How to Use Hubspot-Style Archetypes to Shape Your Brand

Understanding how Hubspot approaches brand archetypes can radically improve how you position your agency, speak to clients, and streamline your marketing decisions.

By mapping your brand to a clear archetype, you clarify your voice, values, and visual style, so every campaign tells the same unmistakable story.

What Are Brand Archetypes and Why Hubspot Popularized Them

Brand archetypes are recognizable personality patterns that help audiences quickly grasp who you are and what you stand for.

The source article from Hubspot’s agency blog explains how using these patterns makes it easier to create consistent content and campaigns.

Instead of reinventing your voice for every project, you anchor all messaging to one central personality.

Step 1: Review the 12 Core Archetypes Used by Hubspot

Before you choose your position, you need a quick overview of the most common archetypes discussed in the Hubspot article.

• The Innocent: Optimistic, simple, trustworthy.
• The Explorer: Adventurous, curious, independent.
• The Sage: Wise, analytical, expert-driven.
• The Hero: Courageous, determined, achievement-focused.
• The Outlaw: Disruptive, rebellious, rule-breaking.
• The Magician: Transformative, visionary, imaginative.
• The Regular Guy/Gal: Approachable, relatable, down to earth.
• The Lover: Passionate, emotional, relationship-driven.
• The Jester: Fun, playful, humor-first.
• The Caregiver: Supportive, nurturing, protective.
• The Creator: Innovative, design-led, expressive.
• The Ruler: Authoritative, organized, leadership-focused.

Each one carries distinct motivations, fears, tones, and visual cues, which the Hubspot source article outlines as cultural lenses for agencies and brands.

Step 2: Define Your Brand’s Core Motivation the Hubspot Way

Hubspot’s framework emphasizes motivation as the anchor of your archetype, because motivations guide behavior and content decisions.

Ask yourself these questions:

• What problem does your agency feel compelled to solve?
• What change do you want your clients to experience after working with you?
• What do you stand firmly for — and what do you clearly reject?

Then align the answers with an archetype:

• If you crave transformation, you might fit the Magician.
• If you fight chaos with structure, consider the Ruler.
• If you live to protect and support, you may be a Caregiver.

This is how the Hubspot approach turns a fuzzy brand idea into a focused personality.

Step 3: Choose One Primary Hubspot-Aligned Archetype

Resist the temptation to be everything at once. The Hubspot article stresses that clarity beats versatility when it comes to archetypes.

1. List your top three possible archetypes. Use your answers from the motivation exercise.
2. Score each archetype on a 1–5 scale for fit with your culture, leadership style, and ideal clients.
3. Pick one primary archetype and, at most, one subtle secondary archetype.

Document your final choice in a simple internal guide, including:

• Archetype name and short description.
• Main brand promise.
• Three traits you will always express.
• Three behaviors or tones you will avoid.

This mirrors how a Hubspot-style branding process would capture and codify your agency’s identity.

Step 4: Translate Your Archetype into Brand Voice

Once your archetype is set, you need to express it in your everyday language. Hubspot’s methodology recommends using concrete voice rules.

Hubspot-Inspired Voice Guidelines

For each archetype, define these elements:

• Vocabulary: Words you use often and words you never use.
• Sentence style: Short and punchy, or long and reflective.
• Tone boundaries: What is “on-brand” vs. “off-brand.”

Example: if your agency is a Hero archetype, your voice might be:

• Energetic and motivational.
• Action-oriented, using verbs like “win,” “conquer,” “achieve.”
• Confident but not arrogant.

Document these rules and share them with writers, designers, and account managers so your communication stays consistent, just as it would in a Hubspot-powered content operation.

Step 5: Design Visuals That Match Your Hubspot-Style Archetype

Archetypes are not only about language. The original Hubspot article highlights that archetypes should also shape your visual identity.

Map your archetype to visual choices:

• Color palette: Soft and calm for Caregivers, bold and saturated for Outlaws or Heroes.
• Typography: Clean and minimal for Sages, expressive or hand-drawn for Creators and Jesters.
• Imagery style: Real-life candid shots, polished studio scenes, or abstract concepts.

Create a simple style sheet that pairs your archetype with approved visual examples, then use it for social posts, slide decks, and landing pages.

Step 6: Apply Archetypes to Campaign Planning the Hubspot Way

To bring this to life, plan campaigns with archetypes as the decision filter, similar to how Hubspot recommends anchoring creative strategy.

Hubspot-Inspired Campaign Checklist

Before launching any campaign, review:

• Message: Does the core offer reflect your archetype’s promise?
• Story: Does the narrative fit your typical character, conflict, and resolution?
• Channel tactics: Are you showing up where your archetype would naturally appear?

For instance, a Jester archetype might lean on playful short videos and high-energy social content, while a Sage archetype might invest in detailed guides and research-driven resources.

Step 7: Align Your Team Using Hubspot-Style Playbooks

The Hubspot content emphasizes internal alignment. Archetypes only work if everyone on the team understands and uses them.

Create a brief internal playbook that includes:

• Your chosen archetype and what it means.
• Voice rules, sample phrases, and tone dos and don’ts.
• Visual guidelines with real examples.
• Sample campaigns that are clearly on-brand.

Host a workshop or training session to walk the team through this playbook, and revisit it quarterly as your brand evolves.

Step 8: Measure and Refine Like a Hubspot Power User

Finally, treat archetype work as an ongoing optimization cycle, similar to the way Hubspot encourages iterative marketing.

Track:

• Engagement on content that strongly reflects your archetype.
• Lead quality from campaigns tailored to your personality.
• Client feedback on how they perceive your brand.

Use these insights to fine-tune your messaging and visuals, while keeping your primary archetype stable for long-term recognition.

Next Steps for Implementing Hubspot-Style Archetypes

To deepen this work, study the full guidance from the original Hubspot archetypes article and adapt the examples to your agency’s niche, services, and client base.

If you want expert help operationalizing brand archetypes in your CRM, content, and automation stack, you can also explore consulting partners such as Consultevo to guide your next steps.

With a clearly chosen archetype, documented rules, and disciplined implementation, your brand will become as recognizable and consistent as the best Hubspot-powered marketing programs.