[Free] Website Brand Archetype Quiz

The Ruler/King/Queen

1. What is the primary focus of your website's visual design?

(a) Clean and user-friendly, with a focus on easy navigation.
(b) Warm and inviting visuals that evoke trust and connection.
(c) Professional and polished, conveying confidence and authority. (Ruler/King/Queen)


2. How do you typically frame your services on your website?

(a) As practical solutions and tools to overcome common challenges.
(b) As a supportive partnership focused on guiding clients towards success.
(c) As exclusive offerings for ambitious clients seeking premium results. (Ruler/King/Queen)


3. What kind of language dominates your website copy?

(a) Clear, concise, and easy-to-understand for a broad audience.
(b) Empathetic and reassuring, focusing on overcoming challenges.
(c) Confident, assertive, and highlighting your proven track record. (Ruler/King/Queen)


4. What is the main call to action on your website?

(a) Download a free guide or subscribe to a general newsletter with tips.
(b) Schedule a discovery call to discuss specific client needs.
(c) Invest in your premium coaching program or book a high-level strategy session. (Ruler/King/Queen)


5. How do you portray yourself on your website?

(a) As a friendly and relatable expert who understands their struggles.
(b) As a caring and supportive guide who empowers clients to achieve their goals.
(c) As a leading authority in your field, with a proven record of success. (Ruler/King/Queen)


Scoring - Assign 2 points for each answer choice that aligns with the Ruler/King/Queen archetype (bolded options).

0-4 points - The Ruler/King/Queen archetype likely doesn't dominate your website. Consider exploring other archetypes that might be a better fit.

5-8 points - The Ruler/King/Queen archetype has some influence, but it might be blended with others. Review the full results for all archetypes.

9-10 points - The Ruler/King/Queen archetype is a strong influence on your website. The quiz results will provide further insights on how to leverage this archetype to attract ideal clients who value your authority and proven results.

The Creator/Artist

1. What is the driving force behind your website content?

(a) Sharing practical frameworks and proven strategies for success.
(b) Offering a unique perspective and challenging conventional approaches.
(c) Expressing your passion for your field and inspiring creativity in your clients. (Creator/Artist)


2. How do you showcase your expertise on your website?

(a) Through case studies and testimonials highlighting client results.
(b) By providing in-depth articles and resources on specific topics.
(c) By showcasing your creative process, innovative ideas, and unique approach. (Creator/Artist)


3. What kind of visual elements stand out on your website?

(a) Stock photos or graphics that are clean and professional.
(b) Images that evoke emotions and connection, building trust with potential clients.
(c) Original visuals, creative layouts, and a design that reflects your personality. (Creator/Artist)


4. What is the overall tone of your website's voice?

(a) Warm, friendly, and approachable, using everyday language.
(b) Empathetic and supportive, focusing on challenges clients face and how you can help.
(c) Enthusiastic, passionate, and infused with your unique perspective. (Creator/Artist)


5. What is the main call to action on your website?

(a) Download a free guide or subscribe to a newsletter filled with practical tips.
(b) Schedule a free consultation or discovery call to discuss their specific needs.
(c) Join your mastermind group, enroll in your signature course, or work with you on a creative project. (Creator/Artist)


Scoring - Assign 2 points for each answer choice that aligns with the Creator/Artist archetype (bolded options).

0-4 points - The Creator/Artist archetype likely doesn't dominate your website.

5-8 points - The Creator/Artist archetype has some influence, but it might be blended with others.

9-10 points - The Creator/Artist archetype is a strong influence on your website.

