Brand Archetypes: The Muse (it will be simple AND powerful)


Catalyst and mother,

Of the deepest, greatest works,

Of art, philosophy, and science

Turning brains to fireworks.

You are radiant and blissful,

Guiding minds with fresh insight

Crafting brand new, bright horizons

And flooding their shores with brilliant light.

You know your sacred duty

Instrument of a higher call,

A bridge between two worlds you are,

An inspiration for us all.

You are unafraid of darkness with the flag of joy unfurled

And your shimmering heart illuminates

The darkest edges of this world.

Introducing the Muse Archetype

If we don’t know each other, hi, I’m Jen Kem. I’m the CEO of the Master Brand Institute where we guide entrepreneurs on the path to uncovering their unique message with such clarity, they can turn any conversation into a sales conversation.

And today, we’re talking about the Brand Archetype called the Muse. In this video, I want to give you an in-depth understanding of what it means to embody the Muse Brand Archetype. We’re going to cover strengths, weaknesses, business themes and integrating this information into your business

If the Muse had a power statement it’s:

I am The Muse.

I spread inspiration and hope wherever I go.

Everything I do, I do with simple excellence. Whether I am giving a speech, writing a book, or planning a retreat, you can be assured: it will be simple yet powerful.

When I arrive in people’s lives, they get fresh ideas and feel hopeful once again. Tensions melt, shoulders relax, and people feel uplifted: “Everything is going to be okay.”

Things feel lighter and more doable when I am around. Messes get cleaned up. Projects get finished. Things that used to feel daunting now happen with ease.

I show people how to get things done – but in a calm and beautiful way. No force, no rush, and no stress.

I am optimistic to the core. I tell the world: “there is always a way” and “it is never too late.”

I value clarity, brevity, beauty, and simplicity above all else.

Now, when we talk about Brand Archetypes, each one has a set of Power Words that best represent them. I think it’s important to point out that the words themselves don’t have to be used in every piece of your message.

It’s more accurate to say when your audience reads your message, the feelings you create are these Power Words.

Muse power words include:

Art, Beauty, Simplicity, Brevity, Elegance, Ease, Encouragement , Calm, Imagination, Possibility, Clarity, Collaboration, Selflessness, Innocence, Nostalgia

A great question to ask yourself is, does my current message make ME feel like these words?

Moving on – one of the most important things I recommend when it comes to fully embodying your Brand Archetype is looking at brands who model your archetype well.

I call them Master Brand Models because that’s what they are – models of brands that masterfully embrace their Archetype. When we look at these conceptual models, what you’re really looking trying to understand is the vibe or energy they give off – not the literal look or words though they might be useful

Master Brand that I believe model the Muse Archetype excellently include:

Marie Kondo, The Home Edit, Calm Meditation app, Moleskine Notebooks, Method Cleaning Products, Volkswagen, Coca-Cola

At its essence, the Muse’s power lies in the ability to be seen as a lovely little child as well as a wise mystic, thrilled at the beauty and wonder of the world. As far as the Muse is concerned, paradise is possible, pretty much anywhere.

At its highest level, the Muse makes the simplest yet most excellent choices in their life and business. They move themselves and their audience into their own paradise by being deliberate in their actions.

The Muse speaks peace and goodness into everything they create. Simple yet super-useful innovations are their trademark. Brevity with kindness is their jam.

Moving into Strategic Positioning, the Muse gives off a vibe that says, “Do things right in all things with faith and optimism”

Strengths of this Archetype include feelings of renewal, positivity, reinvention, reframing, cleansing, oneness, and a  .

Recurring themes and pillars of this brand include:

“You’re free to be you and I’m free to be me.”

“Don’t just do it – be about it”

“We can make life like Eden if we simplify.”

“We can create a Utopia if we come together.”

“I am safe yet curious and wise yet childlike”

See, the Muse Archetype is a model for new insights and innovations

Representing knowledge and inspiration, the Muse inspires others to be creative, to be themselves, and to be energized into action.

Other archetypes look to the Muse as a source of higher power as the Muse’s power is through the purity of its being. It awakens the joy of curiosity with its belief that overall humanity is good.

This archetype brings out the best in others. Abstract ideas are more common than linear ones, and personal authenticity is a value.

Of course, all Archetypes have a dark side as well. In Archetypal Psychology, the dark side isn’t a bad thing. Simply put, these are things that when done make it harder than necessary to get what you want.

So, the shadow side of the Muse is when it feels like paradise can’t be found or when life loses its purpose, the Muse can succumb to depression and even fits of anger.

The feelings you may experience that begin these dark side actions are:

Possession of direct agenda, unfocused energy that feels good but creates chaos, feeling influenced or pressured by external forces.

