All tools & courses have been created by Sarah Lambley FCIM, a Chartered Marketer with 26 years experience.
All tools & courses have been created by Sarah Lambley FCIM, a Chartered Marketer with 26 years experience.
You can't afford to ignore your Brand DNA
A study* of 13,000 brands found that the ones with a clear, consistent identity were worth almost twice as much as the ones that weren't sure what they stood for. You don't need more content, you need to know who you are.
Source: Young & Rubicam BrandAsset Valuator (BAV) study cited in 'The Hero & The Outlaw', Mark & Pearson (2001).
Get Started Now with the Brand DNA Test
Research suggests that 95% of purchasing decisions are made subconsciously
NOT based on your price.
NOT based on your product description.
But based on how your brand makes someone feel before they've read a single word.
Your Brand DNA (or archetype) is the reason your brand feels a certain way.
I'm Sarah Lambley, Chartered Marketer.
I've created the tools below based on my 26 years as a marketer and my experience building a £300m brand.
FAQs
Who is Sarah Lambley?
Sarah is a Chartered Marketer and Fellow of the Chartered Institue of Marketing. She has 26 years experience building brands. She was Global Brand Director for GHD and built that brand to be worth £300m.
Sarah has been running her own successful brand and marketing consultancy since 2020 working with SMEs to improve their marketing by taking on projects, or training their teams to be better at marketing.
In 2022, Sarah launched her SME Marketing Academy to start training marketers and small business owners.
What is the difference between the courses?
Know Your Brand In A Day ($27) is a mini course designed to help people get brand clarity quickly. It takes you through Sarah's archetypes methodology, how to write a proposition and gives you a way to 'try on' identities so you pick the right one for your brand. The goal of this course is to get you up and running with your brand straight away.
Make Me A Marketer ($149) is a full course covering ALL the marketing fundamentals including Segmentation, Targeting & Positioning. It also incorporates all the material from the Know Your Brand In A Day course. This course is for anyone who thinks they may have some gaps in their marketing knowledge. Small business owners and marketers have been enrolling on this course since 2022.
Which course should I do?
Make Me a Marketer is great for people who are serious about upskilling in marketing. It teaches the fundamentals, from the beginning. If you're only interested in exploring brand development and creation, the Know Your Brand In A Day course might be a better fit.
What's in the Brand Guidelines Template Bundle?
A fully completed set of brand guidelines so you know what good looks like, a set of instructions and a Canva Template for you to create your own.
If you purchase either of the courses the Brand Guidelines Template & example are included.
I don't know which blueprint or AI Kit to buy, how do I find my archetype?
If you use the free tool (see link above) — it takes a few minutes and gives you your result straight away.
What if I don't agree with the results the Brand DNA Test gave me?
That's completely fine — and actually a useful signal. Read through the description for the archetype you got and notice what resonates and what doesn't. You may find it helpful to do my 'Know Your Brand In a Day Course' so that you can review all 12 archetypes to get to the right one for you.
The Brand DNA Test gave me two results - which blueprint should I buy?
Both, if you can. Many strong brands draw from two archetypes rather than one. If you want to start with just one, go with whichever result felt most like a recognition rather than a surprise. That gut response is usually the right one.
What if I want access to all the guides?
All 12 Brand Blueprints are available as part of the Know Your Brand In a Day course currently priced at $27. This is a good option if you're still exploring which archetype fits, or if you want to understand the full landscape of brand identities.
Won't I feel restricted / limited if I have to stick to one archetype?
Not at all — and this is one of the most common misconceptions about archetypes. Your archetype is a foundation, not a cage. It gives you a starting point and a set of guardrails, but within those guardrails there is enormous creative freedom.
What's in the AI Kit?
The AI Kit is bespoke to your brand archetype. You choose the most relevant one based on your DNA Test results.
The AI Kit is designed to ensure your content is being produced with your brand's unique tone of voice, to avoid the pitfall of generic AI slop.
Inside the kit you'll find a full set of instructions and a partially completed template, pre-populated with your DNA Test results. You will just need to complete the remaining sections before you upload it to your preferred AI Tool.
The Kit should work with your preferred AI tool, but Sarah recommends Claude. It will work with the free tier, but please note that Sarah Lambley is not affiliated with Anthropic (Claude) in any way.