How to Build Your Brand Identity

One of the main reasons creators struggle to stand out online is because they’re trying to do the same thing everyone else is doing.

In today’s letter, I’m going to show you 5 different ways to approach content creation from a unique angle that sets you apart from the competition.

To do that, you need to have a good understanding of brand archetypes. There are five of these that are especially useful for creators and solopreneurs.

What’s A Brand Archetype?

A brand archetype is a persona or character that represents a brand's core values, personality, and positioning in the market.

It’s a symbolic representation of the brand's identity, often based on universal themes and archetypes found in storytelling and psychology.

Brands use archetypes to create a more human and relatable image. This helps them connect with their target audience on a deeper level and differentiate themselves from their competitors.

Each archetype offers a distinct approach to content creation, allowing you to establish a unique identity to stand out from everyone else.

The 5 Creator Archetypes

1. The Expert

The Expert archetype embodies deep knowledge, expertise, and experience in a specific field. Experts are respected for their authority and insights, often serving as trusted guides and mentors.

How to use it: To embody the Expert archetype, share valuable, in-depth knowledge and insights in your content. Offer unique solutions to common problems, educate your audience, and establish yourself as a thought leader.

Example: Simon Sinek, a leadership expert known for his insights on business strategy and organisational culture. He is the author of "Start With Why" and a popular TED speaker. He’s known for his ability to communicate complex ideas in a simple and compelling way.

Ideal for: Individuals with substantial work experience, proven results, deep knowledge of frameworks, and a desire to educate and mentor others in their field.

2. The Guide

The Guide archetype leads others through a curated selection of valuable content, saving them time and effort. Guides are trusted for their ability to sift through information and present only the most relevant and useful content.

How to use it: To embody the Guide archetype, focus on curating content that is informative, relevant, and engaging for your audience. Provide context, summarise key points, and offer insights that help your audience navigate complex topics.

Example: Tim Ferriss, author of "The 4-Hour Workweek" and host of The Tim Ferriss Show podcast, curates and shares life and productivity hacks, tools, and strategies to help people optimize their lives and work.

Ideal for: Individuals who enjoy researching and organizing information, have a knack for identifying valuable insights and want to help others navigate complex topics.

3. The Reporter

The Reporter archetype excels at researching and reporting on topics of interest, engaging with others to gather insights and share them with their audience. Reporters are skilled communicators who bring valuable information to light.

How to use it: To embody the Reporter archetype, focus on conducting thorough research, interviewing experts, and presenting information in a clear and engaging manner. Use your platform to share valuable insights and perspectives with your audience.

Example: Lewis Howes, host of The School of Greatness podcast, is known for his in-depth interviews with inspiring individuals, where he shares their stories and insights with his audience.

Ideal for: Individuals who enjoy conducting interviews, have a natural curiosity about the world and know how to ask the right questions to extract valuable insights from their guests.

4. The Explorer

The Explorer archetype openly shares their journey of learning and growth, making them relatable and inspiring. Explorers are authentic and transparent, sharing both their successes and failures along the way.

How to use it: To embody the Explorer archetype, share your experiences, challenges, and insights with your audience. Be honest and authentic, and show your audience that you are on a journey of growth and discovery.

Example: Richard Branson, founder of the Virgin Group, embodies the Explorer archetype through his adventurous spirit and willingness to take risks. He has explored various industries, from music to airlines to space travel, and has a reputation for innovation and creativity.

Ideal for: Individuals who are comfortable sharing personal stories, experiences, and insights, and want to inspire others to embark on their own journey of growth and discovery.

5. The Maverick

The Maverick archetype is independent-minded and unconventional, often challenging the norm and breaking new ground. Mavericks are known for their originality, boldness, and willingness to take risks.

How to use it: To embody the Maverick archetype, focus on sharing your unique perspective and challenging conventional wisdom. Be bold and contrarian in your content. Don't be afraid to take risks and try new things.

Example: Elon Musk, known for his bold vision and unconventional approach to business, often challenges the status quo and pushes the boundaries of what is possible.

Ideal for: Individuals who are innovative, visionary, and unafraid to challenge the status quo, and inspire others to think differently and pursue bold ideas.

Your Brand Archetype

Your brand can and should evolve over time. So, don't be afraid to experiment with different archetypes or mix elements from multiple archetypes to create a unique identity that resonates with your audience.

Moreover, you’re not limited to the characteristics of these archetypes. Certain personality traits are uniquely your own, use them to your advantage.

If you enjoyed this, hit reply and let me know.

Until next time, keep creating!

Omara

Quick Picks

1. On the topic of today’s newsletter, read The Hero and The Outlaw if you’d like a deeper dive on brand archetypes.

2. Check out this great library of hand-picked Meta & LinkedIn ads for design & copy inspiration by Andrea Todorova.

3. “It’s more interesting for the audience if you’re the opposite of normal.” Read this interesting short article by Derek Sivers.

P.S. If you need help building your online presence and growing your business, book a 1:1 Coaching Session with me and save yourself months of trial and error.