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Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au

WHAT DO YOU STAND FOR?

Discover your signature archetype, the key to turning heads and hearts


WELCOMEHi, I’m Nikki Clark. I help trail blazing coaches and

consultants create unmistakable brands and signature

offerings that connect with their clients and help them

build the lucrative lifestyle business they’ve been

craving.

For more than 14 years, I’ve devised marketing

strategies for some of the world’s biggest brands –

think Nike, Levis and IBM. I know how to design offers,

run campaigns and build brands that create devoted

tribes of loyal customers. And I know how to help you

position yourself as the leader in your field (read: too

good to be ignored!).

BUT MY APPROACH IS NOT LIKE THOSE

YOU’VE SEEN BEFORE.

I believe that building a business based on passion

and purpose can be fulfilling AND profitable, but

you’ve gotta back up the right-brain creativity with

some left-brain strategy to make it a success. It’s all

about balancing the insight with the implementation,

the yin with the yang. Luckily for you I have a knack

for turning your hidden talents into a full-blown

business advantage.

IT ALL STARTS WITH YOUR BRAND.

No matter what stage your business is at, if you’re

struggling to be seen, to cut through and to connect,

it’s because you’re not unlocking the value in your

brand and shining a light on your unique (and amazing)

differences.

Put simply, if you want to create a trailblazing brand,

you need to become unmistakable – instantly

recognisable, truly aspirational and undeniably great at

what you do.


I believe there are 4 essential ingredients to building a

brand that turns heads and hearts

1. Uncover your signature archetype :

reveal your innate skills and talents and craft a brand

identity that draws in customers like bees to honey

2. Discover your super niche :

hone in on exactly who you are meant to serve,

understand what they really want and how to connect

with them effortlessly

3. Create perfect positioning :

nail your positioning and have high paying customers

banging down your door to work with you

4. Design your Signature offer :

package your brilliance into an offer that hits the

sweet spot between what you love to do and what

your clients are craving (the holy grail of a sustainable,

successful business)

This mini guide will help you take the first step in

building your brand by uncovering Your Signature

Archetype.

If you haven’t taken the quiz yet click here.

And if you are ready to take the next step to creating

big impact with your business. You can work with me

one on one in my brand breakthrough program.

Here’s to uncovering your soul gold!

http://nikkiclark.com.au/archetype-test-2/

http://nikkiclark.com.au/brand-breakthrough/


HOW TO USE THIS GUIDEThe 12 archetypes in this guide are based on the work

of Swiss psychologist Carl Jung and later Margaret

Mark and Carol Pearson.

As humans we are making choices every day that are

rooted in subconscious perceptions and beliefs and

when we do this we engage and default to our primary

archetype.

Each of these archetypes falls into one of four

entrepreneurial styles. Applying this in your business

and marketing means that you can eliminate the

struggle and find a way to connect with your audience

at the subconscious level, helping them feel the way

they want to feel and be who they want to be.

As you read through this guide, keep in mind that there

is not one right or best archetype. Don’t get hung up on

labels, each of them are valid and represent a unique

set of characteristics, strengths and styles.

We all lean towards one primary archetype and will

often draw upon a secondary archetype to build out the

texture of our brand.

When choosing the right one for you think about

The values of your brand

Your core personality and style

Your strengths and limits

With these in mind, flip through the archetypes and

choose your primary and secondary archetype; the

ones that best fit you and who you are, align with

how you want your brand to be experienced and the

audience you want to serve.

Look at the examples of famous brands and

entrepreneurs and ask yourself which ones are most

closely aligned to your brand identity and personality.

You might find you choose two archetypes that seem

very different, but when you apply these together

they compliment each other perfectly and make for a

winning combination.


THE FOUR ENTREPRENEURIAL STYLES

THE CONNECTOR

ARCHETYPES

Jester, Lover, Girl next door

THE MENTOR

ARCHETYPES

Explorer, Sage, Innocent

THE LEADER

ARCHETYPES

Creator, Queen, Caregiver

THE FACILITATOR

ARCHETYPES

Warrior, Renegade, Alchemist


THE MENTORARCHETYPES

Explorer, Sage, Innocent.


EXPLORER AKA Seeker Wanderer Adventurer Pioneer

Core Desire

Find out who you are & feed your soul

Super Powers

You are a Trailblazer in the pursuit of freedom and creating a better world. Full to

the brim with ambition and courage you are on journey to understand yourself and

the world. Fiercely independent you have a hunger for learning, unravelling and

knowing.