The Sage

1. What is the primary purpose of your website content?

(a) Sharing practical tips and actionable steps for achieving results.
(b) Highlighting your personal brand and showcasing your unique approach.
(c) Providing in-depth knowledge, insights, and thought leadership in your field. (Sage)


2. How do you establish your credibility on your website?

(a) Sharing testimonials and client success stories.
(b) Highlighting your experience and achievements in your field.
(c) Showcasing your expertise through research, publications, or industry recognition. (Sage)


3. What kind of content do you feature most prominently on your website?

(a) Easy-to-understand blog posts and infographics.
(b) Inspirational stories and case studies showcasing client transformations.
(c) White papers, in-depth articles, or videos exploring complex topics. (Sage archetype)


4. What is the overall tone of your website's voice?

(a) Warm, friendly, and conversational, focusing on relatability.
(b) Empathetic and supportive, offering guidance and reassurance.
(c) Knowledgeable, authoritative, and insightful, offering a trusted perspective. (Sage)


5. What kind of call to action do you offer most frequently?

(a) Download a free consultation guide or subscribe to a general newsletter.
(b) Schedule a discovery call to discuss specific client needs.
(c) Enroll in your advanced training program, join your mastermind group, or book a strategy session focusing on specific challenges. (Sage)


Scoring - Assign 2 points for each answer choice that aligns with the Sage archetype (bolded options).

0-4 points - The Sage archetype likely doesn't dominate your website.

5-8 points - The Sage archetype has some influence, but it might be blended with others.

9-10 points - The Sage archetype is a strong influence on your website.

The Innocent

1. What is the primary emotional response you want to evoke in visitors to your website?

(a) A sense of trust and reliability, knowing they're in the right place.
(b) Empathy and understanding, feeling supported through challenges.
(c) Excitement and inspiration, believing in the possibilities for transformation. (The Innocent)


2. How do you typically describe the benefits of your services?

(a) Focusing on achieving specific goals and measurable results.
(b) Highlighting the personal empowerment and growth clients’ experience.
(c) Emphasizing the joy, fulfillment, and sense of possibility that comes with your approach. (The Innocent)

3. What kind of imagery dominates your website?

(a) Professional head shots and clean graphics.
(b) Images that evoke feelings of comfort and security.
(c) Bright, playful visuals that inspire optimism and a sense of wonder. (The Innocent)

4. What is the overall tone of your website's voice?

(a) Clear, concise, and informative, using straightforward language.
(b) Warm, nurturing, and reassuring, offering guidance.
(c) Enthusiastic, hopeful, and infused with a belief in people's potential. (The Innocent)

5. What is the main call to action on your website?

(a) Download a free checklist or guide filled with practical steps.
(b) Schedule a free call to discuss their specific challenges and goals.
(c) Join your free community, take your free quiz to discover your potential, or enroll in your introductory course. (The Innocent)


Scoring - Assign 2 points for each answer choice that aligns with the Innocent archetype (bolded options).

0-4 points - The Innocent archetype likely doesn't dominate your website.

5-8 points - The Innocent archetype has some influence, but it might be blended with others.

9-10 points - The Innocent archetype is a strong influence on your website.

The Explorer/Seeker

1. What is the core message you want visitors to take away from your website?

(a) A clear understanding of the steps they need to take to achieve success.
(b) The feeling of being supported and guided through challenges.
(c) The inspiration to explore new possibilities and embark on a journey of growth. (Explorer)


2. How do you typically frame your services on your website?

(a) As proven solutions to overcome common problems.
(b) As a safe space for clients to explore their challenges and find solutions.
(c) As an adventure or expedition that leads to personal and professional breakthroughs. (Explorer/Seeker)


3. What kind of content do you feature most prominently on your website?

(a) Practical guides and checklists with actionable steps.
(b) Client testimonials showcasing transformations and positive experiences.
(c) Travel blogs, interviews with inspiring individuals, and resources for self-discovery. (Explorer/Seeker)


4. What is the overall tone of your website's voice?

(a) Straightforward and informative, focused on clarity.
(b) Empathetic and supportive, offering encouragement and guidance.
(c) Curious, adventurous, and infused with a spirit of discovery. (Explorer/Seeker)


5. What kind of call to action do you offer most frequently?

(a) Download a free template or workbook to get started.
(b) Schedule a free discovery call to discuss their specific needs.
(c) Join your online community of explorers, take a free challenge to ignite their journey, or book a strategy session to map out their path. (Explorer/Seeker)

Scoring - Assign 2 points for each answer choice that aligns with the Explorer/Seeker archetype (bolded options).

