Introduction to the Reimagined Brand Archetypes for Authors
- Cam
- Apr 29
- 13 min read
Storytelling is more than a form of entertainment. It’s a conduit to form connections between authors and their audiences. One powerful in “plotting” your author's story, which will, in turn, build the foundation of your author's brand, is archetypes, universal patterns of character and personality that resonate with human experience.
Initially developed in psychology by Carl Jung and later adapted for branding, these 12 classic archetypes have helped companies define their identity and connect with their audiences on a deeper level.
But what if we reimagined these archetypes with a literary twist?
Authors form connections with their readers not through formulaic marketing but by sharing a part of their creative soul. It’s one human connecting with another. Reframing these classic archetypes to reflect the world of books and self-publishing offers authors a more intuitive way to align their author identity, writing style, and audience engagement.
Exploration of a New Perspective
While working on a blog about the classic take on brand archetypes, I had an idea—how could I make this a bit more specific for authors? Then I thought about how authors were storytellers, not only for the books they write but also for how they present themselves in the world. This idea clicked in a new way as I helped my clients uncover the essence of their brands.
The internet has various branding strategies, but few consider the unique relationship between an author and their readers. Traditional branding archetypes like “The Innocent” or “The Magician” provide broad categories but can feel distant from the intimate craft of writing.
I’ve referenced the 12 classics while developing branding strategies for my clients, but I’ve never broken them down to present how my brain reframes them. This blog attempts to distill my creative process as I work to learn and improve to provide my clients with the best, customized results and service possible.
Rationale for the Revision
As an author, the idea of archetypes and tropes interests me. There are universal roadmaps in life and fiction, and where they intersect offers opportunities for continued enlightenment. This revision of the brand archetypes anchors each into the literary world, allowing authors to see themselves more clearly in their brand and understand how their storytelling aligns with reader expectations.
The reimagined archetypes focus on an author's role in the emotional and intellectual journeys they create for their readers, helping them craft a more authentic and powerful brand.
Each of these reimagined archetypes speaks directly to an author’s voice, their themes, and the emotional experiences they want to evoke. Whether you see yourself as the Enchanted Dreamer (The Innocent), guiding readers through nostalgic and heartfelt narratives, or the Rebel Bard (The Outlaw), shaking up the status quo with daring plots, these archetypes help clarify your brand and its place in the literary world. Or, at least, I hope they will as I continue to fine-tune my take on them in theory and practice.
The intended outcome: By defining your brand with a literary-themed archetype, the hope is it’ll help you sharpen your marketing focus, strengthen reader connections, and establish a lasting presence in the ever-competitive publishing industry.
The Reimagined Brand Archetypes for Authors
As an author, you tell your personal story through your brand.
Your brand archetype helps define how you, as an author, connect with your readers and communicate the essence distilled into your stories. The 12 classic archetypes have traditionally been used to craft powerful, universal brands. However, these archetypes need a little refinement for authors to reflect the personal journey of writing and storytelling in a more intuitive and meaningful way.
This reimagined set of archetypes draws on the heart of the literary craft, connecting with the themes, genres, and emotional experiences central to authorship. Aligning your brand with one of these literary-themed archetypes can help you create a more authentic identity and build a stronger emotional bridge between your stories and readers. It doesn’t matter what you write—sweeping epics, tender romances, or dark thrillers.
Here’s a breakdown of the revised brand framework for authors.
1: The Wordsmith (The Creator)
Who They Are
The Wordsmith lives to create.
They’re world-builders, character sculptors, and crafters of new realities. As a master of language and storytelling, constantly fueled by inspiration, the Wordsmith takes readers on journeys to places they've never seen, weaving complex worlds that feel alive with magic and wonder. Writing for them is an art form. A tool for shaping new realities.
They’re dedicated to crafting meaningful narratives, each word carefully chosen to resonate deeply with readers. Their passion lies in creating works that linger in the mind, whether through evocative prose, rich characters, or masterful world-building.
Branding Tips
As a Wordsmith, your brand needs to showcase your mastery of language. Highlight your craft, whether through behind-the-scenes looks at your writing process, in-depth explorations of your worlds, or sharing snippets of your work that demonstrate your skill. Think about building a community around your creative process with content that inspires other writers and readers to engage with your storytelling style.
Examples
J.R.R. Tolkien – Known for his complex world-building and literary depth, Tolkien is the ultimate Wordsmith. His works like The Lord of the Rings demonstrate the power of language in creating expansive, immersive worlds.
Margaret Atwood – Atwood’s writing, such as The Handmaid's Tale, showcases her command of language, creating dystopian realities that linger long after reading.
2: The Heartweaver (The Innocent)
Who They Are
The Heartweaver is the light in the literary world.
