so you're an
Woohoo! Good for you!
YOU MIGHT HAVE KNOWN THIS ABOUT YOURSELF FOR AGES, OR IT COULD BE A TOTAL SURPRISE.
Either way, before we dig into the specifics of what this means for you and your business, I want to give you a quick overview of what an archetype actually is…
A Brand Archetype?
That’s when you consciously anchor your brand to one of these deeply embedded universal themes.
AND WHY (THE HECK) WOULDWE DO THAT?
Well, when your brand is in alignment with who you are as a person – i.e. your true archetype – your business starts generating momentum and attracting customers on a level that previously seemed unattainable.
It’s also a way to get your brand to do all the heavy lifting for you – so that you can show up as your true self, and start making the kind of impact (and income) you want, without feeling like you’re pushing a big-ass boulder uphill.
So, without further ado,
LET’S DIVE INTO HOW TO MAKE YOUR BRAND ARCHETYPE WORK FOR YOU…
You can have more than one archetype.
In fact, most of us do. You’ll usually have one main archetype that serves as your primary category, then some secondary and tertiary ones. We’ll be delving into your primary archetype today.
A few quick facts...
There are HEAPS of different archetypes.
More than 60, in fact.
But broadly speaking, they can be broken into 12 ‘families’ – Healer, Rebel, Explorer, Innocent, Queen, Everyman, Hero, Jester, Creator, Sage, Lover, and (of course) Alchemist.
HERE ARE SOME OTHER ARCHETYPES IN YOUR “family”
Your archetype does not define or limit you. Rather, it’s a lens that can help you better understand yourself and the people who are attracted to you and your work.
It can also help you avoid common challenges that may crop up, and help you feel less alone in your struggles.
What it means to be
- YOU’RE AT YOUR BEST WHEN:
You are developing a vision and living it fully.
- YOU’RE DRIVEN BY:
The desire to create a transformation. (You know there’s a better way, and you want to bring it to fruition.)
- YOU LIKE TO:
Create change. Be the catalyst. Bring dreams to life!
- WATCH OUT FOR:
A tendency to act superior. Using your tremendous abilities to manipulate others (remember Spiderman? With great power comes great responsibility!).
Animator, Visionary, Creator of childhood fantasies
Spiritual transformation teacher and bestselling author
Spiritual transformation teacher and bestselling author
Author, Man who inspired a generation of girls to try to move pencils with their eyes.
Little fairy-tale guy who spun straw into gold
as a business owner
YOU KNOW THERE ARE NO LIMITS AS TO WHAT’S POSSIBLE.
Limits? Pffft. You see them as self-imposed.
You’re gifted at seeing what ‘could be’. Which is why every revolutionary invention throughout history has an Alchemist’s fingerprints on it – whether we’re talking about a light bulb, a mobile phone, or an iPod.
Your ideas spark awe in many, though they might seem crazy to others… at first (“A music player in your pocket? Are you crazy?!”).
But even in the face of doubters, you believe that if you apply the right formula, you can turn dust into gold and mud into miracles.
All our dreams can come true, if we have the courage to pursue them.
If you can dream it, you can do it.
It's kind of fun to do the impossible.
- Walt Disney, Alchemist Extraordinare
YOUR GREAT PROMISE IS TRANSFORMATION.
An alchemist shows their customers that there is a better way and that transformation is possible. No matter what you sell, this promise is foundational to your brand – whether it’s a cleaning product that can transform your customer’s kitchen, an essential oil that can transform their stress levels, or a spiritual practice that can transform their life. You don't just get people results - you make magic in their lives.
And above all, watch with glittering eyes the whole world around you because the greatest secrets are always hidden in the most unlikely places. Those who don't believe in magic will never find it.
- Roald Dahl
YOUR INTUITION IS ONE OF YOUR GREATEST STRENGTHS.
Your inner compass is on high alert for anything that doesn’t ‘feel right’.
This is a definite strength, though it can sometimes make biz decisions tricky, as your inner voice can clash with your common sense.
Both parts of you – your rational and your intuitive sides – have their place, and both deserve to be honoured. Only you can know which one is truly right for you in any given situation.
YOUR WORK CAN SOMETIMES COME UNDER FIRE…
When you’re promising results and transformation – no matter what type – you become a target for criticism, leading some people to doubt the transformation you promise and to question your motives. (This is especially so if the results you create are difficult to measure objectively.)
