Voice Type

North Star. Voice of Accessibility. 

The North Star gently guides their audience and helps them get grounded. When someone is seeking gentle, compassionate guidance that meets them where they are and honors their needs, a North Star is what they’re after. You would never judge someone for their past mistakes or failures, and will help them push off from here in a safe, judgment-free space. The goal is to help your reader realize their divine purpose and achieve their potential in a way that feels right for them, regardless of whether anyone approves. The North Star is unlikely to talk about “6 figures in 6 months” and will instead emphasize freedom, abundance, peace and contentment. They nurture the inner child, and find joy in simple pleasures.

North Stars are excellent coaches, therapists and healers. 

When you’re panicking because you don’t know what to do, the North Star will take you by the hand and gently guide you to a place of calm and clarity. This awakens your ability to make the best choice with confidence and self-assurance, without worrying about what you’re “supposed” to do or what everyone else is doing.

When writing, speak from the heart. Embrace what is. This voice gives you a lot of freedom to be unique and explore the possibilities. You can create your own unique vocabulary for your audience. One shadow to be aware of: it’s easy to alienate your audience if you talk down to them or use jargon they may not understand. 

The North Star tends to use longer than average sentences, and you’re no different! (16-21 words per sentence). 

This is because long, flowy sentences feel more relaxed and calm, as they calmly draw you through an idea. This is a key aspect of the North Star voice, because of the gentle energy that comes through. Do you notice how you feel while reading these drawn-out sentences I am composing for you?

Short sentences imply urgency. They make the reader stop. Like this one. Feel that? Not your style.

The AI tools in the Appendix will help you see the rhythm of your sentences.

Tone Words to Keep in Mind

Appreciative Calm Compassionate Confident Consoling Deep-Feeling Dreamy Elevated Empathetic Encouraging Energetic Fanciful Fulfilled Gentle Grateful Harmonious Hopeful Intimate Introspective Meditative Non-Judgmental Passionate Patient Peaceful Philosophical Powerful Reassuring Reflective Relaxed Respectful Sincere Soothing Transformative 

North Star Examples: 

Ali Katz https://www.thealikatz.com/
Oprah Winfrey
Eckhart Tolle
Mastin Kipp https://mastinkipp.com/
Lincoln MKX 

Brand Archetype: Caregiver

The Caregiver archetype is compassionate, supportive, and comforting. Highly skilled at anticipating others’ needs and helping them feel safe and secure. People > Profit.

They give generously of themselves to help others feel supported and cared for.

Desire: To Protect and Nurture

Motto: In a world where you can be anything, be kind

Goal: To help others

Strategy: Do things for others without expecting anything in return

Shadow: Martyrdom and being exploited

Fear: Neglect, Instability, Ingratitude

Brand Experience for clients: Knowing you have their back. They can depend on you because you wouldn’t dream of letting them down.

Brand Culture: Nourishing, Supportive. If you have a team, you make sure they’re taken care of, and probably provide the best employee benefits you possibly can.

Brand Voice: Gentle, Kind, Empathetic

Caregiver Celebrities: Princess Diana, the Dalai Lama, Mother Theresa, Eleanor Roosevelt

Caregiver Brands: Johnson & Johnson, Pampers, Nordstrom, Southwest Airlines, Volvo

Remember, this isn’t about what you do, it’s how you do it. A doctor or a nurse may fit this archetype, but it shouldn’t be assumed. It’s all in your unique approach.

Your Unique Approach

Cherie and Christine will take you by the hand and be by your side every step of the way. They’ll never force you or tell you “you’re doing it wrong”. They’re proud, but not arrogant. They believe that anyone can build their dream business if they commit to it, and they’re here to be a soft, comforting place to fall when you inevitably run into difficulties and challenges in your business. 

When you feel paralyzed by the sheer volume of information online, Cherie and Christine will gently help you pinpoint your next step. If you’re struggling to set boundaries and feeling overwhelmed, they will make you a hot cup of tea and help you set priorities for what matters most. If you’re stuck in the “feast or famine” cycle, they’ll show you how to build a sustainable, thriving business- without making you feel even more overwhelmed than you already are.

VA Growth hub is built for everyday people. It’s a safe space where virtual assistants and other business owners can take a breath, build their confidence, and ask questions without judgment. Every interaction focuses on individual growth while respecting the unique journey of each client.

At its core, this brand is about connection and empowerment. It combines the professionalism of clear, actionable guidance with a playful, approachable tone that keeps things light and uplifting. The energy is soft and optimistic, never flashy or self-aggrandizing, but quietly confident and deeply supportive. Humour is used to deepen connection and help you through your challenges– never at anyone’s expense. Clients are gently guided, knowing they are seen, heard, and valued.

A peek behind the curtain

Usually, I can immediately pinpoint a brand archetype after the conversation. Not this time!! I waffled between Innocent and Caregiver. I briefly considered Entertainer/Jester because of Christine’s use of silliness, but that didn’t feel right. But when I looked deeper, it became obvious: Caregiver all the way. Silliness is usually associated with the Entertainer, but Christine isn’t using it to entertain the reader. She knows it calms her own anxiety, and uses it to make the reader feel safe. (Perhaps it helps her feel safe as well?) I spent some time thinking about the way we use humour in our daily lives. I had a lightbulb moment: humour is comforting. 

After an argument with my husband, and an attempt to resolve the issue, he’ll drop one of our inside jokes. And every muscle in my body unclenches. I know the fight is over and we’re okay. It’s part of Canadian culture; we use humour to lighten the mood and help everyone relax. It’s supportive, reassuring and lets everyone know we’re going to be just fine. It dovetails beautifully with your North Star voice and your Caregiver vibe.