We think we’re making rational choices.

Oat milk. Trail shoes. Even those $118 leggings (yeah, you know the ones).

But most of the time, what we’re really signaling is identity.

And that same truth applies to your brand. Customers aren’t just buying what you do—they’re buying the role you play in their story.

In this episode of The Storyteller’s Edge, Ginger Zumaeta unpacks brand archetypes...the single biggest lever to make your message unforgettable.

Here’s what you’ll learn:
→ What brand archetypes are (and why your brain recognizes them instantly)

→ How to pick a single, primary archetype without overthinking it

→ The core human drives behind each archetype (freedom, safety, mastery, belonging, etc.)

→ How to use archetypes to stand out in crowded, look-alike categories

Quick breakdown of the 12 archetypes:

• Rebel — “Rules are made to be broken.” (change)

• Hero — “Where there’s a will, there’s a way.” (mastery)

• Magician — “Make the impossible possible.” (transformation)

• Creator — “Think differently; build it.” (innovation)

• Ruler — “Order brings results.” (control/predictability)

• Caregiver — “Protect. Nurture. Support.” (care/safety)

• Everyman — “I’ll do my part.” (belonging/helpfulness)

• Jester — “If it isn’t fun, you’re doing it wrong.” (joy)

• Lover — “Connection first.” (relationship/desire)

• Innocent — “The glass is half full.” (optimism)

• Sage — “The truth will set you free.” (insight)

• Explorer — “Take the road less traveled.” (freedom)

---

Storyteller’s Edge isn’t just a podcast—it’s also a newsletter.

Get the insights delivered weekly to your inbox. Same sharp takes, fresh frameworks, (GPT prompts) zero fluff. Subscribe at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.motive3.com/newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠

Want to work with us contact us at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.motive3.com/contact-us ⁠⁠⁠⁠⁠⁠⁠⁠⁠

Connect with Ginger: LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@gingerzumaeta⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

----

Subscribe and Review

If this episode gave you clarity, sparked an idea, or made you rethink your message, don’t keep it to yourself.

Hit subscribe and drop us a review!

It helps more founders, execs, and brand leaders find the tools to make their messaging impossible to ignore.

Thanks for listening to The Storyteller's Edge.