Do archetypes actually help you attract clients? How? Do my clients have to have the same archetype as me? 

*Take a deeeep breath…*

I hear you over there, all these questions buzzing through your head, not knowing how archetypes play into attracting clients you’ll LOVE working with and wondering all about how embracing your archetype can actually help you build your brand. 

So today, I’m here to share how to use your archetype to attract your soulmate clients, with specific examples for each archetype! 

First, let’s quickly recap what archetypes are. To put it simply, archetypes are a tool to simplify and streamline your essence into a brand your ideal clients can easily understand and resonate with. They’re embedded into our collective unconscious and we know them intuitively because they are facets of ourselves and the world around us. 

When you infuse your archetype into your brand, you end up with something that resonates with you and your ideal audience on a deeper level, something that lets your audience know what you’re all about and helps them decide whether or not they want to work with you. 

Everyone (yes, you and your ideal clients included) has an archetype that resonates most with who they are. However, your ideal client does not have to have the same archetype as your brand to resonate with it. People are often attracted to brands that have qualities they admire or aspire to incorporate into their own lives, regardless of their personal archetype. 

That might sound a little intimidating at first – but this does not mean we’re casting our potential client net out randomly in the dark and hoping for the best – it’s still important to have a clearly defined ideal client. It means that as business owners, we get to show fully expressed in our truth and attract the clients who appreciate us for who we are.

So with that, let’s take a look at each of the 12 archetypes and how they can help you attract your soulmate clients. 

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Explorer brands promise to help you find deep fulfillment and freedom through daring to live an adventurous and unconventional life. 

The Explorer brand archetype may be attractive to clients who find themselves in the following situations:

• Stuck in a job, relationship, business, town, etc. that’s sucking their soul
• Bored by the predictability of their daily routine
• A lack of fulfillment and purpose in their lives
• Waking up to the fact that they’re not living in alignment with their truth and values
• Feeling like their outward expression doesn’t match who they are inside
• Lost to the point of not knowing who they are anymore

When you embody the Explorer archetype, your clients are attracted to your brand because:

• You inspire them to get out of their comfort zones and explore new ways of being, thinking and acting that they’ve been too afraid to try before
• They admire your courage to build a life and business that’s uniquely yours. When you lead by example they feel hope that it’s possible for them too
• They are tired of working with coaches and other service providers who all follow the same way of doing things. They’re drawn to your unique approach and appreciate that you’re different from everybody else 
• They respect the way you express your individuality and want to feel freer to express their individuality too

Clients want to feel:

• Fulfilled
• Wild
• Free
• Independent 
• Unique
• Adventurous 

Client personality traits:  

• Open-minded
• Curious
• Flexible
• Daring
• Willing to try new things

Innocent brands promise to help you find happiness, simplicity, and peace through embracing positivity and a childlike sense of wonder.

The Innocent brand archetype may be attractive to clients who find themselves in the following situations:

• Wanting to create a fresh start after going through a difficult transition (divorce, loss of job, death of a loved one, addiction recovery, etc.) 
• Overwhelmed and discouraged by their never-ending to-do list
• Waking up to a life where the most important moments are getting lost in striving and hustling for more
• Struggling to create work life balance 
• Dealing with depression, anxiety or stress
• Dreaming of a simpler, peaceful, more joyful life 

When you embody the Innocent archetype, your clients are attracted to your brand because:

• You inspire a sense of hope and renewal, guiding them towards a more positive and uncomplicated way of living
• They respect your integrity and trust that you’ll hold up your end of the bargain when working together
• They admire your positive, “glass half full”, attitude
• They are tired of complicated approaches and like how simple and straightforward your programs, products and services are
• They notice a sigh of relief in your presence, feeling the weight of the world being lifted from their shoulders

Clients want to feel:

• Balanced
• Peaceful
• Hopeful
• Happy
• Content
• Fulfilled

Client personality traits:

• “Glass half full” outlook
• Honest
• Trusting
• Idealistic
• Good-hearted

Sage brands promise to help you find wisdom and understanding through deep knowledge and insight.

