so you’re the
Pure Heart
YOU MIGHT HAVE KNOWN THIS ABOUT YOURSELF FOR AGES, OR IT COULD BE A TOTAL SURPRISE.
Either way, before we dig into the specifics of what this means for you and your business, I want to give you a quick overview of what an archetype actually is…
Woohoo! Good for you!
An archetype is universally familiar character or situation that transcends time, place, culture, gender and age. It represents an eternal truth.
- John Howard-Spink
“
Basically, an archetype is an element of the human experience that’s so universal, we all relate to it without even thinking.
These archetypes are deeply embedded in our psyches – so much so that we’re often not even aware that they’re influencing our thoughts and feelings.
A Brand Archetype?
That’s when you consciously anchor your brand to one of these deeply embedded universal themes.
AND WHY (THE HECK) WOULD WE DO THAT?
Well, when your brand is in alignment with who you are as a person – i.e. your true archetype – your business starts generating momentum and attracting customers on a level that previously seemed unattainable.
It’s also a way to get your brand to do all the heavy lifting for you – so that you can show up as your true self, and start making the kind of impact (and income) you want, without feeling like you’re pushing a big-ass boulder uphill.
So without further ado, LET’S DIVE INTO HOW TO MAKE YOUR BRAND ARCHETYPE WORK FOR YOU…
03
Your archetype is part of a family.
Your archetype does not define or limit you. Rather, it’s a lens that can help you better understand yourself and the people who are attracted to you and your work.
It can also help you avoid common challenges that may crop up, and help you feel less alone in your struggles.
02
There are HEAPS of different archetypes.
More than 60 in fact. But broadly speaking, they can be broken into 12 ‘families’ – The Adventuress, The Mischief Maker, The Lover, The Sage, The Alchemist, The Creatress, The Girl Next Door, The Queen, The Badass, The Heroine, The Pure Heart, and (of course) The Nurturer.
01
You can have more than one archetype.
In fact, most of us do. You’ll usually have one main archetype that serves as your primary category, then some secondary and tertiary ones. We’ll be delving into your primary archetype today.
A few quick facts…
What it
means
Pure Heart
to be
YOU’RE AT YOUR BEST WHEN:
You’re spreading happiness and optimism. The saying, ‘Don’t worry; be happy’ was written for people like you!
YOU’RE DRIVEN BY:
An unbridled sense of wonder. Simplicity. Purity. And wholesomeness.
YOU LIKE TO:
See the glass as half full, see the good in everyone you meet, and see the world through love-tinted glasses.
WATCH OUT FOR:
A tendency to avoid responsibility or to shy away from the tough stuff. Thinking that ‘everything will be fine’ so you don’t need to do any work.
Famous Pure Hearts
Marie Kondo
Bestselling author of The Life-Changing Magic of Tidying Up, someone who finds joy in everyday things.
Dorothy
(The Wizard of Oz)
Trusting, innocent, and always full of faith that things will work out.
Anne Frank
A young girl who saw good all around her, despite horrific circumstances.
The Body Shop
A brand that prides itself on wholesomeness, purity, and spreading love in the world.
Coca Cola
These guys have successfully positioned themselves as the wholesome American dream.
The Pure Heart
as a business owner
ABOUT YOU, THE PUREHEART:
YOU BRING A SENSE OF CHILD-LIKE WONDER AND AWE TO YOUR WORK.
You are the opposite of jaded. Which, in this often-cynical world, is a breath of fresh air.
In the shadow side, this childlike-ness can occasionally manifest as naivety or ignorance.
But the positive side is captivating and enchanting. You remind people of their inherent goodness, you inspire them to see the light, and you help them view the world through the hopeful eyes of a delighted young’un.
YOU MAY NOT HAVE REALISED IT YET, BUT YOU’RE TOTALLY A GENIUS.
Not only have you been blessed with a brilliant imagination and the ability to play around with ideas, you’ve also got faith that anything is achievable and everything will work out in the end.
This combo = pure gold for a business owner.
For you, everything truly is possible. You’re open to exploring opportunities and options that others would dismiss as undoable, impractical, or unlikely. (But you, dear Pure Heart, know better!)
YOU’RE EXCELLENT AT BREAKING THINGS DOWN AND SIMPLIFYING THEM.
If there are unnecessary steps in a process, you’ll be the one to spot them and refine them.
This superpower is highly beneficial to both your customers AND the people you work with (though it comes so naturally to you, you might not even realise you’re doing it!).
This knack for simplicity extends to your surroundings: You thrive in clean, pure environments.
(So if you’re feeling overwhelmed, try giving your desk a good decluttering to calm your mind and spark your joy.)
Keep only those things that speak to your heart. Then take the plunge and discard all the rest.