0-4 points - The Explorer/Seeker archetype likely doesn't dominate your website.

5-8 points - The Explorer/Seeker archetype has some influence, but it might be blended with others.

9-10 points - The Explorer/Seeker archetype is a strong influence on your website.

The Rebel/Outlaw

1. What is the primary focus of your website content?

(a) Sharing practical tips and strategies for achieving mainstream success.
(b) Building trust and rapport by offering a safe space for clients to express themselves.
(c) Challenging the status quo and offering alternative approaches to success. (Rebel)


2. How do you position yourself on your website?

(a) As a reliable expert with a proven track record.
(b) As a caring guide who helps clients navigate challenges.
(c) As a maverick or disruptor in your field, offering unconventional solutions. (Rebel)


3. What kind of visual elements stand out on your website?

(a) Clean and professional design with a focus on user-friendliness.
(b) Images that evoke emotions and connection, building trust with potential clients.
(c) Edgy and bold visuals that challenge expectations and break the mold. (Rebel)


4. What is the overall tone of your website's voice?

(a) Warm, friendly, and approachable, focusing on relatability.
(b) Empathetic and supportive, offering reassurance and advice.
(c) Confident, provocative, and unafraid to challenge conventional wisdom. (Rebel)


5. What kind of call to action do you offer most frequently?

(a) Download a free guide or subscribe to a general newsletter.
(b) Schedule a free consultation to discuss their specific goals.
(c) Join your exclusive mastermind group, invest in your high-impact coaching program, or book a strategy session to break through limitations. (Rebel)


Scoring - Assign 2 points for each answer choice that aligns with the Rebel/Outlaw archetype (bolded options).

0-4 points - The Rebel/Outlaw archetype likely doesn't dominate your website.

5-8 points - The Rebel/Outlaw archetype has some influence, but it might be blended with others.

9-10 points - The Rebel/Outlaw archetype is a strong influence on your website.

The Hero

1. What is the core transformation you promise to help clients achieve?

(a) A clear and actionable plan to achieve specific goals.
(b) A supportive environment to overcome challenges and achieve personal growth.
(c) Overcoming obstacles and achieving a significant breakthrough. (Hero)


2. How do you typically showcase your services on your website?

(a) Highlighting the practical tools and resources you provide.
(b) Sharing client stories of overcoming specific challenges. (Hero)
(c) Offering in-depth analysis of complex problems and proven solutions.


3. What kind of imagery dominates your website?

(a) Stock photos of people working in generic office settings.
(b) Images that evoke emotions and connection, building trust with potential clients.
(c) Images that convey themes of struggle, triumph, and overcoming adversity. (Hero)


4. What is the overall tone of your website's voice?

(a) Warm, friendly, and approachable, using everyday language.
(b) Empathetic and supportive, focusing on challenges clients face and how you can help.
(c) Motivational, inspiring, and focused on empowering clients to achieve their goals. (Hero)


5. What is the main call to action on your website?

(a) Download a free guide or subscribe to a newsletter filled with practical tips.
(b) Schedule a free consultation or discovery call to discuss their specific needs.
(c) Invest in your coaching program designed to help them achieve their breakthrough, or book a strategy session to map out their journey to success. (Hero)


Scoring - Assign 2 points for each answer choice that aligns with the Hero archetype (bolded options).

0-4 points - The Hero archetype likely doesn't dominate your website.

5-8 points - The Hero archetype has some influence, but it might be blended with others.

9-10 points - The Hero archetype is a strong influence on your website.

