Nov 13 • Deep Dive Community Calls
Episode 14 Brand Archetypes
This week we explored how brand archetypes help you clarify who you are, how your audience sees you, and how to communicate your value with consistency and emotional punch.
Key Takeaways
What’s an Archetype?It’s a shortcut for your brand’s energy, tone, and role in the world. Knowing your main archetype (and your audience’s) gives you:
- A language for how you show up
- A style filter for visuals, voice, and vibe
- A strategy for messaging, offers, and emotional connection
The 12 Brand Archetypes
We covered each archetype and the traits that define them
Outlaw, Magician, Hero, Lover, Jester, Everyman, Caregiver, Ruler, Creator, Innocent, Sage, Explorer
Each has its own tone, content style, and emotional driver — and understanding yours helps keep your brand sharp and aligned.
Why It Matters
- Creative Consistency – Archetypes guide your tone, copy, design, and energy.
- Authentic Differentiation – Same product, completely different feel depending on your archetype.
- Stronger Messaging – You speak to your audience in their emotional language — not just your own.
Bonus Insight: Tension Sells
Sometimes your audience is drawn to your archetype because it’s what they secretly want:
- A normie Everyman might crave a taste of Outlaw rebellion
- An Innocent may be inspired by an Explorer’s boldness
- A Hero may seek guidance from a Sage
When you understand this dynamic, your content and offers can magnetize people who don’t just relate to you — they want to become more like you.
Quick Self-Assessment
We also reflected on what archetypes showed up in our own brands:
- Luke – Explorer (primary), with Outlaw + Creator elements
- Jamie – Caregiver & Hero, with a touch of Explorer
- Nick – Creator + Jester energy in personal brand, with Hero tones in work
Community Task:
Figure out your brand archetype. Reflect on which ones fit you — and which ones fit your ideal clients. This will help you refine your tone, design, and content moving forward.
(Next call we’ll go deeper into real examples and how to apply this in your brand.)
— Luke
49:22
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Episode 14 Brand Archetypes
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