12 Brand Archetypes to Bring Your Coaching Website to Life

Which one of these 12 coaching brand archetypes is you?

Below are the twelve classic brand archetypes which I go into down below. I’ll also share ideas for content, visuals, and your overall voice.

1. The Outlaw
2. The Magician
3. The Hero
4. The Lover
5. The Jester
6. The Everyman
7. The Caregiver
8. The Ruler
9. The Creator
10. The Innocent
11. The Sage
12. The Explorer

When you figure out which one you are, post it in the comments below.

I’m curious.

~ Kenn

1. The Outlaw Brand Archetype

Rebel, Outlaw, Revolutionary, Maverick

You like disrupting the status quo. You like changing things up in a big way. You like to set bigger and better goals and then go for them. Your clients are drawn to the need to try something very different.

OUTLAW BRANDS

You can see, these brands take risks, break the mold, and lead change. Now, you’re a coach, and no household name. But aligning your site to a personality makes your content come to life.

DISRUPTION CAN BE REFRESHING – A BEACH LIFE STORY

When I lived in Puerto Vallarta, Mexico, my whole routine, language, and environment had completely changed. The disruption was great for returning to the basics and created a lot of space for a fresh perspective.

GREAT WORDS TO USE

Challenge, outside the box, rebel, revolution, shocking, disrupt, take risks, break boundaries, change, rally, radical, transform, gamble, instincts, maverick, fearlessness, against the grain, reform, improve, racy, shocking, freedom.

A FEW POWERFUL CATCHPHRASES

• Break free from the norm.
• Challenge the status quo.
• Create your own rules.
• Be authentically you.

COACHING SPECIALTIES / NICHES / AREAS OF FOCUS

• Health coaches, career coaches, relationship coaches, and people who feel oppressed, marginalized, alienated, or need to break out.

How can the outlaw brand archetype break thru on your website?
Tell me in the comments below.

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2. The Magician Brand Archetype

You love it when amazing things happen — like seeing a client’s face light up from a surprising insight, like getting exciting results from taking braving action, or receiving an unexpected gift “from the universe.” Old stinking thinking has — poof! — magically disappeared and its place — behold! — crystal clear thinking.

This kind of change doesn’t need any accountability measures because the client is off and running, and you can’t stop them. 😉

EXAMPLE WEBSITE

Cora Whittington is a transformation coach, and she hired me to help her build her website. We embraced the magician brand archetype for visual design, font choices, colors and textures.

For visuals, we used fractal images (geometric shapes are good for the magician brand) with deep blue, purple, and a contrasting yellow-gold color.

A FEW CATCHPHRASES

• Let’s make your dreams a reality.
• Let’s make the impossible possible.
• Change your thinking, change your world.
• Let’s turn dreams into blueprints for a new future.
• Unleash the magic within.

ONE OF MY TRADE DESIGN SECRETS (DON’T TELL!)

You can often get an idea about your brand archetype by looking at your wardrobe. The colors, patterns, fabrics, and textures give clues.

Nature is a big part of her work too. She hosts retreats at her Airbnb/event space and takes clients into nature as part of her coaching programs. So there’s a bit of The Explorer Brand Archetype (more below) as well.

“The magic of nature” was a buzz phrase during our work together.

In the comments below, what ideas do you have to for your Magician Brand Archetype?

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3. The Hero Brand Archetype

You love rising to the challenge and helping your clients rise too. You instinctively seek to protect and inspire clients to win and reach their chosen goals. It’s like victory in war or winning a sports competition. You want to leave a mark on the world and are willing to make needed sacrifices to do so.

For me, basketball’s Michael Jordan and Maximus from The Gladiator are heroes. What can I say, I’m a dude 😉 These guys rose to the challenges in front of them, relentlessly.

FedEx is about performance – getting things done quickly and delivering on time.

Red Cross helps vulnerable people around the world with disasters, conflicts, life-threatening health conditions. A total hero brand!

GREAT WORDS

Honesty, candidness, and bravery, hard work, grit, determination, courage, triumph, adversity, feat, tenacity, achieve, never give up, winning attitude, rise to the challenge, leave your mark, protect others, leave your legacy, conviction, high standards, commitment, call to duty, overcome, serve others.

CATCHPHRASES

• Where there’s a will there’s a way
• Conquer obstacles and achieve greatness
• Fear is a sign for you to take action.
• We all have superpowers. Let’s uncover yours.

