BRAND ARCHETYPES

YOUR SECRET WEAPON TO WINNING MORE CUSTOMERS

COPYRIGHT © NIKKI CLARK 2014 | ALL RIGHTS RESERVED | WWW.NIKKILOUCLARK.COM.AU

 [ÄR'-KI˘-TI¯P']
A symbol, theme, setting,
or character-type
that recurs in different times
and places in myth, literature,
folklore, dreams, and rituals
so frequently or prominently
as to suggest that it embodies
some essential element of ‘universal'
human experience.
COPYRIGHT © NIKKI CLARK 2014 | ALL RIGHTS RESERVED | WWW.NIKKILOUCLARK.COM.AU

OXFORD ENGLISH DICTIONARY

COPYRIGHT © NIKKI CLARK 2014 | ALL RIGHTS RESERVED | WWW.NIKKILOUCLARK.COM.AU

 READY TO BUILD
A STANDOUT
BRAND?
Building your brand, gaining followers,
subscribers and making sales can be
pretty overwhelming.

You’re probably already doing some

sort of marketing, but I’d bet that most
of what you’re doing is unfocussed.
I'm Nikki Clark, a brand and marketing
strategist, mentor and creator of The
No matter what stage your business is
Brand Attraction Method TM.
at, if you’re struggling to be seen, to cut
through and to connect, it’s most likely
I've spent 15+ years working with global
because:
brands such as Nike, Billabong, Red Bull,
Levis and IBM; across branding,
+ You don't have a message that speaks
marketing, social media and PR.
straight to the heart of your ideal
customer
From my years in the trenches, I know
+ You aren't communicating what
that the success of your business doesn't
makes your brand unique
depend on the latest marketing fad or
+ Your prospects don't see the value of
fancy sales funnel.
what you have to offer

It’s comes down to your ability to

Uncovering your brand archetype and
differentiate and create power with your
learning how to apply this to your brand
brand.
communication and marketing is the
first step to separating your message
When you have a strong, clear and
from the crowd and increasing your
magnetic message you can create
influence.
wildfire demand for your products and
services day in day out.

COPYRIGHT © NIKKI CLARK 2014 | ALL RIGHTS RESERVED | WWW.NIKKILOUCLARK.COM.AU

 HOW TO USE
THIS GUIDE?
The 12 archetypes in this guide are based As you read through this guide, keep in mind
on the work of Swiss psychologist Carl Jung that there is not one right or best archetype.
and later Margaret Mark and Carol Pearson. Don’t get hung up on labels, each of them are
valid and represent a unique set of
As humans we make choices every day that characteristics, strengths and styles.
are rooted in subconscious perceptions and
beliefs and when we do this we engage and We all lean towards one primary archetype
default to our primary archetype. and will often draw upon a secondary
archetype to build out the texture of our brand.
I've categorised the 12 archetypes into 4
Entrepreneurial Styles. Understanding Read through this guide to understand more
these styles can help you design a about how you can use your dominant and
business, products and offerings that not supporting archetypes to create a message
only align with your unique talents but also and marketing that connects with your
appeal to your prospects more effortlessly. audience on a subconscious level.
 THE 4 ENTREPRENEURIAL STYLES

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 THE MENTOR
ARCHETYPES: EXPLORER, SAGE AND INNOCENT

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 EXPLORER
AKA: SEEKER, WANDERER, ADVENTURER, PIONEER

MOTTO SUPER POWERS CORE DESIRE

It's about the journey not Trailblazing, pioneering, To explore all life has to
the destination adventuring, challenging, offer and feed your soul
independence

SHADOW VALUES VOICE

Restless, unsatisfied, not Ambition, identity, freedom, Certain, friendly, open
seeing things through courage, independence minded, authentic

freed challenge
om seek
discover BRAND WORDS chan
ge
transform new
alive rstand
embrace unde enlighten

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 SAGE
AKA: GURU, ADVISOR, MENTOR, TEACHER

MOTTO SUPER POWERS CORE DESIRE

To know is to grow Knowledge, wisdom, To discover the truth,
advice, mastery improve and grow

SHADOW VALUES VOICE

Opinionated, over- Authority, knowledge, truth, Factual, certain,
thinking, judgemental facts authoritative,

in t e ll truth
ig e n c growth
e BRAND WORDS
wisdom mas
ter y
e teach mentor
ed ucat o w l e dg e
discipline
wisdom kn

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 INNOCENT
AKA: IDEALIST, DREAMER, PURIST

MOTTO SUPER POWERS CORE DESIRE

Free to be you and me Simplicity, integrity, Create harmony, live a
authenticity simple and pure life

SHADOW VALUES VOICE

Naive, unrealistic, Honesty, integrity, hope, Genuine, kind, simplistic and
idealistic loyalty, faith, trust straightforward

o p t im
is t ic BRAND WORDS authentic believe
genuine cons
c io u s
harmony paradise
pure lo v e simple
peace

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 THE FACILITATOR
ARCHETYPES: WARRIOR, RENEGADE AND ALCHEMIST

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 WARRIOR
AKA: CRUSADER, HERO, CHAMPION

