The start of a new year always seems to bring a mix of reflection and possibility. It’s a natural time to pause, take note of where you are, and dream about where you’re headed – personally and professionally. If you’re anything like me, this reflection can also shine a light on areas that feel a little off. Maybe you’re feeling stuck. Maybe your brand, the very thing that’s supposed to represent you, feels misaligned or outdated.

This has been my reality before, and I’ve learned something important: your brand is more than the visuals. It’s a reflection of who you are and what you value. So when you grow and change, it makes sense that your brand might need to evolve, too.

That’s where brand archetypes come in. Archetypes give your brand a distinct personality and help you show up in a way that feels true and authentic – not just to your audience, but to yourself. They’re a powerful tool for aligning your brand with your evolving identity, so it feels fresh, inspiring, and like an extension of who you are today – not who you were when you first started.

If you’re noticing that your brand doesn’t light you up anymore or no longer feels like you, that’s not a problem – it’s an invitation. An opportunity to realign. To take a closer look at your brand archetype and ask: “Is this still me? Is this still where I’m headed?”

So, let’s talk about how to know when it’s time for a brand refresh and what it looks like to realign with a new archetype that reflects the truest version of yourself.

What Are Brand Archetypes?

Brand archetypes are a powerful tool for creating a brand that feels intentional, aligned, and deeply resonant. Rooted in psychology, archetypes are universal characters or personalities that show up across cultures and stories, tapping into shared emotions and instincts. When applied to branding, they give your business a clear, recognizable personality that your audience can connect with on a deeper level.

The real magic of brand archetypes lies in their ability to guide both the emotional and strategic elements of your brand. 

From the words you use in your messaging to the colors and visuals you choose to represent your business, an archetype acts as a filter that keeps your brand cohesive. It ensures your website, social media, emails, and offers all feel like they come from the same place, communicating not just what you do, but who you are at the core. This consistency creates trust and recognition with your audience – two things that are non-negotiable for an impactful brand.

Archetypes are about making connection easy. 

They cut through the noise, allowing your audience to immediately understand what you stand for, what kind of experience they can expect, and why you’re the right fit for them. Instead of trying to be everything to everyone, archetypes give you permission to embrace the personality and values that are uniquely you. And when you show up with that kind of clarity and confidence, you’ll attract the people who feel at home in the world you’ve created.

Can Your Archetype Change? (Spoiler: Yes)

Brands, just like people, are not meant to stay stagnant. They’re living, breathing representations of who you are, what you value, and the impact you want to make – and just like you, they evolve over time. This is especially true for entrepreneurial brands that are deeply connected to you as the face of the business. As you grow, learn, and shift as a person, it’s only natural that your brand may no longer reflect the version of you that exists today.

Personal growth is inevitable. 

Over the years, you might experience profound transformation – whether it’s through big life changes, new insights, healing old stories, or simply gaining a clearer sense of your purpose and values. These shifts can alter how you see yourself and how you want to show up in the world, and that includes how you want your brand to be perceived. The archetype that once fit like a glove might start to feel outdated, constraining, or out of alignment. 

And here’s the important thing: that’s not something to resist or feel guilty about – it’s a sign that you’re growing. It might feel a little intimidating, but think of this as an opportunity to realign, to breathe new life into your brand, and to show up in a way that feels more authentic and energizing. 

When your brand no longer reflects who you are or the work you feel called to do, it can become a drain – something you avoid or dread showing up for. But when you allow your brand to evolve with you, it becomes a source of inspiration, confidence, and momentum. It pulls you forward instead of holding you back, helps you move into your next chapter with intention and clarity, and reignites your own passion for the work you do. 

Changing your archetype isn’t about starting over; it’s about showing up as more of yourself and creating a brand that feels true to who you are right now, and who you are becoming – rather than who you used to be.

📌 PIN IT 📌  

My Journey From Hero and Ruler to Creator and Explorer

When I first started my business, I found myself heavily embodying the Hero and Ruler archetypes. At the time, it made perfect sense. I was in a phase of life where I felt like I needed to prove myself – to show the world that I could overcome hardship, embody success, and show up as someone in control and unafraid. 

I wanted to be the person others looked to and thought, “She has it all together.” 

And while it felt true in that moment, I can now look back and see the deeper emotional reasons behind why I showed up that way. Growing up, I carried a lot of shame and embarrassment, and somewhere along the way, I got it in my head that embodying success and achievement – through the qualities of the Hero and Ruler – was the path to being “enough.” 

I thought if I worked harder, looked the part, and showed people I was strong, driven, and capable, I would earn the belonging I craved. 

These archetypes gave me a sense of safety and direction, and at that time, I needed them.

They were rooted in old stories, and while they served me for a time, they no longer felt resonant. Instead of pulling me forward, they started to feel like they were holding me back and keeping me stuck in the past. 

