Craving brand clarity? This might help…

Discover your brand archetype, explore summer offers + take a peek inside the Clubhouse

I’m excited to share this piece with you because understanding your archetype(s) can help you feel more at home with your brand and bring a little playfulness into the process.

While this type of post is usually reserved for paid subscribers, I’m opening this repurposed piece to all readers today so you can enjoy a little of what I occasionally share from a branding and business perspective.

You’ll also find out what’s happening inside the Clubhouse (for paid members) this month, plus details of reader-only offers on my creative and mentoring services available throughout August.

The essence of an archetype

Have you ever wondered why you gravitate towards certain brands over others?

The answer often lies in archetypal narratives. These brand stories align vision with values and voice — speaking to the heart of the human experience and creating a sense of belonging and connection. From the kind Nurturer to the bold Wanderer, brand archetypes are universal characters that can help shape your strategy, style and story, and play a powerful role in forging deeper connections.

The framework is rooted in human psychology, with Carl Jung originally developing a set of personality archetypes. Brand archetypes evolved from these, and I’ve adapted them slightly to reflect both my own branding practice and the Brand Seasons Method. This will soon form part of my creative process, so I’m keen to unravel this together.

The twelve archetypes

Today, I'm grouping the archetypes by purpose, noting their attributes and examples of companies that portray the characteristics. I’ve consciously stepped away from citing too many notable brand names because I want to show how even small enterprises can embody these qualities.

Seekers

Freedom matters to this visionary group of archetypes. They are here to enlighten us.

1. The Dreamer (aka The Innocent)

   • Attributes: optimism, possibility, simplicity

   • Examples: Hiut Denim, Nini Organics, Ocelot Chocolate

   • These are brands that seek light in the dark. Associated with natural, organic or wholesome products and services, you might find them focusing on food, clothing or beauty.

2. The Sage (aka The Teacher)

   • Attributes: wisdom, knowledge, guidance

   • Examples: Lovevery, The DO Lectures, The Atlantic

   • With a shared belief that the power of knowledge can improve the world, this archetype is often involved in research and education. They value truth, openness and honesty.

3. The Wanderer (aka The Explorer)

   • Attributes: freedom, discovery, adventure

   • Examples: Allbirds, Happier Camper, Passenger

   • With a particular focus on the outdoors, travel and lifestyle, these brands attract those seeking new experiences. They are brilliant at expressing themselves and want the best for people and planet.

Connectors

Community is what connects this "social club" of archetypes. They are here to encourage a sense of belonging.

• The Lover (aka The Idealist)

  • Attributes: delight, passion, pleasure

  • Examples: Beauty Pie, Papier, Sweaty Betty

  • Expect an intimate, elegant touch from this archetype, where the business is often associated with fashion, cosmetics or aesthetics, as well as creating pleasure and nurturing the senses.

• The Jester (aka The Comedian)

  • Attributes: joy, humour, entertainment

  • Examples: Ben & Jerry’s, Tony’s Chocolonely, Who Gives A Crap

  • This archetype lives in the moment and places an emphasis on enjoyment. They encourage a playful and upbeat culture within their business, paired with a happy-go-lucky mindset.

• The Neighbour (aka The Everyman)

  • Attributes: kinship, relatability, trust

  • Examples: Ffern, MUJI, Toast

  • Simplicity means a lot to this archetype, with the business very much focusing on the everyday, the familiar and the informal. These brands are the choice for those seeking homespun comfort.

Changemakers

These trailblazers hope to leave their mark. They are here to shift and shape the planet for the better.

• The Rebel (aka The Outlaw)

  • Attributes: defiance, nonconformity, revolution

  • Examples: Beyond Nine, Dr. Martens, Finisterre

  • Striving to disrupt the status quo and form new ways of thinking, doing and being, you may find this archetype pushing for environmental and ethical change within their business.

• The Magician (aka The Visionary)

  • Attributes: thought, transformation, enchantment

  • Examples: Cutter & Squidge, Instax, Newspaper Club

  • Making magical and memorable moments is at the heart of this archetype. Creativity, imagination and playfulness weave into all that they do, in life and in work.

• The Warrior (aka The Hero)

  • Attributes: bravery, perseverance, virtue

  • Examples: Charity: Water, Patagonia, TOMS

  • This daring brand knows we can create positive change through courage and action. This archetype isn’t afraid to operate with integrity, address major issues and challenge societal norms.

