Find Your Brand Archetype + Uncover Your Brand’s Personality.
Have you ever felt like your brand just doesn’t feel quite right anymore? Maybe your visuals don’t reflect your evolution, you’re hesitating to show up, you just don’t know what to say, or you’re constantly overthinking and second-guessing yourself.
Sheesh, I feel you. It’s not a great place to find yourself in, is it?
Here’s the thing: your brand isn’t just about how it looks on the outside. I believe the best brands are the ones that are an energetic extension of their founders—especially if yours is a personal brand, you’re a sole trader or an amazing solopreneur.
But the good news? You don’t need to overhaul everything at once. Sometimes, the smallest shifts spark the biggest sense of clarity—and that’s exactly where your Brand Archetype comes in.
What is a brand archetype?
At its core, a brand archetype is a personality blueprint grounded in psychology and storytelling. How cool is that?!
The concept originates from the work of Swiss psychologist Carl Jung, who developed the theory of archetypes in the early 20th century. He identified 12 universal archetypes—innate character patterns found across myths, literature, and culture. These archetypes reflect core human motivations and emotions, helping us recognise and connect with stories on a deep, intuitive level.
So, if we apply these learnings to branding, the archetypes can help give your business a clear energetic identity. They can act as a guide for how your brand sounds, looks, and feels—so you can express yourself with clarity and consistency, while creating emotional resonance with your audience. And this, my friends, is absolute gold.
In my work, I’ve reimagined these 12 archetypes through a soulful, modern lens, which I’ve crafted specifically for creative, holistic, and heart-led entrepreneurs (these are the exact kind of clients I love to work with). Because your brand isn’t just a business—it’s a living expression of your values, energy, and essence; and your opportunity to build a lifestyle that works for you.
Why brand archetypes are a powerful starting point.
Working 1:1 with a designer to create your brand can be a big deal (though an amazing one!). So if you’re not quite ready for a full rebrand or an intensive design process, I believe working with your archetype is the perfect place to begin.
Here’s why I think it works:
It simplifies your brand identity.
No more wondering how to describe your vibe. Your archetype gives you language, visuals, and a strategic direction to work with. Simples!
It aligns your energy with your expression.
When your messaging and visuals reflect your natural essence, it helps you create a brand that feels effortless—and completely resonant. (eg. really hard for your people to ignore!).
It helps to build connection and trust.
Audiences resonate with consistency. When your brand shows up with a beautifully clear personality, it becomes more memorable and trustworthy.
It guides you through your evolution.
As you grow, your archetype helps you stay anchored in your essence while allowing room for refinement and depth.
How this fits into my values-to-visuals design process…
Every brand I co-create begins with what I call my values-to-visuals process. This soulful framework blends strategy, energetic alignment, and intuitive design to bring your brand’s true identity to life—from the inside out. And, it has truly reimagined the way I design—it’s literally another world away from where I started 20+ years ago! [If you’re interested, you can learn more about how I work right here.]
Your unique essence (and in this case, we’re talking about your brand archetype) sits at the beginning of that journey. It’s a gentle, powerful first step to uncover your brand’s voice, tone, visual cues, and emotional energy—all before you even touch a logo or colour palette.
Now, while a 1:1 branding process will always offer deeper transformation (tailored strategy, custom design, and brand-aligned visuals that truly reflect your growth) ... your archetype is where the spark begins.
Images courtesy of Kaboom Pics. Artwork for the archetypes created by me | © 2025 Indeko Creative
It’s time to meet the twelve brand archetypes.
In case I haven’t said this enough already—your brand is more than a niche or aesthetic—it’s an energetic story waiting to be told. So, inside The Aligned Archetype Guide, I’ve reimagined the 12 classic archetypes through my own soulful lens to better reflect the kind of brands I work with (and the kind you’re probably creating, too).
Each archetype includes:
Your brand’s core energy
Voice and personality traits
Brand strengths
Visual direction
Messaging prompts
Real-life brand examples
How to integrate your archetype into your own personal brand expression
If you’re ready to meet your archetype, you can take the free quiz here and download The Aligned Archetype Guide to start working with your results.
But hey, what happens after I find my archetype?
Let me reassure you, this isn’t about boxing you in. Because that’s not what my design philosophy is about. It’s about giving you language, insight, and clarity—so you can build a brand that feels like you.
Once you know your archetype, you can begin to align your:
Brand voice + tone of writing
Visual direction (colours, typography, imagery)
Website and social media presence
Content themes + marketing rhythm (believe me, finding your rhythm really helps!)
Offers and client experience
And—if you’re ready to explore even further, I’m also in the process of creating a suite of Archetype Branding Kits—with colours, fonts, Canva templates, visual assets, and messaging guides tailored to each archetype. (Whaaaaat?! I know right, I am SO excited about them!).
These kits are being designed to offer a beautiful way to start building consistency and confidence, without diving straight into a full rebrand.
BUT. If you’re ready to dive into the innate, real you—or you’d prefer the full, personalised branding experience where it’s all done for you ….my 1:1 Soulful Brand Immersion service is here for when you’re ready to go deeper.
My final word = Let your brand feel like an extension of you.
You don’t need to sound like everyone else.
Nor do you need to look like everyone else.
You just need to reconnect with the energy that’s already within you.
And your brand archetype helps you do that—with clarity, resonance, and confidence.
I hope this article has been helpful (and the resources too, if you jump on them!).
Happy Branding!
K xo
