 Imagine if marketing can feel truly authentic to you. Imagine that you could do marketing in a way that fits who you are and is welcomed by the world. So in this interview, I have a guest, her name is Maria Arradondo and she is an expert with a method called branding branding for archetypes. And I'm excited to have her share with you how it can help people like us who want to achieve success without selling our soul, how to do that by understanding ourselves better and therefore aligning our marketing strategies better with who we really are. So before I bring her on, let me just read you her bio and then we get going from there. So Maria is a coach who specializes in authentic transitions. She mostly works with heart center entrepreneurs who are tired of fitting in the mainstream success model and feel that there must be a better way. Maria guides them to find their truth so that they can take a new direction that is more fulfilling and better aligned with their deeper self and their soul's success or the soul's desires. She also helps them find their own voice and path in marketing through her branding with archetypes process. Maria, great to have you here, thanks for doing this. Thank you George for the invitation. Yeah, so where should we start? I mean, you have this process that I think is fascinating and I've had some of my own clients work with you on it and they found it very helpful. But maybe you can start with kind of why this is needed especially now and yeah, go ahead. Yeah, thank you, great questions. Well, this all started when I became a coach seven or eight years ago and it started with an observation that a lot of my peers, a lot of coaches with whom I was training loved the coaching, loved being able to help people but none of them really liked marketing and every time I talked with them about marketing or business, they would just hide under a table like, oh, I hate to do this and you know, I'm not good at this. Oh, I just can't stand marketing. So I actually happened to love marketing even then and I love it even more now but what, so that's how it started. It started with this observation and also the observation that there's something wrong with marketing or the perception that people have around marketing and business also. And I think what's going on is that people have this experience of big companies of people trying to sell them things all the time and they think they have to do the same. They have to have a voice like some big brand or some big name in their industry and they don't want to feel salesy. These people who have already started the journey of self-discovery through coaching, therapy, whatever have already a level of awareness that makes them different from many and that's the difference. Like they are more sensitive to what's fake and what's inauthentic than many. So this doesn't mean that they know how to do it differently. It only means that they are sensitive to it. So what I have noticed with time and experience is that there's a lot of people out there also in the marketing space that say, I'm going to show you how. I'm going to show you how to be successful how to make six, seven figures, eight figures, whatever and people try because they want to learn and we are very eager to learn. So they try and it doesn't work. And then it's like, but I'm doing everything right. Or they think they're doing everything right. So I've done the same, by the way, I've hired multiple finger coaches to help me with how to be successful, how to make six figures and everything because I know what I'm talking about here. So over time I also realized that it's not so much about the doing. So you can learn how to do something. The real difference is the being who you are. And then once you understand who you really are, then you can maybe apply the success formula that somebody else has, but it really starts within. So I've been very, very curious and very attuned to authenticity and what makes one unique. And when I discovered this process a couple of years ago and I trained and certified in this, it was really life-changing for me. There was something that finally helped me put words into who I am, not just as a person, but also as a brand, like as a business. Yeah, so that was the answer. Wow, so I would love to go explore this branding with archetypes idea with the audience here as much as we are able to in this short interview. So give people an idea of what they can expect when they, is it a kind of a test that they take or an assessment? How does that work? Okay, so I think the first thing I want to say about this process is what branding is, or at least what branding is for me. Because we often think about branding like it's your fonts and your colors on your website and your logo, there's a lot of effort put into creating logos and everything. But for me, what branding is, it's really the creation of an experience. Like when people come in contact with you or with me, they have an experience of me or an experience of you. Yeah. But then when we try to expand our reach through social media, through writing, through videos, or maybe not so much videos, but still, a lot of our essence gets lost in translation in a way. It's like it's that who we are, like our essence is not, might be diffused. And also because we're trying to be like somebody who's already successful and we're trying to copy their voice. So what this does is that it sounds fake and not necessarily fake, but it sounds, so the person creating that