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Importance of Brand Archetypes

🤩 Who doesn’t love the deliciousness of ice cream? But it’s not just about the taste, you can also tell a story through your brand.

(More on ice cream in the video.)

A brief recap..

Halo Top = Innocent Archetype
Godiva = Lover Archetype
Ben & Jerry’s = Maverick Archetype 

That’s where archetypes come in! They help us create a distinct personality and stand out from other competitors who are selling similar products. 😎 

💡 Archetypes are incredibly powerful tools for entrepreneurs because they provide a filter to hone in on our best ideas. We can choose themes or metaphors to share with our audience and embody certain values that reflect our brand. Plus, we get to have fun creating stories and content that will captivate people! 

Archetype Foundation & Inspiration

When it comes to visuals in particular, archetypes really shine. By taking cues from successful brands across industries, we can craft something that’s entirely our own. We don’t have to replicate other businesses in our field; instead we can pull ideas that speak deeply on universal human desires.

Whether it be website design or product packaging – no matter where we look for inspiration -we’re sure to find something special that speaks volumes about who are are as a brand. 😍

And when done right – all these pieces will come together like magic ⚡️to form one cohesive, powerful package.

Archetype Visuals

Using archetypes as inspiration for visuals is one of my favorite things to do! 💖

Not only can it help bring personality into your branding but it also makes it easier for people to connect with what your business stands for. It’s like finding a common language between you and your customer. And when they feel understood and appreciated, they’re much more likely to become loyal customers who will stick around for years.

Plus, there’s bonus training inside each course so you get plenty of ideas on how best to plan photo shoots or pick photographers based on their experience with different types of brands or stories.

Story Telling & Brand Messaging

Copywriting and messaging can be tricky, but I have plenty of support for you in the archetype courses! 🤓

One great resource outlines different lessons specifically tailored to each archetype – – all 12 of them! 

💡They have sample headlines, on-brand language word banks and story prompts to help guide your content in the right direction.

📝Ultimately, your word choice and framing of a story is key to ensure that it resonates with the right emotions. By being intentional in this way, you can ensure you’re putting your best foot forward and truly serving the world with your unique story! 🌍

Brand Archetype Recap

Brand archetypes provide a powerful way to create emotionally resonant content that helps build trust and shorten sales cycles. By using archetypes, you can inform your brand voice, design decisions, strategic business directions, and storytelling.

Examples abound in the Brandfluency Archetype courses which offer photo and video sets, copywriting guidance, and advice on how to blend two archetypes together, + SO much more. With all these tools, you can create content that speaks directly to your ideal customers and helps them connect with your brand on a deeper level.

So go out there, discover your own archetype, and start building an emotionally resonant brand!

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What are brand archetypes?

Dr. Carl Jung coined the term “archetype” and described it as –

“forms or images of a collective nature which occur practically all over the Earth as constituents of myths and—at the same time—as individual products of the unconscious.”

He also said that the “forms and images” are imprinted and hardwired into our psyches. Understanding archetypes helps us understand our subconscious minds and explain our deepest longings and needs as human beings.

As humans, we want to connect with people – not products or services. So, when a brand takes on a primary character archetype, people recognize it – they get it. People who understand your brand can begin to like and trust you, leading to sales.

And interestingly, the word Archetype is from the Greek “arche” and “typos,” words which mean “beginning” and “imprint,” respectively. So, an archetype could be thought of as something that makes an initial impression on us that sticks… which is a goal of a strong brand, too.

More recently, Carol S Pearson and Margaret Mark co-authored The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes, which defines twelve individual types. As part of the analysis, specific traits, drivers, and values were identified in each archetype. 

This book was the source of the material that sparked an“ah-ha moment” for me several years back. Since then, I’ve been using archetypes to help entrepreneurs launch and scale impactful brands.

My method, The Clarity Code™, is built around my strong belief that when businesses act more human, we’ll be more successful. When we show more personality and are honest about our values and beliefs – and if we work hard to make a real difference in people’s lives – success will follow.

You can harness the power of archetypes too. By figuring out what yours is, you give yourself an effective and enduring framework around which to craft your brand.

