Discover Your Brand Archetypes To Uncover Certainty, Confidence & Clarity

Are you a hero? A maverick? A magician?

Perhaps you see yourself as a caregiver, an explorer, or an entertainer…

When David Sharpe sat down during a live interview with brand strategist, Kaye Putnam, she shared loads of golden insights and actionable tips with the audience. 

Learn how discovering your online business archetypes can help you attract and serve more of your ideal clients…and give yourself an instant boost in confidence and clarity in the process.

Trying on many different hats

When brand strategist, Kaye Putnam first got started in business more than 10 years ago, she looked to other successful entrepreneurs to get ideas about how to act and what to say: 

“I thought that if I could just model what they were doing, I would see some portion of that success.”

For example, one successful entrepreneur Kaye followed was a former athlete and an inspirational, tough-love kind of guy. So Kaye named a video segment, “Your Monday Morning Kick in the Pants.” 

Another person she admired was a bubbly, feminine, and incredibly warm entrepreneur. Kaye infused that style into the opening of her website – “Hey, Bombshell.”

Although she admits it's a bit cringy now, Kaye stressed how normal it is to go through this. In the beginning of any business, it often means “trying on” a bunch of different identities and seeing what feels right. 

How to get Clarity

Kaye’s background in psychology led her to study archetypes – personas or characters that show up throughout history, literature, and pop culture. 

When a brand adopts a particular archetype, people recognize it. The audience can easily understand your brand and know what you stand for almost instantly. 

Although there are many different recognizable archetypes, Kaye’s work focuses on these twelve:

  • Caregiver
  • Creator
  • Entertainer
  • Explorer
  • Girl/Guy Next Door
  • Hero
  • Innocent
  • Lover
  • Magician
  • Maverick
  • Royalty
  • Sage

Within each archetype, Kaye describes what it is, how customers feel, and the innate advantages. She also explains each archetype’s villains (or the exact opposite of what the brand is trying to achieve), potential pitfalls, and examples of brand voice.


How does knowing your brand archetypes help you?

Archetypes help us connect with our audience on a gut level. So by leaning into our unique point of view as a brand, we attract clients who also share that value. 

Most businesses will identify with two archetypes. Choosing two gives enough clarity to guide decisions while providing enough variety to feel like you’re “fully expressed”. 

You simply can’t – nor should you even try – to be everything to everyone. Choosing two archetypes gives entrepreneurs enough “playground to play on” without being overwhelmed. 

Just like every superhero has its own kryptonite, each archetype has a set of potential drawbacks. 

While recognizing our strengths helps us project authority to our audience, understanding and acknowledging our weaknesses shows our audience that there is a real human being behind the brand. 

For example, under the “Hero” archetype, customers tend to feel inspired, strong, and determined. And while the Hero archetype projects competence and courage, some of the potential pitfalls include arrogance and aggression.  

As Kaye said, “We don’t necessarily have to overcome our weaknesses. It’s more about awareness.” 

In fact, our “weaknesses” can become our greatest strength. As Dave Sharp likes to say, “Take your mess and turn it into your message.” 

Archetypes help us do just that.

Once you identify 1-2 archetypes, are you stuck with them forever? 


We’re all multi-faceted human beings. 

And over time, just as you evolve as a human, your business (and its identity) will likely evolve as well. 

For now, remember that the simple act of knowing your strengths and communicating them with your audience is magnetic. This brings the right people into our world. 

And as Kaye says:

“When you’re standing in your truth with certainty and confidence and clarity, people resonate with that.”

Find out your brand archetypes

Kaye Putnam is an expert when it comes to archetypes. Over the past 10+ years, she’s worked with huge corporations, solopreneurs, and everyone in between. Her mission is to help companies define who they are at their core. This allows them to show up as their true, authentic selves – building relationships, engaging audiences, and raising revenue in the process. 

Which archetypes do you identify with? 

Take the Archetype Quiz online

Listen to her Wake Up Legendary interview with David Sharpe from Legendary Marketer on Facebook, Apple Podcasts, or Spotify

Find Kaye Putnam online at

On Social: @KayePutnam 

What even more marketing business tips? Be sure to follow Legendary Marketer on Facebook and check out the latest interviews from David Sharpe.

Legendary Marketer named to the Inc. 5000 list

We are excited to announce Legendary Marketer has been named to the Inc. 5000 list for 2022.

The Inc. 5000 list, is the most prestigious ranking of the fastest-growing private companies in America. The list represents a one-of-a-kind look at the most successful companies within the economy’s most dynamic segment—its independent businesses. Facebook, Chobani, Under Armour, Microsoft, Patagonia, and many other well-known names gained their first national exposure as honorees on the Inc. 5000. 