message or sharing that message is not, yeah, doesn't feel really like it's me or it's you, right? It's like it doesn't feel really authentic. So by understanding what makes you unique, by understanding what makes your personality unique or how you stand out, then you can make the unconscious conscious. So you can use it intentionally. So this is what gets, this is what is highlighted through this process. And it starts with an assessment. So it's an assessment you take. It's a free assessment that I share with the people who are interested. And at the end of the assessment, you discover what your signature archetype is and then you're influencing archetype. So archetypes have been in this world forever and ever. So, but there's, they're present in tales and they're present in stories of all kinds. And they are really like, not models, but there's ways to understand people, things, stories. So it's like, you can really find all these assessment, what it does, it helps you understand which two are most dominantly present in you. That's great. And give us an idea of what some of those archetypes are, if it's possible to do that in this kind of situation. Yes. So I work with 12 archetypes. I work with a set of cards actually. I'm just going to show you what it looks like. So it's a card like this that has a lot of information on it. The idea of understanding what your primary archetypes are, at least in the way that I work with them, is to understand that each archetype has a way also to connect with people. So each archetype has a spiritual contract like a life purpose or a purpose, but there's also a universe that is created when you really embody this archetype. And this is what I help my clients do when they discover their archetype is like, what? First of all, how can you embody? What makes your archetype unique? And how does it show? How does it show in the presence that you're creating, in the universe you're creating? Just like when you enter a house, your house is not going to look like my house because we're different. So it's like, how can you invite people to enter your house so that it feels like your house? Not somebody else's house. So we also work with the brand Soul, which is really, again, back to this metaphor of a universe, like what makes, what creates this universe? Then I also help my clients understand the strengths that each archetype has, and also their type. And then we dive into how can they use this very specifically in their business, through words, through images, through everything that can be tangible. So it really expresses their soul in a way, or their business's personality. And then what I find even more fascinating and what my clients love also is how that universe that they are creating will resonate with a very specific set of people. And we also speak about that when we go through the process because each archetype attracts, and yeah, people who are looking for something specific. And when you know what this is, then it's much easier to communicate with people, because you know what they're looking for. And you feel also, usually what happens is that people, my clients feel very validated. It's like, oh, I never thought that this was important or useful. It's like, oh, and now I see it. I see how this might be useful and how my people will value this and how I can use this to talk about my work. So the right people come to me. Yeah, that's great. Recently, I have started talking about this concept of energy signature. I don't know how I came across it. I'm sure I heard about it somewhere, but I started using that term. I don't even know. Maybe the other people are using the term differently, but I'm talking about how we have this energy signature where it just resonates with somebody else who has a similar energy signature or something that's meant to be there. And no matter if we make mistakes or anything that we do, the energy signature is still there and it still attracts the kind of people who would find that interesting. But anyway, it sounds a little bit like that and I'm really excited that you're doing this for people. And yeah, so there's something that you talk about about deconditioning, self-awareness, deconditioning. Talk about that and how does that relate to what we're, you know, this authenticity and these archetypes. Great. So conditioning, if I start with conditioning, is the process through which we become adapted to our environment. So we become conditioned through education and through experiences. And I strongly believe that we are born innocent and pure. Like when we're babies, there's nothing. But then society and parents and education and everything which is us how to be and who to be. So what this does is that we forget who we are. Like some people tend to become somebody because their parents wanted them to become doctors or something or you avoid conflict because you've been told that conflict is wrong or that you don't cry anymore because if you cry you're weak and you shouldn't be weak. And all these messages paint who we are. Like they really, so they build a character. But this character also in a way takes us further away from our essence, from who we really are. And then we have a number of beliefs, number of judgments, number of things that really hide in a way what our true essence is. So the process of deconditioning is the process of noticing all these things, all these patterns of all these beliefs that are not really serving us. And one of them in our online business