The 12 brand archetypes

The 12 brand archetypes are:

1. The Innocent 
2. The Explorer 
3. The Hero 
4. The Sage 
5. The Maverick
6. The Magician
7. The Lover
8. The Entertainer
9. The Girl/Guy Next Door
10. The Caregiver
11. The Creator
12. The Ruler 

🌷The Innocent

The innocent archetype is all about hope, purity, and faith. This brand is optimistic and wholesome, with a strong focus on family values. Innocents are often seen as naive, but their sincerity makes them trustworthy and likable.

Brands that embody the innocent archetype include Dove, Coca-Cola, and Johnson & Johnson.

⛰️The Explorer

The explorer is a free spirit who seeks new horizons and adventures. This brand is independent, curious, and brave. Their fearless nature makes them inspiring and aspirational. 

Brands that embody the explorer archetype include Patagonia, Jeep, and National Geographic.

🦸The Hero

The hero is a brave and noble champion who fights for a cause. This brand is courageous, determined, and powerful. Their commitment to doing good makes them admirable and revered.

Brands that embody the hero archetype include FedEx, Superman, and Wonder Woman.

📚 The Sage

The sage is a wise and knowledgeable advisor who provides guidance. This brand is intelligent, thoughtful, and insightful. Their wisdom makes them trustworthy and credible. 

Brands that embody the sage archetype include Google, Wikipedia, and Oprah.

🍷 The Maverick (or Outlaw)

The outlaw is a rebel or misfit who challenges the status quo. This brand is disruptive, edgy, and unconventional. Their non-conformist nature makes them exciting and refreshing. 

Brands that embody the outlaw archetype include Virgin, Beats by Dre, and Red Bull.

🌟The Magician

The magician is a master of illusion who turns dreams into reality. This brand is visionary, creative, and innovative. Their ability to make the impossible happen makes them inspirational and aspirational. 

Brands that embody the magician archetype include Disney, Tesla, and Apple.

💜The Lover

The lover is a passionate and sensual being who seeks intimacy and connection. This brand is romantic, intimate, and beautiful. Their capacity for love and connection makes them relatable and likable. 

Brands that embody the lover archetype include Victoria’s Secret, Cosmopolitan, and Haagen-Dazs.

🃏The Entertainer (or Jester)

The entertainer is a fun-loving trickster who uses humor to make a point. This brand is playful, humorous, and entertaining. Their ability to make light of situations makes them endearing and likable. 

Brands that embody the jester archetype include Skittles, Old Spice, and Geico.

☕The Girl/Guy Next Door (or Everyman)

The girl/guy next door is a relatable everyman or woman who is down-to-earth and approachable. This brand is friendly, casual, and unpretentious. Their ordinariness makes them relatable and likable. 

Brands that embody the regular guy/gal archetype include Walmart, Budweiser, and Chevrolet.

💐The Caregiver

The caregiver is a compassionate and nurturing soul who tends to others. This brand is caring, supportive, and helpful. Their concern for others makes them likable and trustworthy. 

Brands that embody the caregiver archetype include Campbell’s, Allstate, and St. Jude’s Children’s Hospital.

👑The Royal (or Ruler)

The ruler is a natural leader who wants to control and organize others. This brand is commanding, authoritative, and prestigious. Their leadership qualities make them aspirational and respected. 

Brands that embody the ruler archetype include Mercedes-Benz, Forbes, and The Wall Street Journal.

🎨The Creator

The creator is an artist or innovator who brings new ideas into the world. This brand is expressive, original, and imaginative. Their creative vision makes them inspirational and aspirational. 

Brands that embody the creator archetype include Sharpie, Adidas, and Barbie.

Which archetype is right for your business?

There is no one-size-fits-all answer to this question, as the best brand archetype for your business will depend on a number of factors, including your industry, target market, and desired brand positioning. However, some general tips that can help you choose a brand archetype for your business include:

✅Define your brand positioning. What do you want your brand to represent? What are your core values? What emotions do you want your customers to feel when they think of your brand?

✅Research your industry and target market. What archetypes are commonly used in your industry, and which ones resonate most with your target market?

✅Consider your competitive landscape. What do your competitors’ brands represent, and how can you differentiate your brand with a different archetype?

✅Test different options. Once you have a shortlist of archetypes that you feel could work for your brand, test them out with your target market to see which one they react most positively to.

If you’re a personal brand, or if you’re the face of the brand, picking an archetype is more straightforward. You pick the archetype(s) that best represents your strengths and values at work.

