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Brand AlchemyThe twelve archetypes

Brand archetype Β· Belonging and warmth

The Hearth Keeper

You make people feel at home.

Take the free quiz See all twelve

Is this you?

How the world sees you

People see you as friendly, down-to-earth and easy to talk to. You’re real, you’re reliable, and after one conversation clients feel like they’ve known you forever.

What you want most

Belonging, for yourself and for everyone who walks through your door.

Your highest value

Belonging. You build community and make everyone feel welcome.

Who you draw in

People who want a guide who feels like a friend, and a community they can lean on.

Your muses

The goddesses and heroines who share this energy

Hestia

Greek myth

Goddess of the hearth, whose fire burned at the center of every home and every city.

Gabija

Lithuanian tradition

The spirit of fire and the hearth, honored by keeping the home fire tended and fed.

Frigg

Norse myth

Queen of Asgard and goddess of the home, who spins the clouds and knows every fate, yet keeps her counsel.

Our muses come from ancient myths, living faiths and history. Some are still honored and prayed to today. We share them with respect, as sources of inspiration, and never as a claim on anyone’s tradition.

Your voice

How you sound

Friendly, plainspoken and warm, like talking over the kitchen table.

Pull up a chair. We’ll figure this out together.

Do

  • Write the way you talk
  • Share everyday moments and real life
  • Invite people in with questions

Try not to

  • Downplay your expertise
  • Try so hard to please everyone that you say nothing
  • Use big words to sound impressive

Your look

How it feels to see

Colors

Warm neutrals, terracotta, olive and butter yellow.

Imagery

Real people, kitchen tables, hands, gatherings and everyday moments.

Type

A friendly, approachable serif or a rounded sans.

Your shadow

The Chameleon

Under stress, the Hearth Keeper can blend in to fit in, avoid standing out or undersell her expertise to seem relatable.

How to work with it. You can be down-to-earth and an expert at the same time. Let people see both.

What to create

Content that fits you

  • Community spotlights and client wins
  • Everyday moments from behind the scenes of your work and life
  • Conversation starters that invite your audience to share

Words that fit

FriendlyWelcomingWarmHomeyCozyGenuineHospitableReliableLoyalComfortableUnpretentiousHonest

Brand Alchemy

Is this your archetype?

Most brands are a blend of two. Take the free quiz to find yours, meet your muses and turn it into words, a voice and a look that feel like you.

Take the free quiz

The twelve archetypes

Meet the whole circle

The Oracle

You see what others miss, and you say it clearly.

The Alchemist

You turn what’s stuck into something new.

The Muse

You make things that make people feel something.

The Healer

You make people feel safe enough to grow.

The Sovereign

You lead, and people feel safe following.

The Warrior

You fight for the people you serve.

The Wayfinder

You go first, and help others find their own path.

The Sacred Rebel

You break the rules that don’t serve people.

The Enchantress

You make people fall in love, with you and with themselves.

The Spark

You bring the joy, and the work gets done.

The Hearth Keeper

You make people feel at home.

You’re here

The Dawn

You bring hope and a fresh start.