Other feelings or instances that lead to dark side behavior are: denial, repression, utopian expectations, naivete, and over-romanticisation of what once was

Again, there’s nothing wrong with these things so don’t feel shame if you experience them. It’s more important to understand that these can make you start doing things that don’t support what you want. When they come up, identify them and pivot into what you should be doing.

So, what makes the Muse unique in your industry?

The Muse is considered a source of knowledge and inspiration, finding fulfillment by helping others experience inspiration, vitality and optimism.

By illuminating truths and offering sustained energy, they brighten the darkest corners of the human mind and bring out childlike curiosity in those around them.

Driven by the experience of helping others enter their truest state of flow, they lead people to find purpose, inspiration, love and encouragement to strive towards a better world.

They facilitate the transition of yearning for more into the practicality of the deep, expansive, soul searching required to experience one’s true purpose.

Now, let’s integrate all this concept into your business in a meaningful way.

The customers of the Muse Archetype want to experience the idyllic magnetism the Muse creates. Speak to the deepest recesses of their heart and not their mind. Call them back to the simple wonderment of childhood and the dream of what life will one day be.

Promise them their own personal paradise when working with you and you’ll have them convinced that the desire is worth investing in.

The Muse honors nature and natural things, so emphasizing responsibility in a fun way will draw in clients who want their paradise AND understand the role they play in achieving it.

Give them permission to be child-like in their experiences yet reinforce that these are moments to find understanding, wisdom and opportunity.

The emotional phrases you want to stir up in your audience include:

“You promise me renewal and hope”

“You give me permission to run free and be me”

“You show me there is wisdom to be found in the simple pleasures life”

“You help me be honest and authentic with myself”

”You inspire me to find my personal fulfillment.”

Here are some key things that are NOT the Muse’s jam.

Any activity, project or service that lacks space for inspiration and creativity. The Muse needs inspiration in order to inspire others.

One-on-one work or services are fine if the audience is very aligned with the Muse’s musings. Otherwise, they are better facilitating group experiences or building products meant to put smiles on the faces of the masses.

Some important things to remember as a Muse is your audience is attracted to certainty, positivity, hopefulness, nostalgia and the promise of redemption.

They will choose you over a dominant brand if you can deliver on the promise of personal paradise. To them, this is more valuable than “the best” or “the most expensive”

Finally, some feature and positioning angles to draw more attention for your offer:

• Provide simple answers to problems that feel overwhelmingly large

• Tie in how your offer creates feelings of goodness, morality, simplicity, nostalgia or childhood

• Price your product in the moderate to low price range to encourage mass appeal

• Position yourself as the antithesis of a brand that has a negative image in the public eye

And a final word for the Muse. Build experiences. Lead people to their own personal definition of joy by using your product or service and help them find wisdom by showing them a natural way of achieving what they want.

So now the question is what do you do with this information? Well, there are a few options.

First, if you’re sitting here, wondering to yourself, “am I a Muse?!” then you’re going to want to take my Brand Archetype Assessment. This in-depth psychological assessment is one of the only tests on the internet that’s been checked, certified and endorsed by a top collegiate school of psychology. Basically, this is not some buzzfeed quiz. It’s a deep dive into the psychology that makes your brand unique in the marketplace.

Second, if you’ve been struggling to clearly communicate your message in a way that makes people say, “I want that!”, you need to check out my messaging program, the Unique Message Model Workshop. It’s a step-by-step, 6-part training to identify, uncover then refine the 6-pieces of what makes your message unique, different and persuasive in the marketplace

Third, if you know storytelling is what you need to focus on but it feels hard to tell stories, you need to check out my storytelling program, the Persuasive Storytelling Workshop. This workshop is focused on dismantling the lies you’ve been taught by marketers and instead, tapping into the natural storytelling gift you already have. Once you reconnect with that piece of yourself, turning any story into a moment that makes your audience say, “I need that in my life!” will be a piece of gluten-free cake.

You can find more information on all of these down below!

And that’s it!

If you found value in this content please hit the ‘thumbs up” button below so we can get this video in front of more entrepreneurs who want help getting crystal clear on their unique message.

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I’m Jen Kem, here to help you elevate how the world sees, hears and pays you.

Until next time.



I’ve created a psychological assessment to determine your brand archetype. And before you ask, no, this isn’t some Buzzfeed, “which Disney princess are you?” quiz.

This is a psychological assessment that’s been reviewed, vetted and approved by one of the top collegiate schools of psychology in the United States. With this information, you’ll be able to refine your marketing message to turn complete strangers into raving clients.

Check it out:



Knowing your archetype is one thing. Knowing how to use it as a compass to tell persuasive, action-provoking stories is something completely different.

Which is why I created the Archetypal Storytelling Workshop. An in-depth, 6-hour training, this workshop will equip you with a crystal clear understanding of how to practically integrate your archetype into your message.

Check it out:


#ValuesDriven #MasterBrand #Femmefluence #JenKem 

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