By combining the right brand archetype with a focused message, you can create an identity that resonates powerfully with your target audience. So take some time to think about which archetype your brand should embody and how you can use it to set yourself apart from the competition.

If you’re not sure which brand archetype is right for your business, take our quiz to find out!

What do we do with our brand archetype?

Here are some ways you’ll incorporate a brand archetype into your business. If you want to shortcut the process of using your brand archetypes in your business, sign up for Brandfluency today! Our online course will give you loads of examples and inspiration, and show you how to use them to guide all aspects of your branding.

1. Use your brand archetype to guide your messaging.

 What kind of language does your chosen archetype use? What tone of voice do they speak with? Use these cues to inform your brand’s messaging, whether you’re crafting ad copy, social media posts, or even just your website description. 

2. Let your brand archetype influence your visuals.

What kind of imagery does your chosen archetype evoke? Use these cues to inform your brand’s visual identity, from your logo design to the colors and fonts you use on your website and marketing materials.

3. Use your brand archetype to inform your customer service.

How can you embody your chosen archetype in the way you interact with your customers? For example, if you’ve chosen the sage archetype, your customer service team should be knowledgeable and helpful, while if you’ve chosen the jester archetype, your team should be fun and friendly.

4. Use your brand archetype to inform your business decisions.

Whether you’re choosing a new product to launch or deciding on a new marketing strategy, let your brand archetype be your guide. Ask yourself how your chosen archetype would approach the situation, and use that as a starting point for your decision-making.

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📚 Preface: Sometimes the best branding books aren’t really branding books. 

Sounds rather funny, right? Let me explain:

I have read a lot of branding books in my day. But I haven’t read a new one in awhile! (Really.) Here’s why: It’s very important for me that when I’m creating course material, the knowledge I’m imparting to people is coming from my own brain, from my own experience, from my own experiments – like the work that I’ve done directly with my brand strategy and development clients.

I DON’T want to just regurgitate what other brand strategists are saying. THAT would be soooooo off-brand for me, as the Sage archetype. 

So I haven’t actually read a book that’s strictly “a branding book” in a really, really long time. (Like, I’d say a few years.)

Now, why am I telling you all this? Well, it’s all to preface 😉 (see what I did there?) this article. Because, it’s not just a list of some of my very favorite “branding books.” 

Actually, it’s a list of books that have *informed* my brand strategy work. And some of them are in fact about branding – and even have “brand” in the title. But many of them are not really about branding, per se. 

Make sense? Cool. Let’s proceed. 

Without further ado, I present to you… my all star line up. 📚📚📚📚📚📚  Let’s start with… 

The Brand Flip

I love all of Marty Neumeier’s books – but this one is particularly brilliant. It’s all about how consumers are now shaping the brands that they love. 

So instead of branding being an exclusively top down process – or simply an expression or activity of the business – consumers are shaping the conversation. The book posits that “customers now run companies” – and digs into how brand-builders can profit from this ‘flip!’

Marty is amazing and I really love these short, digestible, highly-quotable branding books. As I mentioned above, I don’t actually read a lot of ‘strictly branding’ books – but this one really captured my curiosity – and continues to do so. 

The Hero & The Outlaw

If you’ve been in my orbit for any length of time, you know that I’m ob-SESSED with brand archetypes. (And that’s saying it lightly!) 

You may know, dear reader 😉, that I created a brand personality quiz to help entrepreneurs uncover their innate advantages. That quiz has been taken more than 200,000 times over the years. (Crazypants!) And the Brand Archetypes* – and this book are the basis for the quiz. 

For the quiz and accompanying materials, I changed some of the archetype names to make them more applicable to brands. For example, I called the ‘Destroyer’ the ‘Maverick. Instead of the ‘Everyman,’ we have the Girl or Guy Next Door. I did this because I wanted to emphasize the positive attributes of each ‘type.

So, yeah. This book is pretty important to me. 

(*I believe that brands must tap into personality and emotion. I believe they must play a role in people’s lives that goes beyond the product or service – to avoid being just a commodity. That’s how we create affinity. That’s how we command a powerful position in the market – and higher prices. If you agree… you may want to snag a copy of this book!)

Okay next up is another archetype fave… 

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Awakening The Heroes Within

While The Hero & The Outlaw is more focused on branding with the archetypes, Carol S. Pearson’s Awakening the Heroes Within is uber-interesting, simply from a human perspective. 