The Wizard/Magician

1. What is the underlying promise you make to clients on your website?

(a) Sharing practical frameworks and proven strategies for success.
(b) Offering a safe space for clients to explore their challenges and find solutions.
(c) Unlocking hidden potential and facilitating transformative breakthroughs. (Wizard/Magician)


2. How do you typically describe the benefits of your services?

(a) Focusing on achieving specific, measurable results.
(b) Highlighting the emotional and personal growth clients’ experience.
(c) Emphasizing the unexpected shifts in perspective and the creation of magic in clients' lives. (Wizard/Magician)


3. What kind of visual elements stand out on your website?

(a) Clean and professional design with a focus on user-friendliness.
(b) Images that evoke emotions and connection, building trust with potential clients.
(c) Mysterious, symbolic, or intriguing visuals that hint at hidden knowledge. (Wizard/Magician)


4. What is the overall tone of your website's voice?

(a) Warm, friendly, and approachable, using everyday language.
(b) Empathetic and supportive, offering guidance and encouragement.
(c) Intriguing, insightful, and infused with a touch of mystery. (Wizard/Magician)


5. What kind of call to action do you offer most frequently?

(a) Download a free guide or subscribe to a general newsletter.
(b) Schedule a free discovery call to discuss their specific needs.
(c) Join your exclusive transformation program, unlock your hidden potential in a mastermind group, or book a strategy session to ignite your magic. (Wizard/Magician)


Scoring - Assign 2 points for each answer choice that aligns with the Wizard/Magician archetype (bolded options).

0-4 points - The Wizard/Magician archetype likely doesn't dominate your website.

5-8 points - The Wizard/Magician archetype has some influence, but it might be blended with others.

9-10 points - The Wizard/Magician archetype is a strong influence on your website.

The Jester/Trickster

1. What is the primary emotional response you want to evoke in visitors to your website?

(a) A sense of trust and reliability, knowing they're in the right place.
(b) Empathy and understanding, feeling supported through challenges.
(c) A sense of amusement, surprise, and a willingness to question the status quo. (Jester)


2. How do you typically present yourself on your website?

(a) As a reliable expert with a proven track record of success.
(b) As a caring guide who helps clients navigate challenges.
(c) As a playful and unconventional thinker who challenges assumptions. (Jester)


3. What kind of content do you feature most prominently on your website?

(a) Practical guides and checklists with actionable steps.
(b) Client testimonials showcasing transformations and positive experiences.
(c) Humorous content, thought-provoking challenges, and unconventional approaches to problem-solving. (Jester)


4. What is the overall tone of your website's voice?

(a) Warm, friendly, and approachable, focusing on relatability.
(b) Empathetic and supportive, offering reassurance and advice.
(c) Witty, irreverent, and infused with a playful spirit that challenges conventional thinking. (Jester)


5. What kind of call to action do you offer most frequently?

(a) Download a free template or workbook to get started.
(b) Schedule a free consultation to discuss their specific goals.
(c) Join your free challenge to shake things up, subscribe to your unconventional newsletter, or book a strategy session to break free from limitations. (Jester)


Scoring - Assign 2 points for each answer choice that aligns with the Jester/Trickster archetype (bolded options).

0-4 points - The Jester/Trickster archetype likely doesn't dominate your website.

5-8 points - The Jester/Trickster archetype has some influence, but it might be blended with others.

9-10 points - The Jester/Trickster archetype is a strong influence on your website.

The Everyman/Woman

1. What is the primary focus of your website content?

(a) Sharing practical tips, strategies, and resources for achieving success. (Everyman/Everywoman)
(b) Highlighting your unique expertise and proven approach.
(c) Offering in-depth analysis and insights on complex topics.


2. How do you typically describe your services on your website?

(a) As straightforward solutions to common problems faced by many. (Everyman/Everywoman)
(b) As exclusive offerings for high-level clients seeking premium results.
(c) As a personalized roadmap for clients to achieve their unique goals.


3. What kind of visual elements stand out on your website?

(a) Clean and user-friendly design with relatable stock photos or graphics. (Everyman/Everywoman)
(b) Images that showcase your brand personality and connect with your audience emotionally.
(c) Sophisticated design elements that convey authority and professionalism.

4. What is the overall tone of your website's voice?

(a) Warm, friendly, and approachable, using everyday language. (Everyman/Everywoman)
(b) Confident and assertive, highlighting your accomplishments.
(c) Knowledgeable and authoritative, offering expert advice.


