How to give your brand the depth & presence of a protagonist people actually care about

IN FIVE EASY STEPS

Why Most Brands Feel Flat (and How to Fix It)

Think of your favorite character from a book or movie — the kind that stays with you long after the story ends. What makes them unforgettable? It’s not just their name or appearance. It’s their depth. Their motivations. Their flaws.

Some characters are appealing because they’re relatable. Others are aspiratinal, they are who we wish we could be. For a moment, you can picture yourself as someone else. In a different life or world.

So why do so many brands sound like one-dimensional background characters?

Most businesses build their brand like a flat, two-paragraph character description — a logo, a tagline, a list of some values, and a vague sense of personality. But great brands? They have layers. Depth. They have presence. They have a story worth following. A journey you want to be a part of.

Let’s break down how to craft a brand that feels as real, compelling, and unforgettable as a legendary storybook or movie character.

Step 1: Define Your Brand’s “Character Arc”

Every great character is on a journey—so is your brand. When you create content you are asking your audience to join you on a journey. Where are you going? Why would people come with you? Do you have a destination worth joining you towards?

Ask yourself:

1. What transformation is at the heart of my brand? (For me? Helping brands go from forgettable to legendary. For you it might be helping your clients discover a healthier them or reach financial freedom, etc.)
2. What antagonist or “villain” does my brand face? (A sea of sameness? Negative perceptions about the industry? An audience that simply doesn’t care or connect? Learn more about the 4 major antagonists here)
3. How do I want my audience to feel at every interaction? If you’re asking them to be a part of your story, you want them to be a main character. Who are they in your journey? How can you make them feel it?

Your brand’s narrative should feel alive, evolving, and moving forward, just like any great protagonist’s story. You can change course along the way, but you must have a direction.

Step 2: Choose the Right Archetypes (Beyond the Basic 12)

Most businesses stick to Jung’s 12 archetypes, but one archetype alone isn’t enough to create depth. It just isn’t. And even worst, all your competitors are probably using the same one. It’s simply impossible to stand out like that. In our experieence, 3-4 archetypes are the sweet spot for creating depth and complexity.

So instead of using just one archetype, build your brand’s identity like a novelist builds a character:

• One archetype defines your role with your audience. (Are you their Mentor? Their Ally? Their Warrior?)
• One defines how you approach your craft. (Are you an Artisan, meticulously creating? An Alchemist, turning ordinary into extraordinary?)
• One defines your voice and personality. (Are you a Sage, speaking with wisdom? A Rebel, always challenging the status quo?)

I’ve covered this in a lot more depth in another blog post. Learn more about how most brands only use the 12 Jungian archetypes—and why it’s a trap.

By combining multiple archetypes, you create a brand with dimension, contrast, and intrigue just like any unforgettable character.

By setting up these guardrails it will actually make creating more content easier. You can always ask yourself “is this [action/new service/new post] something that [my archetypes] would do?”

Tip: Avoid Using the Obvious Archetypes

Every industry has its clichés:

✖ Every tech startup wants to be an “innovator.”
✖ Every health brand leans into the “nurturing caregiver” role.
✖ Every luxury brand tries to be a “Ruler” archetype.

But real differentiation happens when you break these industry molds and own a more nuanced personality. You have an opportunity to get creative and approach what you do from a wildly more interesting angle.

✔ A healthcare brand could be a Rebel, challenging outdated wellness norms.
✔ A finance brand could be a Sage-Trickster hybrid, using wit and insight to make money management engaging.
✔ A beauty brand could be a Magician, helping clients transform into who they were always meant to be but didn’t know how.

If your brand sounds like everyone else in your industry, it’s time to dig deeper.

Step 3: Give Your Brand a Distinct Voice (Not Just a Tone Guide)

A well-written character is instantly recognizable. So should your brand be. If you’re not sure how to do this next part, think about the characters in your favorite book or movie. For me it would be Lord of the Rings.

Imagine two heroic characters, Samwise and Aragorn, and notice how they share a ton of valiant qualities but differ in others. How would each of them write the same thing? Sam would be more humble, down-to-earth. Aragorn would be wiser, more kingly.

Test this exercise out yourself.

Ask yourself:

• • • How does my brand speak? (Short, punchy sentences or elegant, poetic phrasing?)
    • What words does my brand NEVER use? (A Warrior brand wouldn’t say “We hope you enjoy this.” They’d say, “We know you will.”)
    • What emotions should my audience feel when they read my words?

The goal? When people see your content—without even looking at the logo—they should know it’s you.

Step 4: Give Your Brand a Signature “Quirk” (Make it Instantly Recognizable)

Think about your favorite book or movie characters— they all have something uniquely theirs. Sherlock Holmes has his violin and razor-sharp deductions. Tony Stark has his sarcasm and high-tech ingenuity. Even villains have signature traits that make them unforgettable.

Brands need this too. What’s a distinctive element that makes your brand immediately recognizable? It could be:

✔ A specific phrase or word choice (a signature sign-off, a bold tagline)
✔ A symbol or recurring motif in your visuals (think Apple’s sleek minimalism or Tiffany’s signature blue)
✔ A standout personality trait (witty and rebellious, calm and wise, fiercely passionate)

Without these defining traits, brands feel generic. What makes yours stand out at a glance?

Step 5: Make Every Brand Touchpoint an Extension of Your Story

This is what I usually describe as “living your brand.” If your brand is a character, then your marketing is your character in motion. Everything you do should “live” your brand; from the services you offer to the internal policies you use to run your business.

Imagine a brand that describes itself as the Amazon, which perhaps sells female products and claims to be a champion of women. Now imagine that they fire a woman staffmember for announcing she’ll need maternity leave. Major yikes!

If your brand archetypes align with certain roles and values, you must be able to live them in your brand at every level.

Your favorite book character doesn’t suddenly act out of character in Chapter 10. Likewise, your brand should feel consistent and intentional across every touchpoint.

• • • Website copy → Does it read like a real personality or generic “About Us” fluff?
      
    • Social media posts → Would your brand actually say this, or does it sound forced?
      
    • Emails, ads, even customer service interactions → Are they all aligned with your brand’s voice?

Your brand should feel like a living, breathing entity—one that people want to engage with, follow, and buy from.

Build a Brand That Feels Like a Legend in the Making

The best brands, like the best characters, are the ones people connect with on a deep level. They don’t just exist. They captivate. They should be enticing, and their journey, inviting.

So, ask yourself:

• • • If my brand were a book character, would anyone care what happens next?
    • Is my brand layered enough to be interesting, or is it one-dimensional?
    • Am I telling a brand story that people want to be part of?

Your brand deserves depth. It deserves a voice. It deserves to be remembered.

The question is—are you writing a brand story worth following?