Guided by compassion and emotional depth, the Heartweaver weaves stories that touch the soul. Their work often explores themes of kindness, hope, and vulnerability, reminding readers of the beauty in life's simplest moments. Their voice inspires trust, connection, and a sense of universal humanity.
This author invites their readers into a world where goodness prevails, and beauty exists in simplicity.
Branding Tips
Embrace authenticity and compassion in your brand. Share stories of your personal journey, highlighting themes of hope, kindness, and vulnerability. Your brand should reflect a nurturing voice that invites your readers to connect on an emotional level. Consider building a platform around supporting causes that align with your values, creating a community where readers feel they can grow emotionally.
Examples
Chimamanda Ngozi Adichie – Adichie’s Americanah and other works deeply connect readers through empathy and cultural exploration. She has a way of weaving emotional truths into her storytelling.
Fredrik Backman – The author of A Man Called Ove creates narratives filled with warmth and heart, showing the deep emotional connections that readers cherish.
3: The Rebel Bard (The Outlaw)
Who They Are
The Rebel Bard writes to disrupt, challenge, and provoke. They see stories as a form of revolution.
Unapologetically bold and unconventional, the Rebel Bard challenges societal norms through their storytelling. They write to disrupt and inspire change, using their narratives as tools to rebel against the status quo. Their work is fearless, raw, and often defiant, inviting readers to question and rethink the world as they tackle controversial themes or tear down the rules.
Branding Tips
Position your brand as a voice of change. Share bold, daring content that challenges conventional thinking through controversial topics or revolutionary takes on societal norms. Your brand should radiate confidence, and you may want to create content that invites readers to join you in questioning and pushing boundaries. Emphasize the rebellious spirit that drives your stories.
Examples:
Chuck Palahniuk – With works like Fight Club, Palahniuk has become the epitome of a Rebel Bard, writing narratives that provoke thought and disrupt traditional storytelling.
Margaret Atwood – Again, Atwood fits the mold here, too, especially with her works like The Handmaid’s Tale, which critiques patriarchal systems and explores dystopian rebellions.
4: The Alchemist (The Magician)
Who They Are
The Alchemist is the transmuter of mysteries and magic.
A visionary who sees infinite possibilities in the unknown, the Alchemist transforms ordinary ideas into extraordinary experiences. They transmute words into literary gold. Their stories brim with magic, hidden meanings, transformation, and a sense of wonder, offering readers a glimpse into worlds where the impossible becomes reality. They are the dreamers who bring the fantastical to life.
For the Alchemist, each story is a tool and apparatus designed for their reader’s escapism.
Branding Tips
Emphasize the mystical, transformative nature of your writing. Your brand should focus on the wonder and magic of the worlds you create, captivating your audience with the unknown and the impossible. Share the mystery behind your writing process or offer glimpses into the fantastical elements of your stories.
Consider hosting events or creating content that emphasizes the magic of your storytelling, whether through visually stunning book covers or interactive digital experiences.
Examples
J.K. Rowling – With Harry Potter, Rowling has mastered the art of turning the magical into a universal reality. Her works spark a sense of wonder that has captivated millions.
Neil Gaiman – Known for blending the fantastical with profound truths, Gaiman’s works, like American Gods, showcase his ability to blend mythology, fantasy, and reality in complex, mesmerizing ways.
5: The Wayfinder (The Hero)
Who They Are
The Wayfinder believes in the power of the human spirit and uses stories to inspire strength and fearlessness.
A beacon of courage and perseverance, the Wayfinder leads readers through journeys of challenge and conquest. Their heroic stories inspire readers to overcome obstacles and find their inner strength. Driven by a desire to illuminate paths of hope and resilience, they write stories of action, growth, and determination, capturing the thrill of triumph over adversity. They demonstrate that every journey has a purpose.
Branding Tips
Build your brand around themes of growth, perseverance, and resilience. Your stories should be positioned as guiding lights for your readers. Highlight personal or character development and the triumphs that come from facing adversity. Engage with your readers by sharing motivational content or lessons learned from your own journey. Show them that with determination, anything is possible.
Examples
Gloria Steinem – While a non-fiction author, Steinem’s body of work represents the spirit of a Wayfinder through her advocacy for women’s rights and social justice.
Suzanne Collins – Her Hunger Games series is a perfect example of the Wayfinder archetype, with the protagonist Katniss Everdeen leading her people through dire circumstances, showing how perseverance can spark change.
6: The Guardian (The Caregiver)
Who They Are
The Guardian writes with a heart full of compassion, bringing readers into a safe space where they can find understanding, solace, and encouragement.
A nurturing protector, the Guardian creates stories that provide comfort, wisdom, and guidance. They care deeply about their readers and write with the intention of uplifting and healing. Their work often explores themes of community, belonging, and the power of kindness.
