Brand Archetypes

What is the Everyman archetype? In a nutshell – it’s the guy or gal next door. Drew Barrymore or Tom Hanks. Likable, relatable. Pisses very few people off.  What kind of customers flock to the Everyman? People who have a desire to connect and belong which is kind of everyone right? If you’re an Everyman,…

Do you love puppies? Do you have woodland creatures visit you every morning to help you get dressed? Do your eyes take up 90% of the real estate on your face?  It’s highly likely you’re an Innocent archetype.  This is excellent for 2 reasons.  Innocents are basically sunshine in human form  There aren’t that many…

  Do you sometimes go on Instagram and find people who just radiate brilliance? Like they always know the right things to say and their Instagram feed is so pretty and planned and they have a hot husband and three sunkissed children that run along the beach barefoot?  It’s not so much the unfair distribution…

Jeff Bezos (CEO of Amazon) says ‘Your personal brand is what people say about you when you’re not in the room’. He’s the boss of a company that’s worth over a trillion dollars so I reckon he’s spot on there.  So how does this apply to you?  Imagine you’re not in the room and your…

To be honest, if you’re a Rebel archetype it’s quite surprising you’re even reading this. Rebels aren’t really the reflective type, nor do they like to be labelled or categorised.  They’re the James Dean of the business world. Charming, mysterious, leather-jacket clad cool kids who don’t have time for woke business quizzes that are supposed…

Do you sometimes find yourself staring into watery reflective surfaces and saying ‘Who am I???’ out loud in a wistful rendition of the scene in Zoolander when Derek tries to find himself? It can be hard to run a business when you’re not quite sure what your angle is. Like a teenage girl who goes…

Do you sometimes scroll through Instagram and see image after image of perky online business owners with positivity and love figuratively pouring out their eyeballs? Do you sometimes wonder if you need to re-adjust your schtick so you’re a bit more bright-eyed and dreamy? Perhaps that will make you attract more customers. Wrong. Well, possibly…

Have you ever watched a video of a neglected mum-dog being reunited with her puppies on Facebook, shared it with all your friends and then been devastated at how many people just watched it, said ‘So sweet!’ and then just went back to living their lives like they didn’t just witness a miracle of the…

Have you ever looked at businesses in general and thought ‘Where the frock is all the personality???’ Many business experts will suggest playing it safe with business branding and copywriting which makes most businesses blend into one big, monotonous sea of tame sales copy and lame branding. If you get way too excited when you…

It’s lunchtime on a weekday, and you’re scrolling through Instagram and feeling like shit. Everyone else seems to have their branding entirely nailed, and you feel like you’re flinging ideas at the wall and hoping they stick. You want to do some kind of branding training because all those perky women with rich girl hair…