Helpers

This supportive group of archetypes bring order and structure. They are here to ground and centre us.

• The Nurturer (aka The Caregiver)

  • Attributes: kindness, generosity, compassion

  • Examples: Cowshed, Kit & Kin, Milk + Joy

  • The Nurturer’s goal is to nourish and sustain. They commonly operate in healthcare, education and non-profit spaces, but can often be found among baby and beauty brands.

• The Leader (aka The Ruler)

  • Attributes: power, leadership, authority

  • Examples: Liberty, Monocle, Peloton

  • This archetype offers a sense of safety, security and stability inside their business. Pioneers in their field, they aspire to create movements that inspire and influence.

• The Creator (aka The Artist)

  • Attributes: beauty, innovation, resourcefulness

  • Examples: Bird & Blend, Our Place, Scandiborn

  • This problem-solver and decision-maker has a passion for bringing a vision to life. They are an expressive and imaginative brand that values beauty and wonder within business.

Unearthing your brand archetype

Landing on your brand’s archetype is about connecting the soul of your business or creative practice with the needs of your audience. But staying true to your archetype isn’t about limitation — it’s about liberation.

If you’re not sure which archetype aligns, try:

1. Reflecting on your brand’s vision, values and voice — and the emotional experience you want to create

2. Considering your audience — their aspirations, challenges and what they’re drawn to

3. Looking at the overlap — and identifying the archetype that bridges your purpose with their needs

You might find that you identify with more than one archetype, and that’s okay. In fact, most brands sit across two or three, with one clear dominant energy.

Embracing your brand archetype

To be memorable, we need a strategy that entices, a style that captivates and a story that inspires. I often think of it as inviting people in and helping them feel at home.

Understanding your brand archetype can be a playful and powerful starting point. It informs your dreams, goals and plans, and strengthens the foundations of your business or creative practice.

When we embrace the archetype that reflects our vision, values and voice, we create a brand that isn’t just relatable, but remembered.

---

I hope you found this article useful. Feel free to comment if you have any questions, and I’d love to know which of the brand archetypes you most identify with. I’ll share mine in the comments!

Need help with identifying and expressing your brand archetype?

For this month only, if you book a Brand North or Brand Trail package, I’m including a free brand audit and 1:1 call to explore my findings with you. What’s more, you’ll benefit from my current pricing, which rises for the first time since I launched These Are The Days this autumn.

Here’s what’s available:

→ Brand North: Build your brand from the ground up with a brand style you can be proud of. From £1440 (rising to £1680 in autumn)

→ Brand Trail: Ongoing mentoring and creative direction over 3 or 6 sessions. £480 or £840 (rising to £960 in autumn)

→ Brand Waypoint: A focused half- or full-day session to bring momentum to what matters. £360 or £480 (rising to £560 in autumn)

We can put a payment plan in place and schedule the work later — you just need to secure your spot before 31st August.

I’d love to support you. You can reply here to book a Compass Call, and we’ll explore your needs together.

“The whole process was gentle and thorough from beginning to end, and Sarah translated my desires into something tangible and beautiful. Trusting someone with your brand is an important decision. I can’t think of anyone who could make you feel safer.”

– Sara Duigou, Somatic Coach

This month in the Clubhouse

The Clubhouse has its home right here on Substack, and it’s where I share seasonal brand support. Here’s what’s coming up:

• Brand Thread (Q+A)

  A monthly Chat Thread where you can ask your branding or business questions — big or small. First Friday of every month.

• Story Time 🗓️ Friday 29th August

  This season, I’ll be sharing lessons from launching Brand Camp, my summer email retreat. Expect a few journaling prompts to help you think about the future of your brand!

• Press Play 🗓️ Friday 5th September, 1–4pm BST

  A spacious co-creating session to help you focus on what matters. Was planned for 1st August. Moved due to holidays.

“I’m an artist with no experience of branding. Shape Your Brand Story enabled me to get my head around where I needed to start. The questions and prompts gave me structure, but more than that, they helped me delve deeper into the roots of my work. Thank you.”

– Anna Baker, Textile Artist

If you’re a member already, I can’t wait to see you inside. And if you’re not yet in the Clubhouse but you’re craving thoughtful brand support, I’d love to welcome you into the fold.