Your Brand DNA Blueprint
Strategy and visuals for your brand. One document. Instant download.
Built on the Brand DNA method Sarah used to help build a £300m brand.
3 simple steps
How it works
- Take the free Brand DNA TestIt takes around 5 minutes.
- See your resultFind out which of the 12 Brand DNA types your brand is.
- Get the Blueprint for your resultDownload it straight away and start building your brand.
Free · Takes around 5 minutes · Then get the Blueprint for your result
"For $10, you can shortcut your way to a brand that lands with impact and helps you make more money. It's the same method I used to help build a £300m brand."
Sarah Lambley · Chartered Marketer, FCIM
Already know your Brand DNA?
Choose your Blueprint
Tap your Brand DNA above to get your Blueprint.
You're a Caregiver brand
The Caregiver: puts people first, every time
Your brand puts people first, every single time. You nurture, support, and look after the people who matter, and they feel it. People are loyal to you because you genuinely care, and it shows.
You're a Citizen brand
The Citizen: makes everyone feel they belong
Your brand is for everyone. No pretence, no ego, just real value for real people. You make people feel like they belong, not like they need to impress anyone. People trust you because you're honest, reliable, and down to earth.
You're a Creator brand
The Creator: turns ideas into something new
Your brand exists to make something new. You turn ideas into reality and help others do the same. People are drawn to you because you give them permission to imagine something better, and then build it.
You're a Explorer brand
The Explorer: encourages freedom, discovery & new paths
Your brand is for people who never want to stand still. You push boundaries, try new things, and inspire others to do the same. People follow you because you make them feel like the world is full of possibility.
You're a Hero brand
The Hero: gets the job done, whatever it takes
Your brand shows up and gets the job done, no matter what. You help people overcome real challenges and come out stronger on the other side. People trust you because you don't make excuses. You deliver.
You're a Innocent brand
The Innocent: keeps things simple, honest & optimistic
Your brand stands for simplicity, goodness, and doing things the right way. You make people feel safe, calm, and like everything is going to be okay. People trust you because you're honest, straightforward, and exactly what you say you are.
You're a Jester brand
The Jester: brings fun & lightness
Your brand makes people smile, and that's no small thing. You bring lightness, fun, and a bit of mischief to everything you do. People love you because life's too short to take everything seriously, and you remind them of that.
You're a Lover brand
The Lover: creates connection, beauty & feeling special
Your brand is all about connection, beauty, and making people feel special. You create experiences that people don't just buy, they treasure. People choose you because you make them feel seen, valued, and worth it.
You're a Magician brand
The Magician: makes the impossible happen
Your brand makes things happen that people didn't think were possible. You take people from where they are to where they want to be, and make it look effortless. People are drawn to you because you see what others can't.
You're a Outlaw brand
The Outlaw: challenges how things are done
Your brand challenges the way things have always been done. You're not afraid to say what others won't, and your customers love you for it. People choose you because they're done playing by rules that don't work for them.
You're a Ruler brand
The Ruler: leads with authority & high standards
Your brand means business. You set the standard, lead with confidence, and make people feel like they're in safe hands. People choose you when they want the best, and they know the best when they see it.
You're a Sage brand
The Sage: builds trust based on knowledge & truth
Your brand is built on knowledge and truth. You help people understand their world more clearly so they can make smarter decisions. People come to you because they trust you to give them the real picture. No fluff, no spin.
Instant download · Secure checkout · Created by a Chartered Marketer
Not sure? Take the free test
Why it matters
Why you can't ignore your Brand DNA
95%of buying decisions are made without thinking*
- Not based on your price
- Not based on your product description
They're based on how your brand makes someone feel, before they've read a single word.
Your Brand DNA is the reason your brand feels a certain way. Your Blueprint is the shortcut to making sure it feels right, every time, across everything you do.
*Research suggests around 95% of purchasing decisions are made subconsciously.
