Meet the Astrology Brand Archetypes

Meet the Astrology Brand Archetypes-.png

In my course Astro Brand Alchemy, I'll show you how to use the information within your astrology chart and tie it into your unique-to-you brand archetype so you will be able to turn your curious prospects into confident buyers that are in alignment to your soul’s purpose.

My wish for you is to come away with a more profound sense of who your ideal clients are, what they need from you, how to communicate effectively with them and have all of this feel like a natural extension of who you are by understanding who your primary brand archetype is.

What Are The Archetypes?

Carl Jung was a Swiss psychiatrist and psychoanalyst who founded analytical psychology. He used the concept of archetypes in his theory of the human psyche. Jung believed that universal, mythic characters— archetypes—reside within the collective unconscious of people the world over. Often he would find out what his client's astrological signs were and then used that information to tie them into these 12 archetypes to get better insight into his clients, and that’s what we’re going to do.

The archetypes that Jung coined correlate to the 12 Zodiac signs. Your brand primary and secondary archetypes will allow you to speak to your dream client’s needs, pain point points and desires in a way that doesn’t leave you feeling like a smarmy salesman.

Clients tend to choose brands based on emotions rather than logic; the more emotional intelligence your brand has, the better you’ll do with converting your prospects into clients. Emotional branding then is creating an emotional connection to one company that separates it from the rest, building brand loyalty over time. And that’s why there’s beauty in using these archetypes determined by your natal chart. Combining these two parts of the puzzle means you won’t need to beg people to do business with you. You’ll be drawing your dream clients to you organically.

The Warrior

The Warrior is focused and determined to rise to the occasion and make the world a better place. They are disciplined and competitive while at the same time they are team-players and helpful.

Warriors seek creative outlets and feel energized being spontaneous, but their primary goal is to prove their worth. They find rituals bring another dimension to their lives that they revere.

As independent creatures, they seek to save the day as they’ve overcome some obstacle and then return home to their ordinary life.

  • Motto: Where there’s a will, there’s a way.

  • Values: Courage, discipline, competence, self-sacrifice, achievement.

  • Motivation: Motivated by a challenge to succeed despite having the odds stacked against them

The Sage

Sages are always seeking to find the truth and share that knowledge with others. They’re probably also the person that people come to for advice because they know a lot – and if they don’t understand something about a topic, they’ll get right to work on learning more.

Wisdom and the pursuit of knowledge are of the utmost importance to the Sage archetype. Sages seek to understand through research, analysis, and self-reflection.

Sages are seen as an expert because not only will they find out the truth; they also can help others to analyze the situation and come up with a solution. Sages know deep down that we can create a better world through knowledge.

  • Motto: The truth will set you free.


  • Values: Knowledge, objectivity, truth, wisdom, authority, decisiveness.


  • Motivation: Knows the power of knowledge and is determined to dig deep and discover the truth.


The Explorer

Explorers are independent, refusing to be caged in seeking to explore the world any chance they get.

As authentic, adventurous and fearless individuals they are driven to find things in the world that deeply resonate with their soul.

They spend a lot of time thinking and analyzing situations. This “weighing of the scales” also can affect their decision-making, too, because they can see either side as “right” in any given scenario. This makes it hard for them to make a decision, but once they make a decision they stick to it.

  • Motto: Don’t fence me in.

  • Values: Ambition, pioneer spirit, identity, open mind, tolerance, courage.

  • Motivation: Explorers are looking for freedom. They want to find out who they are through exploring the world.

The Ruler

Rulers are leaders, role models and inspire others to be in control of their success because nothing stops a Ruler from achieving what they've set their eyes upon.

Because Rulers are naturally energetic, they dive into new projects head first but usually want to be left alone to work on the project. Rulers like to be in control, not controlled.

Rulers are drawn to abundance, luxury and providing stability to the world. They have a burning desire for power and ultimately control.

  • Motto: Power isn’t everything, it’s the only thing.

  • Values: Responsibility, leadership, control, security, organization

  • Motivation: Rulers want to help the rest of the world be more successful.

The Lover

The Lover has a sincere desire to be desired. They seek transformation in that pursuit and are likely to be a passionate individual with a real capacity to connect on an emotional level.

They are passionate about living in a beautiful world that’s filled with a passion for life and connection with others.

The Lover promises beauty and sensuality. This archetype governs all forms of love – relationships between parents and children, romantic love, loving our friends, spiritual love. No matter the type of love, the goal is to experience true love and live happily ever after.

  • Motto: All you need is love.

