The Charmer, also known as The Lover, The Pleasure Seeker, The Siren, among other names, creates allure and appeals to the emotions as well as the five senses. She attracts attention and desire with beauty, mystique, and/or promise of pleasure. She is charming, romantic and magnetic. Charismatic and engaging, The Charmer represents beauty, prestige, self love, gratification, indulgence, as well as strong relationships and connection. (Think L’Oreal… “I’m worth it.” Or Godiva Chocolates) When influenced by other archetypes (which we will explore in another post), her energy can be expressed in ways ranging from sweet and pleasant to glamorous and decadent.

The most enchanting way to be consistent, congruent, and true to your gifts and strengths, in your branding is to infuse your brand with an archetype. What that means is: give your brand a personality. Your brand’s personality needs to be in alignment with what you bring to the table and what your ideal client desires. Keep in mind… you cannot give what you do not have, so it’s important that you choose the right archetype for your brand. Your archetype is the hidden energy behind your brand. You don’t need to declare it publicly. You don’t need to talk about it with your prospects. Your archetype remains your guide, a point of reference and perspective, to help you know the right words, colors, images, products, services, pricing, etc. to use in your branding. Tiny nuances in your branding “speak” to your ideal clients and prospects.

Copyright © 2015 by Cheryl Craig