Let me be clear: there’s absolutely nothing wrong with the Hero or Ruler archetypes. If these feel aligned for you, that’s beautiful – embrace them fully. For me, though, as the years have passed and I’ve done some deep personal reflection and growth, I realized those archetypes weren’t a true reflection of the person I am now, or the person I’m becoming. 

Lately, I’ve found myself growing into the Creator archetype, and it feels like a truer representation of the person I’m becoming. 

The Creator still holds space for some of the Ruler qualities I’m naturally good at – like building structure, creating order, and paying attention to detail – but it’s rooted in a different energy. It’s about bringing beauty, form, and meaning to things that didn’t exist before. It allows me to focus on the process of creating and celebrating the magic of turning ideas into something real.

And, of course, the Explorer archetype has always been with me – that’s not going anywhere. Freedom, creativity, curiosity, and the desire to go beyond the edges of what’s familiar have always been at the heart of who I am and what I value. 

In so many ways, the Creator and the Explorer work together seamlessly: one brings structure and artistry, while the other invites adventure, newness, and possibility.

This shift hasn’t just been about my business – it’s been about stepping more fully into myself in all facets of life. It’s been about unlearning old stories and showing up in a way that feels true, easeful, and aligned with the life and business I want to lead now. 

That’s the beauty of archetypes – they reflect who you are in the moment. They grow with you, evolve with you, and hold space for the truth of who you are becoming.

Signs It’s Time to Shift Your Brand Archetype

You can experience personal growth and change without needing to completely re-do your brand and change your archetype. But, there are some moments that are too impactful, some changes that are too profound, some times where we really do need a new representation of ourselves. So let’s talk about how to identify those times.

Consistency is important for building trust with your audience, and changing things too often can leave people confused about who you are and what you stand for. 

But if you’ve been in business for a while and something feels off, it might be time to take a closer look at whether your archetype still aligns with how you’re showing up.

Here are a few key areas to reflect on:

Your Messaging

Take an honest look at the words you’re using and the ideas you’re sharing, and ask yourself these questions:

• Does your voice still sound like you, or does it feel forced, outdated, or disconnected?
• Do your core messages, values, and beliefs still align with who you are today?
• Are you saying what you truly want to say, or are you holding onto an old narrative because it’s familiar?

Your messaging is where your audience gets to feel who you are, so it’s important that it reflects the current version of you – not who you were three, five, or ten years ago.

Your Visuals

Your visuals are often the first impression people get of your brand. If your style, taste, or aesthetic has evolved, your branding might not be keeping up. Here are some things to consider:

• Do your website, colors, logos, and overall branding elements still feel true to you?
• When you look at your visual brand, does it reflect the new, refreshed version of you, or does it feel like a relic of the past?
• For example, if you’ve grown into the Creator archetype, but your website still feels stiff and corporate, it’s time for a refresh. Your visuals should speak to the person you are now and the energy you want to bring to your brand.

Your Offers and Programs

Sometimes, it’s not just your voice or visuals that need a realignment—it’s what you’re offering. Ask yourself these questions: 

• Are your services, products, or programs still a reflection of how you want to work in your business?
• Do your offers align with the way you want to show up for your audience and the kind of work you want to be known for?

Here’s an example: If you’re resonating with the Everyperson archetype, but your offers are limited to exclusive, high-ticket one-on-one coaching, it might feel misaligned. Everyperson energy thrives in community and inclusivity, so maybe it’s time to explore group programs, memberships, or accessible offerings that foster connection.

Or let’s say you’ve grown into the Explorer archetype. Are your offers encouraging adventure, freedom, and growth? Or are they rooted in systems and structures that no longer light you up?

At the end of the day, this process isn’t about portraying some polished or idolized version of yourself, or someone that you wish you were. It’s about portraying your truth. The qualities you truly embody. The parts of you that feel the most real, the most exciting, and the most aligned.

When your messaging, visuals, and offers are all working together to reflect your archetype and who you are at this stage of your life, you’ll feel more energized, authentic, and proud to show up every day. And trust me: your audience will feel that energy, too.

How to Rebrand with a New Archetype

Once you’ve reflected on your brand and noticed where things feel misaligned, it’s time to take action. Evolving your archetype might feel like a big shift, but I promise: the process is just as empowering as the outcome. 

When you bring your brand back into alignment with who you are now, it becomes easier and more exciting to show up, share your message, and serve your audience.

Here are some actionable steps to help you rebrand with a new archetype:

Revisit Your Brand’s Foundation

Start by identifying the archetype that feels most aligned with your current values, goals, and the life or business you want to lead moving forward. Ask yourself: 

• What qualities do I want to embody?
• Which archetype resonates most deeply with the version of me that exists right now?

If you’re unsure, revisit your core values, strengths, and the type of energy you want to bring to your audience. Remember, this is about choosing an archetype that reflects the truth of where you are, not where you used to be.

To learn more about each of the 12 archetypes in detail, check out this blog post. 

Update Your Messaging

Once you’ve identified your new archetype, it’s time to revisit your messaging. This is about refining your voice, tone, and the stories you tell to embody your archetype authentically.

