The Connector

Your brand creates emotional resonance through truth, story, and shared values. You help people feel safe, seen, and like they belong. Because they do.

What is a Connector?

You lead by building bridges. Your superpower is making people feel like they matter. You show up with heart, vulnerability, and warmth without trying to be perfect. Your honesty builds trust, and your values make people feel at home around your brand.

You’re not here to impress. You’re here to connect through truth and shared experience.

Matching Archetypes

  • Lover

  • Everyperson

  • Jester

Connector at a Glance

✔ Primary Motivation: Build trust and foster meaningful connection

✔ Brand Personality: Warm, grounded, empathetic

✔ Voice Style: Conversational, first person, emotionally honest

✔ Ideal For: Coaches, community leaders, value-driven brands

✔ Matching Archetypes: Lover, Everyperson, Jester

✔ Core Magnetism: Empathy, emotional truth, shared values, relational pull

  • Primary Goal

    Create connection through shared values and belonging

  • Superpower

    Relational trust and emotional honesty

  • Watch Outs

    Softening your message to please everyone

You’re in Good Company!

Glennon Doyle

Jennifer Garner

Issa Rae

airbnb

Humans of New York

Toms

Your Magnetism

  • Empathy

    You meet people where they are and make them feel seen

  • Relational Trust

    You build loyalty through connection, not perfection

  • Belonging

    You create a sense of shared identity through values and voice

  • Emotional Pull

    You make people feel seen, safe, and understood

What Your Audience Experiences

✔ Seen and understood

✔ Drawn in by shared beliefs

✔ Connected to your story

✔ Loyal because they trust you

✔ Like they’re part of something personal and real

Your voice style

  • Relational

  • Kind but clear

  • Honest and human

Messaging that works

  • Use first person voice

  • Share behind the scenes

  • Lead with stories, not stats

  • Let your values show

Want to live out your Connector brand? Start here:

  • Tell one story this week that shows your values

    Start with a moment that mattered to you. It doesn’t have to be big to be powerful.

  • Make your About page personal

    Write it like you’re speaking to a new friend, not pitching yourself.

  • Build in touchpoints that feel like conversation

    DMs, comments, behind the scenes emails. Connector brands shine when they talk with their audience, not at them.

  • Choose language that brings people in

    Try phrases like “you’re not alone,” “I believe,” or “we’re in this together.”

This is just one of five emotionally resonant Brand Roles we’ve uncovered.

Take the quiz to discover yours or explore the other roles to see what resonates.

Learn More About the Other Brand Roles