5. What kind of call to action do you offer most frequently?

(a) Download a free guide or subscribe to a general newsletter with practical tips. (Everyman/Everywoman)
(b) Schedule a free consultation to discuss specific client needs.
(c) Enroll in your high-level mastermind group or invest in your premium coaching program.


Scoring - Assign 2 points for each answer choice that aligns with the Everyman/Everywoman archetype (bolded options).

0-4 points - The Everyman/Everywoman archetype likely doesn't dominate your website.

5-8 points - The Everyman/Everywoman archetype has some influence, but it might be blended with others.

9-10 points - The Everyman/Everywoman archetype is a strong influence on your website.

The Lover

1. What motivates you most in your coaching practice?

(a) Helping clients achieve measurable results and overcome challenges.
(b) Witnessing clients experience deep personal transformation and connection. (The Lover)
(c) Equipping clients with the tools and knowledge they need for success.


2. How would you describe your ideal client relationship?

(a) Collaborative and focused on achieving specific goals.
(b) Intimate and built on trust and emotional connection. (The Lover)
(c) Professional and results-oriented with clear expectations.


3. What kind of language would you most likely use on your website?

(a) Direct and action-oriented, highlighting practical benefits.
(b) Formal and authoritative, emphasizing expertise and knowledge.
(c) Evocative and sensual, appealing to emotions and desires. (The Lover)


4. What visual elements would most resonate with your brand?

(a) Charts, graphs, and data visualizations demonstrating success.
(b) Minimalist and clean aesthetics with a focus on functionality.
(c) Romantic imagery, warm colors, and elements that evoke beauty and pleasure. (The Lover)


5. What is the ultimate outcome you hope your clients achieve?

(a) Achieve mastery in their chosen field and overcome limitations.
(b) Develop a clear roadmap for success and achieve tangible goals.
(c) Cultivate deeper connections, experience joy, and live a more fulfilling life. (The Lover)


Scoring - Assign 2 points for each answer choice that aligns with the Lover archetype (bolded options).

0-4 points - The Lover archetype likely doesn't dominate your website.

5-8 points - The Lover archetype has some influence, but it might be blended with others.

9-10 points - The Lover archetype is a strong influence on your website.

The Caregiver

1. What is the emotional response you want visitors to feel when interacting with your website?

(a) A sense of empowerment and ability to achieve their goals themselves.
(b) Empathy, understanding, and a sense of safe space to address challenges. (Caregiver archetype)
(c) Inspired and excited about the possibilities for transformation.

2. How do you typically position yourself on your website?

(a) As a reliable expert with a proven system for success.
(b) As a supportive guide who understands their struggles and offers solutions. (Caregiver archetype)
(c) As a thought leader who challenges the status quo and offers unique perspectives.

3. What kind of content do you feature most prominently on your website?

(a) Practical guides and templates to help users achieve specific goals.
(b) Client testimonials showcasing positive transformations and overcoming challenges. (Caregiver archetype)
(c) In-depth articles exploring complex topics and offering strategic advice.


4. What is the overall tone of your website's voice?

(a) Clear, concise, and informative, focused on practical steps.
(b) Warm, empathetic, and supportive, offering encouragement and guidance. (Caregiver archetype)
(c) Confident, authoritative, and infused with expertise.


5. What kind of call to action do you offer most frequently?

(a) Download a free cheat sheet or resource with actionable tips.
(b) Schedule a free consultation call to discuss their specific needs and challenges. (Caregiver archetype)
(c) Enroll in your mastermind program designed for high-level achievers, or invest in your premium coaching package.


Scoring - Assign 2 points for each answer choice that aligns with the Caregiver archetype (bolded options).

0-4 points - The Caregiver archetype likely doesn't dominate your website.

5-8 points - The Caregiver archetype has some influence, but it might be blended with others.

9-10 points - The Caregiver archetype is a strong influence on your website.

