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Ever feel like your brand is almost there, but something still doesn’t seem to be clicking with your audience?
That was exactly where I found myself when building Ashwood VA. I’d done the research, picked the brand colours, knew exactly what I stood for and who I wanted to help… but something still felt fuzzy. Then I discovered brand archetypes - and suddenly, everything fell into place.
It was the missing puzzle piece I didn’t know I needed. The thing that helped me stop second-guessing every choice and start creating a brand that actually felt like me.
If you’re a solo photographer, freelancer or small business owner trying to figure out what makes your brand stand out (or just how to make it feel more aligned, consistent, and 'magnetic'), this one’s for you.
What Are Brand Archetypes?
Think of brand archetypes as your brand’s personality - the traits, quirks and energy that help people connect with you on a deeper level.
The concept has roots in psychology, but the version we use today comes from the marketing world. Those 12 familiar archetypes -like The Hero, The Creator, The Caregiver - aren’t hard science. They’re storytelling tools. But they work, because they tap into patterns we instinctively recognise.
Each one reflects a core drive - things like adventure, trust, transformation or belonging. And when you build your brand around one that aligns with you? Everything starts to click.
From your visuals and tone of voice to your offers, content and client experience, brand archetypes can shape the whole way your business shows up - especially in photography, where emotional connection is everything. They can also really help with your brand positioning!
Why Brand Archetypes Work (Even If They're Not Totally Scientific)
They might not be rooted in science, but brand archetypes work because they tap into something universal. They help your audience feel something fast - which is exactly what you want when attention spans are short and competition is high.
They shape how people see you, trust you, and remember you, without needing a deep dive into your website or brand story. Simple, powerful, and surprisingly effective.
Why Brand Archetypes Matter for Freelancers and Small Businesses
When I first started Ashwood VA, I remember the pressure of being the brand. Every word, every colour, every caption - it was all on me. I wanted it to feel personal, but still polished. Relatable, but still strategic. Sound familiar?
That’s where archetypes really helped me pull it all together.
Whether you’re a one-man-band or running a small-but-mighty team, chances are… you are the business. That can make branding tricky - because you’re trying to stay true to yourself, while still building something that feels intentional and consistent.
Archetypes give you a starting point. A framework that helps you shape your visuals, messaging, tone and presence - without needing to reinvent the wheel.
Whether you’re trying to attract a certain type of client, create stronger content, or just feel more confident in your brand voice, identifying your archetype can bring instant clarity. And when everything clicks into place - your colours, tone of voice, visuals, messaging - that’s when your brand starts feeling truly engaging.
How to Find Your Brand Archetype
Let’s be honest - you don’t need a quiz to tell you who you are. Yes, they can be fun, but nobody knows your brand better than you. The real magic, however, happens when you reflect on how natural and consistent you appear - and how you want your clients to feel when they interact with your brand.
Start by asking yourself the 3 big questions:
- What feeling do I want clients to have when they land on my website or work with me?
- What are my brand values - and how do they show up in the way I write, shoot, design or speak?
- What kind of client relationships do I want to attract and nurture?
And if you’re not quite sure which archetype fits yet - keep scrolling. Below, you’ll find a breakdown of all 12 brand archetypes, including how they might show up in your photography, messaging, or overall brand-feel.
Note: The Brand Archetypes exercise is NOT about boxing yourself in. In fact, it's the total opposite. It’s about creating a foundation and set of guidelines that feel true to you, so that you have the freedom to know everything you build from here has purpose, personality, and consistency.
The 12 Brand Archetypes
Every brand has a ‘vibe’ - a personality that makes people feel something different. When you find the archetype that aligns with your business, everything starts to feel more ‘you’.
Here’s a quick breakdown of all 12 archetypes, with a few clues for how they might show up in your brand tone, visuals or photography style:
1. The Innocent
Hopeful. Honest. Uplifting.
You want people to feel calm, safe and cared for. Your style is light, soft and natural - like golden-hour family shoots or peaceful wellness brands. Think simplicity, kindness, and [visual] warm hugs.
Think: Dove, Innocent Drinks, Bloom & Wild.
2. The Sage
Wise. Thoughtful. Insightful.
You’re the go-to for knowledge - whether you're teaching, mentoring or just always offering value. Expect a clear tone of voice, minimal design, and content that’s packed with purpose. For you, it's about more than just looking good - you show you know your stuff, too.
Think: Google, TED, Headspace.
3. The Explorer
Adventurous. Curious. Free-spirited.
You live for spontaneity and freedom. Whether you’re hiking into the wild for an elopement or helping brands push boundaries, your visuals feel bold and your messaging is fearless in a way that inspires personal growth and change.
