Your brand archetype is
The Citizen
Your primary goal is
To belong and help everyone feel included. They’re here to build community and make sure nobody gets left behind or feels like an outsider.
Example of brands that uses the Citizen Archetype
Understanding + leveraging your Citizen brand archetype
Learn how to position yourself in your client’s mind by activating the right strategy, promise and brand voice.
Promise
A place where you belong and are truly accepted
What clients feel
Like they fit in and are part of something
Brand voice
Down-to-earth, relatable, and genuinely inclusive
Strategy
Build community through shared values and inclusion
Innate advantage
Makes everyone feel welcome and understood
Fear
Being excluded or left out of the group
Promise
A place where you belong and are truly accepted
Brand voice
Down-to-earth, relatable, and genuinely inclusive
Innate advantage
Makes everyone feel welcome and understood
What clients feel
Like they fit in and are part of something
Strategy
Build community through shared values and inclusion
Fear
Being excluded or left out of the group
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Learn how to leverage your archetype to 10x your brand
Apply your archetype to your biz and see your conversion skyrock
Watch the video to understand how to leverage your archetype
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The Citizen Archetype overview
The Citizen wants everyone to belong and feel included. They’re all about building community where nobody gets left behind. These down-to-earth folks focus on shared values and making sure everyone has a place at the table, no matter who they are or where they come from.
Levels of the Ruler 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
Focuses on basic belonging and fitting in. Tries to please everyone and avoid standing out too much.
Level 2
Builds genuine community around shared values. Creates spaces where people truly connect and belong.
Level 3
Becomes the ultimate unifier. Creates movements that bring diverse groups together for common causes.
The Citizen Archetype in action
Citizen brands are the “community builders.” These brands create belonging and help people feel like they’re part of something bigger. IKEA, Target, Subway, Home Depot, and Ford are all examples of Citizen brands that position themselves as accessible, trustworthy choices for regular people in a world full of pretentious, overpriced alternatives.
Any company that values accessibility, serves everyday people, or builds community around shared experiences can identify as a Citizen. Examples include affordable retail brands, community platforms, local businesses, practical service providers, family-oriented companies, and brands serving mainstream audiences.
Citizen brands use friendly, approachable marketing materials that feel familiar and unpretentious. They lean toward warm, welcoming color palettes – friendly blues, comforting reds, earthy browns, or classic combinations that feel safe and trustworthy. Everything looks intentionally accessible because exclusivity kills the community vibe.
Citizen brands never talk down to people or make them feel stupid for their choices. Instead, they focus on shared values, practical benefits, and sometimes democratic pricing that makes everyone feel included. Their message is clear: you belong here, we get you, and we’re all in this together.
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
Make your Brand Irresistible
Dive deeper into how your business can attract more of the right humans by leveraging brand archetypes.
Nice meeting you, I’m Michele and I’m gonna change forever the way the world look at your brand
I created InnerLight.digital to support ambitious, purpose-driven leaders and turn their unique journeys into irresistible brands.
How i can help
Build an irresistible brand that magnetically attracts your dream clients
01
Gain Clarity
Get crystal clear on who your ideal clients are, how they see you, and how you can serve ’em like nobody else.
02
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.
03
Build and Irresistible Brand
Translate the magic that happens in your 1-1 interactions into a powerful digital presence.
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