- Marie Kondo
ABOUT YOUR PEOPLE:
Like moths to a flame…
The types of people who are organically drawn to you, as a Pure Heart, are looking to you for an experience of goodness, purity and comfort.
What this means for you:
Share your positive vibes freely! Your rose-coloured glasses are captivating and your energy is infectious.
Paint the picture for your audience of what’s possible. Not everyone has your faith and vision, so reassure them that what they desire is possible.
Your true fans will be incredibly loyal to you. Just as you have faith and trust in the Universe, they will have faith and trust in you.
You don’t need to strive to be edgy or extreme, or to try and be anything that you’re not. You might sometimes worry that your wholesomeness is ‘boring’, but your ideal customers love you for it.
Close the Visibility Gap
KNOWING WHAT YOUR ARCHETYPE IS ALLOWS YOU TO UNDERSTAND HOW YOU’RE PERCEIVED BY OTHERS, HOW YOU CAN WORK WITH YOUR NATURAL TENDENCIES (NOT AGAINST THEM), AND HOW YOU CAN CREATE ALIGNMENT BETWEEN YOUR INNER TRUTH AND YOUR OUTER WORK.
ABOUT YOUR BADASS BRAND
How to weave the Pure Heart Archetype into your branding
The Copy
WORDS THAT WILL TURN YOUR IDEAL CLIENTS ON INCLUDE:
PURE WONDER CLEAN FRESH JOY HAPPINESS INNOCENT CHILDLIKE PLAYFUL WELLBEING LIGHT CONTENT SATISFIED NATURAL SIMPLE TRUST LOYALTY GENTLE UNCLUTTERED SPONTANEOUS BRIGHT FAITH OPTIMISM FULFILMENT GOODNESS KIND WHOLESOME INDEPENDENCE CLARITY TRUTHFUL HONEST RELIABLE
Don’t be afraid to weave the above words into your About page, your Home page, your bio… anywhere where people are looking to find out more about you (and by extension, themselves).
The Look
Adventure and authenticity are your (gooseberry) jam. And your community is craving those qualities from you.
So rather than seeking to follow trends, or imitating the looks you see online, take the time to delve within and figure out what genuinely resonates with you on a heart-and-gut level.
AS the PURE HEART, YOU MIGHT FIND YOURSELF DRAWN TOWARDS LOOKS THAT UTILIZE:
The Feel
ie: The Customer Experience
A massive part of branding is how your customers feel whenever they interact with you – whether that’s through a random email, a visit to your website, or as a paying customer.
As a Pure Heart, the people who are attracted to you are craving an experience of simplicity, wholesomeness and goodness.
THIS COULD INCLUDE THINGS LIKE:
-
Pure Heart clients are drawn to ease and clarity. Every touchpoint should feel unhurried and uncomplicated. Think: clean checkout flows with no upsell pressure, emails that say exactly what they mean, and onboarding that feels like a warm hand-hold rather than an information dump. If something in your process requires explanation, simplify it instead.
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The Pure Heart client doesn't want silly or performative, she wants light. Think little moments of delight tucked into the ordinary: a sweet PS in your email footer, a hand-drawn doodle on an invoice, a delivery note that makes her smile. Wholesome, genuine, never try-hard.
they also enjoy when you do something unexpected, like:
If you sell physical products, make your packaging as simple and beautiful as possible. Ensure that unwrapping it feels like a joyful experience in itself. (Extra branding brownie points if you can make the packing materials wholesome and recyclable!)
A handwritten note, a voice memo, or even a one-line email that says "I just wanted to say I loved working with you" lands differently for a Pure Heart client than any automated sequence ever could. She notices the human moments. Give her one she didn't expect.
Now You Know:
What your True Brand Archetype is and why it’s so important to your online presence.
How to amplify your natural strengths (and avoid the common pitfalls that keep so many Sages stuck).
Why you’re motivated by some things… and totally turned off by others.
And how to use your archetype to ignite your brand and attract your ideal customers – specifically through how your website looks, what you say on it, and how you make your customers feel.
Your next steps…
let’s get
ARE YOUR READY TO STOP BEING EVERYONE’S best kept secret?
visible
(visible. we wanna get visible. Let's get into VISIBLE.)
CHAMPAGNE TASTE ON A BEER BUDGET?
Squarespace and Canva
Templates
Feminine Templates designed for Impact and Conversion.
Thank you so much for taking the
Brand Archetype Quiz!
Fist bumps to you, friend, for daring to play bigger, aim higher, and dig beneath the surface.
Over the coming weeks, I’m going to be popping into your inbox with more insights as to how to make your brand archetype work for you, so keep your eyes peeled!
‘Til next time,
- ELLISSA