The Sage brand archetype may be attractive to clients who find themselves in the following situations:

• Wanting to find their personal truth after waking up to a life that’s been dictated by others’ opinions and perspectives 
• Ready to take their personal and spiritual development to the next level 
• Inspired to learn something new simply for the enjoyment of learning
• Feeling lost without guidance or wisdom
• At a fork in the road of a major life decision and wanting to make a good choice based on facts and logic
• Searching for deeper meaning and understanding in life

When you embody the Sage archetype, your clients are attracted to your brand because:

• They are tired of superficial advice and unqualified “gurus” and appreciate your deep, well-researched insights
• They feel smart and capable of making the right decisions in your presence
• They trust you because they can see that your wisdom and knowledge is backed by a consistent dedication to learning, research and self awareness
• You provide clarity and insight that helps them navigate their lives more intelligently
• In a world that can quickly lead to information overload, you help them feel at ease, knowing that you have the information they need 

Clients want to feel:

• Clear
• Certain
• Competent 
• Intelligent
• Trusting
• Confident in you and themselves

Client personality traits:

• Self aware
• Smart
• Thoughtful
• Analytical
• Inquisitive

Hero brands promise to help you achieve greatness and overcome challenges through courage and strength.

The Hero brand archetype may be attractive to clients who find themselves in the following situations:

• Facing a significant health challenge, such as cancer, or other major diagnosis 
• Realizing they’ve been playing small in their life or business and want a strong dose of motivation to help them achieve their potential
• They have a big goal they want to accomplish (such as running a marathon or losing 100 pounds) and need discipline to make it happen
• Finding themselves wasting time over-analyzing, when they know what they need is to get into action
• Feeling fed up with the injustice in the world and determined to do something about it 
• Wanting to become masterful at their craft 

When you embody the Hero archetype, your clients are attracted to your brand because:

• They respect your high-standards and can see that you don’t half-ass anything, which gives them confidence in how you’ll show up when you work together
• They are inspired by the challenges you’ve overcome which gives them hope that they can overcome their challenges too
• They feel uplifted and empowered in your presence
• They admire how you walk your talk and live in alignment with your values
• You inspire them to take action and face their challenges head-on with courage

Clients want to feel:

• Empowered
• Strong
• Successful
• Courageous
• Confident
• “The best” (in their class or best version of themselves)

Client personality traits:

• Goal-oriented
• Driven
• Brave
• Determined
• Willing to take on a challenge

Magician brands promise to help you transform your life and manifest your dreams through innovation and vision.

The Magician brand archetype may be attractive to clients who find themselves in the following situations:

• Lacking direction in their business or personal life
• Facing health challenges that traditional medicine hasn’t been able to resolve - instead of a bandaid they’re looking to get to the root of the problem
• Desiring to transform an aspect of their life, such as their wardrobe, eating habits or marriage
• Wanting to break free of mental limitations such as fear and self-doubt so they can reach their greatest potential
• On a path toward spiritual enlightenment and wanting to gain a deeper understanding of themselves and the universe
• Wanting to achieve a big milestone that they previously thought was impossible

When you embody the Magician archetype, your clients are attracted to your brand because:

• You inspire them to dream big and believe that anything is possible
• They are tired of surface-level approaches that don’t get to the heart of the matter or create lasting change
• They can see that you’re leading the way in your industry always innovating with new ideas, techniques, strategies and methods
• They are in awe of what you’ve been able to manifest in your life and business and want to learn how you do it
• They respect your insight and wisdom, feeling that you can guide them to their own personal transformations

Clients want to feel:

• Limitless
• Trusting
• Purposeful
• Inspired
• Empowered
• Moved

Client personality traits:

• Imaginative
• Passionate
• Flexible
• Open-minded
• Big-dreamer

Outlaw brands promise to help you break free from societal norms and embrace your rebellious spirit through nonconformity and bold action.

The Outlaw brand archetype is attractive to clients who find themselves in the following situations:

• Seeking a new beginning and willing to “burn it all down” to get the fresh start they’re looking for
• Fed up with societal norms and expectations and unwilling to live a cookie cutter life
• Enraged about the injustices of the world and ready to take bold action to create major change
• Feeling powerless in life or business and seeking ways to reclaim their power and assert their independence
• Bored with their daily routine and looking to shake themselves out of their comfort zone
• Desiring to radically express their individuality and rebel against conformity

When you embody the Outlaw archetype, your clients are attracted to your brand because:

• You inspire them to break free from constraints and live fully expressed as their most authentic selves
• They admire your fearlessness to boldly stand up for what you believe in and want to be more fearless themselves
• They’re tired of inauthentic brands and hollow marketing tactics and value the genuine, raw, and honest interactions they’ve had with your brand
• They admire the way you amplify the voices of marginalized groups, bringing attention and respect to those often ignored
• They’re fed up with gentle approaches that beat around the bush and appreciate your bold, disruptive, tell-it-like-it-is style

Clients want to feel:

• Rebellious
• Empowered
• Wild
• Naughty
• Independant 
• Authentic

Client personality traits:

• Action-oriented
• Defiant
• Nonconformist
• Bold
• Not easily offended

Everyperson brands promise to help you find connection and belonging through relatability and authenticity.