They aim to nurture readers, guiding them through life’s struggles with warmth and wisdom, fostering connections through shared human experiences.
Branding Tips
Your brand should feel like a sanctuary for readers seeking wisdom, comfort, and encouragement. Your messaging should always come from a place of nurturing, care, and empathy. Consider creating a space where you can support your readers emotionally or spiritually—perhaps through newsletters, forums, or book club discussions focused on growth and well-being.
Examples:
Maya Angelou – Angelou’s works, particularly I Know Why the Caged Bird Sings, offer deep emotional insight and wisdom, guiding readers through struggles with warmth and understanding.
Brene Brown – Known for her works on vulnerability and courage, Brown’s books, such as Daring Greatly, exemplify the Guardian’s role in providing emotional safety and wisdom.
7: The Soulseer (The Everyman)
Who They Are
An empathetic observer of life, the Soulseer finds beauty in the mundane and depth in the ordinary.
They write characters and settings that feel real, approachable, and honest, allowing readers to see themselves in the story. This author values authenticity and relatability, bringing to life stories that remind readers of their journey, community, and sense of belonging. They write to remind readers they are seen, heard, and understood.
Branding Tips
Build your brand on the idea of deep connection and authenticity. Share content that feels deeply personal and relatable to your readers. Emphasize stories that find meaning in ordinary moments, encouraging your readers to see beauty in the everyday. Creating a community where readers can engage emotionally with your work will be key to building your brand.
Examples
John Green – With books like The Fault in Our Stars, Green has captured the hearts of readers by focusing on relatable, deeply human experiences, all while conveying a sense of deep understanding and empathy.
Elizabeth Gilbert – Known for her memoir Eat, Pray, Love, Gilbert’s work delves into personal journeys of self-discovery, tapping into the deep emotional resonance of everyday struggles.
8: The Wanderer (The Explorer)
Who They Are
An adventurous spirit driven by curiosity, the Wanderer seeks out the unknown and invites readers to explore with them.
Their stories are about discovery, whether through physical journeys, emotional growth, or philosophical exploration. They inspire a sense of freedom and wonder, encouraging readers to step outside their comfort zones. Wanderers are ever-curious, and their stories explore those curiosities that often challenge boundaries and expand perspectives.
Branding Tips
Your brand should encourage freedom, curiosity, and exploration. Share your journey of discovery, both physical and emotional, and encourage your readers to embrace their curiosities. Highlight how your stories take readers on adventures, offering a sense of liberation and boundless possibility. Consider using visually engaging content to reflect the expansiveness of the journeys in your stories.
Examples
Jack Kerouac – Known for his seminal work On the Road, Kerouac epitomizes the Wanderer archetype with his tales of spontaneous road trips and the quest for deeper meaning.
Paulo Coelho – The Alchemist is a perfect example of a Wanderer’s journey of self-discovery and seeking one’s personal legend.
9: The Chronicler (The Sage)
Who They Are
The Chronicler is a storyteller with depth, patience, and insight.
As a keeper of knowledge and a storyteller of substance, the Chronicler is devoted to preserving and sharing wisdom. Their narratives are thoughtful and meticulously crafted, often drawing on history, mythology, or philosophy. They write to inform, enlighten, and connect readers to the timeless truths of the human experience. A Chronicler seeks to educate as much as entertain.
Branding Tips
As a Chronicler, your brand should reflect intellectual depth and thoughtful insight. Share your expertise through long-form content, such as articles, essays, or blog posts that delve into history, philosophy, or cultural commentary. Offer readers a sense of knowledge, perspective, and wisdom. Consider creating content that blends education with storytelling, keeping readers engaged while imparting valuable information.
Examples
Stephen King – King’s works often reflect on the human condition and societal issues, blending storytelling with rich social commentary. His On Writing also serves as a guide to becoming a better writer, exemplifying the Chronicler’s dedication to sharing knowledge.
Isabel Allende – Allende’s The House of the Spirits brings together history, personal insight, and rich cultural narrative, positioning her as a Chronicler of the Latin American experience.
10: The Quipster (The Jester)
Who They Are
The witty and clever entertainer, the Quipster thrives on humor and playfulness.
They are masters of wit, satire, and humor, engaging readers by offering a fresh, often humorous perspective on the world. Their stories are full of surprises, balancing lightheartedness with sharp insights. They write to delight and amuse, bringing joy and levity to readers while often hiding deeper truths beneath the laughter.
Branding Tips
Your brand should be playful, witty, and insightful. Engage readers with sharp humor, clever commentary, and unexpected twists. Build a following by creating content that entertains while also offering deeper reflections on life and society. Consider incorporating humor into your social media presence or using it to make complex topics more approachable and fun.