Results - Discover your website brand voice, main contribution & key words that reflect your brand advantage

TIP FOR YOUR ABOUT PAGE - The 3 key words that represent your unique contribution and advantage can be a section of your About Page.


The Ruler - Command, control, and status

The Ruler archetype embodies leadership, authority, and the power to create order and structure. They are often seen as dominant figures who inspire trust and respect.

Main contribution - Guiding clients to dominate their field

Expertise and Authority - The Ruler establishes themselves as a leading figure in their industry. Their website showcases their impressive credentials, proven track record, and established reputation.

Confidence and Inspiration - They project confidence and inspire trust in their clients' ability to succeed under their guidance. Their website reflects this confidence through a sophisticated design and authoritative tone.

Decision-Making and Exclusivity - The Ruler positions themselves as the ultimate decision-maker, offering clear direction and solutions. They may feature exclusive content or high-level coaching programs, emphasizing a selective approach to working with clients.

3 key words - Power - Authority - Exclusivity

Brand voice - Confident, decisive, and authoritative. Uses clear, concise language and establishes themselves as a leader in their field.


The Creator/Artist - Shaping reality through imagination

The Creator/Artist archetype embodies the power of creativity, innovation, and the desire to bring new ideas and forms of self-expression into the world.

Main contribution - Unlocking client potential through creativity

Originality and Fresh Perspectives - The Creator/Artist champions fresh ideas and approaches, pushing boundaries and inspiring clients to see things differently.

Self-Expression and Authenticity - They value self-discovery and genuine expression. Their website might feature unconventional visuals and thought-provoking content, encouraging clients to find and express their true selves.

Creative Problem-Solving - Challenges are tackled with an imaginative lens. The Creator/Artist uses their website to inspire clients to find creative solutions and break free from conventional thinking.

3 key words - Innovation - Authenticity – Transformation

Brand voice - Imaginative, innovative, and inspiring. Uses creative language and metaphors to spark passion and inspire new ideas.


The Sage - Wisdom shared, knowledge disseminated

The Sage archetype embodies wisdom, knowledge, and the ability to offer insightful guidance. They are seen as experts, teachers, and mentors who share their deep understanding of a subject to empower others.

Main contribution - Guiding clients with insight and knowledge

Expertise and Knowledge - The Sage establishes themselves as a trusted authority in their field. Their website showcases their extensive knowledge, experience, and proven ability to offer insightful solutions.

Analysis and Insight - They go beyond surface-level information, offering in-depth analysis and insightful perspectives that help clients understand complex situations.

Guiding Principles and Frameworks - The Sage provides clients with a foundation of knowledge and proven frameworks that can be applied to various challenges and situations.

3 key words - Wisdom – Clarity - Guidance

Brand voice - Wise, insightful, and knowledgeable. Uses authoritative language and shares expertise to educate and guide clients.


The Innocent - Purity, optimism, and trust

The Innocent archetype embodies purity, optimism, and a belief in the inherent goodness of the world. They approach challenges with a child-like wonder and a sense of new beginnings.

Main contribution - Fostering a safe space for hope and new beginnings

Hope and Inspiration - The Innocent inspires clients to believe in themselves and the possibility of achieving their dreams. Their website might feature uplifting content and a positive, encouraging tone.

Fresh Start and New Beginnings - They emphasize the potential for positive change and starting anew. The website might showcase success stories of clients who overcame challenges and achieved their goals.

Vulnerability and Trust - The Innocent fosters a sense of vulnerability and trust, creating a safe space for clients to explore their challenges without judgement.

3 key words - Optimism - Fresh Start - Trust

Brand voice - Uplifting, optimistic, and encouraging. Uses positive language and focuses on the potential for growth and new beginnings.


The Explorer/Seeker - Embracing the unknown and discovering new horizons

The Explorer/Seeker archetype embodies curiosity, a thirst for knowledge, and the courage to venture into the unknown. They are driven by a desire to discover new possibilities and push beyond boundaries.

Main contribution - Guiding clients on a journey of discovery

Unveiling Potential - The Explorer/Seeker helps clients identify hidden talents, unexplored possibilities, and the potential for growth that lies within them. Their website might feature content that encourages self-reflection and exploration.

