Mulan
Chinese legend
The heroine of an old ballad who took her father’s place in the army and served with courage for twelve years.
Brand AlchemyThe twelve archetypes
Brand archetype · Courage and championing others
You fight for the people you serve.
In classic terms, the Warrior is closest to the Hero brand archetype, also called the Champion.
Is this you?
People see you as strong, driven and determined. You’re the one who shows up, does the hard thing and doesn’t quit. Clients come to you when they need someone in their corner.
What you want most
To prove what’s possible, and to help others win their battles.
Your highest value
Courage. You face hard things head-on and make others braver just by being near you.
Who you draw in
People facing a big goal or a hard season who want a coach in their corner.
In classic terms
The classic Hero
The Hero brand archetype is about courage and proving what’s possible. A Hero brand rises to the challenge, pushes for excellence and helps its people win. Plenty of lists even call the Hero the Warrior, so you’re in good company.
The Warrior’s twist
The Warrior is my take on the Hero, with the spotlight on the people you fight for. You care less about your own trophy and more about getting your clients across the finish line. Mulan, Boudicca and Joan of Arc bring loyalty, leadership and conviction, so your strength always has a heart behind it.
Your muses
Chinese legend
The heroine of an old ballad who took her father’s place in the army and served with courage for twelve years.
Celtic Britain
Queen of the Iceni, who led her people in an uprising against Rome around 60 CE.
France, 1400s
A farm girl who led armies at seventeen, followed her convictions to the end and is honored today as a saint.
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
Direct, energetic and motivating. Action words, short sentences and a clear call to move.
You’re stronger than you think. Let’s go get it.
Do
Try not to
Your look
Colors
Strong red, deep navy, charcoal and one bright accent.
Imagery
Movement, mountains, strong postures, people mid-effort and finish lines.
Type
A bold, strong sans for headings with a sturdy, clear body font.
Your shadow
Under stress, the Warrior can push too hard, treat rest as weakness or turn every challenge into a fight.
How to work with it. Choose your battles. Rest is part of the training.
What to create
Words that fit
BraveCourageousDeterminedFearlessStrongBoldPersistentEnergeticDedicatedToughPro-activeEffective
Brand Alchemy
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 quizThe twelve archetypes
You see what others miss, and you say it clearly.
You turn what’s stuck into something new.
You make things that make people feel something.
You make people feel safe enough to grow.
You lead, and people feel safe following.
You fight for the people you serve.
You’re hereYou go first, and help others find their own path.
You break the rules that don’t serve people.
You make people fall in love, with you and with themselves.
You bring the joy, and the work gets done.
You make people feel at home.
You bring hope and a fresh start.