  • Values: Pleasure. Devotion. Passion. Appreciation, Emotions.

  • Motivation: The main motivation of the Lover is to feel special and desired. They desire intimacy deep connections.

The Outlaw

The Outlaw is motivated to change the world, and they are willing to break the rules to do it. They are fearless when it comes to spotting something that needs to be changed and telling the world exactly what they think about it.

They are unapologetic about their rebel ways and get a kick out of breaking the rules. They're a catalyst for change and looking to challenge the way everything has been done. They're not afraid to speak up when everyone else is afraid to.

  • Motto: Rules are made to be broken.

  • Values: Leadership, risk-taking, bravery, honesty, standing for something.

  • Motivation: Motivated by a strong desire for revolution, partly to change the world for the better but also for the anarchy involved.

The Magician

Magicians love to make dreams come true in mystical ways. True visionaries to the core they use their intuition to create experiences that take your clients to another dimension. Making the impossible possible is their superpower.

All dreams can come true if you believe.

  • Motto: I make things happen.

  • Values: Transformation, Knowledge, Vision, Beliefs, Innovation.

  • Motivation: Want to make your dreams come true and to create something special/unique/ new. They want to bring the future into the present.

The Innocent

The innocent craves happiness above all else and can find the positive in everything and everyone — the Innocent looks for simple solutions.

They're likely to focus on what is similar in others, rather than what keeps them apart, and so have a gift for finding common ground. Because of this tendency, they may be a natural networker and discover that they're drawn to develop friendships with people from many different walks of life.

  • Motto: Don’t worry, be happy!

  • Values: Optimism, trust, safety, hope, faith, simplicity, and loyalty.

  • Motivation: The Innocent archetype is looking for happiness. They want to achieve the best possible experience.

The Creator

Creators love to creatively express themselves while creating something of meaning and value while inspiring others to do the same. There is no end to their creativity and find inspiration everywhere.

Innovation and artistic expression to create something new is the Creators ultimate goal. Creators also recognize that within every great creation, a structure is necessary - there’s a method to the madness.

  • Motto: If you can imagine it, it can be done.

  • Values: Imagination, originality, self-expression, and creative thinking.

  • Motivation: They want to create something new, beautiful but functional that will have meaning and enduring value.

The Caregiver

The Caregiver is someone that cares for others. They are highly sensitive and attuned to the needs of others; they want their loved ones to feel nourished from the travails of the physical world. Their empathy for others is likely to be strong, and they have an intuitive ability to sense what others need.

Caregivers will roll out the red carpet for creature comforts: a tray of freshly baked chocolate chip cookies, a warm and fuzzy blanket, and the most excellent home-cooked lasagna or casserole you’ve ever tasted. They are very much homebodies and nurturing is a way of life for them.

  • Motto: Love your neighbor as yourself.

  • Values: Compassion, generosity, responsibility, fairness, communication.

  • Motivation: Caregivers are very ‘for-the-people’ and believe it’s their responsibility to help those who need it.

The Jester

Jesters instinctively know how to keep things fun and lively in the moment. Talking around the surface of things stop the situation from getting heavy. Jesters are likely to have an uncanny ability to spread joy and illuminate hypocrisy in the world. They just love life.

Jesters love to be the life of the party and breaking the rules which allows them to come up with out-of-the-box solutions.

Hanging out with them is a guaranteed good time because they don’t take themselves too seriously. They love a good brainstorming session and coming up with smart solutions that allow us to see the world in a new way.

  • Motto: You only live once.

  • Values: A sense of humor, mischief, authenticity, originality, sarcasm.

  • Motivation: Wants to enjoy life by having a great time and lightening up the world.

The Regular Person

The Regular Person tends to blend in, keeps it real and feel connected to others. They want to belong and be a part of the community as well as be accepted as a down-to-earth individual that empathizes with many.

They believe that everyone is created equal. They find happiness in simple things like community, family and old-fashioned values.

They are down-to-earth realists that hate hype and are drawn to genuine brands that enjoy being a part of a community.

  • Motto: All for one and one for all.

  • Values: Everyday functionality, dependable, belonging, integrity.

  • Motivation: They want to connect with others, belong and promote equality.

Want To Learn More About Your Astrology Brand Archetype?

Want to learn if your client wants eDesign or full-service design? Curious if you're turning off your client inadvertently with the words that you're using? Not sure if you're bringing enough of your emotional side into your messaging?

Then join me in Astro Brand Alchemy and you can find out. The answers you find will rock your design business and world in a good way.