Introduction to Archetypes
“Archetypes give you the map to understand your power—and how to wield it with grace.”
Archetypes are the personas or roles we play and recognize—deeply embedded in our subconscious and the collective psyche. They're the characters we instinctively understand, even if we don’t always have the words to explain them.
To understand how archetypes are so ingrained in our world let’s look at how we come across archetypes as children.
As kids, we were told stories—fairy tales filled with princes and princesses, wicked stepmothers, knights, witches, and wizards. These weren’t just characters—they were archetypes. The Queen, the Princess, the Witch, the Wise Old Man—all of them carried patterns and expectations we could intuitively grasp.
If I started a story with,
“Once upon a time, a princess was locked in a tower…”
or “A young prince came of age and went to see his father, the King…”
—you’d already have a sense of who these characters are and how the stories could unfold. The Princess is graceful and beautiful; the Prince is charming but naive; the King is powerful and commanding.
I don’t even need to tell the full story for you to have some expectations in your mind about the rest of the story and the journey that these archetype would go on. So in our subconscious we have all of these associations about these characters.
As we mature, the stories evolve. We encounter new archetypes—
the Lovers in Romeo and Juliet,
the Hero in Hercules or Star Wars’ Luke Skywalker.
The Sage a Yoda’s Luke Stywalker
And as we step into the adult world, these same patterns continue to shape our lives, even if they show up in different clothes.
Today, the King and Queen are now CEOs or world leaders.
The Princess may be a rising social media influencer or TV presenter.
The Hero might be a startup founder or activist.
Archetypes aren’t literal—they are behavioural patterns.
Your ex who won’t quite let go? Possibly a Lover archetype, caught in the drama. The colleague who always seems to rescue others? Maybe a Knight in shining armour.
We often describe people in archetypal terms without realising it—“She’s such a Queen Bee,” or “He’s a such a Rebel.” These expressions show how archetypes are woven into our everyday language and perception.
Archetypes in Branding and Business
In marketing and branding, archetypes are powerful tools. Brands adopt archetypes to create emotional resonance. Harley-Davidson, for example, channels the Rebel archetype—appealing to those who value freedom, edge, and defiance. Ducati, by contrast, leans into the Lover archetype, focused on beauty, elegance, and desire. Archetypes create a subconscious connection that shapes consumer behaviour.
So why do archetypes matter to you?
Because they help you understand how you naturally influence others—and how others influence you. They can uncover the motivations behind your choices, your conflicts, and your purpose.
In business, knowing your archetype helps define your leadership style and your personal brand. In relationships it helps you understand how you interact with the people in your life, what causes conflicts, miscommunications, and relationship breakdowns. It also helps you to create better relationships.
Ultimately knowing your archetypes helps you:
Make better decisions
Navigate relationships more wisely
Align your leadership and communication style
Build a brand that truly reflects your essence
If corporations spend billions crafting brand archetypes to influence you, doesn’t it make sense to understand your own?
Let’s look at an example:
Take the Sovereign—the archetype of the King or Queen, one of the 7 Archetypes of Leadership. Someone who has this archetype naturally radiates authority, vision, and responsibility. They will have a quality which will make people listen to them.
If you carry this archetype, you’re likely drawn to leadership roles or entrepreneurship. But with sovereignty comes challenge: the weight of responsibility, the risk of betrayal, and the scrutiny of power. You may lead well—but unknowingly clash with those who resist authority, like the Rebel.
This can cause trouble in relationships if you bring the authority of a sovereign into your relationships but can also let you know that you need close relationships where your King or Queen archetype is acknowledged and respected or you get to put down the crown and relax with someone who understands.
Understanding archetypes gives you flexibility. You can recognize the dynamics at play, adapt your style, and navigate relationships effectively.
Ultimately, when you understand archetypes, you understand yourself on a deeper level—and unlock greater clarity about your gifts, challenges, and the path that’s truly yours to walk.
Unlock the deeper patterns driving your personality, relationships, and business.
Ready to Discover Your Archetype?
Learn your primary archetype and how it influences your life
Use it to refine your brand, leadership, and life direction
Understand the hidden aptitudes and challenges that go with your your archetype
Book a 1:1 Archetype Reading Session to go even deeper