VISUALS

• powerful images, strong colors,
• challenging images like the classic climbing a mountain or crossing a finish line,
• thick clear lines and shapes are good,
• textures (hard surfaces, iron).

TIP: CHALLENGE YOUR CLIENTS

Calls-to-action: Challenge and dare visitors to take action, for their own good!

AN EXAMPLE

Brené Brown’s best-selling book, Dare to Lead, feels all kinds of heroic to me, challenging her readers to rise to the occasion.

Here’s an image:

How can the Hero brand make it’s mark on your webite?
Tell me in the comments below.

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4. The Lover Brand Archetype

Intimacy and connection are at the heart of the Passionate Coach. It’s vital for you and everyone around you to feel special, loved, desired, and worthy of realizing their biggest dreams. You know that when people are in touch with their emotions, honoring them, and feeling positive, then everything else will come to life.

I left my corporate actuarial (numbers) job to pursue my creative side. “Creating on computers” is my passion, and I could lose myself forever coding or designing. Specializing in working with coaches brought even more of what I love into my career.

Website Tips for The Love Brand Archetype

• Visuals can include fiery reds, romantic purples, or softer colors and textures for a sensual feel.
  
• Good words to use in your website copy include sensual, empathic, soothing, passionate, desiring, intimacy, elegance, partnerships, collaboration, teams, good relationships, in love, appreciation, attractiveness, senses, pleasure, and friendship.

• Some good niches for the passionate coach that come to mind revolve around self-care, spiritual development, relationships, parenting, burn-out recovery, and career changes.  Career coaches, love coaches, sexuality, wellness, self-care, relationship coaches, life coaches, areas of coaching where your clients work on emotions, honoring themselves, build confidence, and pursue their dreams.

CATCHPHRASES

• Let’s ignite your soul.
• Love conquers all.
• Empowering you to thrive in love, relationships, and personal growth.
• Discover the power of love within.
• Fill your life with love, purpose, and joy

Does the Hero Brand Archetype call to you?
Tell me about it in the comments below.

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5. The Jester Brand Archetype

The Fun Coach, The Positive Coach

You are fun, loving, and optimistic. You like to live in the moment and enjoy it all. In a word, Joy. You know that life’s too short, and it’s time to let your hair down and start living life. You love seeing people becoming more present, fully in the moment, being themselves, and feeling good.

Great words, phrases, and notions for the Jester

Clever, entertaining, expressive, life is a game, just have fun, fun ways to be resourceful, intelligent solutions, bending the rules, innovation in fun ways, feel good, laughter, joy, live in the moment, we only have today, live each day to the fullest, face challenges with charisma, be provocative and controversial positively and charmingly.

Catchphrases

• Embrace Change with a Smile
• Life is too short to be serious.
• Laughter knows no bounds, and neither do you.
• That crazy, wild, funny idea just might work.
• Don’t take yourself too seriously, and just do it.

Visual ideas

Definitely attention-grabbing, vibrant in color, image that make you laugh, smiles everywhere, things that are different, shocking but enjoyable. Loud, vibrant, crayon colors. Clever imagery and lots of humor. Fun spins on serious images. But don’t get too clowny or look silly. Bring it back to the important.

Your clients are young at heart.

They don’t like being serious or being bored. ADHD clients who often get distracted might be a good fit for a fun, exciting, in-the-moment coaching approach — especially if facing serious topics like a career change or finances. Crazier, exciting, enjoyable will be a must for the way forward.

An Example

Jason Oliver, a life and career coach uses a combination of the jester with explorer brand. He’s committed to green hair to remind us to laugh, not be too serious, and find joy in our life’s adventure. We used nature images colorized vividly.

You’re a jester?! No joke? How so? Tell me below.

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6. The Everyman Brand Archetype

You help people fit in and feel comfortable. They can be themselves around you – fully accepted. You value hard work and honesty, the use of common sense, and values. Luxury and status are low on the value scale. Jeans and sneakers are great for office attire ;). TV shows like Friends, Seinfeld, and Cheers resonate with you.

• Great words: wholesome, genuine, likable, hard work, honesty, common sense, authenticity, no pretense, fit, acceptance, friendly, humble, authentic, caring.
• When we treat each other with honesty and friendliness, we can live together in harmony.
• You’re just like me, and I’m just like you.
• Many general, personal, life, and relationship coaches.

