Branding like a Queen. How female archetypes shape marketing

What makes a brand unforgettable? It’s not the logo or tagline. It’s the story it tells and the persona it embodies. The most magnetic brands don’t (just) sell. They command, disrupt, create, and heal. They feel as familiar as an old friend or as iconic as a character in a story.

That’s because, whether we realize it or not, great brands follow archetypes, universal storytelling patterns that define personality, values, and impact.

For centuries, women in storytelling have mostly been placed in predictable, one-dimensional roles: the damsel (in distress), the caretaker (the perfect housewife), the muse, the evil stepmother… (This last one hits close to home for me.) But as we all know, women are multi-dimensional: powerful, complex, and deeply influential. The brands that understand this command attention, build loyal audiences, and create movements, not just marketing campaigns.

Let’s explore four of the most powerful female archetypes in branding and how they can shape the way your business tells its story.

The power of archetypes in branding

We may not consciously think about archetypes, but we instinctively recognize them. The fierce Rebel who refuses to conform. The regal Queen who commands with quiet power. The nurturing Healer who brings comfort and trust. These characters are woven into our collective imagination, showing up in stories from mythology to modern pop culture.

The reason archetypes matter in branding are:

They create instant emotional connection. People recognize and relate to them.
They make storytelling more consistent and compelling.
They help brands define a clear personality, voice, and values.

In branding, archetypes help audiences emotionally connect with a business, giving it depth, personality, and a clear identity. Instead of just selling a product, your brand becomes a character in its own unfolding story.

Every brand has a role to play. Some reign, some rebel, some create. The most powerful ones lean fully into their archetype, making their storytelling magnetic and deeply resonant.

So, which one best represents you and your brand?

The four power archetypes & how they shape brand identity

The Queen: authority, elegance, and leadership

Oprah Winfrey’s OWN, Oprah Winfrey Network, is a good example of a brand embodying the Queen archetype.

The Queen doesn’t follow trends, she sets them. This archetype is about power, grace, and command. She is confident in her authority, leading with vision, wisdom, and high standards. She doesn’t beg for attention; she naturally commands it.

The Queen in stories

Miranda Priestly (The Devil Wears Prada). She’s ruthless, but undeniably influential.
Queen Ramona (Black Panther). Wise, regal, and deeply respected.
Cercei Lannister (Game of Thrones). A darker take, but still a commanding presence.

Brands that embody the Queen

Oprah Winfrey Network (OWN). Thought leadership, empowerment, and cultural influence.
Chanel. Luxury, exclusivity, and timeless authority.
Beyoncé’s Ivy Park. Bold, self-empowered, high-status branding.

Storytelling tactics for the Queen

Use legacy storytelling. Share your brand’s journey, milestones, and values.
Position your brand as the expert. Thought-leadership content, masterclasses, and bold statements.
Create VIP experiences. Exclusive memberships, premium products, behind-the-scenes content.
Visual storytelling with prestige. Luxurious photography, polished branding, deep colors (gold, purple, black).

A Queen doesn’t follow the crowd; she makes the rules. Her branding doesn’t just look luxurious. It commands attention, builds legacy, and never fades into the background.

The Rebel: disrupting the norm and redefining the rules

Katniss Everdeen: bold, fearless, and a rebel.

The Rebel doesn’t play by the rules, she rewrites them. The Rebel archetype is bold, fearless, and unapologetically disruptive. She thrives on challenging authority, shaking up industries, and questioning the status quo.

The Rebel in stories

Katniss Everdeen (The Hunger Games). Breaking oppressive systems, leading a movement.
Harley Quinn (DC Universe). Chaotic but deeply independent.
Erin Brockovich (based on a true story). Taking on corruption with grit and fire.

Brands that embody the Rebel

Billie Razors. Smashing beauty norms with real, unfiltered marketing.
Fenty Beauty. Redefining the beauty industry with inclusivity and authenticity.
Thinx (period underwear). Dismantling period stigma with bold, honest campaigns.

Storytelling tactics for the Rebel

Challenge industry norms in your content. “Why (industry standard) is outdated” articles.
Use bold, unfiltered brand messaging. Strong, provocative statements (e.g., “Periods aren’t gross. Society’s view of them is.” Or, one that applies to me personally, “Fat women are fabulous.”)
Leverage storytelling through activism. Showcase real stories of people whose lives your brand is changing.
Visual storytelling with an edge. High-contrast imagery, rebellious color palettes (black, red, neon blue), graffiti-inspired fonts.