Embracing the Unknown - They encourage clients to step outside their comfort zones, embrace challenges as opportunities for learning, and see the unknown as a source of excitement.

Discovery and Transformation - The focus is on the journey of discovery and the transformative experience of learning and expanding one's horizons. The website might showcase testimonials of clients who underwent significant personal growth through exploration.

3 key words - Discovery – Transformation - Adventure

Brand voice - Inspiring, curious, and adventurous. Uses evocative language and paints a picture of possibilities and self-discovery.


The Rebel/Outlaw - Disrupting the status quo and championing change

The Rebel/Outlaw archetype embodies a spirit of rebellion, a challenge to the status quo, and a relentless pursuit of freedom. They are often seen as rule-breakers and innovators who pave new paths and fight for what they believe in.

Main contribution - Empowering clients to break free and forge new paths

Disruption and Innovation - The Rebel/Outlaw disrupts established norms and inspires clients to question the status quo. Their website might feature unconventional approaches and challenge widely held beliefs within their industry.

Empowering Individuality - They celebrate individuality and non-conformity. The website content might showcase unconventional success stories and highlight the importance of staying true to oneself.

Taking Action and Achieving Freedom - The Rebel/Outlaw encourages clients to take action and break free from limitations that hold them back. Their website might provide tools and resources to overcome fear and pursue their goals with an independent spirit.

3 key words - Disruption – Individuality - Freedom

Brand voice - Bold, disruptive, and unconventional. Uses challenging language and challenges the status quo to spark change.


The Hero - Courage, overcoming challenges, and achieving victory

The Hero archetype embodies bravery, perseverance, and the drive to overcome challenges and achieve a worthy goal. They inspire others with their courage, determination, and unwavering belief in the power of good to triumph over evil.

Main contribution - Guiding clients on a journey to conquer challenges and achieve success

Overcoming Challenges - The Hero positions themselves as a champion who empowers clients to face their fears, confront adversity, and emerge victorious. Their website might feature testimonials highlighting client transformations through overcoming challenges.

Building Strength and Resilience - They guide clients in developing the inner strength and resilience needed to persevere through difficult times. The website content might offer tools and strategies for overcoming obstacles and building mental fortitude.

Goal Achievement and Transformation - The Hero focuses on the journey of overcoming challenges and the transformative experience of achieving hard-won goals. Their website might showcase success stories that inspire clients to believe in their own ability to achieve their dreams.

3 key words – Challenge – Resilience - Victory

Brand voice - Empowering, motivational, and results-oriented. Uses strong language and action verbs to inspire clients to overcome challenges.


The Wizard/Magician - Mastery, transformation, and unveiling the hidden

The Wizard/Magician archetype embodies wisdom, mystery, and the power to transform and create something new. They are seen as possessors of special knowledge and the ability to use it to make the impossible possible.

Main contribution - Unlocking client potential through transformation

Transformation and Awakening - The Wizard/ Magician focuses on the potential for profound transformation and awakening hidden abilities within clients. Their website might showcase testimonials of clients who experienced significant personal breakthroughs.

Unconventional Solutions and Creativity - They approach challenges from a unique perspective, offering unconventional solutions and creative strategies to help clients achieve their goals.

Harnessing Intuition and Inner Power - The Wizard/ Magician encourages clients to tap into their intuition, hidden potential, and inner power to achieve what they once thought was impossible.

3 key words – Transformation - Unconventional Wisdom - Inner Power

Brand voice - Mysterious, transformative, and empowering. Uses intriguing language and hints at hidden knowledge to inspire clients.


The Jester/Trickster - Disruption, unmasking hypocrisy, and embracing the paradox

The Jester/Trickster archetype embodies playfulness, a challenge to authority, and the ability to see things from a different perspective. They use humor, wit, and unconventional approaches to expose hypocrisy, break down rigid structures, and spark creativity.