Catchphrases

• Be the everyday hero of your world.
• It’s the little things you do every day that make the difference.
• Together, we’ll find the way.
• Common sense and consistent work will see you through.
• Realize your biggest goals one day at a time.

Lisa Strobridge is a nutrition and fitness coach, and we use the Down-to-Earth Coaching Personality on her website.

We used a down-to-earth, friendly, girl-next-door kind of vibe on her website, as this reflects her personality highly.

TandemResults.com is her website where you’ll see a lot of “let’s do this together” in her message.

Normally, I do not recommend just putting your dog on your website, but a golden retriever works so well for the friendly vibe.

High five! Tell me about how you’re the Everyman Brand Archetype below.

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7. The Caregiver Brand Archetype

You are like a compassionate companion, always looking out for others. Your focus is on their well-being, offering comfort, support, and guidance. With your friendly and caring nature, you forge deep connections and provide a sense of security. Your genuine care makes a positive impact on their lives.

Your clients feel secure knowing you have their best interests at heart. Provide emotional support in sessions, emails, and content. You do well with people who have emotional pains, scars, and sensitivities and need safety and healing.

Common roles, jobs, and careers of caregivers:

• Doctors, nurses, healthcare professionals, medical care personnel
• Therapists, counselors, mental health professionals
• Social Workers, welfare advocates
• Teachers, educators, guidance counselors
• Financial advisors, retirement planners, estate planning

Great phrases to use on your website:

• You’re not alone.
• I’m here for you.
• Support every step of the way.
• I hear you.
• I’m listening.
• Let’s talk about it.

Coaching Niches

Often found in relationship coaching, maternity coaching, recovery coaching, health coaching, personal coaching, divorce coaching, and coaching young adults, mental health coaching, trauma recovery.

Show empathy (not any overbearing motherly advice) in your copy.

Coaching tip: Be careful not to cross the line that pushes clients too far. Go at their level of comfort.

Coaching Website Example for The Caregiver Brand Archetype

Lisa is a trauma recovery coach. Her clients struggle with past pains and need a safe place to heal and build resilience. 

See how the visuals, colors, and wording all work together on her website to bring about that caregiver vibe, creating a safe space for her clients.

You’re a caregiver? I hear you.
Tell me how this brand archetypes fits you in the comments below.

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8. The Ruler Brand Archetype

As an empowerment coach, your clients are drawn to your ability to manage chaos and create a structure to facilitate change that can realize results. You walk the talk so that others can follow to prosperity and security.

• Great words to use on your website include security, stability, power, control, authority, manage, structure, rules, policies, procedures, substantial, timeless, high-quality, proven, behavior, expectations, responsible, important, influential, successful, commanding, refined, articulate, stable, functional, orderly, success, excellence, achievement.

COACHING NICHES

Coaching niches are in security, technology, finance, money, sports, and government, high-end products or services.

CATCHPHRASES

• Leave a legacy of excellence and achievement
• Lead with integrity.
• Bring your vision to reality.
• Be a big fish in a big pond.
• Own your life.
  

• In your messaging appeals to a client’s desire to be important, influential, and successful.
• For imagery, think classical, traditional, statuesque, noble, or sophisticated.

Power isn’t everything.
It’s the only thing.

In the comments, tell me how the ruler can take over your website.

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9. The Creator Brand Archetype

You love seeing clients come to life with amazing, exciting new dreams that they came up with! You co-create your client’s vision for their career, business, life, relationship, etc. It’s incredibly satisfying to work with a client through the creative process, completely trusting that it will work. You live for authentic self-expression. You don’t like to feel stifled. Bringing an idea into a tangible form is the way. You see potential everywhere and uncover originality with liberated imagination.

“If it can be imagined, it can be created.”

Good words and phrases to use.

Inspirational, caring, provocative, co-create, vision, design, imagine, envision, lifestyle design, innovation, creative process, collaborative, teamwork, brainstorming together, express authenticity, beauty, self-expression, the potential for greater things, making dreams into reality.

Catchphrases

• Creativity — the more you use it, the more you have it.
• Let your creativity run wild.
• Create your future.
• Let’s design your life.
• Your life is a canvas.
• Design a life that reflects your authentic self.

Visual design and colors

Bright colors, variety in colors like a paint palette, aesthetically pleasing, works of art, innovation. Outside-the-box visuals.

