Brand archetypes are a little somethin’ that major brands have had up their sleeves for decades (and that coaches and creatives should have, too). Coca-Cola? Yes. Dove? Uh-huh. Disney, Wholefoods, Louis Vuitton? Yes, yes, and yes.
The Lover archetype is all about feeling special and achieving deep, intimate connections with others. Lover brands are frequently seen in cosmetics, jewelry, and fashion. They are usually high-end, luxurious, and sensual. Vibe: Affectionate, intimate. Purpose: To have intimate relationships (emotionally and physically) and to experience pleasure through all the senses. Emotions Evoked: Your audience […]
The Friend-Next-Door brand archetype is your regular gal. Friendly, approachable, and down-to-earth, the Friend-Next-Door is all about belonging and being part of the group.
We all know the Caregiver archetype pretty well. A person who has a strong Caregiver archetype is frequently a devoted mom – those who adore their mother role and live for it. Also, this archetype includes anyone who just loves taking care of those who are more vulnerable.
The Creator archetype is all about expressing yourself and using your creativity. People with strong Creator archetypes like to discover who they are by looking at what they create around them – whether that’s through painting, decorating their home, photography, or any other art form.
The Leader brand archetype is – as you might imagine – in charge. They want to take control of the situation and make everything OK and orderly.
The hero (or heroine) brand archetype is exactly what its name implies: someone who helps those who are more vulnerable, solves a problem, or wants to reach new heights.
People with strong Explorer archetypes are on a journey of self-discovery. They feel the urge to explore new places and get into nature, in an attempt to find their authentic selves.
I'm obsessed with branding, and have been doing it for +15 years. First, working with luxury brands at L'Oreal, then at an agency with some big-name clients. But when it came to creating my own brand - it was a lot harder. Too many ideas and inspiration. Too much confusion and overwhelm. Until I discovered brand archetypes, and got the beautiful clarity and direction I needed.
Today I love helping women create timeless, clutter-free brands that focus on the essentials. And that give you the confidence of knowing exactly how to grow your brand and businesses.
And I work in English and Spanish - hablemos!