It dives even deeper into each of the twelve ‘types. So if you’re fascinated by them like me, it’s a great read. (I went back and read this a couple of years ago and enjoyed it a lot!)

Brain Surfing: The Top Marketing Strategy Minds in the World

This book by Heather LeFevre is sooooooo underrated! I don’t see it acknowledged or referenced in many places, but it’s a gem. The author’s experience is more in the big agency world, whereas I tend to work with entrepreneurs and small to medium business owners – but it still holds an important place on my shelf. Here’s why… 

She took a sabbatical and traveled to marketing agencies across the globe, learning from the best minds in marketing. And she documented her learnings in this book. It does an incredible job presenting so many different frameworks – and how people are thinking about building brands. 

I love, love, love, love this book. Have I mentioned that? 😉 Okay, next up is…

The Positive Trait Thesaurus

This one, authored by Angela Ackerman and Becca Puglisi, is a resource for fiction writers who are writing compelling characters. 

It helps me dive into thinking about brands as if they’re human… and how they might act and what traits are related to other traits. (Nerd alert 🚨, I know…!) 

So for example, let’s say I want a brand to be passionate. (Lover archetype!) Here’s an example of what this book offers:

“Possible causes of feeling passionate are… feeling things on a deep, emotional level, being in touch with one’s emotions, being deeply loyal to a person, relationship, ideal, organization, believing on a moral level, that one should stand up for what’s right…” et cetera.

And then the book also informs my understanding of associated behaviors. (Psssst…I love this so much for shaping compelling, on-brand Origin Stories.)

So here’s one associated behavior for example… Expressing a wide range of emotions. So maybe we have some really emotional, heart-string-tugging, marketing videos – or brand-building videos using big, excited gestures. Or the brand’s spokesperson could communicate this brand attribute by displaying these behaviors… You get the idea! 

Another example of a behavior associated with passionate… Intense loyalty. So, having a cause perhaps – one that you’re deeply in love with and to which you are exceedingly loyal… this would be on-brand. 

I’m fascinated just writing this… There’s so much gold in this “Positive Trait Thesaurus.” (Maybe THIS is my favorite! 😉 So hard to choose… Good thing I don’t have to!) 

Symbols: A Handbook for Seeing

Okay. Now, leaning more into the visual side of things… I love books like this one about symbols and their meanings. This one by Mark Fox and Angie Wang is so gorgeous and useful. 

(And, BONUS! It looks sooooo good in my brand photography and on my Youtube video set! 🤣)

“Symbols, A Handbook For Seeing” brings us back to what Carl Jung calls the “collective unconscious.” He noted that humans often will perceive the meaning of symbols on a very gut and primal level. Often this is based on the context we have continually seen that symbol show up in – in art, literature, television and other media… Even in the regular, everyday lives and functions we see those objects perform. 

An outstretched hand may represent connection and cooperation. A crown may represent order or luxury – or both. A certain type of flower (or a bud) may represent innocence… where another flower represents something entirely different, right? 

To use the content of this book (and others like it), you can search in it for the meaning that you want to convey – and then use symbols that are associated with that meaning. 

Alternatively, maybe you already have a symbol that you’d like to use in your brand (a wheel, for example?) – and you can look up the meaning to make sure it’s in alignment with your overall brand story. (If it’s not, maybe you need to change your story. Or maybe you need to change the icon. The goal is to align them.) 

The Book Of Beautiful Questions

I also love books with reflection questions – like this one by Warren Berger. You know… the ones that go deep, and help us know ourselves better. (This one is described as “The Powerful Questions That Will Help You Decide, Create, Connect, and Lead.”) 

Coaches and consultants often use these types of questions to uncover things with clients, too. 

In fact, the main reason I love this book is that when I’m working with one-on-one clients, I want to dive deeeeeeep into my client’s psyche. (Because my consulting work includes in-depth interviews in which I facilitate a process that extracts the genius of the client, so we can get it out of her brain and into the world. (And into the hands of her team, via the brand sourcebook we create for her.)

So my process relies on powerful questions to go into all of the nooks and crannies… to figure out what makes the client and the brand tick… to understand why the vision is what it is… and to identify what emotional stories we can tell. 

A few examples of the types of questions you’ll find within are… 

• What positive result do I hope will come out of this work? 
• What is motivating this urge to do this work? 
• What do I struggle with on a day to day basis? 