The Creator: innovation, imagination, and artistic vision

Josephine “Jo” Bhaer (née March), the second oldest March sister and the protagonist of Little women, epitomizes the Creator archetype.

The Creator doesn’t just think outside the box, she redesigns it. The archetype is driven by originality, artistic expression, and visionary ideas. She is constantly innovating and turning dreams into reality.

The Creator in stories

Jo March (Little Women). A writer who follows her artistic calling.
Frida Kahlo (historical icon). Fearlessly creative, expressing personal stories through art.
Aminata Diallo (The Book of Negroes/Someone Knows My Name). Reclaims her own narrative in the face of immense hardship. She writes, records, and shapes history by transforming personal and collective memory into powerful storytelling.

Brands that embody the Creator

Glossier. Community-driven beauty branding, content-rich storytelling.
LEGO Ideas. Encouraging users to be co-creators.
Marie Forleo. Blending creativity with business innovation.

Storytelling tactics for the Creator

Share the creative process. Behind-the-scenes content, raw ideas, “work-in-progress” stories.
Encourage audience co-creation. User-generated content (UGC), interactive campaigns.
Use playful, emotionally engaging narratives. Artistic visuals, handwritten notes, sketches, mood boards.
Experiment with storytelling formats. Video diaries, personal vlogs, unstructured social content.

The Healer: nurturing, empathy, and deep connection

Cheryl Strayed personifies the Healer archetype, both as a person and as a character. Photo by Joni Kabana.

The Healer doesn’t sell. She soothes. Instead of being (just) about the product, the Healer brand is about restoration, trust, and deep emotional connection. She is the safe space her audience turns to, creating a world where people feel seen, supported, and nurtured.

The Healer in Stories

Moana (Moana). Guided by intuition, deeply connected to nature.
Cheryl Strayed (Wild). Healing through personal journeys.
Clare Abshire (The Time Traveler’s Wife). Quiet strength, devotion, and ability to heal through presence rather than force.

Brands that embody the Healer

Dove. Empowering self-love narratives with real beauty campaigns.
Headspace (my mindfulness and meditation app of choice for years. No affiliate marketing here!). Mindfulness-driven marketing, trusted well-being guide.
TOMS Shoes. Mission-driven storytelling, social good initiatives.

Storytelling tactics for the Healer

Use empathy-driven storytelling. Real customer stories of transformation, healing, or change.
Write in a gentle, comforting tone. Copywriting that sounds like a reassuring friend.
Build community through shared narratives. Safe spaces, customer testimonials, heartfelt engagement.
Incorporate warm, earthy visual storytelling. Soft colors (pastels, greens, blues), nature-inspired branding.

How to find your brand’s archetype (a practical mini-guide)

Your brand already has an identity. The question is, have you fully stepped into it?

Step 1. Look inward
- What drives you? Are you here to lead, challenge, create, or heal?
Step 2. Listen to the people drawn to your story
- What do your customers resonate with?
- What emotions do they connect with?
Step 3. Embody your power
Let your brand step into its role with storytelling that aligns with its true voice:
- The Queen: Lead with legacy and unshakable authority..
- The Rebel: Challenge norms, create controversy, and push boundaries.
- The Creator: Craft worlds, invite participation, and innovate.
- The Healer: Build trust, restore, and nurture community.

The future of feminine brand narratives

In today’s branding landscape women don’t (just) buy products. They buy into identities. Brands that embrace depth, complexity, and bold storytelling will be the ones that stand out, resonate, and create movements. Brands can also continue to transmute and re-create the archetypes as they have been and are.

So, which archetype feels most like your brand? Does it align with what you want your brand’s archetype to embody? Tell me! Drop a comment or tag me on LinkedIn.

Image copyrights (from left to right, top to bottom):
Lena Headey in Game of Thrones (2011), The Winds of Water, HBO, IMDb
Margot Robbie in Birds of Prey: And the Fantabulous Emancipation of One Harley Quinn (2020), IMDb
Frida on Bench, fridakahlo.org
Reese Witherspoon in Wild (2014). Photo by Anne Marie Fox. Fox Searchlight, IMDb
OWN – Oprah Winfrey Network, oprah.com
Jennifer Lawrence in Hunger Games (2012). Lionsgate, IMDb
The Vintage Classics UK cover of Little Women, from staybookish.com
Cheryl Strayed. Photo by Joni Kabana, cherylstrayed.com

Branding like a Queen. What powerful female archetypes can teach us about marketing

The power of archetypes in branding

The four power archetypes & how they shape brand identity