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, Explorer, Alchemist, Queen, Everyman, Hero, Jester, Creator, Innocent, Lover, and (of course) Sage.
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 making the world a better place by sharing information and deepening people’s understanding.
- YOU’RE DRIVEN BY:
A passionate search for wisdom, knowledge and truth.
- YOU LIKE TO:
Analyse and research everything.
- WATCH OUT FOR:
Coming across as a know-it-all. Becoming so driven by knowledge and truth that social graces are forgotten (*cough* Sherlock Holmes).
He prizes wisdom, truth and curiosity above all, and has a strong desire to make the wizarding world a better place.
The Greek Goddess of knowledge and reason, who longs to better the world through wisdom.
No one gives more guidance and wisdom to Luke Skywalker than wise old Master Yoda.
A brand that prides itself on disseminating ideas, knowledge and wisdom to all.
The New York Times
… is a great example of the Sage in action, along with most other authoritative news outlets, universities and museums.
as a business owner
YOU LIVE AND DIE BY INFORMATION.
You love nothing more than learning, planning, brainstorming and researching… It’s how you make sense of the world, and it makes you a highly-informed biz owner.
You strive to achieve expertise and mastery, and are adept at picking up new skills.
Knowledge is power.
- Francis Bacon
… BUT YOUR RELIANCE ON RESEARCH AND KNOWLEDGE CAN SOMETIMES LEAD TO ‘ANALYSIS PARALYSIS’.
You want to make the ‘right’ decisions in your business, so you’re always willing to research every decision (an admirable quality). Sometimes, though, this means you’ll spend three weeks researching something that only deserved three hours of your time. And even then, you still might not be sure which path to choose, so you avoid making a final decision.
IF YOU CAN RELATE TO THIS, HERE ARE A FEW POINTERS THAT CAN HELP:
Give yourself a deadline by which you need to make decisions. (“I’m going to research email providers for three hours, then make a decision about which one to choose.”)
Know that there’s usually no ‘one right answer’ to business conundrums. If you’re tossing up between two or three options, it’s likely because ALL of them are good choices and they can all work.
Get your thoughts out of your head and onto paper. The old ‘pros and cons’ list can be a lifesaver for Sages who are feeling indecisive.
TO SAY THAT YOU’RE ‘INDEPENDENT’ IS AN UNDERSTATEMENT.
You are very happy to flout the status quo and forge your own path – especially when the data is on your side. You’re strong-willed and have a deep desire to use your knowledge and wisdom to make the world a better place.
IT’S OKAY THAT YOU DON’T APPEAL TO EVERYONE.
Some people may find your messaging elitist or complicated. But that’s okay – a touch of exclusivity will only serve to strengthen the attraction for your true fans.
Besides, trying to appeal to EVERYONE would remove much of what makes you, as a Sage, so special.
Seek not greatness, but seek truth and you will find both.
- Horace Mann
Like moths to a flame...
The types of people who are organically drawn to you, as a sage, are looking to for knowledge, learning, and wisdom.
What this means for you:
You don’t need to dumb things down for your audience. And you definitely don’t need gimmicks to make the sale… your expertise is more than enough!
Your people like facts and hard data. So avoid making gratuitous claims or hyping things up.
Be sure to communicate the tangible, measurable benefits your offerings provide. (If you can back these up with case studies or research, all the better!)
The ‘hard sell’ is unlikely to be effective with your audience. Instead, simply presenting your prospects with all the information they need to make their own informed decision can be super powerful.
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 Sage Archetype into your branding
WORDS THAT WILL TURN YOUR IDEAL CLIENTS ON INCLUDE:
INTELLIGENCE EXPERTISE MASTERY WISDOM GUIDANCE CURIOSITY KNOWLEDGE SAVVY POISE CLEAR-THINKING INFORMATION UNDERSTANDING SOPHISTICATION FORESIGHT EXPERIENCE SAGENESS SMART DISCERNING ASTUTE SCHOLARLY PERCEPTIVE INTUITIVE INFORMED MENTOR WISE TEACHER LEARN EDUCATED AWARE ENLIGHTENED WITTY CLEVER THOUGHTFUL CONSIDERED MEASURED
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).
Expertise and professionalism 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 A SAGE, 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 Sage, the people who are attracted to you are seeking information, truth and transparency.
INFUSE THESE QUALITIES INTO YOUR CUSTOMER’S JOURNEY WHEREVER POSSIBLE, BY DOING THINGS LIKE:
- Make sure it’s crystal clear what happens when your customers purchase your product or sign up for your service. (What happens when they press the buy button? When will they be charged? When should they expect to hear from you?)
- Your customers also appreciate organisation, so make sure your on-boarding systems are streamlined, speedy and as automated as possible
- Ensure that every part of your branding is cohesive and deliberate. Each element needs to be strengthening your reputation as an expert and a professional, not detracting from it. (For example, a stock-standard Mailchimp template doesn’t exactly scream ‘professional’, right? Nor do broken links, slow-loading images or DIY design elements.)
- Consider getting professional headshots taken. These can seriously ramp up your perceived expertise.
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 Sages 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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I'm a Sage
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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,