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so you're a

Hero?

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…

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An archetype is universally familiar character or situation that transcends time, place, culture, gender and age. It represents an eternal truth.

- Jon Howard-Spink

Basically, an archetype is an element of the human experience that’s so universal, we all relate to it without even thinking.

These archetypes are deeply embedded in our psyches – so much so that we’re often not even aware that they’re influencing our thoughts and feelings.

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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…

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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...

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There are HEAPS of different archetypes.

More than 60, in fact.

But broadly speaking, they can be broken into 12 ‘families’ – Healer, Rebel, Explorer, Alchemist, Queen, Everyman, Sage, Jester, Creator, Innocent, Lover, and (of course) Hero.

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.

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What it means to be

A Hero...

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    YOU’RE AT YOUR BEST WHEN:

    You’re overcoming adversity to make the world a better place.

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    YOU’RE DRIVEN BY:

    Discipline, focus and strength; a desire to prove your worth.

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    YOU LIKE TO:

    Do great things. Kick big goals. Test yourself.

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    WATCH OUT FOR:

    A tendency to push too hard. Delusions of grandeur. Believing your own hype.

FAMOUS HEROES

Nike

A brand that prides itself on heroic acts of athleticism, breaking new barriers, and pushing through limitations.

Serena Williams

Arguably the greatest athlete of her generation, Serena’s actions on and off the court have inspired millions.

Turia Pitt

After experiencing devastating burns while competing in an ultramarathon, Turia inspired an entire country with her bravery.

Red Cross

A powerful not-for-profit, the Red Cross seeks to help the less fortunate & the disenfranchised, to make the world a better place.

Jess Ainscough

As ‘The Wellness Warrior’, Jess openly shared her cancer battle and inspired millions.

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The Hero

as a business owner

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YOU’RE MISSION DRIVEN.

You’re fuelled by the idea of ‘fighting the good fight’. You want to make a mark, create an impact, and leave a legacy through your business… And your inherent audacity makes you the perfect person for the job.

To keep yourself motivated and aligned, ensure that all your work projects are aligned with your big-picture mission, even if they’re only a tiny piece of the greater puzzle.

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A hero is someone who has given his or her life to something bigger than oneself.

- Joseph Campbell

YOU’RE COURAGEOUS.

Part of being a hero is overcoming adversity – in whatever shape or form that may be.

Where some people would be beaten down or defeated by difficult circumstances, you always seem to find a way to rise up, become stronger, and find meaning in the journey. Your bravery inspires others to overcome their own challenges and perform at their full potential.

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The dark night of the soul comes just before revelation. When everything is lost, and all seems darkness, then comes the new life and all that is needed.

- Joseph Campbell

(P.S. Sharing your ‘dark night of the soul’ with your audience can be a powerful way to connect with them.)

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YOU NEVER GIVE UP.

Which is a crazy-admirable trait. But it can lead to burnout, if you’re not careful.

There’s nothing heroic about neglecting yourself or your health for the sake of your business, so please know that you’re ALLOWED to take time off, to practise self-care, and to put yourself first sometimes. In fact, being your healthiest self will actually allow you to kick more goals and make more impact (and you’ll feel way better while doing so – win-win!).

DISCIPLINE, FOCUS AND STRENGTH ARE YOUR STRONG SUITS.

… and they’re a golden combo for a biz owner! These traits come so naturally to you, you might not even realise how powerful or rare they are.

Once you’ve identified a project as being worthwhile, you’ll put your heart and soul into bringing it to life, no matter what challenges crop up.

(You might even find yourself frustrated sometimes, when others don’t work as hard as you do… Not everyone has your grit and guts!)

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Like moths to a flame...

The types of people who are organically drawn to you, as a hero, are committed to growth and becoming the best version of themselves.

What this means for you:

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    Part of what draws people to you is your goodness – i.e. your ethics and morals. Your customers are therefore looking to you to do the ‘right thing’, to follow your heart, and to be strong in your convictions. If your audience can sense these things about you, they’ll be loyal fans for life.

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    Because you set such a good example, you will likely be held to a higher standard. It’s imperative that you walk your talk and practice what you preach in all areas of your business.

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    Your people value truth, honesty and transparency. So avoid making any gratuitous claims or hyping things up in your marketing.

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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.

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How to weave the Hero Archetype into your branding

THE COPY

WORDS THAT WILL TURN YOUR IDEAL CLIENTS ON INCLUDE:

ACHIEVEMENT BRAVERY COURAGE INSPIRATION HERO HEROINE ADVERSITY UNDERDOG STRENGTH WILFUL GOODNESS LOYALTY SERVICE WARRIOR CONVICTION TENACITY MOXIE TOUGHNESS VITALITY ATHLETE BACKBONE POWERHOUSE POTENCY PROGRESS CHANGE STAMINA HEART RESOLVE GRIT GUTS NERVE SPUNK WILLPOWER DETERMINATION DISCIPLINE FOCUS VALOUR HONOUR PERSEVERANCE PURPOSE DARING STEADFAST

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).

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The Look

Inspiration and achievement are your (gooseberry) jam. And your community wants to feel those qualities in your branding.

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 A HERO, YOU MIGHT FIND YOURSELF DRAWN TOWARDS LOOKS THAT UTILIZE:

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The Feel

(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 a Hero, the people who are attracted to you are craving inspiration. They want to be uplifted, motivated and encouraged.

YOU CAN INFUSE THESE QUALITIES INTO YOUR CUSTOMER’S JOURNEY BY DOING THINGS LIKE:

  • End your newsletters and blog posts with calls to action – how can you encourage your readers to put what they’ve just read into action?
  • Your people like to test themselves and prove their abilities as much as you do, so hosting a ‘challenge’ is an excellent opportunity to build your audience and strengthen your relationship with them.
  • Provide follow-up support to your customers to help them get the most out of your product or service. (For example, don’t just sell them an eCourse and set them loose; back it up with a 4-week email series that encourages them, fuels them forward, and keeps them accountable.)
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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 Heroes 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.

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Your next steps...

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TAKE ACTION

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*?)

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GET IT DONE FOR YOU

Come check out our Branding Packages and elevate your online presence from ‘eh’ to enviable with the help of our creative team.

Share your results

with your friends

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I'm a Hero

And proud of it!

Did you enjoy the quiz?

Invite your friends to take the quiz to find out their Brand Archetype

Thank you so much

For taking the Brand
Archetype Quiz!

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,

- ELLISSA

ellissa