Your brand archetype is

The Citizen

Let’s talk about the Citizen archetype. You know, the everyday person – the Joe or Jane who’s just trying to get by. They’re known for being genuine and generous, which makes them pretty darn likable compared to other archetypes. They represent values like honesty, hard work, and authenticity, and they’re relatable to the average person. They’re like the CEO who shows up to work in jeans and sneakers, just like everyone else. At the heart of it all, the citizen just wants to fit in and be accepted by their peers.



Brand voice

Sociable, Humble, Candid, Realistic

Innate Advantage

Practicality, Compassion, Authenticity

What clients feel

You’re part of the gang. If they can do it, so can you. It’s all good vibes and trust here.


Blend in by developing common virtues.


Not fit in or stand out

The Citizen Archetype overview

The Citizen archetype is everywhere – in local diners, mom and pop stores, and community groups. It’s all about fitting in and enjoying the simple things. Even in the country music industry, where artists dress like everyday people. President Obama embodied the citizen archetype – he was relatable and approachable, regardless of his policies.

levels of the citizen archetype

Archetypes come in levels. The higher the level, the more advanced the brand. The lower the level, the more basic it is. Simple as that.

Level 1

At its core, the citizen archetype is all about connecting with others and finding a sense of belonging, often driven by a desire to escape feelings of isolation and loneliness.

Level 2

By immersing oneself in a community, the citizen archetype learns how to form bonds, make friends, and grow socially.

Level 3

The Citizen archetype values the dignity of each individual, irrespective of differences, and incorporates this belief into their actions.

The Citizen Archetype in action

In the marketing of a citizen brand, an informal voice and wholesome images are key. Discover, Wrangler, Budweiser, and Moe’s Southwest Grill are all examples. Citizen brands avoid flashy gimmicks and prioritize trust-building elements. They excel on social media by being relatable, transparent, and helpful. These brands embody a culture of democracy with a sense of pride and comfort among employees.

Example of brands that uses the Citizen Archetype

Leverage your Archetype,
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Want to attract more of the right peeps? Dive deeper into brand archetypes and learn how to work ’em like a pro.

When your brand become MAGNETIC

Attract and source clients that choose to work with JUST you.

Uncover your true gifts (which are different from your offering)

Gain clarity on your long-term vision and zone of genius

Master your story and your message

Create an authentic brand that magnetically attracts your ideal client

Clients start reaching out to YOU, no more chasing

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Hey there, it’s Michele. Nice to meet ya! And get ready, ’cause I’m gonna shake up the way the world sees your brand…forever.

I created to support ambitious, purpose-driven leaders and turn their unique journeys into irresistible brands.

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Build a brand that’s so irresistible, it’ll pull your
dream clients towards you like magnets.


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Get crystal clear on who your ideal clients are, how they see you, and how you can serve ’em like nobody else.


Create an attractive Messaging

Craft a message so irresistible, your dream clients won’t be able to ignore it. A message that hits ’em right where it counts – in their core desires. That’s how you make ’em come running to you.


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Translate the magic that happens in your 1-1 interactions into a powerful digital presence.

Let our clients do the talking, ‘
cause their success speaks for itself.

“Inner Light transformed my vision into something magical.

I had the feeling Michele could see right through me. He is not just a Branding Expert, he is an artist.”

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Founder of Being Interior Design Magazine

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Founder at David Lahav Vedic Meditation

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Co-founder at HUH Institute

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