And there’s a lot more where that came from in this book. It is part of a series. There’s a few others that are like it. And I love them all.  

The Power Of Moments

Okay, you now know that – when it comes to books that inform my branding work – I’m nerding out on both branding books – and books about human nature, psychology, character, etc.

I also love books that are about neuroscience. This one, “The Power Of Moments” is just such a book. And it is an excellent read about why certain experiences have extraordinary impact on us.

It’s about how defining moments in life… well… they define us! It digs deep into the reasons why humans tend to remember the best or worst moments and experiences, and how those are etched into our lives and define our viewpoints. 

As a brand-builder, if you know what makes a moment meaningful, you have the opportunity to design those moments – and add them into your brand experiences. So good. 🤓

Contagious

This last one (for today, anyway!) is one that’s more directly related to brand building. This crazypants-good read by Jonah Berger is about how and why things catch on in our culture. 

What makes things go viral? Or become the new thing everyone is talking about at the water cooler? 

As brand-builders, we’re always seeking to build demand. This book is a deep look at just that – and about what we can do to make *our things* “catch on” – like the newest ‘it bag’ or ‘it device.’ Reading this will help you build that kind of demand.

📚 Epilogue

So there you have it… some of the tomes that have earned (many times over) their respective spots on my office bookshelf! 

Clearly, I love me some books that further develop my brand-building acumen. And perhaps now what I shared above (in the preface; about not often reading branding books) makes more sense to you, dear reader? 

Occasionally I’ll read a book that’s actual about branding. But more often I’ve got my nose in a resource that’s simply about humans…how we see and interact with the world. And, those can be directly applied to brand building. 

Remember… You can also click on my Brand Book Kit link right here – for a visual listing and links to some of the favorites that I mentioned here (plus even more of my treasured picks!).

Oh, also… let me know in the comments… What is your favorite brand building book? What amazing ones did I miss? I can’t wait to add to my collection and my reading list – based on your suggestions! 

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Do you want to become the ONLY choice in the minds (and wallets!) of your ideal clients? So, when it’s time to buy, they ONLY think of Y-O-U? Because YOU are synonymous with ______ (insert your thing)?

Of course you do! 🤓

But how? 

This precious singularity can feel like some out-of-reach utopia… especially if you’re operating in a crowded market. It can seem like something reserved for big brands (with big budgets). Or like something that some entrepreneurs just “luck into.”

Well, I’m here to tell you that you can enjoy this “synonymous with…” status, too. And cultivating it isn’t actually rocket science.

The secret to it? It’s niche-ing. 

(Wait! Don’t peace out on me – even if you’re NOT into niche-ing. I promise, you’re going to want to hear what comes next…) 

In this article, I’m reviewing these five specific ways that you can niche your services or products. By choosing one of these paths – or by combining a few – you can become the obvious… the best… and THE ONLY solution that comes to mind 🧠 when it’s time for your ideal customer to buy! 

So, even if you’ve resisted the advice to “niche” before… read on, because I think you might look at it differently after hearing what I have to say on the matter! 

🎥 As per usual, if you prefer to watch the video on this topic, it’s comin’ at you below! If you want to dive deeper, the article follows.

First, a Question: Do you have to choose a niche? 

I’ve worked with hundreds of entrepreneurs over the years – and in my experience, the idea of choosing and defining a niche feels totally natural to some of them… Like having a favorite pie flavor or vacation spot. 

Yet for others, the thought of narrowing to a niche sends them running for the hills – or into a tizzy of “No! I don’t want to!” 

And I get it. I consider myself to be somewhat multi-passionate. I don’t want to limit myself – in terms of who I work with or how I can help. I do *not* relish the idea of putting myself into a box. So, I fully acknowledge and understand that – for many people – choosing a niche goes against the grain – and just plain feels unaligned. 

But, here’s the thing: Choosing a niche just means getting clear and specific about the who, the what, the why, and/or* the how.  
*See how I used “and/or”…? This will pay off later, so take note, Genius! 

Meredith Hill, CEO of The Global Institute for Travel Entrepreneurs is credited with one of the best marketing quotes of our era (in my humble opinion 😉): 

“When you speak to everyone, you speak to no one.”

And I do believe she was correct… If you try to cast such a wide net that you can’t be specific, your messaging will just become “default language” – and is easily ignored. Like white noise. Or store-brand vanilla ice cream.  