Strategy and visuals in one document
What's in your Blueprint
- Your core brand truths: your motto, goal, human desire, values and behaviours
- What makes your Brand DNA appealing: the traits that draw customers to you
- The shadow side: what to watch out for, and how to avoid it
- The different versions: how your Brand DNA shows up in its subtypes
- Colour palette ideas: with hex codes and the reasons behind them
- Font suggestions: for headings, body text and accents
- Image direction: with Canva and Unsplash search terms to use
- Real brand examples: brands and public figures showing your Brand DNA at its best
- Industries: where your Brand DNA works well
- Sarah's expert note: on how to stand out
Who it's for
Built for small brands
- For new and small business owners, and anyone starting something new on Instagram, like content creators and personal brands
- For getting your brand right without spending thousands on an agency
- Whether you're starting from scratch, or you've been going a while and something doesn't feel right
- If you've changed your logo, your colours or your tone of voice and still felt unsure, this is where to start
- No marketing knowledge needed. If you've done the free test, you have everything you need
Two strong results?
Get both Blueprints
For brands that are a combination of 2 archetypes
Many strong brands draw from two. If your test gave you two results, get both Blueprints if you can, and use the parts that feel most true. If you'd rather choose one, pick the result that felt most like a recognition, rather than a surprise.
Ready to start?
Your Blueprint for $10
Find your Brand DNA, then get your Blueprint
Find my Brand DNA — free testWho created it
Meet Sarah
Sarah Lambley
FCIM · Chartered Marketer · 26 years
Sarah spent seven years growing GHD into a £300 million brand, and spent a decade on global brands where Brand DNA was central. For the last six years she has used the same method with hundreds of small businesses.
- Created by a Chartered Marketer
- Based on 26 years' experience building brands
- The same method used to build a £300m brand
What does "Chartered Marketer" mean?
It isn't a one-off exam you pass once and keep forever. To earn it, you need real marketing experience, two years in a row of ongoing professional training, and a formal assessment by the Chartered Institute of Marketing.
To keep it, Chartered Marketers must do 35 hours of professional training every single year. It's required, not optional.
Fellow (FCIM) is the Institute's highest grade. It's for senior marketers with at least 10 to 15 years of senior strategy experience (Sarah has 26), usually at director, board or consultant level.
Everyone claims to be an expert. Few can prove it. This is proof.
Still wondering?
FAQs
What is Brand DNA?
Brand DNA (also called brand archetypes) is based on 12 universal character types, first described by psychologist Carl Jung. Think of it as your brand's personality at its most basic level. It shapes how your brand talks, looks and makes people feel. Once you know yours, every decision, from your colours to your captions, becomes clearer and more consistent.
What if I don't know my Brand DNA?
Take the free Brand DNA Test first. It takes around 5 minutes and gives you an instant result. Then come back and choose the Blueprint that matches.
How do I get it after I buy?
Straight away. You receive a download link as soon as you've checked out, so you can start the same day.
Do I need any training first?
No. You don't need any marketing knowledge. The first part of your Blueprint explains your Brand DNA before the practical sections. If you've done the test and got your result, you have everything you need.
My test gave me two results. Which should I buy?
Both, if you can. Many strong brands draw from two, so explore both and use the parts that feel most true. If you choose one, pick the result that felt most like a recognition, rather than a surprise.
What if I don't agree with my result?
That's fine, and it's actually useful to know. Read the description and notice what feels right. If you want to look at all 12 properly, the Know Your Brand In A Day course takes you through them.
Won't one Brand DNA feel limiting?
Not at all. Your Brand DNA is a foundation, not a cage. A sports brand and a cancer charity can both be Hero brands, and look completely different. That's why your Blueprint includes the different versions of your Brand DNA.
Can I get all 12 Blueprints?
Yes. All 12 come with the Know Your Brand In A Day course. It's a good fit if you're still exploring, or you work with clients.
Is there any evidence this works?
Yes. A Young & Rubicam study of 13,000 brands in 33 countries found that brands with a strong, consistent identity like this grew their market value 97% more than brands that were confused or inconsistent. It's covered in the book The Hero and the Outlaw (2001) by Margaret Mark and Carol S. Pearson.
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