Why Your Brand Isn't Hitting (Yet): The Missing Piece Most Founders Overlook
- Nicole Weaver
- Jun 12
- 4 min read
Updated: Aug 20
You’ve Got the Logo. The Website. The Offer. You’re Posting on Socials, Maybe Even Dancing on Reels. But the Sales? Meh.
If you’ve ever felt like your brand is almost there, but somehow not quite connecting, don’t stress. You’re not alone. Here’s the truth: It’s probably not your product. It’s probably not your logo. And it’s definitely not the algorithm.
It’s your brand personality. Or more accurately… the lack of it.
Most Brands Skip the Soul Stuff
In the rush to launch, most founders focus on the what (i.e. their products, services, or programs). But what gets overlooked is the who. Who is your brand in the eyes of your audience? How does it sound, feel, act? What values does it stand for? And more importantly — why should anyone care?
This is where your Brand Archetype comes in. It’s the difference between:
Bland vs magnetic
Forgettable vs iconic
Scroll-past vs stop-and-stare
Talking to everyone vs speaking to the right people
So… What Is a Brand Archetype?
Brand Archetypes are personality frameworks adapted for branding purposes (by Margaret Mark and Carol S. Pearson in their book The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes - 2001). They’re based on psychology principles created by Carl Jung.
Think traditional stereotypes like The Hero, The Rebel, The Sage, The Lover. They may seem reductive, but they've been tried, tested, and proven for decades now. These Archetypes help provide consistency and focus in your branding. They define how your brand shows up in the world: what it says, how it behaves, what it stands for, and who it naturally attracts.
Big brands use them brilliantly. Nike is a Hero. Apple is a Magician. Dove is a Caregiver. (See this post on our Instagram for more examples.)
When you really know your brand archetype? Everything just clicks.
Signs Your Brand Archetype is MIA
Your messaging feels inconsistent or confusing.
You’re attracting the wrong audience (or no one at all).
You’re struggling to create content that feels like "you."
You sound a lot like everyone else.
You’re relying on trends instead of building trust.
If any of those feel familiar, your brand personality probably needs a glow-up.
The Good News? You Don’t Need a Rebrand. You Just Need to Get Clear.
When you know your brand’s archetype, you unlock:
Clarity in your voice and visuals.
Ease in creating content.
Confidence in how you show up.
Deeper emotional connection with your audience.
More alignment (which usually = more sales).
It’s not about being fake or putting on a brand “mask.” It’s about unmasking the personality that’s already there and letting it lead.
Want to Find Your Brand Vibe (Without the Guesswork)?
Grab our Unmask Your Brand Decoder. It’s a juicy, no-fluff PDF that helps you discover your brand’s archetype for just $7. Seriously — seven bucks for the clarity your brand’s been craving.
Or if you already know your archetype and you’re ready to bring it to life? Check out the Vibe Guides — 12 powerful brand personalities, unmasked and ready to help you speak, sell, and show up like you.
Ready to Make Your Brand Unforgettable?
Start with the soul. Everything else gets easier from there.
Why Brand Personality Matters
Let’s dive deeper into why brand personality is crucial. It’s not just about looking good or having a catchy tagline. Your brand personality shapes how people perceive you. It’s the emotional connection you create with your audience.
When your brand has a distinct personality, it becomes relatable. People want to engage with brands that resonate with them. Think about the brands you love. They have a voice, a vibe, and a personality that draws you in.
The Power of Connection
Connection is everything. When your brand speaks to the heart, it builds loyalty. Customers don’t just buy products; they buy into a story, a feeling, a community.
Imagine walking into a café that feels warm and inviting. The barista knows your name and your order. That’s the kind of connection your brand should strive for. It’s about creating a space where your audience feels seen and heard.
How to Discover Your Brand Archetype
Finding your brand archetype isn’t rocket science. Start by asking yourself some key questions:
What values do you stand for?
Think about what matters most to you and your business.
How do you want to be perceived?
Are you the wise mentor, the playful trickster, or the bold rebel?
What emotions do you want to evoke?
Do you want to inspire, entertain, or empower?
Once you have clarity on these points, you can start to identify which archetype resonates with your brand.
Bringing Your Archetype to Life
Once you’ve discovered your archetype, it’s time to bring it to life. This means infusing your personality into everything you do. From your website design to your social media posts, let your archetype shine through.
For example, if you identify as The Rebel, don’t be afraid to challenge norms. Use bold language, edgy visuals, and a playful tone. Your audience will appreciate your authenticity and uniqueness.
The Impact of a Strong Brand Personality
A strong brand personality can lead to increased sales and customer loyalty. When people feel connected to your brand, they’re more likely to choose you over competitors.
In a crowded market, standing out is essential. A well-defined brand personality helps you cut through the noise. It positions you as a leader in your niche, attracting customers who align with your values.
Conclusion: Embrace Your Brand’s Unique Personality
In the end, your brand personality is your secret weapon. It’s what makes you memorable and magnetic. So, don’t shy away from it. Embrace it.
Let your brand’s personality shine through in everything you do. When you do, you’ll not only attract the right audience, but you’ll also create a brand that stands the test of time.
Remember, the journey to discovering your brand personality is just the beginning. With clarity and confidence, you can transform your brand into something truly unforgettable.
So, are you ready to unmask your brand? Let’s do this!
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