Live + Learn Episode 2 – Let’s get memorable, memorable!

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A HUGE thank you to the incredible guest speaker Elle Moss (Drew London) for joining us today on Episode 2 of Live + Learn this morning. It really kicked off our day and got our creative juices and coffee (8.30am episode) flowing!

In this episode, we discuss and got our fabulous guests thinking practically about What is a brand archetype? 

There are twelve archetypes. All brands should focus on having two / maybe three archetypes. The main two being your primary archetype – which is your outward facing brand the one you talk to customers with, that they resonate with and become loyal customers. The secondary archetype – is your inward facing brand, how you speak to your team members, how you run one-to-ones, how you hire new team members.

These twelve archetypes, which should resonate through your strategy, voice (copy) and visuals. We discuss brands that embody these archetypes also the strengths and challenges for each of these archetypes.


Acknowledge and indulge in their desires

Cultivate attraction and offer experience that touches ALL of the senses

Around you people feel light up, turned on and dialed in

Helps people connect to their hearts passion


Help people have a great time, release their stress and cares through fun humour and play

Giddy Energetic and light

Lighten up the world and experience fun


Down to earth accessible and friendly

Solid values, responsible and authentic

Relatable, included, inclusive and safe from judgement

Encourage community


Improve the world accomplished through mastery

Tough mentally and physically

Disciplined, decisive and prepared

People know that you’re competent and brave so will follow you into the frey

Motivated, accountable and up for a challenge.


Help peoples dreams become their reality

You fascinate people

Your goal – transform lives

You are articulate, expansive and a sharer of knowledge


Don’t do things in the traditional way

Boldly question authority

Revolutionary and unapologetic about it

People feel empowered to challenge the status quote

People feel tenacious, liberated from convention

Overturn what isn’t working and find ways that do.


Passionate and supportive about expressing and curating

Ignite individuality with a strong vision

Offer support and realistic creative solutions

ALWAYS be looking for the ‘next thing’…


Nurturing and helping of others

Most fulfilled when your helping other people

People feel supported and comfortable with their choices


High achieving, refine and radiate excellent

People to to you as their example

Leverage authority to maintain a prosperous community

Inspired by results and hopeful that they can achieve similar things

Limitless and determined

Open our minds to what’s possible


Optimism, to be happy with simplicity and ease

Breath of fresh air, straight talking trustworthy and pure of heart

People find positive encouraged and content around you

Helps get back to basic living by essential values


Understand the world and teach others what you know

Seek information and insights through research, analysis and self reflection

Diligent and thorough

People around you feel like completed things just seem to make sense

Informed, validated and confident in their new understanding.


Novel adventures and fresh experiences

Help people take the journeys that matter

Make people feel curious, alive and free to do new things

Authentic experiences and more fulfilment


What is your brands archetype? Need more clarity – Contact us for a practical workshop on how to make your brand memorable.

This episode is also a podcast –  Search for ‘The Lively podcast’ or check it out here



October 6, 2020