Archetypes reflect distinct energies and forms of communicating our knowledge and artistry. Checking how we feel about them may help us determine how we wish to present ourselves in our business. 

In business, you show the sides of you that you’re comfortable sharing. And when you imagine your audience, you often hold certain archetypes in mind. You imagine they would act, respond and feel in a specific way. 

The connection between you and your audience depends mostly on their current challenges, values and dreams. They are drawn to the frequency they wish to see embodied for themselves in the future. 

Archetypes as embodied expressions

Business is deeply personal. But it also invites us to play and step into certain personas that allow our gifts to be seen. You don’t need to change yourself and distort your natural qualities to do that. Simply choose a couple of archetypes and check the ones you feel most comfortable with. You can also create your own archetypes if you feel like it. Your natural archetypes can evolve over time, depending on the offer/product you sell and your current situation. 

Speaking from a place of embodied archetype energy can bring surprising clarity and help you expand your comfort zone.

Especially in the beginning of our business we’re often tempted to accommodate external voices. But creating something of our own is also about our desires, not only about doing what’s expected of us. Choosing an archetype that you speak through is a step to clarity in your storytelling. 

How archetypes can help you differentiate yourself from similar businesses

Two businesses can have a similar story to tell – they may even offer similar services and share core values, but they would look differently from a perspective of different archetypes. 

A Storyteller might share the journey through personal anecdotes, metaphors and connect through emotions. A Priestess might speak of her mission as a sacred calling, making it intuitive and ritual-packed. An artist will show her story through her creations, often mostly visually. 

The core of your story doesn’t have to change. It’s the energy, metaphors and language that shifts.

The unconscious fear I often see in creative women is that we will be misunderstood and seen as inauthentic. 

And we may be misunderstood by some people not ready to use our services or products. Our energy and communication works as a qualifier and we won’t be a good fit for everybody. The pressure of being authentic may make us feel that archetypes also push us to act in an unnatural way. Reframing them as helpful little treasure boxes we can open and close at the right time can be a helpful shift. 

Instead of feeling shallow or inauthentic, this approach can deepen your work. It allows you to express different facets of yourself with more intention, while staying rooted in your truth.

If you feel that your content doesn’t sound and feel like you, it’s a sign you’re inspired by other people’s words. Try detaching from consuming content for at least 3 days. Spend time with yourself. Journal. Let your thoughts flow freely. Add your unique insights to the ideas you’ve learned.

Let’s explore the archetypes now. I encourage you to stay with each of them for a little while and let yourself feel which ones speak to you the most. 

The Priestess

Priestesses are deeply spiritual and intuitive. They embody our higher selves, the ones craving ceremonies and rituals and able to create them. They nurture spiritual growth and healing in others. Keepers of secret paths and intuitive knowledge. Priestesses are often tarot readers, meditation/yoga teachers, spiritual guides, doulas, witches, healers. 

The Alchemist

Alchemists have the power of transformation within them. They help others to see their potential and help them get out of difficult situations. They see beyond the veil and have the gift of discernment. Alchemists are often therapists, designers, coaches, healers, and spiritual guides. 

The Artist

Artists are not here to always be deeply logical and professional. They wish to create without boundaries and be free. Connected to their expression and creativity. Artists are often writers, poets, musicians, content creators, painters, sculptors, making things with their hands. 

The Storyteller

Storytellers teach through stories. They have a gift of imagination and can use it to elevate others and bring them joy. They’re naturally good at creating logical connections and weave magic into everything they do. Can transform mundane into entertaining. Storytellers are often bloggers, content creators, tarot readers, writers and poets, radio/tv hosts, spiritual leaders. 

The Expert

Experts are knowledgeable and they know it. They can teach in a way that feels easy to grasp, even if their concepts are complicated. Their magnetism comes from confidence and years of professional success. They don’t need to prove anything. They can easily shift somebody’s perspective thanks to their rich experience. Experts most naturally fit more traditional jobs, but can be embodied by almost any profession.  

The Encourager

Encouragers naturally see what bothers people. They are very observant and empathetic, and have excellent pattern recognition. They see where their audience needs support and can relate to their challenges. Naturals at identifying obstacles and nudging their audience to a solution they may never have expected. Encouragers are often business coaches, tarot readers, spiritual guides, meditation and yoga teachers. 

The Reframer

Reframers allow their audience to see their problems from a different perspective. They challenge the status quo and are not afraid of uncomfortable work. They blend their knowledge, interests and thoughts to create innovative perspectives on mundane topics. Reframers are often content creators, career coaches, therapists, philosophers, poets, writers, social activists. 

The Muse

Muses are an inspiration to the world. They glow like beautiful sparkles in the dark, and feel like a rainbow after a long storm. Their essence magnetizes as they have very broad interests and are able to present them with a unique twist. Muses are often stylists, jewelry/clothing makers, influencers, content creators. 

The Mirror

Mirrors show people the truth about themselves, also the uncomfortable one. They help discover the right path by letting you see your actions without distractions. Mirrors are often therapists, spiritual guides, content creators, designers, tarot readers. 

The Healer

Healers hold the space for others’ growth and healing. They naturally illuminate their path and guide them to light. They are usually spiritual guides, yoga/meditation teachers, tarot readers. 

The Maker

They are known for their craftsmanship and love doing things with their hands. Creating physical items brings them joy. They bring order to chaos and treat the world as their workshop. They love to experiment and learn from trial and error. Makers are often craftsmen, chefs, and organizers. 

The Weaver

The Weaver sees the golden thread connecting seemingly unrelated things. They are visionaries who blend systems, people, and stories into something harmonious. They create belonging through connection.
Weavers are often community builders, brand strategists, facilitators, ritualists, storytellers.

The Wild Woman

Wild Women are deeply connected with nature and reject strict societal norms. They are expressive, emotionally mature, open to experience. Affirming their sexuality in a courageous way. Accepting their shadows and helping others see the beauty in their limitations. Unapologetic, strong. Wild Women are often herbalists, embodiment/sexuality coaches, dancers, creative rebels, intuitive guides, or anyone who dares to move through life on their own terms.

The Sage

Sages are seekers of truth and carriers of wisdom. They are driven by curiosity and a desire to understand the deeper patterns of life. Sages bring clarity through thoughtful insight, offering knowledge not just to inform, but to liberate. They value logic, research, and deep thought, but their wisdom often comes with a gentle humility. Sages are often educators, writers, philosophers, strategists, and guides who hold space for others to think deeply and act with intention.

𖦹꩜ Archetype differentiation ꩜𖦹

Some archetypes are close in the qualities they bring, but different when it comes to their emotional impact. You’re not only labeling identities, but inviting your audience to a felt experience that creates resonance and emotional connection.

The Reframer surprises you. The Sage centers you.

The Storyteller inspires you. The Sage reveals.

The Storyteller delights you. The Encourager lifts you.

The Maker grounds you. The Artist invites you.

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🌀Journal prompts 🌀
Which energy feels the most aligned right now?
What story do you feel excited to share with your audience? How would your story sound like when you put it through the archetypes you chose?

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Concluding thoughts

Archetypes are there for you and not the other way around. At the end of the day, we often intuitively lean to what’s best for our businesses and lives. If you’re feeling these archetypes are not a way of expression for you, I encourage you to create your own. 

If you find it difficult to get your branding in order and you feel like your voice is diluted by trying to fit a certain mold in your business – I’m here to support you. Feel free to book a consultation or fill out my Contact Form. 

Aga