Methodology

The science behind Adapt's brand engine

Adapt doesn't invent your brand. It applies the same frameworks brand strategists and marketers have used for decades — at machine speed, grounded in evidence from your own content.

The frameworks we build on

Brand archetype

The 12 Jungian brand archetypes

Mark & Pearson, The Hero and the Outlaw (2001)

Brand personality

Brand Personality Scale — 5 dimensions, 15 facets

Jennifer L. Aaker, Journal of Marketing Research (1997)

Tone of voice

The four tone-of-voice dimensions

Nielsen Norman Group

Brand voice

Voice pillars + “we are X, not Y” + do/don't

Industry standard (Mailchimp Content Style Guide)

Brand values

Standard core-values inventories

Brené Brown, Dare to Lead; agency value inventories

Audience

Value Proposition Canvas — jobs, pains, gains

Strategyzer (Osterwalder); Schwartz, Breakthrough Advertising

How we apply them: extract, then match

A generic AI tool free-writes a "brand voice" — different words every run, comparable to nothing. Adapt does constrained classification instead.

Extract evidence

We read your site and pull verbatim signals — headline claims, repeated adjectives, calls to action, the words your customers use.

Match to the standard list

For each dimension we return the closest match from the established framework — your archetype, personality profile, tone, core values — each with a confidence score and the exact quotes that justify it.

You confirm or swap

Every pick comes from the standard menu, so adjusting it is one click — and nothing is invented out of thin air.

This is what makes an Adapt brand comparable (two brands scored on the same axes can be benchmarked), reproducible (the same site yields the same archetype every run), and defensible (every choice cites a framework and the evidence behind it).

Why it matters

Marketing leaders don't trust a black box that asserts a brand voice. They trust a method. By standing on Aaker, Mark & Pearson, Nielsen Norman, and Strategyzer, Adapt's output speaks the language brand and content teams already use — and earns the credibility a generated guess never could.

See it on your own site

Paste your URL and get your brand system — archetype, personality, tone — in about a minute.

Build my brand

References

Mark, M. & Pearson, C. S. (2001). The Hero and the Outlaw. McGraw-Hill.
Aaker, J. L. (1997). "Dimensions of Brand Personality." Journal of Marketing Research, 34(3).
Nielsen Norman Group. "The Four Dimensions of Tone of Voice."
Osterwalder, A. et al. Value Proposition Design (Strategyzer).
Schwartz, E. Breakthrough Advertising.