so you're a
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, Alchemist, Innocent, Explorer, Everyman, Hero, Creator, Lover, Sage, Queen, and (of course) Jester.
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’re lightening the world; slinging joy into dark corners; living at the edge.
- YOU’RE DRIVEN BY:
A deep-seated yearning to play, to be funny, to make people laugh, and to turn things on their head.
- YOU LIKE TO:
Feel the energy that comes from people reacting with your work. Be original. Distract people from the mundane.
Writer, Comedian, All-round Funny Lady
Writer, Comedian, All-round Funny Lady
Writer, Comedian, Host of ‘Full Frontal with Samantha Bee’
Radio Personality, Actor, Comedian
Writer, Comedian, Former host of ‘Last Week Tonight’
as a business owner
YOU’RE ORIGINAL AND YOU LIKE MAKING THINGS.
You’re highly creative – in fact, it’s very common for those with a primary Jester archetype to have a secondary Creator archetype.
You like putting your own spin on things and reinventing stuff. You also enjoy pushing boundaries and turning the status quo on its head.
YOU REMIND PEOPLE THEY HAVE A CHOICE…
You choose to bring humour, wit and lightness to situations where it might not be expected. By living your life this way, you remind others that they too have a choice; that they too can choose joy.
YOU’RE NOT ALL FROTH AND BUBBLES.
It’s a misconception that Jesters are only about fun and frivolity. Though you’re a light-seeker, you’ve also got a serious, contemplative side. Many Jesters use their playfulness to illuminate very serious issues. Samantha Bee and John Oliver are great examples of this – as comedians, they bring humour to serious news stories, and are able to highlight the absurdity of current affairs in ways that serious journalists cannot.
YOUR PURSUIT OF PLAY CAN SOMETIMES MAKE PEOPLE THINK YOU DON’T CARE.
When you’re always trying to inject joy into situations, it can piss some people off… or make them think you’re not taking things seriously.
Sometimes this might be true, sometimes not – only you know the truth.
YOU CAN BE FLATTENED BY FOMO.
When your inner compass is permanently searching for what’s going to be the most fun, it can lead to you being scared to commit to a project or idea… “I can’t say yes to that – what if something better comes along?”
This fear of missing out can turn into a one-way ticket straight to Procrastination-Ville: you don’t want to commit to one thing, so you don’t commit to ANYTHING.
TO AVOID THIS OBSTACLE:
Ever heard the tale of Buridan’s Ass? There once was a donkey who was dying of thirst and starvation. Right as things were getting dire, he stumbled into a yard and saw a bale of hay to his left, and a bucket of water to his right. Because he was SO hungry and SO thirsty, he didn’t know which to choose first – should he eat or should he drink? He couldn’t figure out which one to pick, so he ended up dying smack-bang in the middle of the two, paralysed by indecision… What a dumb ass!
This fable teaches us that choices are rarely binary – saying yes to one thing doesn’t mean it’s a permanent no to everything else. You CAN do everything… just not all at once.
As the classic self-help book says, ‘feel the fear and do it anyway’. Sure, it’s scary to commit to something. But you owe it to yourself as a business owner and a grown-up to sit with that fear and work your way through it.
FOLLOWING THROUGH ON THINGS CAN FEEL TOUGH
When you’re knee-deep in the “messy middle” of a project, it doesn’t always feel good. In fact, it can feel downright crappy. As a fun-seeker, this can sometimes manifest as flakiness – never finishing off projects, and always flitting from one idea to the next when things get hard.
SIDESTEP THIS PITFALL:
Build routine into your workday. Rather than waiting for inspiration to strike, develop the habit of sitting down at your desk at a certain time each day, even if you’re not quite “feeling it”.
I only write when I am inspired. Fortunately I am inspired at 9 o’clock every morning.’
- William Faulkner
Like moths to a flame...
The types of people who are organically drawn to you, as a jester, value lightness, irreverence, originality, and novelty.
What this means for you:
You’re allowed to have bold ideas. To be a little cheeky. To think outside the…cubic parallelogram.
It’s okay to do things differently. Who says an invoice / blog post / coaching session needs to be done a certain way? Write your own rules!
It’s okay to be yourself in everything you do, because the right people will find that irresistible. (And those that don’t probably aren’t a great fit for you anyway.)
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 Jester Archetype into your branding
WORDS THAT WILL TURN YOUR IDEAL CLIENTS ON INCLUDE:
FUN JOY LIGHT PLAY PLAYFUL CURIOUS IRREVERENT ABSURD NEW SHOCKING INDIVIDUAL INGENIOUS FRESH JOKING HILARIOUS CONTRARIAN HUMOUR ORIGINAL IDEA MAKER ANTIC CHILD-LIKE QUIRKY NON-CONFORMIST LAUGH ADVENTURE WHIMSICAL AMUSING DARING SMART SAVVY SASSY NOVELTY REAL AUTHENTICITY BRIGHT GIGGLE WITTY CLEVER HULLABALOO CRAZY JOY
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).
Jesters are also irreverent – you like to buck the status quo, add some cheek, and embrace the unexpected. In a copywriting context, this might mean using some slang (or even profanity, if it’s on brand) to connect with your customers.
Playfulness is your (gooseberry) jam. And it’s one of the reasons your community loves 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 A JESTER, 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 a Jester, the people who are attracted to you want to avoid boredom. So do everything you can to make your customers’ experience as fun and new as possible.
THIS COULD INCLUDE THINGS LIKE:
- Bring a sense of fun to mundane processes. (Who said on-boarding clients has to be boring?! How can you inject some fun into your client questionnaire?)
- Find playful gifts to send your clients after wrapping up their project. (Pencils with swear words on them? Harry Potter journals? Cheekily-shaped chocolates? The sky’s the limit!)
- Customise the copy at every customer touch-point to inject a little light (e.g. don’t just use the default templates offered by your Email Service Provider or website theme). Things to think about: Your opt-in box, confirmation email, welcome email, receipts, invoices, email footer, autoresponder, etc.
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 Jesters 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*?)
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with your friends
I'm a Jester
And proud of it!
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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,