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Soul Brand Archetypes & Alchemy

"A brand is literally what people say about your business when you're not in the room".

What Are Soul Brand Archetypes?

Soul Brand archetypes are one of 12 brand identities or personalities that consumers instantly recognise. 

According to Carl Jung, a Psychoanalyst, there are universal, unconscious, unlearned, and genetic patterns in human society that transcend culture, generation, and geographical location (at the psyche level). These patterns were transformed into twelve personas (also referred to as archetypes), which represent how we all present ourselves to the world based on our instincts.

The easiest way to describe archetypes would be to compare them to characters in a book or movie: People relate to certain characters, such as the rebel, the hero, etc.

Identifying Your Soul Brand Archetype

Aligning your brand with identifiable archetypes will help everyone quickly understand what you offer and how to interact with you.

By determining which identity best represents your brand, you’ll accomplish several things. With a clear vision of your brand personality, you can develop a logo, create a website, and plan your marketing strategy easily. As a result, your audience will feel more connected to you. The more they know about your brand, the more likely they are to trust it.

ar·che·type (ärk-tp), n :

a primitive mental image inherited from human ancestors and present in the collective unconscious.

The following brand archetypes are driven by enlightenment, spirituality, knowledge & freedom, & connected to the head

Their passion for learning and experiencing new things drives them. As kings and queens of their own kingdom, they want to live in whatever utopia they created for themselves. You can always count on them for a great story and/or an unforgettable adventure. They’ll make sure you have a great time and leave with a lasting memory when you do something with them. 

the innocent brand archetype- Canva Templates


“Free to be you and me.”

the sage brand archetype- Canva Templates


“The truth will set you free.”

the seeker brand archetype - Canva Templates


“You only get one life, make it count.”

The following brand archetypes are driven by mastery & legacy & connected to the gut

Their desire to make a mark on the world drives them to leave a legacy they can be proud of and to be known for something that matters. Everything they do is about improving, whether it’s themselves or the things and people around them. In any given situation, these people rise to the challenge and do the work that others won’t.

the maverick brand archetype- Canva Templates


“Rules are made to be broken.”

the magician brand archetype- Canva Templates


“I make things happen.”

the warrior Brand Archetype- Canva Templates


“Where there’s a will, there’s a way.”

The following brand archetypes are driven by structure & order & connected to the hands

The desire for structure drives them to create a better world, especially for themselves. It is their goal to make the world around them more stable and secure by bringing order to chaos. You’ll find these people fighting to restore control back to where it belongs. 

the nurturer brand archetype- Canva Templates


“Love your neighbour as yourself.”

the monarch brand archetype- Canva Templates


“Power isn’t everything, it’s the only thing.”


“If you can imagine it, it can be done.”

The following brand archetypes are driven by belonging, community & connection & connected to the heart

The desire to build genuine emotional connections drives them to surround themselves with people who understand them. The desire to enjoy whatever they are doing is a big part of why being around like-minded people is so important to them. Often times, these types of people are the “connectors” in a situation – they instinctively know how to bring people together because they have a way of finding commonalities with others.

the passionate brand archetype- Canva Templates


“Love is the meaning of life.”

the jester brand archetype- Canva Templates


“If I can’t dance, I don’t want to be part of your revolution.”

the friend brand archetype- Canva Templates


“All people are created equal.”


What’s your brand type?

Creating meaningful relationships with the right people starts with getting to know your brand and understanding its unique personality. Find out what your brand archetype is by taking the free quiz.