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Holistic Wealth

By Sharon Desjarlais, CC

About the Columnist
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The Archetype Code, Which One Are You?

At this very moment, there's a pair of unconscious patterns at play in your practice. Together they make up your "client-attraction archetype code," two archetypes that represent the mission you were born to fulfill through your practice — and how you're meant to fulfill it.

Popularized by Swiss psychologist Carl Jung, archetypes are universal, mythic characters that live within our mass consciousness. Because humans are innately responsive to them, when you use your "code" effectively you have the ability to attract new clients easier than ever.

Your archetype code gives you an authentic way of defining the spirit of your practice. It unifies everything you do around a core theme that connects with others, even subconsciously. Plus, it gives your practice a distinct personality — or brand image — that differentiates you from every other practitioner on the planet.

What's a brand? You might think of a company like Pepsi, Harley-Davidson or McDonalds. Or maybe you picture a logo, like the golden arches, and think that's a brand. But it's not. A logo is simply an expression of a brand.

Here's what a brand really is: the promise of an experience that emanates naturally from the core essence of your business. It gives you the opportunity to create deeply meaningful connections with other people. And it gives you the framework, focus and energy to grow your practice to the fullest expression of your spirit.

brand - Copyright – Stock Photo / Register Mark Questions a Great Brand Answers

All great brands answer three essential questions:

  • Who am I?
  • What do I stand for?
  • What am I an expert at?

Think about Oprah, considered by many the goddess of transformation. She stands for the idea that enlightened minds can be transformed in an instant. And she's an expert at sharing wisdom in a way that opens your mind to your own brilliance.

Now look at Deepak Chopra. His brand is about being the healer of body, mind and soul. He stands for the idea that there's more to life than what we see. And he's an expert at making something esoteric understandable to mainstream America.

Oprah and Chopra are both influential leaders. Yet they each have their own unique message and style because they have different archetype codes. In that same way, your code can ensure that your brand is a deeply emotional experience for your clients — and a highly authentic one for you.

Client-Attraction Archetypes

There are 12 archetypes in the system I use to transform therapists' practices in bold and effective ways. Each one has its own distinct energy, principles, colors, emotions, even phrases that describe it.

As you read about them here, see if you can get a sense of how these different archetypes could combine to make your website, flyers, social media, even ads even more captivating to new clients who are perfect for you.

The Alchemist

The alchemist appeals to clients who want something in their lives to be transformed. They'll look to you to help them realize a dream, give them a clear vision or see a new possibility.

If the alchemist is in your archetype code, you'll want to make sure your branding presents something your clients desire in a way that feels easy to reach. Ease is the key to making change feel magical.

Everyone wants to be wowed. Your "alchemist brand" helps people believe what they want is possible to achieve — often for the first time.

The Artist

The artist appeals to clients who are looking for their inner creator to be awakened. They want to feel self-expressed and valued as an individual. And they want to experience the thrill of putting their unique stamp on something.

Your clients may not have your creative skills. But they want to be involved in the process of reinventing some part of their lives. So give your branding an expressive design and feel. Use emotionally evocative imagery and encouraging language.

Everyone has an inner artist in them. Your "artist brand" is a beautiful catalyst for helping your clients express something personal and meaningful.

The Romantic

The romantic appeals to clients who crave a deeper sensory experience and a heartfelt connection. They want to feel loved and special, like they're the center of your world. And they're willing to pay a premium for it.

Give your branding a high-touch feel. And be sure to include surprises that will delight your clients' senses. Everyone wants to feel loved. When your romantic brand treats your clients as cherished friends, they'll reward you with loyalty and commitment.

The Explorer

The explorer appeals to clients who want to feel free and true to themselves. They want to express their individuality and create their unique mark on the world.

Give your branding a positive, ambitious, goal-achieving orientation. Let it reflect that the journey is just as important as the destination. Everyone has a desire to discover new insights about themselves, and to live by their values. This makes the "explorer brand" the perfect catalyst for creating freedom and self-expression.

The Humanitarian

The humanitarian appeals to clients who want to feel a sense of belonging just as they are. They crave friendship and connection, and they appreciate everyday honest qualities over an elite status.

Establish in your branding that you're a friend who shares their down-to-earth values of goodness, friendliness and care. And be sure to never put on airs. Everyone wants to feel like they belong. Your "humanitarian brand" can easily create a long-lasting bond of loyalty and friendship.

The Hero

The hero appeals to clients who want to be championed to be their best. They want to be saved from struggle. And they'll often seek you out when they feel most vulnerable.

Give your branding a feeling of strength, victory and achievement. And be sure to include a dose of humility. Everyone wants to feel like a winner. Your "hero brand" empowers clients to break through limits and achieve more than they ever thought possible.

The Innocent

The innocent appeals to clients who want to escape to a simpler time. They love feeling a sense of childlike wonder. And they want to relinquish their responsibility for at least a brief period of time.

Create in your branding a feeling of escape, gentleness and ease. Include a sense of happiness, dreaminess, even childlike optimism. Everyone wants to feel rejuvenated. Your "innocent brand" can easily be positioned as a sanctuary where peace and simplicity are abundant.

The Maverick

The maverick appeals to clients who want to feel free or rebellious, even if only temporarily. They want to stand out from the crowd. Or to be part of a cause in a revolutionary way.

You appeal to their desire to stop conforming. So give your branding edgy images and information that convey what it's like to feel liberated and rebellious, like you're fighting for a cause. Everyone has a wild side. Your "maverick brand" is the perfect catalyst to bring out that inner rebel.

The Ruler

The ruler appeals to clients who want to get things under control, and to feel a sense of mastery. They want a leader they can trust, admire and be inspired by. And you appeal to their desire to feel significant and important.

Give your branding a feeling of grace and power. Walk your clients through an experience that makes them feel peaceful, appreciated, valued and important. Everyone wants to feel successful. Your "ruler brand" is ideal for inspiring confidence. And for creating clients who will be loyal to you for life.

The Jester

The jester appeals to clients who want to have fun and escape everyday issues. They love to laugh. They crave variety. And they want you to help them tap into their youthful side.

Make sure your branding is fresh and colorful, and that it takes a playful approach. Everyone wants to have more fun. Your "jester brand" is ideal for helping people lighten up and laugh, no matter how difficult their challenges may be.

The Sage

The sage appeals to clients who crave wisdom they can believe in. They want to know that you've walked in their shoes so they can learn the steps you took to go from struggle to success.

Establish in your branding that you're an expert whose insights uplift the spirit and advance our lives. And be sure to give plenty of proof that your information can be trusted.Everyone's hungry to increase his or her knowledge and abilities. Your "sage brand" can easily be positioned as a trusted source your clients respect and admire.

The Nurturer

The nurturer appeals to clients who want to feel cared for, protected or comforted. They crave safety, both physically and emotionally. And they want to feel valued, appreciated and accepted just as they are.

Establish in your branding that you're a safe haven. Make sure your clients feel your care, compassion and generosity.Everyone wants to feel secure. Your "nurturer brand" can create an environment where your clients believe their feelings are important. When you make them the center of your world, they'll love you for life.

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