The companies on the 2022 Inc. 5000 have not only been successful but have also demonstrated resilience amid worldwide financial woes and the ongoing impact of Covid-19. 

With Legendary Marketer’s ranking at 63rd in the education category, we are proving that alternative, quality, online education is how the world wants to consume knowledge that garners usable, transferable skills. 

“The accomplishment of building one of the fastest-growing companies in the U.S., in light of recent economic roadblocks, cannot be overstated,” says Scott Omelianuk, editor-in-chief of Inc. “Inc. is thrilled to honor the companies that have established themselves through innovation, hard work, and rising to the challenges of today.” 

With the continued accolades that Legendary Marketer receives in creating quality, alternative education of transferable skills in the online space, a deeper story of our founder and CEO, David Sharpe continues to prove determination, grit, and resilience are crucial to entrepreneurial success. 

David Sharpe was a 9th-grade dropout who’s led a few different companies to multi-million dollars in revenue, and now with his latest venture, Legendary Marketer, he’s added an Inc. 5000 award to his repertoire.

When Dave was 24 years old, he found himself homeless, strung out, withdrawing from heroin and other opiate painkillers, and desperately needed help.

One day, he made his way to his Dad’s house, and as he stood at the door, weak, frail, almost unable to raise his arm to knock on the door, his dad answered.

Dave humbly asked, “Help me save my life.”

His Dad opened the door, let Dave sleep on his couch, brought him along on construction jobs, and gave him a safe place to try and piece his life back together. 

The hours working construction were long. 

After sweating endlessly in the hot Florida sun on job sites, Dave was again feeling stuck like there was no end in sight. He was driven to continue to grow more, push harder, and be something bigger than a construction worker.

He found himself surfing the web on his old clunky, painfully slow computer, and made the first (and most important) search that many people today find themselves making…

How do I make money online?

Dave may be a 9th-grade dropout, but he was smart enough to know that he wanted to own his own business. 

Like all aspiring business owners, he wanted to build a business with an endless supply of customers.

BUT, he wanted to achieve this dream by working from home. 

This was NOT a concept accepted 14 years ago. 

Working from home was almost unheard of, let alone building an entire business that is remote-based.

Dave went for it anyways. 

He had nothing to lose.

He kept searching for ways to make this dream a reality. 

One day, he had a million-dollar discovery while standing in a hardware store. 

“I looked over and I saw a man confused and I asked him if I could help out. He said his toilet was leaking and because of my construction experience, I was able to point him toward the little $5 wax ring that he needed to put under his toilet to create a waterproof seal. That confused man was instantly happy, so happy. In fact, he tipped me $100 Just to say thanks and that was the first money I'd earned from what I know versus what I did.” 

And that’s when Dave discovered the pathway to making his dream a reality.

Since then, he’s been packaging knowledge and selling it online.

He’s then taken all he learned, tested, and those proven strategies and results and is now teaching others to do the same.

Dave felt a calling to help as many people stop living a life of survival, but one that is meaningful, memorable, and filled with achievement and pride. 

And that’s when Legendary Marketer was born. 

Over the next five years, the company saw steady, sometimes surprising growth year after year. 

Then In 2021 alone, Legendary Marketer tripled its revenue and was named one of Inc. Magazine’s 5000 fastest-growing privately held companies in America (the 63rd fastest-growing education company).

David Sharpe has built a company that is 100% remote, with employees and contractors from all around the globe. It’s a company that is built on integrity and provides real solutions and strategies for the company's students.

Creating a 100% remote workplace also allows him to fill positions with the best talent, and not solely based on geographic location. From his highly skilled and sought-after team of advisors, top-notch customer support, and executive team, David Sharpe has created a work culture that is second to none. 

And the deliverable is nothing short of astounding. Clients of Legendary Marketer receive the highest level of education and support in the industry.

And speaking of those students:

Since March 2020, Legendary Marketer has interviewed a successful student from the program, on its LIVE podcast – Wake Up Legendary – nearly every single weekday, with over 500 success stories and a waiting list of countless new legends waiting to tell their story. Hundreds of normal, everyday folks who've turned their mess into a message, their struggles into their strengths. 

They're the real legends of Legendary Marketer. 

Now, in 2022, Legendary Marketer has broken even more company sales records and continues to deliver online marketing education simply and with integrity. 

Most of the traditional education systems train people how to become employees on the old, clunky, outdated hamster wheel. But at Legendary Marketer, students are learning real, valuable, transferable skills that will benefit them for years, even decades. And Legendary Marketer is poised to continue its growth as the E-learning age continues to expand.

Legendary Marketer and David Sharpe have proven to be the best-in-class source for high-quality, alternative education and will continue to dominate the space for years to come.

To experience Legendary Marketer for yourself, we recommend enrolling in their flagship 15-Day Online Business Builder Challenge: