How to Write a Personal Brand Statement That Actually Sounds Like You
Let’s be real - if youve been googling looking for “personal brand statements” and examples… i’m sure most of the brand statements you’re finding sound incredibly boring. Boring as in, they don’t stand out, they don’t capture attention, and they probably dont sound very human.
“I help X do Y so they can Z” isn’t bad—but it’s not necessarily you. It’s not your frequency, your energy, or the archetypal role your brand plays in people’s lives.
Your personal brand isn’t just what you do. It’s how you move. It’s the vibe you bring into every room, screen, and way you show up and share on social media.
So let’s throw out the templates for a sec and talk about how to craft a personal brand statement that feels like yours.
What Is a Personal Brand Statement?
A personal brand statement is a short, powerful phrase that helps people instantly understand who you are, what you’re about, and why they should care.
It’s your essence in one sentence.
But here’s where most people get stuck: they try to sound “professional” instead of iconic. They try to check boxes instead of claim their POWER.
Your personal brand statement should be:
rooted in your archetypal energy
clear about your impact
magnetic to the people who are already searching for you
And it should feel like a truth you’ve known forever.
Start With Your Archetype
Most people try to write a brand statement before they understand the deeper energy behind their brand.
But if you know your archetype, you already know how your audience feels when they find you. That’s your edge.
Here’s how to think about it:
🔮 Your archetype = your brand’s soul role.
Are you here to inspire? Disrupt? Heal? Lead? Create?
Your personal brand statement is just the words for what your energy already communicates.
Personal Brand Statement Prompts (By Archetype)
Here’s a vibe check + phrase starter for each of the 12 brand archetypes. Use these to guide your own statement or plug into bios, websites, and intros.
👑 The Ruler
You hold big vision. You lead movements, communities, or systems. You help others rise by claiming structure, excellence, and legacy.
Examples:
“I help artists and witches take themselves seriously—so the world does too.”
“I support BIPOC spiritual leaders in building platforms that reflect their authority.”
“I design ceremonial experiences that position my clients as cultural leaders.”
💞 The Lover
You magnetize. You help people open their hearts, fall in love with life (and themselves), and access beauty, sensuality, and connection.
Examples:
“I help people reconnect with their bodies through sensual movement and ritual.”
“I create art that softens the world and invites people into tenderness.”
“Through tarot and intimacy coaching, I help my clients feel worthy of deep love.”
🎭 The Jester
You bring levity, rebellion, and truth through humor and chaos. You say what others won’t—with wit, guts, and sparkly irreverence.
Examples:
“I use memes and satire to call out spiritual bypassing and toxic coaching culture.”
“I help clients reframe their biggest fears through laughter and storytelling.”
“I create chaotic-good content that makes witches feel seen and unhinged (in a good way).”
🛡 The Hero
You’re here to uplift, inspire, and challenge. You help people overcome their inner and outer battles and believe in their capacity to change.
Examples:
“I coach queer teens in finding their voice and owning their power.”
“Through fitness and energy work, I help people feel strong in body and soul.”
“My art tells stories of survival, grit, and rising again.”
📚 The Sage
You are a keeper of truth. People trust you for your grounded insight, your clarity, and your ability to help them understand themselves and the world.
Examples:
“I write about ancestral wisdom and decolonial spiritual practice.”
“I offer astrology readings that empower you to move with alignment and self-trust.”
“I lead community classes on healing, grief, and meaning-making.”
🧶 The Creator
You make beauty. You birth what didn’t exist before. You help people see the world (or themselves) differently through your creative expression.
Examples:
“I create one-of-a-kind ritual objects that carry deep symbolic power.”
“My digital art blends mythology and mysticism to help people reconnect with magic.”
“I help people write the books they’re afraid to begin.”
🤝 The Friend (formerly Everyman)
You make people feel safe, seen, and welcome. You’re the bridge, the space-holder, the one who reminds folks they’re not alone.
Examples:
“I build witchy online spaces where people can show up as themselves.”
“I help neurodivergent business owners feel less alone in their marketing journey.”
“My YouTube channel is a cozy corner for folks figuring it out in public.”
🩺 The Caregiver
You serve with tenderness. Your presence heals. You offer practical and emotional support in a way that creates deep trust and transformation.
Examples:
“I support survivors of narcissistic abuse in rebuilding self-trust through tarot and energy healing.”
“I’m a birthworker who helps families feel safe, informed, and held through big transitions.”
“I guide burnout recovery journeys for service-based business owners.”
🐉 The Outlaw
You burn it down. You expose the fake, the unjust, the oppressive—and help people create new systems or identities in their place.
Examples:
“I support witches deconstructing white supremacy in their spiritual practices.”
“I help artists break up with perfectionism and reclaim their voice.”
“My readings call out your inner saboteur and get you back into alignment.”
🌈 The Innocent
You bring light, clarity, hope. You remind people of what’s possible, and help them return to simplicity, truth, and wonder.
Examples:
“I create soft, affirming content that helps anxious creatives believe in themselves again.”
“Through intuitive painting and color magic, I help people access joy and freedom.”
“I help people reconnect to their spiritual path after toxic religion.”
🔍 The Explorer
You guide people toward freedom. You help them try new things, follow their own compass, and trust the unknown.
Examples:
“I lead mystic hikes + guided journaling for folks craving deeper connection to nature and spirit.”
“I help ADHD creators find intuitive workflows that honor their brilliance.”
“I design retreats for artists who are ready to write their next chapter, literally and metaphorically.”
Personal Brand Statement Starters (That Don’t Sound Like Corporate Robot Talk)
Use these as launch points. Mix, match, and remix them to create a brand statement that feels channelled not copy-pasted.
Identity-Based Starters
For expressing who you are and the energetic essence you bring.
“I’m the kind of [healer/artist/creator] who…”
“Think of me as your [archetype] bestie meets [role].”
“I hold space for…”
“I bring [energy or archetype] to the [industry or practice] world.”
“I’m here to [verb] and [verb]—and I don’t do it quietly.”
“I’m not your typical [industry label]—I’m a [archetype/energy] in disguise.”
Transformation-Focused Starters
For describing the shift you facilitate.
“I help [people] move from [state] to [state].”
“My work exists at the intersection of [thing] and [thing].”
“If you’ve been [feeling or situation], I’m who you call when you’re ready to [result].”
“I create [tools/spaces/services] that help people [goal/result].”
“I guide [audience] through [process/ritual/change].”
Examples:
✨ “I guide creatives through rebirth and reinvention.”
✨ “If you’ve been doubting your magic, I help you remember your power.”
✨ “I create visual worlds that help people feel seen, safe, and sacred.”
Disruptor + Archetype Fusion Starters
Especially good for Outlaws, Jesters, and Rulers—or anyone who’s here to shake things up.
“I’m here to [verb] the way we [industry norm].”
“I don’t do [generic industry thing]—I do [your spin].”
“You’ve never met a [title] like me.”
“I help people unlearn [toxic thing] and reclaim [truth].”
“I’m what happens when [archetype] energy meets [cause/mission/community].”
Soul-Call Start Lines
Perfect for mystics, lovers, caregivers, sages.
“I serve the ones who…”
“I work with [identity] who are ready to…”
“This is for the [adjective] ones—the ones who…”
“I support [archetype-aligned folks] in…”
“My work is a love letter to the ones who…”
🪄 Tips for Crafting a Magical Statement
Here’s how to bring it all together:
Start with the vibe. What do people feel when they encounter you?
Add your gift. What do you help them do or become?
Make it true. You don’t need clever wordplay—you need clarity.
And most importantly?
It should sound like you. If it feels awkward to say out loud, it’s not the one.
My Personal Brand Statement?
I’m Captolia Eaton: brand oracle, marketing witch, archetypal strategist. I help spiritual entrepreneurs break through the noise and become unforgettable. Because when your brand reflects your frequency, the right people feel it before you even speak.
Ready to Discover Your Archetype?
If you’re not sure which one of the 12 archetypes you align with, take the quiz and let the energy show you.