MOTTO SUPER POWERS CORE DESIRE

Prove your worth Strength, courage, Achievement, solve
through courage resiliency, discipline problems, make a mark

SHADOW VALUES VOICE

Obsessed with success, Tenacity, courage, Bold, challenging,
aggressive competency provocative, certain

le a d courage fight
BRAND WORDS
achieve b o ld
r mastery win
co nque n a c io u s
goals
results te

COPYRIGHT © NIKKI CLARK 2014 | ALL RIGHTS RESERVED | WWW.NIKKILOUCLARK.COM.AU

 ALCHEMIST
AKA: MAGICIAN, CATALYST, INVENTOR

MOTTO SUPER POWERS CORE DESIRE

Dream big Entrepreneurial, innovative, Transform the world,
dynamic, imaginative improve through change

SHADOW VALUES VOICE

Secretive, too many Transformation, vision, Charismatic, persuasive,
ideas innovation, passion masterful

chan intuitive
ge BRAND WORDS
pioneer
transform en tr epr en eur
manifest ideas
in n o va te v is io n dynamic
catalyst

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 RENEGADE
AKA: REBEL, OUTLAW, MAVERICK

MOTTO SUPER POWERS CORE DESIRE

Rules are made Disruptor, revolutionary, Break away from
to be broken game changer, trailblazer convention, disrupt the
status quo

SHADOW VALUES VOICE

Risky, controversial, Passion, leadership, risk Provocative, bold, loud,
know it all taking, difference authentic, inspiring

d a r in pioneer
g BRAND WORDS
disruptor
different progressive
e maverick visionary t
eg a d - a g en
r en rebel cha n g e revolutionary

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 THE CONNECTOR
ARCHETYPES: JESTER, LOVER AND GIRL/GUY NEXTDOOR

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 JESTER
AKA: PERFORMER, JOKER, ENTERTAINER

MOTTO SUPER POWERS CORE DESIRE

Life's too short to be Fun, witty, smart, energetic, Inject fun into the everyday,
serious creative bring joy and spontaneity

SHADOW VALUES VOICE

Frivolous, attracted to Originality, creativity, Fun, engaging, light-
shiny new things surprise, spontaneity hearted, playful, humorous

happ colourful
y BRAND WORDS
cheeky
create pleasure
in motivate fun
e r t a us
en t uplift c u r io perform

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 LOVER
AKA: ROMANTIC, BEAUTY, PARTNER

MOTTO SUPER POWERS CORE DESIRE

Love is all you need Passion, appreciation, love, Help bring connection,
beauty, intimacy love, intimacy and joy

SHADOW VALUES VOICE

Desire to please others, Devotion, connection, Warm, affectionate,
ruled by emotion intimacy, love connected and sensual

p le a s passion
ure BRAND WORDS
charming
love b ea uty
divine romantic
jo y lu x u r
y connection
sensual

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 GIRL/GUY NEXTDOOR
AKA: EVERYMAN, REALIST, CITIZEN

MOTTO SUPER POWERS CORE DESIRE

Community and Connection, communication, Create communities and
connection is everything authenticity, supportive belonging

SHADOW VALUES VOICE

Blending in, don't like Community, acceptance, Relatable, down to earth,
being alone integrity, modesty friendly, honest, light

a uth e support
n t ic BRAND WORDS
together
true g r o un ded
t connection belonging
h o n es m u n it y
humble com friendship

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 THE LEADER
ARCHETYPES: CREATOR, QUEEN AND CAREGIVER

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 RULER
AKA: QUEEN, LEADER, BOSS

MOTTO SUPER POWERS CORE DESIRE

The best or nothing Influence, leadership, Help others become
greatness powerful leaders

SHADOW VALUES VOICE

Bossy, manipulative Power, success, wealth, Confident, authoritative,
control clear. powerful

g r ea t wealth
n ess BRAND WORDS
greatness
mastery confidence
success leader
l u xu r y achievement r esp e
c t
influence

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 CAREGIVER
AKA: PROTECTOR, NURTURER, MOTHER

MOTTO SUPER POWERS CORE DESIRE

Love your neighbour as Compassion, generosity, Protect and care for others,
yourself sincere, nurturing help them care for themselves

SHADOW VALUES VOICE

Give too much, Equality, compassion, Welcoming, supportive,
dependent safety, protection, altruism down to earth

care support
BRAND WORDS
nurture
nurture w a r m th
t give safe
p r o tec compassion em pa
t hy sincere

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 CREATOR
AKA: VISIONARY, STORYTELLER, MAKER

MOTTO SUPER POWERS CORE DESIRE

Your only limitation is Creativity, innovation, passion, Help others create and solve
your imagination imagination, problems with innovative
thinking

SHADOW VALUES VOICE

Perfectionism, Individuality, expression, Descriptive, emotive,
procrastination, burn-out creativity, trailblazing passionate

exp r e build
s s io n passion
BRAND WORDS
vision unique
on change belonging
in n o va ti im a g
i ne believe
shift

COPYRIGHT © NIKKI CLARK 2014 | ALL RIGHTS RESERVED | WWW.NIKKILOUCLARK.COM.AU

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