Challenges

You can be restless, aimless and struggle with order and boundaries.

Connect with your Explorer audience by

Creating new experiences and carving a new path. Show them freedom and

change is possible. Inject your communication with vulnerability, authenticity and

empathy. Let people into your world and be unexpected.

Brand words

Alive, discover, transform, change, seek, freedom, ambition, challenge,

extraordinary, embrace, new, understand, unravel, enlighten.

EXPLORER BRANDS

Red Bull, Jeep, Groupon.

EXPLORER ENTREPRENEURS

Nisha Moodley, Chris Guillebeau, Natalie

Sisson, Chris Ducker, Caroline Cain.

BUSINESS MODEL & OFFERINGS

Flexible: Packages & programs.

Location independent: ecourses,

downloads, digital products.

Escape experiences : Retreats &

masterminds.

Business support: With structure & follow

through.

Price Point: Mid to high.


SAGE AKA Sage Guru Prophet Philosopher

SAGE BRANDS

Harvard, Oprah, BBC, CNN.

SAGE ENTREPRENEURS

Amy Porterfield, Nathalie Lussier, Deepak

Chopra, Brene Brown.


Deep relationships: Longer programs,

6-12 month engagements.

Package your knowledge: Info products,

books, online workshops.

Leverage collective wisdom: Create

certifications and group programs.

Business Support: Get help business

building and marketing.


Core Desire

To discover the truth.

Super Powers

You are a gifted teacher, master, helper and mentor. You provide wisdom and

knowledge and are naturally curious and gifted. A truth seeker at heart your

rational thinking brings clarity to many.

Challenges

You can isolate yourself and may be judgmental or arrogant.

Connect with your Sage audience by

Creating an authority position. Showcase your expertise by data, facts and

proof. Share your knowledge generously and lead people to a new place of

understanding.

Brand words

Understanding, knowing, mentor, share, grow, enlightened, aware, smart, sharp,

share, lead, intelligence, wisdom, source, commitment, clarity, discipline,

educate, teach, build, grow.


INNONCENT AKA Purist Dreamer Child

INNOCENT BRANDS

Dove, Aveda, Disney.

INNOCENT ENTREPRENEURS

Rachel McDonald, Gabrielle Bernstein,

Debbie Spellman.


Simple offerings: 1 or 2 stripped back

stress free packages.

One to One: Grow from an intimate level.

Leverage: Author a book, create online

programs, add a VIP element.

Business Support: Get help with the

realities and practicalities of business.

Price Point: Low to mid.

Core Desire

Achieve a simple and pure life.

Super Powers

You live with a beautiful optimism. Whatever you create is done with simplicity,

integrity and authenticity. You enjoy bringing peace and living mindfully. You are

open to experience the new and inspired to make real change.

Challenges

Perhaps an Idealist and sometimes a little naïve.

Connect with your Innocent audience by

Uplifting, inspiring, being authentic, Teach them how to achieve their dreams and

show them how it can be simple and blissful.

Brand words

Mindful, conscious, peace, trust, soul, happy, love, paradise, believe, open, heart,

pure, authentic, honest, believe, strive, spirit, alive, joy.


THE FACILITATORARCHETYPES

Warrior, Renegade, Alchemist.


WARRIOR AKA Hero Champion Crusader Superhero

WARRIOR BRANDS

Nike, Greenpeace, Gatorade,

WARRIOR ENTREPRENEURS

Arianna Huffington, Natalie McNeil, Lewis

Howes, Selena Soo.

Core Desire

Prove your worth through courage.

Super Powers

You act with strength, courage and resiliency. You are masterful at achieving results

no matter how difficult. A champion for the underdog; leadership is your natural

talent and you strive to help others be the best they can be.

Challenges

You can be obsessive and need to succeed.

Connect with your Warrior audience by

Helping her achieve. Show unwavering faith in her ability to succeed. Move fast,

get results that matter and reinforce her self-belief.

Brand words

Conquer, mastery, achieve, tough, tenacious, lead, energy, bold, win, courage.


Measurable Results: Programs that deliver

major breakthrough and change.

Scale: Reach a large audience, speak from

stage, one to many programs.

Fast paced: Intensives, masterminds and

workshops that get results fast.

Business Support: Help with community

building & managing relationships.



ALCHEMIST AKA Magician Visionary Sorcerer

ALCHEMIST BRANDS

Absolut Vodka, Mastercard, Instagram,

Pixar.

