourhood sourdough bakery with two shops and a weekend market stall.
The client and all details are made up.
About this service
We define your brand archetype, such as the Caregiver, the Rebel or the Sage, from how you describe your company and customers, and explain what it means in practice. The profile shows how that character speaks, what it promises, what it would never say and where it risks sounding like a cliché. Tone examples turn the theory into lines your team can copy.
What is included
- What you getA brand archetype profile as formatted text: the main archetype and, from Standard, a secondary one, with traits, voice rules, tone examples and, in Premium, visual mood recommendations. It is a written guide with recommendations, not a visual brand book with layouts or design files.
- Archetype explainedWhy this one fits, with your own facts
- Voice rulesWords, rhythm and attitude
- Tone examplesHeadlines, posts and replies in character
- Cliché warningsWhere the archetype can tip over
How it works
- 1BriefYou describe the brand and customers
- 2MatchWe choose and justify the archetype
- 3ProfileWe write the profile with examples
What we need from you
What your company does, your customers, three words that describe you, brands you feel close to and brands you never want to resemble.
We will ask you:
- What does your company do and for whom?
- Which three words describe your brand?
- Which brands feel close to you?
- Which brands would you never want to resemble?
Compare packages
| Packages | BasicMain archetype profile$15 | StandardMain and secondary archetype$35 | PremiumArchetype profile with visual mood$69 |
|---|---|---|---|
| Deadline | 1 day | 2 days | 3 days |
| Revisions | 1 | 2 | 3 |
| Archetypes profiled | 1 | 2 | 2 |
| Tone examples | up to 8 | up to 15 | up to 25 |
| Visual mood recommendations | No | No | Yes |
| Order Basic | Order Standard | Order Premium |
Payment protection
You pay when you order, but the money is released only for accepted work.
- Fixed priceThe package price does not change after you pay.
- The money is reservedWhen you pay, the amount is only reserved. It is released to the service once you accept the work.
- Checked before deliveryEvery result goes through a quality check before it reaches you, and you see it on the order page before accepting it.
- Free revisionsAsk for changes within your brief as many times as the package allows.
- Acceptance after 3 daysIf within 3 days of delivery you neither accept the work nor ask for changes, it is accepted automatically. If you write in the order chat after delivery, the order waits; once we answer, we may start the 3 days again and will say so in the chat.
- Redo or a full refundIf the result does not match your brief and the revisions did not fix it, or the work takes more than twice its deadline, write in the order chat: we will redo the work or refund the payment in full.
Questions and answers
Is archetype theory scientific?
It is a practical tool for consistency, not a science. We use it to make your voice easier to keep.
What if I disagree with the archetype?
Use a revision; we explain the second-best match and rework the profile.
Is this a full brand guide?
No, it is a focused profile. For mission, values and positioning, see our brand guide offers.