Understanding who you are is one thing, but drilling down on who you’re going to work best with, who to avoid, who your competitors are, and where you fit into the marketplace is quite another. That’s your brand character.

The soul of your brand.

Your character is the soul of your brand. 

Successful business owners know that the branding process is a highly personal one. They also know, it’s not all about them. It’s one thing to understand yourself and your brand on a visceral level through your Brand Core, but none of that matters if you don’t know how to put it to work for you. That’s where Brand Character comes into play.

Your Brand Character is the soul of your brand. It’s also the essential second step in the Brand Strategy Process. It’s made up of three parts: your brand archetypal persona, your ideal customer archetype, and your positioning strategy.

I help people:

-discover their brand archetype and how to use it

-shape their ideal customer profiles

-strategically analyze their competition

-develop powerful brand positioning tactics

I can help you, too.



If your brand core is your heart, then character is your soul. Being able to describe who you are is so important, that’s why it’s best to start with Phase I, Brand Core. Here, in Phase II, Brand Character, we take everything you learned about yourself and your motivations and begin building around it.


Character development will ensure that everything you do and everyone you work with is aligned with your core. It helps you stay true to who you are and reach the goals you set out when you started all of this in the first place.


This is Phase II of my three part program. Phase I is where you figure out who you and your brand are. Phase II is where you figure out who your customers are and where you fit into the marketplace. Phase III is articulating and sharing all of this with the world. While you will absolutely get value from each module individually, you will get the most optimal results by going through everything in order. 

Maybe you’d like to check out the entire program overview?



Your brand character is all about building off what you know about yourself and what you want to accomplish through your work. It helps you understand who you’re likely to work best with, and who you should probably avoid. It also guides you through understanding your competitors and how you can use them to your advantage. All of this results in being able to expertly position yourself as a front-of-mind choice for your right people.

Brand Archetypes

Brand Archetype

Your Persona
Your brand’s unique personality, encapsulated. Archetyped brands tend to be more trusted, and as a result, more successful.


Ideal Customers

Your Right People
Your ICA will help you determine exactly you who you’re likely to work best with and who you should probably avoid.



Different, Not Better
Understand your competition and who you’re up against and position yourself as the only logical choice for your ideal customers.




Meet your match.


Curious about who your ideal customers are and how to reach them? I crafted a course to walk you through my exact method of discovering who your right people are. As with everything I offer, it’s not a collection of Google-able, generic stuff. (I leave that to the newbies.)

If you’re sick of talking into a void and creating content that gathers dust- maybe it’s not what you’re saying but who you’re saying it to. Understanding your ideal customer archetype can make all the difference in the success of your business. If you’re interested in learning my proprietary and signature method of uncovering exactly who you should be working with, join the course today.


And for under $200, it’s absolutely the best investment you can make in yourself and your business today.




As a result of taking myself through my own process, I’m very clear on who my ideal customer archetype is and who it is not. I’m also supremely in tune with how to serve them flawlessly. In fact, I dedicated an entire page of my website to it.


Wanna meet them?