Conversely, when you can show your person that you truly “get” her lived experience… her pains, her needs and her desires… the trust and connection that are forged in that moment is momentous. And, being specific is the only way to do that. 

So there’s no way around it… Specificity sells. 

But, luckily (especially for you #AntiNichers!) … There’s more than one way to define a niche.  💣

In fact, there are five. 

And one of them might just work for you… to position your brand as the singular choice in your market. (And, it miiiiiiight just help you do that withOUT making you feel fenced in!)

Ready? Let’s examine them. 

1. Define your niche by serving a specific type of client or customer.

The first way that you can niche your brand is to focus on a very specific person to serve. (Remember, there are four more… you don’t have to choose this one! Chillax, multi-passionates! 😉)

If this IS your chosen niching technique, here are some questions to help you narrow things down. 

What gender does your client or customer identify as? 

What is her relationship or family status?

If she works, what is her profession?

Where does she live? 

What kind of lifestyle does he live? 

What is his day-to-day like? 

What does he spend a lot of time doing? 

Here are some examples of customer-based niches you could serve: (Just examples, of course! The possibilities are infinite.) 

• Stay-at-home moms of pre-teenagers
• Single women in their 20’s who work a 9-to-5  
• Married men who live in cities and work 60+ hours per week
• Single men living in very rural areas of the U.S.
• Female brand designers who work from home and have kids
• Female physicians who work in hospitals
• Men in their 30’s or 40’s who lifts weights and eats a vegan diet 
• Women in their 40’s or 50’s who own Etsy shops 

You may also want to consider what kind of budget your person has. 

What is his or her household income?
How much expendable income does she have? 

If you’re in a B2B arena, are you serving advanced entrepreneurs or startups? Businesses that are making seven figures, or billion dollar-plus businesses? Or businesses that are established but at a lower revenue level? 

This nicheing technique is all about being specific and clear about who your products or services are for. Often different clients have widely differing needs. Using this method makes it easy to speak directly to your person… to ensure your messaging resonates and your person understands she is in the right place.  

You may love the idea of niching using this customer-centric method. Or, maybe reading this made you break out into hives. 🤣  Either way, read on, Genius – ‘cause I have four more effective techniques. 

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2. Define your niche by owning an outcome. 

The second way to niche down your brand is to own an outcome. 

The question at the core of this technique is this:
What is the transformation that you’re providing through your product or service? 

Here are some examples of this technique in action (Results in bold!): 

A yoga instructor focuses on relieving back pain. 

A business coach helps new bloggers make $1,000 per month with their blogs. 

An online course teaches you to cook delicious vegan meals at home. 

An accountability program helps people lose 20 pounds. 

A virtual assistant helps reclaim 10 hours per week to spend with your kids. 

You can decide to either:

a) niche down by the process or product as well – and simply offer one thing; or

b) offer a variety of processes or products – that all help achieve that specific outcome that you own. 

For example, the yoga instructor who helps relieve back pain? He could offer a suite of services and products that include: 

• private yoga sessions
• group classes
• supplements
• ergonomic assessments of your workspace; and
• ergonomic products for your office… 

… all to support the outcome that he owns – the result his clients desire.  

And that business coach who helps bloggers make $1,000 per month with their blogs? She could offer: 

• Private and group coaching around content strategy
• Digital product templates bloggers can customize and sell
• A course on Pinterest marketing to increase blog traffic… 

… all to support the outcome that she owns – to help bloggers make money with their blogs. 

So, the focus here is on the outcome the customer desires – and you can become known as the person who helps achieve that specific outcome. 

3. Define your niche by putting forward a unique point of view.

This third technique for niching down? It’s very rarely talked about! (Ready for 🤯?) 

You can intentionally attract the right clients – and repel the wrong clients – simply by instilling personality and a unique point of view into your brand. 

This technique is especially powerful if you’re operating in a crowded market. It will help you stand out and be memorable – even in a space that seems saturated. Humans want to buy from people who they connect with – whose messages and opinions resonate with them. If your strong opinion stops them in their tracks and makes them think, 

“Ohmigosh. THAT is the person or product that feels right – because I sooooooo agree with that…” 

… then you are golden! 😉

So – picking up what I’m putting down here? 

