Before you can build a brand's psyche, you find the psyche standing in front of you. Every founder already has a Shade. It was built years before the company was.

Five questions find it:
How do you present yourself? That's the Shroud.
How do you think? That's the Helm.
What is the trait you've always had? That's the Anchor.
What are you afraid of, or ashamed of? That's the Darkling.
What are you drawn to that isn't yours? That's the Echo.
Do not take the first answer. Even if it's yours.