The Everyperson brand archetype may be attractive to clients who find themselves in the following situations:

• Struggling with body image issues and needing support to accept and love their body just as it is
• Feeling isolated or disconnected in their personal or professional life and seeking a sense of community and belonging where they can genuinely relate to others
• Life has become increasingly complicated and stressful and they are seeking straightforward support to simplify
• Concerned about economic or social inequality and looking for ways they can make a difference 
• Being treated unfairly at home or work
• Wanting to feel accepted and appreciated for who they are

When you embody the Everyperson archetype, your clients are attracted to your brand because:

• They’ve previously felt unaccepted in elite, exclusive circles and appreciate your brand’s focus on fairness, equality, and inclusivity
• They can see through the fakeness of other brands they follow online and love how you’re so real and relatable
• Unlike other brands, you don’t confuse them with elitist jargon they can’t understand. They know exactly what you’re about and what they’ll get from working with you
• They feel like they can be themselves around you
• You’re humble, honest and real. They feel like they have a new best friend from the moment they meet you
• They are grateful for the community of like-minded people you’ve built and they want to be part of it

Clients want to feel:

• Connected
• Accepted
• Appreciated
• Belonging
• Respected
• Authentic

Client personality traits:

• Down-to-earth
• Humble
• Honest
• Practical
• Hard-working

Lover brands promise to help you find pleasure and passion through intimacy and beauty.

The Lover brand archetype may be attractive to clients who find themselves in the following situations:

• Struggling with self-love and wanting ways to value and appreciate themselves more fully
• Desiring to feel more passion, romance and emotional connection with their significant other
• Realizing their home lacks beauty and wanting support bringing more elegance and sensory pleasure into their living environment
• Dealing with emotional pain or past traumas and looking for ways to open their heart to love again
• Waking up to a life that has become dull and uninspiring and seeking to reignite a sense of passion and joy
• Building a business where they want to create a warm, personal connection with their clients

When you embody the Lover archetype, your clients are attracted to your brand because:

• You help them believe that deep, meaningful connection with friends and family is possible 
• You inspire them to allow for more beauty, pleasure and joy in their lives
• They are tired of being treated like a number, feeling looked over and unimportant by other brands they’ve done business with. They love how you make them feel so seen, heard and special!  
• They feel like they have permission to tap into their deepest desires when in your presence
• They admire your enthusiasm and passion for life and want a little bit of that for themselves!

Clients want to feel:

• Special
• Beautiful
• Pleasure
• Joy
• Passion
• Loved for who they are

Client personality traits:

• Emotional
• Tasteful
• Affectionate
• Appreciative
• Open

Jester brands promise to help you take life less seriously through spontaneity and playfulness.

The Jester brand archetype may be attractive to clients who find themselves in the following situations:

• Feeling overwhelmed and stressed out and seeking ways to bring more lightness into their life 
• Struggling to connect with others in meaningful ways and are seeking environments where they can bond through shared laughter and fun
• Waking up to a life where all they do it work and they’ve forgotten how to be spontaneous and play 
• Feeling the heaviness of the world and needing an escape from it all
• Feeling creatively blocked and looking for playful and imaginative experiences that can inspire new ideas and approaches
• Struggling with team dynamics at work and needing ways to foster a fun and collaborative environment

When you embody the Jester archetype, your clients are attracted to your brand because:

• They are tired of mundane, cookie cutter approaches and are drawn to your playful and innovative methods
• You inspire them to not take themselves too seriously
• They see you laughing and having fun and they want more of that for themselves!
• They admire your ability to shine light on the truth, making difficult topics easier to talk about through humor 
• They want some of your energy! 
• You remind them that they can be their true selves and still be loved

Clients want to feel:

• Uninhibited
• Playful
• Excited
• Spontaneous
• Carefree
• Amused

Client personality traits:

• Easy going
• Open-minded
• Unconventional
• Light-hearted
• Honest

Ruler brands promise to help you gain control and achieve stability through leadership and organization.

