The Guide

Your brand creates trust through insight, structure, and steady support.

What is a Guide?

You lead with clarity. You know how to take complexity and turn it into calm. Guide brands feel safe, consistent, and reliable. You’re not here to wow people with flash. You’re here to offer a clear path forward with wisdom, structure, and quiet confidence.

You don’t need the spotlight. You make others feel ready, capable, and understood.

Matching Archetypes

  • Sage

  • Caregiver

Guide at a Glance

✔ Primary Motivation: Share knowledge and offer clarity

✔ Brand Personality: Insightful, thoughtful, calm

✔ Voice Style: Clear, grounded, practical

✔ Ideal For: Purpose driven service providers like consultants, therapists, coaches, lawyers, educators, and real estate pros who build trust by guiding others with clarity and care.

✔ Matching Archetypes: Sage, Caregiver

✔ Core Magnetism: Calm authority, structured thinking, deep listening, earned trust

  • Primary Goal

    To help others feel informed, supported, and empowered

  • Superpower

    Turning complexity into calm, offering actionable next steps

  • Watch Outs

    Over explaining or holding back bold opinions and expertise

You’re in Good Company!

Michelle Obama

Yoda

MasterClass

Duolingo

Google

TED

Your Magnetism

  • Calm Authority

    People feel more grounded just being around your voice or message

  • Genuine Support

    You lead with care, not ego

  • Clear Insight

    You break things down so people feel informed

  • Emotional Pull

    You inspire people to move with purpose

What Your Audience Experiences

✔ Heard and understood

✔ Supported without judgment

✔ Clear on what to do next

✔ Grateful for your calm confidence

✔ Ready to act because of your guidance

Your voice style

  • Calm and direct

  • Thoughtful, never rushed

  • Grounded in logic and empathy

Messaging that works

  • Use frameworks, insights, and small wins

  • Use simple, reassuring language that explains rather than overwhelms

  • Speak like a wise friend or coach

  • Use phrases like “You’re not alone” or “Here’s what to do next”

Want to live out your Guide brand? Start here:

  • Offer a clear step by step process

    Show your audience exactly how you help. Use frameworks, roadmaps, or a simple 1 2 3 breakdown

    Example: “Here’s how we work together: Clarify, Align, Implement”

  • Refine your About page to build trust

    Skip the fluff. Share your background, your method, and why people can count on you. Let your clarity shine.

  • Frame your services around support, not hype

    Use language like “by your side” or “here to help you navigate” instead of “crush your goals” or “scale fast.”

  • Create content that teaches and guides

    Whether it’s how tos, checklists, or explainer videos, Guides thrive when they’re showing the way with clarity and care.

  • Choose language that reassures

    Swap urgency with phrases like:

    “Here’s what to expect”

    “Let’s walk through this together”

    “Step by step support designed for you”

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