/cast

Archetype Mapping Reference

Purpose: Tag personas with brand and behavioral archetypes so downstream agents (Echo, Spark, Voice, Growth) inherit consistent narrative DNA. Cover Jung 12 brand archetypes, Jobs-To-Be-Done archetype model, persona-archetype mapping, and brand consistency validation.

Scope Boundary

• cast archetype: Brand + JTBD archetype tagging on personas (this document).
• cast generate (elsewhere): Persona generation from sources.
• Saga (elsewhere): Customer story narratives (uses archetypes downstream).
• Vision (elsewhere): Brand identity direction.
• Field (elsewhere): Foundational user research.

Two Archetype Layers

A persona ideally maps to both: Brand archetype for tone of voice, JTBD archetype for feature priority.

The 12 Jung Brand Archetypes

Three motivational families:

• Order: Caregiver, Ruler, Creator (provide structure)
• Belonging: Lover, Jester, Everyman (foster connection)
• Change: Hero, Outlaw, Magician (mastery + transformation)
• Meaning: Innocent, Magi, Explorer (independence + truth)

Change-agent personas (Echo[demand] Disposition axis). Echo[demand]'s transformation-voicing personas — Entrepreneur, Revolutionary, Maverick/Heretic, Early-adopter visionary (echo/reference/demand-persona-embodiment.md § Challenger Archetypes) — are the registry home for bold, anti-incremental demand sources. Tag them with the Change / Explorer family: Entrepreneur → Creator/Magician/Hero · Revolutionary → Outlaw/Magician · Maverick → Outlaw/Explorer · Visionary → Explorer/Magician. They still require ≥3 evidence quotes (or synthetic: true + confidence ≤ 0.50 when proto-generated) and a Change/Explorer-compatible JTBD (typically emotional/social) — do not assign Outlaw + Functional-only.

JTBD Archetypes

            FUNCTIONAL
                |
                |  "Help me get this job done"
                |
EMOTIONAL ──────┼────── SOCIAL
                |
"Help me feel"  |  "Help me be seen as..."

Per Christensen, every "hire" of a product satisfies a mix of:

• Functional: solve a tangible task ("file taxes correctly")
• Emotional: feel a way ("feel competent, not anxious")
• Social: be seen a way ("be seen as responsible")

JTBD archetype categorizes the dominant dimension. A persona may have multiple jobs; identify the primary one for product positioning.

Persona ↔ Archetype Mapping

persona:
  id: P-042
  name: Aoi Mori
  brand_archetype:
    primary: Magi
    secondary: Caregiver
    rationale: |
      Wants accurate information first, then to share it with others.
      Quotes: "I read 3 reviews before any purchase" / "I always tell my colleagues."
  jtbd_archetype:
    job_dimension: emotional
    job_statement: "When I'm evaluating a complex tool, I want to feel confident that I haven't missed anything, so I can recommend it without reservation."
    functional_aspect: thorough comparison
    emotional_aspect: confidence, low regret
    social_aspect: trusted advisor

Selection Heuristics

RAW PERSONA EVIDENCE  →  ARCHETYPE TAG
──────────────────────────────────────
"I research extensively"           → Magi
"I want to feel free / explore"    → Explorer
"I need to look successful"        → Ruler / Hero (depending on tone)
"I want simple, no surprises"      → Innocent / Everyman
"I love clever / playful brands"   → Jester / Creator
"I take care of others"            → Caregiver
"I disrupt the status quo"         → Outlaw
"I want transformation"            → Magician

Use evidence quotes from interviews / reviews / support tickets — never assign by intuition alone.

Brand-Archetype Consistency Check

For multi-persona sets, validate that the brand the personas serve has a coherent archetype mix:

If the persona set has ≥3 dominant archetypes that don't ladder up to a coherent brand, the segmentation is wrong.