Examples
Oscar Wilde – Wilde’s The Importance of Being Earnest is a masterclass in wit, satire, and irony, with social commentary wrapped in clever humor.
Terry Pratchett – With his Discworld series, Pratchett blends satire, wit, and humor to create a universe full of absurdity and deep insight.
11: The Sovereign (The Ruler)
Who They Are
A natural leader and strategist, the Sovereign exudes authority and confidence in their storytelling.
They write with purpose and precision, crafting narratives that inspire trust, respect, and admiration. Their work often centers on themes of power, justice, and legacy, commanding readers’ attention with its strength and clarity.
Sovereigns invite readers into worlds where every detail is carefully considered and crafted. This author views storytelling as a craft with great power and responsibility, seeking to establish a lasting reputation and a loyal reader base.
Branding Tips
As a Sovereign, your brand needs to convey authority, leadership, and precision. Position yourself as an expert in your field, whether by sharing your personal journey or offering clear and concise storytelling. Your branding should convey a sense of control and purpose, inviting readers to trust in your narratives as representations of power and justice.
Examples
George R.R. Martin – With A Game of Thrones, Martin has created a world where power dynamics, legacies, and justice are central themes, with a storytelling style that demands authority.
Chimamanda Ngozi Adichie – Adichie’s works display a sense of responsibility to highlight justice and societal issues, marking her as a Sovereign within her genre.
12: The Bewitcher (The Lover)
Who They Are
Captivating and alluring, the Bewitcher writes stories that seduce and enchant.
Their work explores passion, intimacy, and the complexities of desire, drawing readers into emotionally charged worlds. They are masters of atmosphere and connection, weaving tales that linger in the heart long after the last page. Passion, intrigue, and suspense are synonymous with the Bewitcher as they lure and captivate readers into worlds where the stakes are always high.
Branding Tips
Your brand should be about intrigue, seduction, and emotional connection. Use your stories to create intense, atmospheric experiences that leave readers craving more. Consider crafting content that invites readers into your world of passion and mystery, with sensual and evocative imagery that mirrors the intensity of your narratives.
Examples
E.L. James – The Fifty Shades series made James a perfect example of the Bewitcher, creating a world of sensuality and emotional intensity that captivated millions.
Anne Rice – With Interview with the Vampire, Rice creates atmospheres of allure and mystery, making her a prime example of the Bewitcher’s storytelling power.
Crafting a Multidimensional Author Brand With Blended Archetypes
Authors are complex beings, and sometimes, a single archetype doesn't fully capture the essence of their work. If you find yourself torn between two archetypes, don't fret. Blending archetypes can lead to a richer, more nuanced brand that truly reflects your unique voice.
Consider the power of combining the Chronicler's wisdom with the Rebel Bard's unconventional flair. This fusion could result in a brand that delivers profound insights through unexpected, genre-defying narratives. Imagine historical fiction that challenges established narratives while offering deep, researched perspectives.
Or picture the synergy between the Wordsmith and the Sovereign. This blend might manifest as an author crafting sweeping fantasy epics with intricate world-building and a touch of whimsical magic. The result? A brand that promises both grandeur and enchantment.
Success Archetype Blending
The key to successful archetype blending lies in identifying the core elements that resonate most strongly with your writing style and themes. Start by listing the traits from each archetype that feel authentic to you. Then, explore how these traits can complement each other to create a cohesive brand identity.
Your brand should feel natural, not forced. As you experiment with blending archetypes, pay attention to how your audience responds. Their engagement can guide you in refining your multidimensional brand.
Ultimately, a blended archetype approach can help you stand out in a crowded market. It allows you to create a brand as unique as your writing, giving readers a richer, more nuanced experience of your work.
Bringing Literary Archetypes into Your Brand
Brand archetypes provide a framework for shaping an author’s identity.
Our reimagined literary archetypes offer a toolkit for authors to establish a strong identity and craft a brand that resonates with their target readers.
Whether you identify as the Rebel Bard, challenging genre conventions with your bold narratives, or the Bewitcher, crafting tales of intense emotions and dark allure, aligning your writing style, themes, and personal brand with these archetypes can significantly enhance your visibility in a competitive publishing landscape.
This alignment creates a cohesive author brand, which readers can easily recognize and connect with, as you build a loyal readership and a raving fandom.
Each of these literary archetypes holds the potential to create a memorable author brand that will not only attract your ideal readers but also help you streamline your marketing efforts. The key is to choose the archetype that best reflects your authentic voice and storytelling style.
So, as you contemplate your author brand strategy, ask yourself: Which literary archetype speaks to your core as a writer? Which one aligns with the stories you want to tell and the readers you want to reach? Embrace your archetype to create a powerful, distinctive author brand.
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