Build Your Brand.

Marketing tools to grow your business

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.

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.

START HERE - IT'S FREE

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Discover Your Brand DNA in minutes with my free test

FOR NEW & EXISTING BRANDS - whether you're just getting started or sense checking your progress
FOR PERSONAL OR BUSINESS BRANDS - whether you're a content creator, starting an Etsy shop, selling coaching services or something completely different
ANSWER A FEW QUESTIONS - the tool will read between the lines and give you an instant answer about your core brand identity.
26 YEARS' OF BRAND BUILDING - captured in one tool, the methodology is based on building a £300m brand
BASED ON PSYCHOLOGY - this 5 minute shortcut will get you to a place where your brandd world is consistent across everything you do

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Brand DNA Blueprints

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Turn your DNA into a feeling and a world your brand can live in

YOUR CORE BRAND TRUTHS - motto, goal, human desire, values and behaviours
CHARACTERISTICS - that make this archetype compelling to customers
SHADOW SIDE - what to watch out for and how to avoid it
HOW TO SHOW UP - adapt to give your own brand a unique identity
COLOUR PALETTE - inspiration with hex codes and rationale
TYPOGRAPHY - recommendations for headings, body and accent
IMAGERY DIRECTION - with Canva and Unsplash search terms
EXAMPLES - Real brand and public figures
INDUSTRIES - where this archetype works
EXPERT NOTE - how to stand out, straight from 26 years of doing this.

Choose Your Blueprint

Know Your Brand $27

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Teaches the same techniques I used to build a £300m brand

THE THEORY - the psychology behind brand DNA (based on archetypes) and why this works well for brands.
ELEVATOR PITCH - a tried tested exercise to make sure you've nailed your proposition & pitch.
MEET ALL 12 ARCHETYPES - a deep-dive into each one, with real brand examples.
FINDING YOURS - a guided process for identifying your archetype and applying it to your brand strategy.
12 BRAND BLUEPRINTS - packed with vocabulary, visual cues, and content ideas.
LIFETIME ACCESS - come back whenever you need a reset or a reminder
23 VIDEOS - guiding you through the whole process

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AI Briefing Toolkit

Coming Soon

Onboard your AI once, and you've got a brand assistant for life.

BASED ON 26 YEARS OF REAL BRAND EXPERIENCE - the same briefing process I've used for over two decades on global, multi-million pound brands — now built to brief AI instead of a team
THE BRAND DNA FRAMEWORK - the psychology behind brand archetypes and why they make Claude's output sound like you, not generic AI.
YOUR ARCHETYPE'S BRIEFING TEMPLATE - a prepopulated document built around your specific archetype's voice, motto and imagery.
STEP-BY-STEP HOW-TO GUIDE - walks you through every section so you know exactly what to fill in and why plus a short guided video walkthrough
TWO WORKED EXAMPLES - real completed briefs (one product/service business, one personal brand) to model yours on.
STOP RE-EXPLAINING YOURSELF - no more re-typing the same context every single time you open a chat; brief it once and it remembers.
SHOW UP ON-BRAND, EVERYWHERE - once briefed, your AI writes like you on Instagram, email, or a sales page — no more rewriting drafts to "sound more like me.

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

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FAQs on Brand & Archetypes

What are brand archetypes?
- Brand archetypes (or your Brand DNA) are a set of 12 universal character types that describe the personality, values and emotional identity of a brand. They come from the work of psychologist Carl Jung
How will knowing my archetype help me?
- Your archetype (brand DNA) gives you a reason for every brand decision you make. Instead of choosing colours because they look nice or picking fonts because a template suggested them, you're building from something that reflects who you actually are.
- Research suggests that 95% of purchasing decisions are made subconsciously — before a customer has read your prices, checked your reviews or consciously decided anything. They feel your brand before they think about it. Knowing your archetype means you can shape that feeling deliberately and consistently, across everything you do.
What is my brand archetype?
- 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 would find it helpful to do my 'Know Your Brand In a Day Course' (see link above) 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 (see link above). 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.
How do you know so much about archetypes?
- I'm Sarah Lambley — a Chartered Marketer with 26 years of experience, including a decade working on global brands where archetypes were central to brand strategy. I've used this framework with businesses at every stage, from early-stage founders to established companies, and I've seen first-hand what happens when a brand gets clear on its identity and what happens when it doesn't.