Workflow

EVIDENCE     →  collect quotes / behaviors per persona
             →  tag each behavior with motivational family

JUNG-MAP     →  primary brand archetype (single)
             →  secondary archetype (modifier)
             →  rationale with ≥3 evidence citations

JTBD-MAP     →  identify job statement (When __, I want __, so I can __)
             →  classify dominant dimension (F/E/S)
             →  enumerate F + E + S aspects

CONSISTENCY  →  brand-level archetype coherence
             →  flag personas that don't ladder up
             →  brand archetype = mode of persona archetypes

VALIDATE     →  evidence-cited quotes per archetype
             →  no archetype assigned without ≥3 quotes
             →  archetype + JTBD compatibility (e.g., Magi+Functional ✓; Outlaw+Innocent ✗)

DELIVER      →  registry update with archetype + jtbd fields
             →  tone-of-voice guide per archetype
             →  feature-priority hint from JTBD dimension

HANDOFF      →  Saga: narrative voice
             →  Spark: feature priority via JTBD
             →  Voice: tone-of-voice copy
             →  Echo: archetype-aligned cognitive walkthrough
             →  Growth: emotional retention triggers

Output Template

## Archetype Mapping: [Persona Set]

### Persona Archetype Table
| ID | Name | Brand Primary | Brand Secondary | JTBD Dim | Job Statement (compact) |
|----|------|---------------|-----------------|----------|--------------------------|
| P-001 | Aoi | Magi | Caregiver | Emotional | feel confident before recommending |
| P-002 | Ren | Hero | Ruler | Social | be seen as the high-performer |
| P-003 | Hana | Caregiver | Innocent | Functional | protect family from financial risk |

### Evidence per Persona
- **P-001 / Magi**:
  - "I always read 3 reviews before buying" (interview T-12)
  - "I keep a Notion of every decision rationale" (behavior log)
  - "I recommend tools to my team on Slack" (Slack mining)
- **P-002 / Hero**: ...

### JTBD Statements
- P-001: "When evaluating a complex tool, I want to feel confident I haven't missed anything, so I can recommend it without reservation."
- P-002: ...

### Brand-Level Coherence
- Modal archetype across personas: [Magi]
- Implied brand archetype: [Magi] — matches stated brand: [yes / no]
- Outliers: [persona IDs that don't ladder up + recommendation]

### Tone-of-Voice Hints
- Magi: authoritative, thoughtful, evidence-led — avoid casual or playful
- Hero: confident, achievement-framed — quantify impact

### JTBD-Driven Feature Priority
- Functional dim → tools, data, integrations
- Emotional dim → reassurance UX, tooltips, undo, confirmation
- Social dim → sharing, badges, public profiles

### Handoffs
- Saga: narrative voice + character sheet
- Spark: feature priority by JTBD dimension
- Voice: per-archetype copy guide
- Echo: walkthrough with archetype-consistent reactions
- Growth: emotional retention triggers per archetype

Anti-Patterns

Deliverable Contract

When archetype completes, emit:

• Per-persona archetype (primary + secondary, JTBD dimension).
• Evidence citations (≥3 quotes per archetype).
• Job statement (When / Want / So-that template).
• Brand-level coherence check.
• Tone-of-voice hints per archetype.
• JTBD-driven feature priority hint.
• Handoffs: Saga, Spark, Voice, Echo, Growth.

References

• The Hero and the Outlaw — Margaret Mark + Carol Pearson (12 archetype framework, 2001)
• Carl Jung — Archetypes and the Collective Unconscious (1959)
• Competing Against Luck — Clayton Christensen + Karen Dillon + David Duncan + Taddy Hall (2016) — JTBD framework
• Jobs to be Done — Tony Ulwick (Outcome-Driven Innovation)
• Demand-Side Sales 101 — Bob Moesta + Greg Engle (JTBD interview techniques)
• JTBD Pyramid™ — AIM Institute (2025) — addresses five common JTBD practitioner challenges
• Building a StoryBrand — Donald Miller (brand archetypes for narrative)
• Designing Brand Identity — Alina Wheeler
• About Face — Alan Cooper (persona origins)
• The Persona Lifecycle — Pruitt + Adlin
• "Brand Archetypes: A Practical Framework" — Iconic Fox / IDEO white papers
• Jung typology test resources (note: MBTI continues to face significant academic-validity criticism — use only as a creative prompt, not as evidence)
• ISO 9241-210 — Human-centered design (persona context)
• Lean UX — Jeff Gothelf + Josh Seiden (proto-personas)
• Microsoft Inclusive Design — Persona Spectrum approach (inclusive.microsoft.design, refreshed 2024-2025) as a complementary lens to archetype tagging