Examples always help…

The wedding venue on a working farm? Their messaging conveys that authentic moments with family are best experienced barefoot in the grass – not in a function hall. The right brides and grooms hear that – and know they’ve found the perfect spot (…even though there are a thousand venues out there.)

The hand-made hygiene product seller? The one with the facial piercings who uses her platform to be super-vocal about climate change? She’ll only purchase materials that are manufactured sustainably – and the right customers will feel great about buying from her (…even though they could just buy what’s at CVS.)

The health coach that always has a glass of expensive French wine in her hand – and insists women can indulge and still lose weight? The right women will flock to her method. (…even when there are hundreds of weight loss coaches out there.)

The more you show your brand personality and lean into your best self, the less “competition” you have. So, define it and flaunt it, Genius!

Of course, my favorite way to define and leverage your unique personality are the brand archetypes. 

The wedding venue above? They’re using the Innocent and Girl/Guy Next Door brand archetypes. 🌷 

The sustainable hygiene product seller is the Maverick. 👩🏽‍🎤 

That health coach with the pricey wine is the Royal – with some Lover in there, too. 👑 👄

(Psssst… want to learn what *your* Brand Archetypes are? Take my Brand Personality Quiz here. It’s fast, fun, and eye-opening!) 

So… even if there are 10,000 different business coaches… or newborn photographers… or online math tutors… (or _______________ insert your thing!) you can be the obvious and only choice for the *right* customers – by leaning into your unique personality and sharing strong opinions. 

4. Define your niche by fusing two themes or techniques.

The fourth way you can define a niche for your brand is to twist together two ideas or techniques. And, there are sort of two ways to do this. (Oh the irony! Two ways to twist together two ideas = unlimited possibility! 🤓) 

First, you can combine two of the techniques above to get even more specific in your messaging. One way to do this: You could find the intersection of #1 above (a specific person) and #2 above (a specific outcome). This example thing seems to be working – so I’m going to keep going with it. Here goes… 😉

“This course is for single women in their 20’s who work a 9-to-5. You’ll learn how to travel more and see more of the world – without sacrificing financial security!”

“I help busy female physicians lose 15+ pounds and feel more energetic.”

“I help single men living in very rural areas of the U.S. to confidently date online and find their ideal partners.”

Second, you can weave together two seemingly unrelated concepts to position your work or product in a singular way. 

I personally love this technique – and I use it myself. So, let’s look at my brand as an example. 

I call myself “the psychology-driven brand strategist.” In my work, I take truths from neuro-science, behavioral psychology, human decision making, and more – and I incorporate them into my brand strategy work for entrepreneurs*. So, psychology meets branding. 

(*Did you just notice technique #1 creep in there as well? 🤓 Yep! You can also twist three ideas in there – and achieve even more specificity and singularity!) 

Layering these strategies to get crystal clear and specific can have a huge positive impact on your business. When you can hone in on *exactly* who, what, and how, the right people know you’re the *ONLY* one for them.

Okay, on to our last technique… 

5. Define your niche by leaning into your innate advantages.

When you are uniquely equipped to get a specific result for your client or customer – based on who you are and the experiences you’ve had – there’s real magic in that. And you’d be wise to leverage it! 

Maybe you’re a business coach now – but you used to be a TV reporter. You’re great at teaching people about how to speak to camera – so that becomes the niche you work in. 

Or you were a lawyer for 20+ years, but left your firm to become a full-time graphic and web designer. Combining these two bodies of knowledge to sell legal templates for designers and websites? Brilliant! 

One more, because I’m example-happy! 😀 (and this one’s a real example!)… 

A friend of a friend was an elementary school teacher. His wife took a job that required them to relocate regularly, so he pivoted to an online business and became a Pinterest marketing strategist. After about a year of serving all types of clients, he ended up niching down to work with Teachers Pay Teachers sellers. (TPT is an e-commerce site for teachers who share and sell lesson plans and resources.) His first-hand knowledge of the opportunities and challenges teachers face? They serve him – and his clients – so well! And clearly, he is quite singular in his market. 

So, there you have it… I’ve shared five distinct ways to define your niche and become the singular choice in your market. 

(Hopefully, even the multi-passionates and the “anti-nichers” have had a few ah-ha moments. And maybe next time you’re asked what your niche is, you’ll feel less in need of a brown paper bag to breathe into! 🤣)  

So, let me ask Y-O-U:  Which one of these techniques are you using now? Which one(s) would you like to incorporate?