Adjust your language to reflect the qualities of your archetype. For example, a Sage brand might use educational, thoughtful content, while an Everyperson brand would lean into relatable, approachable language.

Take a fresh look at your core messages: Do they align with your current beliefs, values, and mission?

Use storytelling to highlight your evolution. Sharing your “why” behind the shift can make your audience feel even more connected to you.

Refresh Your Visual Identity

Your visuals are the most immediate way to communicate your archetype, so this is an important step. Update your color palette, imagery, fonts, and logos to reflect the vibe of your new archetype.

Explore imagery that aligns with the emotional impact you want to create for your audience. For example: 

• A Creator brand might lean into vibrant colors, unique designs, and artistic imagery.
• An Innocent brand might use soft tones, clean lines, and visuals that evoke simplicity and purity.

Your visuals should look like the new version of your brand and feel cohesive across every platform, from your website to social media and beyond.

Refine Your Offers

The offers and programs you create are also a reflection of your archetype, so take a closer look at whether they align. Ask yourself

• Are your current offerings still in tune with the energy of your new archetype?
• Could they be adjusted, simplified, or expanded to better suit the kind of business you want to run?

For example, an Everyperson brand might focus on group coaching, community-based memberships, or accessible programs that foster connection, whereas an Explorer brand might create travel-inspired retreats or offerings that encourage freedom and adventure.

Refining your offers ensures they feel right to you, and resonate with your audience.

Communicate the Shift

Finally, let your audience in on the evolution. This is a powerful opportunity to share the “why” behind the changes and invite them to come along for the journey. Here are a few tips to keep in mind:

• Be open and transparent: Talk about what led you to this shift and how it reflects your growth.
• Emphasize how the changes will benefit them, whether it’s through a clearer message, new offers, or a more aligned experience with your brand.
• Share visuals, updates, and behind-the-scenes glimpses to get your audience excited about what’s to come.

When you communicate authentically, your audience will feel inspired to grow with you. 

Rebranding with a new archetype isn’t about erasing where you’ve been. It’s about honoring your growth and creating a brand that feels like you in this moment – aligned, refreshed, and ready to inspire the people you’re here to serve.

Keeping Your Archetype Fresh Without Confusion

Shifting your brand’s archetype can feel like a big decision – and it is! But let me reassure you: evolving your archetype isn’t about making constant changes or flip-flopping on your brand identity. Instead, it’s about allowing your brand to grow in alignment with who you are now, while maintaining a sense of consistency that builds trust with your audience.

Your archetype is like the foundation of your brand’s personality. While it’s natural for that foundation to shift over time as you grow and change, it’s important to avoid constant tinkering. Frequent changes can confuse your audience, making it harder for them to connect with you and understand what your brand stands for.

The key is to stay consistent with your chosen archetype for a while before reevaluating. Think of it as allowing your archetype to mature with you. This gives your brand room to breathe and resonate deeply with your audience, while still giving you the freedom to evolve as needed when the time is right.

Remember: Your brand should evolve with you, not as a reaction to fleeting trends or quick fixes. It’s about staying true to yourself and ensuring that your brand remains a reflection of the authentic, aligned, and impactful business you’re here to create. Consistency builds trust, while evolution keeps your brand fresh and relevant – and together, they make your archetype truly powerful.

Building a Brand That Inspires You

At its core, your brand is a reflection of who you are, the values you hold, and the work you feel called to do in the world. When it’s aligned, your brand can feel like a source of inspiration – something that excites you to show up, connect with your audience, and create impact. But if your brand feels outdated, misaligned, or stagnant, it can quickly become a drain, sapping your energy instead of fueling your passion.

As we move into this new season – whether it’s the New Year, a new phase of life, or simply a time for reflection – ask yourself: Does my brand still feel like me? Am I excited to share it with the world, or do I feel like I’m holding onto an outdated version of myself?

Now, at the start of a new year, is the perfect time to pause, check in, and decide whether your current archetype still fits. If it doesn’t, give yourself permission to make a change. Your growth is worth celebrating, and so is your brand’s evolution.

Remember, your brand isn’t meant to stay stagnant. As you grow and evolve, your brand should grow and evolve right alongside you. By staying true to who you are now and who you’re becoming, you’ll create a brand that feels authentic, inspiring, and aligned every step of the way.

If this post has you wondering whether your brand archetype still fits or if it’s time for a refresh, now’s the perfect time to explore. Your brand deserves to feel as aligned and inspiring as the work you’re putting into the world, and I’m here to help you make that happen.

Not sure where to start? Take my free brand archetypes quiz to discover (or rediscover) the archetype that aligns most with who you are and where your brand is headed.

And if you’re ready to dive deeper, I offer personalized sessions to guide you through the process of identifying, embracing, and realigning your archetype. Whether you’re exploring a new direction or refining what’s already there, I’ll be right by your side. Explore how we can work together here.