From Personality to Positioning:

An overview of the 5-day archetypes masterclass.

If you’ve been paying attention, you should now realise that branding isn’t about picking a “vibe” or colour palette. It’s about pattern recognition. It’s about speaking directly to your buyer’s identity.

And the best way to do that is by taking advantage of the universal psychological shorthand that are archetypes.

Lesson 1: Find your own motion

Most brands are forgettable because they are busy imitating “safe” category leaders. They use the same scripts and the same professional masks.

• The reality: Brands with a tightly defined archetypal identity saw their Market Value rise by 97% more than “confused” brands.
• The lesson: “Safe” is just another word for invisible. To hit strikes, you have to take down the bumpers and find your own unique spin.

Lesson 2: Stop the identity drift

You can’t be an Outlaw on social media and a corporate Everyman on your website. That isn’t being “multi-faceted”—it’s being unstable.

• The 4 motivational quadrants: Every human drive falls into one of four buckets: Explore Spirituality, Leave a Legacy, Pursue Connection, or Provide Structure.
• The lesson: If you jump between these without a Primary Archetype, you create a values clash. You can’t promise radical disruption and total safety in the same breath.

Lesson 3: The 60/30/10 split

You contain multitudes, but your brand must be a distillation.

• 60% (The anchor): Your Primary Archetype. This is your flagpole in the ground.
• 30% (The unique value): Your Secondary Archetype. The “Chemical Reaction” that makes you different from everyone else in your category.
• 10% (The human element): The “trackies and Nescafé” stuff. The raw parts of you that keep the brand from feeling like a corporate brochure.

Lesson 4: The bridge to meaning

Most people treat their brand like a bunch of selfies. They’re focused on their own reflection rather than their audience.

• The reality: Your customer doesn’t care about your brand; they care about their experience with it.
• The journey: Are they just feeling The Call, or are they Building Mastery?
• The painkiller strategy: If your audience is a Hero, they don't necessarily want another Hero standing next to them. They might want a guide.

Lesson 5: Connection strategies

Asking people how they feel doesn’t matter if you aren’t prepared to change the system. Stop offering “lukewarm beer” (surface-level fixes) and start building a real connection.

• The Mirror (Identification): “I am just like you.” (Showing you’ve walked in their shoes).
• The Pedestal (Aspiration): “I am who you want to be.” (Writing from the finish line).
• The Helper (Service): “I am here to support your journey.” (Utility and guidance).
• The Catalyst (Transformation): “I am the reason you will change.” (The moment of impact).

The 12 Archetypes

Click here for the detailed cheat sheet.

Now what?

You have the framework. You see the patterns. You know why your current copy might feel like a “Frankenstein” of mismatched parts.

You have three ways to move forward:

1. DIY: Use your 60/30 mix as a filter for every sentence you write. Stop asking for permission to be an authority.
2. BrandForge: If you’re tired of “guessing” if your mix is right, I’ll help you figure it out.
3. Decrapify: If you just need the mess cleaned up, I can audit your copy.

Stop sending mixed signals. Start writing like you MEAN it.