ALCHEMIST ENTREPRENEURS

Marie Forleo, Seth Godin, Brendan

Burchard, Tara Gentile.

Core Desire

Transformation.

Super Powers

A true entrepreneurial spirit you are able to blend science & spirit to innovate.

You are dynamic and imaginative with natural charisma and innate intuition. An

openness to out of the box thinking and a pioneer mindset means creating

transformation comes easily.

Challenges

Sometime focusing too much inwards, a potential to be secretive.

Connect to your Alchemist audience by

Promising transformation and change, nurture and develop her talents, create

magical brand experiences, show her what is possible in life and business.

Brand words

Transform, change, renew, forge, effect, connect, reveal, innovate, passion,

manifest, connect, curiosity, imagination.


One on One : Deep and transformative,

long length engagements.

Collective conscious: Retreats, workshops,

groups. Away from day to day.

Business Support: Get help to stop

procrastination & ensure follow through.

Price Point: Higher than average.


RENEGADE AKA Rebel Outlaw Activist Reformer

RENEGADE BRANDS

Virgin, Diesel.

RENEGADE ENTREPRENEURS

Lisa Messenger, Ashley Ambirge, Erika

Napoletano, Rebecca Tracey, Kat Loterzo.

Core Desire

Freedom from the establishment.

Super Powers

A true revolutionary who will push the boundaries and dare to disrupt. You lead

change and create opportunities. Filled with entrepreneurial passion and unafraid

of self-expression. You exude energy and magnetise others.

Challenges

You can be risky, a know it all and controversial.

Connect to your Renegade audience by

Shaking things up and delivering the antidote to sameness. Be bold, impactful

and wild. Help her feel she can challenge the status quo, take chances and

express individuality.

Brand words

Rebellious, courageous, brave, different, eccentric, passion, agent, visionary,

daring, renegade, misfit, entrepreneur.


Quick fix: Short term engagements as

renegades are fast to move on.

Scale: Focus on large tribes speaking,

writing and creating.

Fast pace: Allow flexibility to evolve and

change quickly.

Business Support: Help with managing

risk and keeping boundaries.

Price point: Mid.


THE CONNECTORARCHETYPES

Jester, Lover, Girl next door.


JESTER AKA Entertainer Performer Shape shifter Comedian

JESTER BRANDS

Budweiser, Xbox, App Sumo, Ben and

Jerry’s.

JESTER ENTREPRENEURS

Jody Jelas, Mayi Carles, Derek Halpern.

Core Desire

Live in the moment with joy.

Super Powers

You are a fun loving energetic free spirit. Smart, witty and great at creative thinking

you inject joy and enthusiasm into every situation. Connecting with others is

effortless and so creating change and making a difference is a breeze for you.

Challenges

You are attracted to new shiny things, sticking to the course can be hard.

Connect to your Jester audience by

Entertain and help her escape the mundane. Make dry topics humorous,

innovate in your delivery. Help her feel spontaneous, rebellious and fun. Create

community and connection.

Brand words

Fun, enjoy, create, happy, play, entertain, colourful, pleasure, create, shift,

laugh, light.


Community: Group experiences, large

online programs, plus face to face.

Collaborations: Partnering and JV’s to

scale and grow.

Flexibility: Passive income via online

programs for freedom.

Business Support: Get help sticking to the

course and with structure.

Price point: lower price, higher volume.


LOVER AKA Beauty Seducer Sensualist harmonizer friend

LOVER BRANDS

Alfa Romeo, Victoria’s Secret, Moet &

Chandon

LOVER ENTREPRENEURS

Mastin Kipp, Gala Darling, Danielle La

Porte, Kate Northrup

Core Desire

Intimacy.

Super Powers

A devotee to practicing love. A champion of passion with a deep appreciation for

others, for beauty and for art. You help create a better world with your work, lifting

up those around you and creating connected communities.

Challenges

You may sacrifice your own needs and lose your identity.

Connect to your Lover audience by

Investing in the relationship. Take the time to connect. Create things that make

her feel good, build allure, create desire, appeal to the emotions and create a

deep sense of belonging.

Brand words

Connection, intimacy, desire, pleasure, love, beauty, core, protect, joy,

abundance, divine.


Personalised: Grow from a one to one

base and cement relationships.

Collaborations: Build and grow organically

through JV’s, partnerships.

Community: Build a tribe online or face to

face, share content generously.

Long term: Clients will stay loyal, create a

referral program.

Business Support: Get help prioritizing and

not taking on too much.

