Your brand voice, Part IV: The Ruler, The Creator, The Caregiver

A personal brand is a powerful and authentic representation of yourself. It allows you to communicate your value and differentiate yourself from competitors. A brand archetype is a structured approach to connecting and communicating your brand values and building unbreakable bonds using human psychology. 

This is Part IV of a four-part series to explore the twelve brand archetypes and help you utilize this powerful framework to influence client buying behaviors and create real client connections. 

You need to start by understanding your own brand archetype. There are several quizzes online that will help you identify your primary and secondary archetype. You can then craft your brand messaging (marketing, website, etc.) to align with that archetype. Understanding all the archetypes will let you appeal to a wider range of customers and partners. 

The Order archetypes want to provide structure to the world. These individuals value order and predictability. These are the people that look for tradition and stability. The three archetypes in this quadrant are The Ruler, The Creator and The Caregiver. 

• The Ruler: People that align with this archetype are driven by power. They want to create prosperity, leverage authority and lead by example. Rulers have the ability to capitalize on the promise of shared success. Examples of corporate brands that demonstrate this archetype include Rolex, Rolls Royce and Louis Vuitton. 
• The Creator: The Creator believes in the ability to make dreams come to life. They want to inspire others to create something of enduring value. They “see things differently.” Examples of corporate brands that leverage this archetype are Lego, Apple and Pixar. 

• The Caregiver: The Caregiver lives to support and care for others. They have a sense of selfless character. They gift others with a sense of security and comfort. Examples of corporate Caregiver archetypes are Campbell’s and Toms. 

Order archetypes are all looking for order and reliability. If your brand messaging connects to their desire for structure, organization and dependability, you will win with this archetype group. 

Cara combines her 25 years of experience in corporate America and her passion for digital content to help small businesses and entrepreneurs thrive online. Contact her today to tell your story and connect with potential clients authentically. Find out more at her website.