Main contribution - Igniting change through playful disruption

Playful Disruption - The Jester/Trickster disrupts conventional thinking with humor and unconventional approaches, encouraging clients to see challenges from a new perspective. Their website might feature lighthearted content that playfully challenges industry norms.

Unmasking Hypocrisy and Inertia - They use wit and satire to expose inconsistencies and rigid mindsets that hold people back. The website content might employ humor to highlight common pitfalls or challenge widely held assumptions within their field.

Embracing Paradox and Creativity - The Jester encourages clients to embrace the paradoxical nature of life and find creative solutions through unconventional thinking. Their website might showcase success stories of clients who achieved their goals through unexpected approaches.

3 key words – Disruption - Perspective Shift - Creativity

Brand voice - Playful, humorous, and lighthearted. Uses wit and a touch of sarcasm to engage clients and challenge perspectives.


The Everyman/Everywoman - Relatable connection and down-to-earth solutions

The Everyman/Everywoman archetype represents the ordinary person, the one next door facing everyday challenges. They are relatable, down-to-earth, and strive to achieve their goals through hard work and perseverance.

Main contribution - Offering practical guidance for common challenges

Building Rapport and Trust - The Everyman/ Everywoman fosters a sense of connection by showcasing their own vulnerabilities and experiences with common challenges. Their website uses friendly and approachable language.

Practical Advice and Actionable Steps - They focus on offering down-to-earth, practical solutions that clients can easily implement in their own lives. The website content might feature step-by-step guides, checklists, or downloadable resources.

Encouragement and Support - The Everyman/ Everywoman emphasizes the importance of hard work and perseverance. They provide ongoing encouragement and support to help clients stay motivated on their journey.

3 key words – Practical - Relatability - Support

Brand voice - Friendly, relatable, and down-to-earth. Uses everyday language and shares personal experiences to connect with the audience.


The Lover - Cultivating deep connections and passionate pursuits

The Lover archetype embodies deep emotions, a desire for connection, and the pursuit of beauty and pleasure in all its forms. They inspire clients to find passion in their lives, cultivate meaningful relationships, and experience the joy of connection.

Main contribution - Igniting passion and fostering connection

Intimacy and Connection - The Lover creates a space for clients to explore their emotional landscape and build strong, meaningful connections in all areas of life. Their website might feature content on relationship building, self-love, or fostering deeper connections.

Passion and Enthusiasm - They reignite clients' passions and inspire them to pursue their goals with excitement and a sense of purpose. The website content might showcase success stories driven by passion or use language that evokes a sense of excitement and possibility.

Finding Beauty and Pleasure - The Lover encourages clients to find joy in the present moment, appreciate the beauty around them, and experience pleasure in all its forms. Their website might feature content on mindfulness, self-care, or creating a more fulfilling life.

3 key words – Connection – Passion - Pleasure

Brand voice - Passionate, sensual, and emotionally evocative. Uses vivid language and imagery to appeal to the senses and create a sense of connection.


The Caregiver - Nurturing support and guidance

The Caregiver archetype embodies selflessness, compassion, and a strong desire to help others. They are seen as providers, protectors, and nurturers who offer support and guidance to those in need.

Main contribution - Providing nurturing support and guidance

The Caregiver's primary contribution lies in creating a safe and supportive space for clients. They offer a listening ear, provide helpful resources, and guide clients towards achieving their goals with compassion and understanding.

Patience - Caregivers understand that progress takes time and offer consistent support throughout the process.

Generosity - They are willing to give freely of their time, energy, and resources to help others succeed.

Trustworthy - Caregivers establish trust by being reliable, dependable, and acting in the best interests of their clients.

By leveraging the Caregiver archetype, CTCIPs can position themselves as trusted advisors who genuinely care about their clients' well-being and success. Their websites might feature testimonials expressing gratitude for the support received, or content focused on overcoming challenges and achieving personal growth.

3 key words – Support – Compassion - Guidance

Brand voice - Supportive, compassionate, and understanding. Uses empathetic language and offers practical advice to help clients navigate challenges.