Areas of coaching

Life coaching, coaching entrepreneurs, career reinvention, lifestyle design, lifestyle business, finding meaning and new fulfilling pursuits, coaching alternative lifestyles.

In the comments, tell me how you can create that spontaneous, brilliant vibe.

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10. The Innocent Brand Archetype

You emanate positivity. You have an optimistic outlook on life. Being honest is important. You do not harbor ill will towards others and seek quickly to make things right. You don’t hold grudges. You believe everyone has the divine right to be themselves. You need safety so you can be yourself fully — making everyone happy. You can see the inner beauty that others don’t.

• Optimistic, honest, humble
• The most wholesome things in life are unadulterated and pure.
• Life is simple, and simplicity is elegant.

Catchphrases

• It’s time for a new beginning to inspire your life.
• Simplicity is the ultimate sophistication
• Be the best version of yourself
• Be the change you want to see in the world.
• Stay grounded and true, and life will unfold.

As an example, Kristen Carter’s website (she’s a life coach for breast cancer survivors) is all about living life positively. Her writing is saturated with pure, simple wisdom.

Kristen Carter’s writing style is the essence of simplicity, purity, and positivity — it’s the Innocent Brand Archetype. The book collection in her image adds a small touch of The Sage.

IMAGERY FOR THE LOVER HOME OFFICE

Here’s a lovely collection of images I discovered on Unsplash which you can use for your website to promote your coaching for free. These images emanate the Sage, Innocent, and possible Lover personalities.

Nice gathering Lorena Soars (curator).

In the comments, tell me how the Lover Brand Archetype can beautify your website.

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11. The Sage Brand Archetype

Your clients will think you are wise, not realizing they are coming up with solutions. By helping help themselves, you are secretly wise. This is coaching at its best. As a wise coach, you love sharing stories, asking questions, and opening people up to new thoughts and ideas to solve their problems.

Visual design Ideas for the Sage coaching brand

• A collection of your books makes a great background
• Books, educational institutions, libraries, sciency, and techie spaces
• Here are 3 images in a small collection on Usplash.com of books.

Catchphrases for the Sage

• Knowledge is power.
• Change your mind, change your world.
• The truth shall set you free.
• Tap into your inner wisdom.
• Understand yourself better.

Two Sage Coach Examples

1. Kirsten Back long-time friend, copywriter, writing coach, and blogger uses the sage brand archetype as it closely matches her personality.

2. Barbara Sumner

We’ve got a lot of grey, white, beige, and soft colors. We did squeeze in a zest of orange as a highlight color.

Are you a wise coach? Do you love the idea of sharing experience, wisdom, and ideas to help others find their own way? Are you drawn to others who can tell a good story with

Tell me about it in the comments!

In the comments, tell me about your brainy ideas to express the Sage Brand Archetype.

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12. The Explorer Brand Archetype

You help clients find fulfillment in life, work, and relationships through inner and outer exploration. You help clients try new things, examine their thoughts, and “look outside the box,” so to speak. A walk through the woods is nature’s best-kept secret for figuring things out.

Catchphrases

• The thing you most fear is the thing you most need to do.
• Success is outside of your comfort zone.
• Adventure awaits.
• Let curiosity be your compass.
• I commend your courage to step into the unknown.

The discovery coach brand archetype is what we embraced for Nick Condon, a career change coach who left his techie life to start an adventure travel business.

We definitely used nature shots all throughout his website, even though there’s a risk that it’ll look like he takes people on hikes ;P. We rely on the wording and stories to communicate what he does. The t-shirt look — we went with that to break away from the office attire vibe. Now that I think of it, we should have tossed a heap of office clothes on the forest floor in the hero shot. Hmmm …

He now helps bored, unfulfilled, and lost office workers discover their new calling in work and life.

In the comments below, tell me where you want to go with this Explorer Brand Archetype.

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Sooo?!?! Which one are you?
Post Your Coaching Brand Archetype below.

Bonus Kenn Challenge. Now that you’ve read about coaching brand archetypes, let’s put your ideas down in words and give them space to grow.

Post your answers to these three questions in the comments below.

Q1: Which of the brands most calls to you? Which is secondary?

Q2: What ASPECT about that brand, specifically, deeply resonates with you?

Q3: What word or two would describe the “feeling” you’d love to exude at your website?

I’m watching comments like a hawk, and I will respond.