The Ruler brand archetype may be attractive to clients who find themselves in the following situations:

• Struggling to manage the chaos and disorder at home and seeking systems to create a well-organized, efficient household environment
• Aspiring to advance in their career and needing support to develop leadership skills so they can move up the ladder
• Wanting to develop a clear vision and strategic plan for their business or personal goals to ensure long-term success and growth
• Desiring to step into their leadership as a parent and looking for guidance on how to do that while still respecting their child’s needs 
• Dealing with complex personal finances and needing help establishing a clear financial plan and budget to regain control and ensure long-term stability
• Struggling to maintain healthy routines and wanting to create a structured approach to personal health and wellness

When you embody the Ruler archetype, your clients are attracted to your brand because:

• You inspire them to take charge of their lives
• They feel important, empowered and safe in your presence
• They admire your success and want to create that level of success for themselves
• They can see the quality in everything you do and trust that working with you will be a world-class experience
• They are tired of chaos and uncertainty and are drawn to your structured approach

Clients want to feel:

• In control
• Secure
• Accomplished
• Important
• Respected
• Powerful

Client personality traits:

• Responsible
• Respectful 
• High standards
• Rule follower
• Ambitious 

Caregiver brands promise to help you feel safe and nurtured through compassion and support. 

The Caregiver brand archetype may be attractive to clients who find themselves in the following situations:

• Dealing with anxiety or depression and needing a caring and supportive guide to help them overcome their challenges 
• Going through significant life changes, such as divorce, loss of a job, or relocation, and needing emotional support and practical assistance to navigate these transitions
• Looking for reliable and nurturing childcare that ensures their child is safe, happy, and well-cared-for while they are at work 
• Grieving the loss of a loved one and needing compassionate support and resources to help you through the grieving process
• Experiencing burnout from constantly putting others' needs before their own and seeking guidance and support to improve their overall well-being
• Concerned about their family’s safety and looking for trustworthy products and services that provide peace of mind

When you embody the Caregiver archetype, your clients are attracted to your brand because:

• They feel heard, understood and like they truly matter in your presence
• Their life is stressful and your calmness and reliability put them at ease
• You inspire them to show compassion and care for others
• They are tired of doing business with brands that are really just in it for themselves and can feel that you truly care
• They respect your commitment to making a positive impact and want to be part of your vision

Clients want to feel:

• Cared for
• Like they’re not alone
• Like everything is going to be ok
• Safe
• Understood

Client personality traits:

• Compassionate
• Selfless
• Proactive
• Generous
• Humble

Creator brands promise to help you ignite your vision and self expression through innovation and creativity.

The Creator brand archetype may be attractive to clients who find themselves in the following situations:

• Having many creative ideas but struggling to bring them to life – they need support with planning and execution
• Wanting to build a personal brand that stands out in a crowded market by reflecting their unique ideas and style 
• Feeling stagnant in life or business and needing innovative ideas and strategies to get to the next level
• Struggling with self-doubt and wanting to break through the barriers holding them back so they can finally be fully expressed in the world  
• Moving into a new home and needing fresh decor and organizational ideas
• Looking to recreate their life after going through a difficult transition (divorce, loss of job, death of a loved one, addiction recovery, etc.) 

When you embody the Creator archetype, your clients are attracted to your brand because:

• They’re in awe of your ability to create order out of chaos and bring your ideas to life
• They admire your self expression which inspires them to be more fully expressed themselves 
• They’re frustrated with generic, mass-produced products and appreciate the unique, customized options that you offer
• Your attention to quality and detail makes them feel confident that working with you will be a great experience
• You WOW them with the unique business and life you’ve been able to build and they aspire to do the same!

Clients want to feel:

• Fully-expressed
• Free
• In control
• Unique
• Inspired
• Proud of their creations

Client personality traits:

• Imaginative
• Curious
• Perfectionistic 
• Innovative
• Non conforming

Now that we’ve explored each of the archetypes and how they can help you naturally attract your soulmate clients, hopefully you have a better understanding of not only your archetype, but also your ideal client and how you can get started speaking a language they understand!

When clients see a reflection of their own aspirations and challenges in your brand, like they will when you infuse your archetype into your marketing, they are more likely to feel understood and drawn to your brand. 

As you continue to develop your brand, remember that understanding and leveraging archetypes is a key step in building a meaningful and impactful relationship with your audience. Take the time to explore which archetype resonates with your brand and watch as it transforms your business by attracting the clients who are truly meant to work with you.

Do you know which archetypes are your best fit? If you need a refresher or want to find your own archetypes, take my free quiz today.

Don't stop here, though. I’m here to support you in creating a purposeful, archetypal brand that makes money AND makes a difference. Explore how we can work together here.