The Leader brand archetype for coaches and creatives

The Leader brand archetype is – as you might imagine – in charge.

You want to take control of the situation and make everything OK. You can quickly recognize if a person has a strong Leader archetype because they have a hyper-organized, get-it-all-done kind of vibe.   You care about your image and value luxury brands because it’s a way of communicating authority and leadership. 

You’re politically savvy and well connected.

The Leader Brand Archetype Vibe:

Articulate, refined, in charge.

The Leader Brand Archetype Purpose:

Gaining power to keep themselves and their loved ones safe.

Emotions Evoked:

Status, making people feel successful and important. The Leader makes life as predictable and stable as possible.

The Leader Brand Archetype Strengths:

  • Responsibility
  • Leadership

Be Careful With:

Being authoritarian and imposing your will at all costs.

The Leader Brand Archetype Likes:

  • Networking as a way to get power.
  • Order, stability, heritage.
  • Impressive possessions and surroundings because they communicate leadership and power.
  • A clear job description that tells you what to do – you know who reports to you and who your boss is.

The Leader Brand Archetype Dislikes:

  • Chaos.
  • People who are loose cannons and threaten to disrupt things.
  • The kind of change you can’t control.

The Leader Brand Archetype Colors and Images:

Colors and images that communicate status and prestige – that is, high-end and luxury brands. You frequently see black and other dark, moody colors. Also some gilt and gold communicate luxury.

The Leader Brand Archetype Examples

Kings, queens, politicians and presidents tend to have a strong Leader archetype. Think of Duchess Kate and Hillary Clinton.

Other Leader brands are Rolls Royce, Rolex, Louis Vuitton, American Express, and Ralph Lauren. They communicate “how life should be”, civilized, gracious, and orderly.

Ralph Lauren has clear Leader visuals, showing a high-status and affluent lifestyle.

“The Luxury Copywriter” featured above has done a good job developing a Leader archetype, featuring impressive and luxury brands, colors and visuals.

How to Express Your Leader Brand Archetype

Leader archetype brands usually produce high-status products for powerful people. Their services and products sometimes help people be more organized (which of course makes them be more productive and successful).

They are usually market leaders and they offer a sense of security and stability in a chaotic world. They often offer a lifetime guarantee.

Looks are usually more polished and conservative, promoting an aura of power. It’s important to keep a sharp and consistent brand look.

Want to know more?

Like what you’re reading? Click here if you want to explore the other 11 brand archetypes.

Also, if you want to explore your brand archetype more in-depth and learn how to express it in your brand, book a Brand-In with me. For 3 hours, we’ll look at you, your business, and where you want to go. After, I’ll send you a plan with your biggest brand and business opportunity, and next steps to implement it.


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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!