Think: Land Rover, GoPro, Nikon.
4. The Outlaw
Disruptive. Bold. Unapologetic.
You’re not here to blend in. You shake things up with edgy visuals, rule-breaking ideas and a strong, punchy tone. Being The Outlaw is great for rebellious brands that thrive on doing things differently.
5. The Magician
Transformative. Visionary. Emotional.
You help people change - whether that's how they feel, what they see or who they become. Your brand feels a little dreamy, mystical, and full of awe.
6. The Hero
Strong. Motivated. Purpose-led.
You're here to bring the energy. You help people overcome challenges or achieve big results. Your brand is bold and confident, with messaging that inspires action and visuals that show real impact.
Think: Royal Marines, Nike, Duracell.
7. The Lover
Romantic. Intimate. Sensory.
Your work captures real, heartfelt moments - slow mornings, stolen glances, soft touches. Everything you do (from colour palette to tone of voice) feels luxurious and intentional - just like those George Clooney Nespresso ads.
Think: Magnum, Pandora, Nespresso.
8. The Jester
Playful. Energetic. Fun.
Your brand is light-hearted, colourful and full of personality. Whether you use humour, creativity or quirky visuals, you're here to make people smile, and that often means keeping things refreshingly real. For some, it’s their whole brand. For some certain supermarkets (hint hint - their middle isle is the place to be), its the entire personality behind their social media team.
9. The Everyman
Down-to-earth. Relatable. Approachable.
You keep things simple and real. Your tone is friendly, your images are honest, and you make everyone feel included. Think community-focused, straight-talking brands with no fluff.
Think: Yorkshire Tea, IKEA, Facebook.
10. The Caregiver
Nurturing. Supportive. Warm.
Your brand makes people feel looked after and heard, whether you’re guiding clients through an emotional shoot or supporting people through big life moments. It's all about the soft visuals, thoughtful words, and showing big heart.
Think: Volvo, Pampers, Premier Inn.
11. The Creator
Imaginative. Artistic. Vision-led.
You know that you see the world a little differently. You’re here to build, design, express - and your brand reflects that. Bold visuals, beautifully crafted words and a strong sense of aesthetic is where The Creator really stands out.
Think: Pinterest, Lego, Adobe.
12. The Ruler
Refined. Powerful. Confident.
You're not just turning up, you're leading. Your brand oozes professionalism, polish and structure. When audiences want a premium service, they turn to you, thanks to your strong brand voice and visuals that command respect.
Think: Microsoft, British Airways, Mercedes-Benz.
Behind the Brand - Ashwood VA's Archetypes
Ever wondered what archetypes sit behind Ashwood VA? Turns out, we’re a bit of a blend – part Explorer, part Caregiver. And once that clicked into place, so did everything else.
As an Explorer, we value freedom, self-expression, and curiosity. We help our clients reconnect with their creativity and passion, inspiring them to break free from the monotony and rediscover the joy of their work. We challenge the outdated systems, expectations, and busywork that suffocate creativity and help photographers step out of the grind and rediscover their unique path.
As the Caregiver, we're compassionate, deeply empathetic, and focused on nurturing our clients through the struggles of running a business solo, offering support that’s both empowering and heart-centered.
That mix is exactly what shapes how we show up – in the work we do, the way we communicate, and the kind of partnerships we build. We're not trying to be all things to all people. We’re here to be consistent, compassionate, and the calm in your chaos with a quiet confidence that says, “We’ve got you.”
Final Thoughts (and a Few Takeaways to Keep in Mind)
Branding can feel like a big, blurry beast - especially when you're trying to balance looking the part with sounding like yourself.
If things have felt a little off lately - like your brand’s close but not quite clicking - your archetype might be the missing piece. For most people (me included!), it's the framework that helps everything feel a bit more you - clearer, more confident, and way easier to stay consistent with. The thing that helps you connect the dots between how you want to be seen… and how you actually show up.
So if you’re here wondering whether this stuff really matters? It does. Because when people feel something about your brand, they remember it. And when they remember it, they’re more likely to trust it - and book it.
Let your archetype do some of the heavy lifting; you’ve got enough on your plate.
Need Help Bringing Your Brand to Life?
You don’t have to figure it all out on your own. Whether you’re still shaping your brand or ready to refine what’s already there, we’re here to help.
From brainstorming ideas to implementing changes across your content, visuals and voice – we’ll support you in creating a brand that feels more aligned, more consistent, and way more you.
Let’s make your brand feel more you. Get in touch!
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