Price point: Mid and frequently high.


GIRL NEXT DOOR AKA Straight Shooter Everyman

GIRL NEXT DOOR BRANDS

Ebay, Gap, Ikea.

GIRL NEXT DOOR ENTREPRENEURS

Nikki Elledge Brown, Jenny Shih, Laura

Roeder.

Core Desire

Connect with others.

Super Powers

Simply being as you are, real in everything you do. You are friendly and

approachable, unselfish, supportive, humble and honest. You create communities

and attract followers with ease and bring out the best in others.

Challenges

Don’t like being alone, can be frugal.

Connect to your Girl Next Door audience by

Provide honest value, no-nonsense marketing and interact with integrity. Treat

her like a friend and help make life and business easier & lighter.

Brand words

True, genuine, authenticity, honesty, connection, community, giving, sharing,

teaching, helping.


Volume: With natural appeal to a wider

audience, create for groups & scale.

Connection and Community: Create online

and physical community offerings.

Collaboration: JV’s and partnership

programs and offerings.

Business Support: Get help with marketing

and stepping into the spotlight.

Price Point: Low to Mid.


THE LEADERARCHETYPES

Creator, Queen, Caregiver.


QUEEN AKA Leader Ruler Sovereign Emperor

QUEEN BRANDS

Chanel, Rolex, Porsche, Facebook.

QUEEN ENTREPRENEURS

Gina De Vee, Melanie Duncan, Jane

Copeland.

Core Desire

To lead.

Super Powers

You lead people through confidence and influence. Failure is just a stepping-stone

to greatness and you live with determination and create great success. You attract

prosperity and wealth and guide others to prominence.

Challenges

You can be bossy, impatient and manipulative.

Connect to your Queen audience by

Helping her rise above the crowd, enhance her self image, help her become

powerful and successful, inject luxury, create abundance and status.

Brand words

Greatness, prosperity, wealth, community, wealth, mastery, success, luxury,

divine, respect, influence, confidence.


High End: Luxurious and VIP offerings.

Intimate: Live events, retreats workshops

for intimate groups 10-50.

Academy: Lead the market by creating

certifications.

Business Support: Get help with

administration and workload management.

Price point: High.


CAREGIVER AKA Protector Nurturer Mother

CAREGIVER BRANDS

Johnson & Johnson, Lulu Lemon, TOMS.

CAREGIVER ENTREPRENEURS

Julie Parker, Erin Giles Dr Libby, Melissa

Ambrosini.

Core Desire

To protect and care for others.

Super Powers

Compassion is at your core, you protect others from harm and your positive,

nurturing instinct creates ripple effects. You see beauty in others, supporting and

uplifting them. You make those around you feel safe and loved.

Challenges

You may give so much to others before yourself and can be an enabler.

Connect to your Caregiver audience by

Help her connect back to herself and gain control. Show love, compassion and

understanding. Bring back stability and reduce overwhelm.

Brand words

Sincerity, empathy, connection, compassion, care, warmth, wisdom, protection,

sharing, nurture, teach, mentor, altruistic.


In person: One to many and one to one via

events, workshops & speaking.

Leverage: Group programs with live calls

and video.

Community: Virtual communities with your

support, free content.

Business Support: Get help saying no,

setting boundaries.

Price Point: Low and Mid


CREATOR AKA Artist Innovator Visionary Entrepreneur

CREATOR BRANDS

Lego, Apple, Dyson, Adobe.

CREATOR ENTREPRENEURS

Alexandra Franzen, Sarah Blakely, David

Siteman-Garland.

Core Desire

To create things of lasting value.

Super Powers

You are a trailblazer, innovator and dreamer. With endless imagination and strong

intuition you unleash creativity in all that you do. Passion and intensity run through

your veins and fuel your soul.

Challenges

Perfectionism, procrastination, fear of judgment, burn out.

Connect to your Creator audience by

Enabling her to be self-expressive and create her own vision. Design solutions

to problems before she asks. Add value to what is and redefine the everyday.

Enhance emotions and true connection will come naturally.

Brand words

Vision, shift, believe, create, change, beauty, innovation, new, original, unique,

unmistakable, dream, lives, build, design.


Freedom: Offerings that allow you and

your customers flexibility & choice.

New Experiences: Deliver offerings in

inventive ways, challenge convention.

Groups: You magnetise tribes. Create

hands on and virtual workshops.

Business Support: Management of

decisions, balance and administration.

Price point: Low, Mid and High.

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