A quick quiz to help values-led brands and businesses uncover the soul of their work
When you have an idea for a business, or even a passion project, it is easy to get caught up in the “visual” of it all: logos, color palettes, social media accounts, and websites. But before any of that can take shape, it is vital to lock-in your brand’s soul.
Just like you and me, a soul isn’t something you invent, it's something you gently uncover and remember. When you pull back all the layers of what a brand “should be” by society’s standards, you can hear the way it speaks, the way it cares about your audience, and the role it wants to play in someone’s life.
In branding, we call that role your archetype. And when it is clear, branding stops feeling overwhelming and starts feeling natural and aligned.
So read on to learn more about the role your brand was meant to play
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What is a Brand Archetype?
If you’ve ever taken a personality test and found your 4 letter personality type (hello to all my fellow INFPs), then you’ve probably heard of Carl Jung. That’s where brand archetypes originally come from, Jungian psychology. But I promise to not go into a psychology lecture (at least not today).
Simply put, an archetype is a universal role, a familiar energy, or a pattern we intuitively recognize.
It’s sometimes easier to think about them as characters we’ve see and read about for centuries:
The Hero
The Mystic
The Rebel
The Healer
The Ruler
In branding, an archetype answers one powerful question:
If your brand could play one role in your client’s life, what would it be?
Once you identify that, everything else starts to fall into place and helps shape important features, like your brand’s:
Voice and tone
Visual branding
Messaging and offers
Boundaries
and the kind of clients you attract
Now, most brands contain many layers. If you’re like me, you’re a multi-talented person with many gifts to share with the world. But clarity comes from zooming in on one primary energy to lead with. Not to box yourself in, but to anchor and ground yourself.
Why Archetypes Matter
Honestly? When your archetype is unclear, your messaging feelings scattered, your website becomes disjointed, your visuals don’t land with your ideal audience, and in the end, you feel like you’re wearing a mask or performing to find clients and customers.
I don’t want that for you, and I know you don’t either. By getting clear with your archetype:
Decisions become easier
Your copy and content sounds like you
Your audience knows who you are and what you’re about
You stop over-explaining to new leads
You build trust faster
AKA: Archetype clarity reduces burnout and decision fatigue. A win for all women and mother entrepreneurs, and something we care deeply about here at TLTF.
So without taking up too much more of your valuable time, let’s get into it. Let’s find your brand’s archetype, together.
The Quiz: What Role Does Your Brand Play?
Answer intuitively, from your gut. There is no need to overthink it.
Want to go deeper?
Take the quiz above and see which archetype leads your brand. But that's just the start. Inside the free Archetype & Voice Blueprint, you'll find all nine archetypes broken down, so you can see exactly how your specific voice, tone, and messaging should sound. No more guessing, no more generic brand copy that doesn't quite sound like you.
What’s Next?
When we ask our clients this question inside our branding and copywriting processes, something shifts. They stop trying to be everything to everyone and start becoming more themselves. And that’s when your brand starts feeling less like a performance and more like a second home. Not only for you, but your clients and customers, too.
Now that you’ve identified your brand’s archetype, we recommend writing down a few of your most frequently asked questions (FAQ), and answer as your archetype.
You can also tap into the soul of your brand through exploration:
make a pinterest board of colors that feel like “the guide” or make a playlist that feels like your “explorer” brand.
Being able to spot and find your archetype out in the wild strengthens your connection with the soul of your brand and can help you identify what you like, and often more importantly what you don’t like.
make a music playlist of songs that feel like your brand, or how you want your brand to make others feel.
If you’re in the process of building a new business or rebranding an existing one, and you’re unsure which archetype leads your brand, we’d love to help. Whether it’s developing your brand’s voice and tone, copywriting, or our Embark service packages, we’re confident we can help you uncover the soul of your brand.