Alchemist brands can often save themselves a lot of hassle by ditching any marketing messages that are too edgy or extreme. Not only will this help you sidestep any unwarranted criticism, it will also let you connect with a greater number of people who could truly benefit from the work you were put on this planet to do.
Like moths to a flame...
The types of people who are organically drawn to you, as an alchemist, are seeking change and transformation.
What this means for you:
Enhance your sales copy by describing the transformational journey your clients will go through (“Right now you’re feeling X, but you long to experience Y. With our help, we can help you get all the way to Z.”)
Paint the picture for them of what’s possible. (Not everyone has your faith and vision, and your audience are craving reassurance that change IS achievable.)
Be sure to articulate the results your customers will get clearly. Though the results might be obvious to you, they’re not always obvious to others at first glance. (If you can back these claims up with research, case studies and data, all the better.)
Dig deeper to articulate the TRUE transformation your customers are getting, not just the surface stuff. (For example, a personal trainer creates change in their customers. But the true transformation isn’t just in the size of their tushie; it’s in their newfound confidence and the way they feel in their body.)
KNOWING WHAT YOUR ARCHETYPE IS ALLOWS YOU TO UNDERSTAND HOW YOU’RE PERCEIVED BY OTHERS, HOW YOU CAN WORK WITH YOUR NATURAL TENDENCIES (NOT AGAINST THEM),
AND HOW YOU CAN CREATE ALIGNMENT BETWEEN YOUR INNER TRUTH AND YOUR OUTER WORK.
How to weave the Alchemist Archetype into your branding
WORDS THAT WILL TURN YOUR IDEAL CLIENTS ON INCLUDE:
ALCHEMY CHANGE-AGENT TRANSCEND ENLIGHTEN RESULT OUTCOME TRANSMUTE DESIRE HIGHER HEAVENS SPIRITUALITY SCIENCE SACRED DREAM VISION PROSPERITY TRANSFORMATION INNOVATIVE INTELLIGENT WIZARDRY INTUITION MAGICAL MIRACULOUS POSSIBILITY POTENTIALITY FULFILMENT FRUITION DISCOVERY UNEARTH EMPOWER UNCOVER RADIATE SPARK IDEA GOLD WONDER AWE
Don’t be afraid to weave the above words into your About page, your Home page, your bio… anywhere where people are looking to find out more about you (and by extension, themselves).
Transformation and transcendence are your (gooseberry) jam. And your community is craving those qualities from you.
So rather than seeking to follow trends, or imitating the looks you see online, take the time to delve within and figure out what genuinely resonates with you on a heart-and-gut level.
AS AN ALCHEMIST, YOU MIGHT FIND YOURSELF DRAWN TOWARDS LOOKS THAT UTILIZE:
(I.E. THE CUSTOMER EXPERIENCE)
A massive part of branding is how your customers feel whenever they interact with you – whether that’s through a random email, a visit to your website, or as a paying customer.
As an Alchemist, the people who are attracted to you want to feel a touch of your magic! So be sure to create as many magical moments as possible for your customers.
THIS COULD INCLUDE THINGS LIKE:
- Sending a personalised gift after finishing up a project, or ringing your client to personally thank them. Aim to delight wherever possible.
- If you sell physical products, make your packaging as beautiful as possible. Ensure that unwrapping it feels like a magical experience in itself.
- Personalise as many of your customer interactions as you can – use their name, take note of personal details, show that you care.
- Ensure your branding is cohesive and on everything – that way, even stock-standard communications like invoices and receipts are still enriching the customer’s experience.
So there you have it
YOU NOW KNOW:
What your True Brand Archetype is and why it’s so important to youronline presence.
Why you’re motivated by some things… and totally turned off by others.
How to amplify your natural strengths (and avoid the common pitfalls that keep so many Alchemists stuck).
And how to use your archetype to ignite your brand and attract your ideal customers – specifically through how your website looks, what you say on it, and how you make your customers feel.
Your next steps...
Commit to taking ONE STEP today to bring a little more of your true self to your business. (Can you quickly revise your bio to include some key words? Can you spend five minutes creating a Pinterest board of visual ideas? Or can you tweak one part of your customer experience to make it more *you*?)
Share your results
with your friends
I'm an Alchemist
And proud of it!
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Invite your friends to take the quiz to find out their Brand Archetype
Thank you so much
For taking the Brand
Fist bumps to you, friend, for daring to play bigger, aim higher, and dig beneath the surface.
Over the coming weeks, I’m going to be popping into your inbox with more insights as to how to make your brand archetype work for you, so keep your eyes peeled!
‘Til next time,