world is like, oh, we need to be like the only way to be successful is if you build a six or seven figure business. But who says so? I mean, there's somebody who might need six or seven figures to be happy and make a living. I may not need that, but I'm still, if I buy into that, then I'm becoming somebody else. I'm pursuing somebody else's dream or somebody else's needs. And in that process, I'm forgetting about myself. So if I start looking at myself and what do I need, what am I excited about? What do I long for? What do I want to create in this world? Then I can start to really understand what's important to me, what's important to me and how I want to do this? What's the path I want to trail? And this is how archetypes can help you because through this process, and especially when taking the assessment, people really get an understanding of who they are beyond this conditioning. It doesn't mean that there's no conditioning at all, but it means that this assessment is built in such a way that they can really see what they can't see. It's like, you know, people, I love you in this image, it's like, you can't see your own nose because it's in the middle of your face. You need a mirror to see that. So this is the mirror. This is the mirror that helps people like us really see what they are made of. Yeah, that's great. So anything else wanna share about the archetypes or actually maybe it's a good opportunity for us now to turn towards what do you offer business owners, entrepreneurs, those who want to discover their archetype, branding archetype? Do you do one to one? I know you offer a program that's coming up. Either one you wanna talk about is great. Yes. So where I, so my work really starts with looking in the world. Like to be able to start this deconditioning, you need to look inside, as I said, to who you are so that you can change the outside, the marketing part. And running with archetypes is part of that. And I guess I work one-on-one and I have this upcoming program where we look at all the different elements that I have talked about today. Like, first of all, understanding your archetypes. So what are they? So first discovering them, then understanding them, understanding how you might or might not be living in alignment with that. I'm going to put my own example here because I was running my business not aligned with my archetypes. And over time, what has happened is that I've regularly felt exhausted and uninspired and almost like a fake. Like, this is not working for me. When I took the test and I discovered my archetypes, I realized that my business was being run by my influencing archetype, not the primary archetype. And this was causing a lot of effort. Like, I was really, really trying hard and I was really pushing and I was really, and it didn't work, my soul wasn't fed. Then when I saw that, first of all, I wanted to, I wanted to, I thought, no, no, no, this is not me at all. My archetypes in the right order are romantic and ruler. And I thought, I'm not a romantic, there's no way this is not true, this can't be true. But then when I understood what romantic really meant for me and how it's all about creating intimate connections and helping people also see, well, if I translate this into my business, how I can help people create this inner, intimate connection with themselves, it made all the sense. And then the ruler that comes second for me is about creating order out of chaos. So, all this to say that there's a moment when you need to understand where your business is run from. And there's a big shift that happens when you know which is the right one that drives your business. Because then again, it's like, oh, this makes sense. I can actually, there's really a sense that I see in my clients. There's really a sense of validation and claiming who they really are. So this is one of the things we explore in my four-week program. So we start with the assessment that I said before, then we look at the spiritual contract. We also look at this branch soul, so this universe that each archetype has and how to create it. The strengths, the challenges, the words and other elements that can be used to create this universe. And then we pay special attention to the clients. So each archetype's clients and how is that present or not in the way they are running their business and how they can better talk to them. So they can create better connections with them. Wonderful. Yeah. And is the four-week program, is it a group program or one-on-one? Yes, it's a group program and it's going to be small groups so probably between six and 10 people. That's great. Okay, very good. And you've got this running on an ongoing basis. I'm assuming, I mean, then there's one starting in May. Yes. Yeah, the intention is to run one every month or so. Every month, yeah, okay, great. So how can folks get in touch with you and connect with you? Yeah, so they can go to my website, which is pivotmundi.com, P-I-V-O-T-M-U-N-D-I dot com. And the specific page for this program is pivotmundi.com slash B-W-A group. Great, I'll be sure to, of course, have the links in the notes of the video so people can just click on the links there. Maria, thank you so much for doing your work and I look forward to seeing if anybody here takes you up on that offer and does the work and please let us know what you discover about yourself and your brand's soul and how you can do marketing more authentically going forward. Thank you, I will. Thank you very much, George. Thank you.