Have you ever felt like your brand isn’t quite clicking? Maybe your content feels off, or your offers aren’t connecting like you hoped. You find yourself experimenting with writing styles and trying to incorporate advice from viral LinkedIn 'how-to' posts, but it still seems so messy.
When your message doesn’t align with your true brand identity, it’s harder for your audience to connect with you. And when your voice feels misaligned, your sales do too.
When you're in this position, it's not about adding to your brand voice; it's about going deeper and understanding the very psyche of your brand to begin with. Cue, Brand Archetypes, inspired by Swiss Psychologist Carl Jung.
What Are Brand Archetypes?
Brand archetypes are universal patterns that define how your brand shows up in the world. They shape your brand’s voice, tone, and personality. There are 12 main archetypes, each with distinct qualities and motivations.
For example:
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The Artist – Innovative and expressive (think Canva, a one-stop shop for all visual branding and creative tools).
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The Hero – Mastery and courageous (like Nike, pushing customers to "Just Do It").
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The Lover – Passionate, romantic, and elegant (just like Chanel, with its timeless beauty and luxury appeal).
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The Alchemist – Transformative and powerful (like Disney, where our childhood fantasies started).
When you find your core archetype, everything else falls into place. From messaging to visuals, your branding will be rooted in psychology, and each product or service you sell will align with who you are, or who your brand/company is.
This means that while my two products are completely different, they attract the same type of audience: women who are interested in empowerment and self-mastery in various areas of life, including love and business.
While I can offer different things based on my diverse skill set, the essence remains the same: transformation through intimacy, clarity, and deep self-awareness. Whether I’m helping someone shift old patterns or rewrite their brand story, I work with women who want more alignment in how they love, work, and present themselves.
Different tools. Same mission: helping women create order and meaning in their lives — within and around them.
Why Archetypes Matter
When your brand voice doesn’t match your archetype, you risk creating confusion. Your audience won’t be able to understand who you are or what you stand for. This can lead to missed connections, lack of trust, and, ultimately, missed sales.
Take Chanel as an example. It represents The Lover archetype, which is all about passion, elegance, and indulgence. Chanel’s brand voice is warm, intimate, and sensual, which creates a deep emotional connection with its audience. The brand doesn’t just sell luxury, it invites its customers to experience beauty and passion through its products. That’s why Chanel resonates so deeply with its audience: its messaging aligns perfectly with its archetype.
Similarly, a brand like Nike channels The Hero archetype, inspiring action with bold, motivating language. Nike’s messaging challenges people to be their best selves, which is exactly what The Hero does.
When your brand voice aligns with your archetype, your message becomes clearer, stronger, and more relatable. It feels authentic, and people respond, knowing what community they're entering when they engage with yours.
How the Brand Archetypes Guide Helps
The Brand Archetypes Guide was created to help you identify the archetype that best reflects your brand’s true voice. When you discover your archetype, you’ll be able to write and create content that feels more aligned and authentic.
Inside the guide, you’ll:
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Uncover the 12 brand archetypes and find the one that resonates with your brand’s personality (with a bonus one!).
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Learn how to craft messages that align with your archetype, making your content more cohesive and recognisable.
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Create content that connects more deeply with your audience, making it easier to build trust and convert.
The Key to Effortless Selling
When your brand voice aligns with your archetype, your message becomes magnetic. People feel it, trust it, and are drawn to it. You stop “selling” in the traditional sense, and instead, you build a connection that naturally leads to sales.
Because when your voice feels true, your message sells itself.