Brand Archetypes 101: Healer, Advocate, and Muse Explained

By Jennifer Kem Concierge • October 16, 2017 • Biz Tools / Brand / Marketing

18 Shares

The last couple of weeks, I’ve been going over brand archetypes. If you haven’t already, be sure to click here, here, and here to read more about it- I wouldn’t want you to miss out on anything. 🙂

Last week, I went over the three trustee archetypes: Sage, Hero, and Creator. Now, I’m going to go over the upholder categories.

What is a Healer?

Healer dominant archetypes are pretty straight-forward. They have a genuine heart, and as a result, you’ll end up feeling nurtured and taken care of. Great examples include Dove, Mary Ann Williamson, Hane House, and Wayne Dyer.

Power Words: angel, the guardian, the caregiver, and the Samaritan.

Healer Personality: Just like the Hero, Healers are very ‘for-the-people’, but they express it in a different way. Unlike Heroes, people with these archetypes are the mama bears/guardian angels. They make sure their people feel well-loved while protecting them from danger.

What is an Advocate?

Last week, I briefly mentioned that the Advocate compliments with the Hero quite well, especially as they’re both for-the-people. A popular archetype among many social entrepreneur brands, like Tom’s shoes, for example. Not only are they known for having great footwear, they’re known for giving back to the community, too.

Power Words: the citizen, the every man or every woman, the network, or the people’s leader.

Advocate Personality: Since they’re very much about the people, Advocates are the socialists out of all the archetypes. They strongly believe that everyone should have equal rights, regardless of where someone is at life. One of their favorite quotes is “what is mine is yours.”

What is a Muse?

Muses are sister-friend to the Creator archetype. And the muse is a brand about being inspired by their customers. The muse is very much inspired by their customers and they use their customers as a model for their creations. Examples of muse brands in the marketplace are Volkswagen and blogger Alexandra Francine.

Power Words: dreamers, idealists, wise, innocent.

Muse Personality: Muses have an innocence about them that is highly-attractive to people. In turn, these people end up admiring them. These people draw their energies and inspiration from their customers- all while making you dream. Like the vintage Volkswagen Beetles, Muses bring out the hidden child in all of us.

I hope you enjoyed learning more about your archetypes and how they can help your business run effectively better.

Also, guess who’s gonna be live on Entrepreneur Magazine?

You guessed right! On October 17th, aka today, at 10:00am PT / 1:00pm ET I’ll be chatting LIVE with Chris Winfield and Andrea Huspeni about the importance of branding your business.

Here’s what you have to do: