Hanna Fitz is an International Brand Strategist, Author, and Motivational Speaker represented by All American Entertainment (AAE) talent booking agency. She graduated from Northumbria School of Law at Northumbria University with a Master of Law in International Commercial Law and from Anglia Ruskin University (ARU) with a Bachelor’s in Corporate Management. She left the corporate world twelve years ago to pursue an entrepreneurial path and she hasn’t looked back.

She is the Global Brand Licensing and Commercial Manager for Daren Sammy, the former captain of the West Indies cricket team and two-time T20 World Cup Champion. Hanna spearheaded the launch of Sammy’s signature scent, “88” (the name reflects his jersey number) and his collaboration with Bahraini perfumer Asgharali.

In 2021, Hanna created Aphrodite Code, an online community for globally minded career and entrepreneurial women to network for professional and personal development in a safe space. The Aphrodite Code reconnects women to their feminine energies, to lead from their heart, tap into their intuition, and be receptive to receiving.

This fall, ELLYS Milano, cofounders by Hanna and Martina Galanti, will launch a line of Italian sustainable high fashion and practical accessories for one’s pet dog, such as an animal companion passport case made from repurposed bicycle tires. Surprisingly, dogs can get an EU passport more readily than their human companions.

This past May, I met Hanna in her home country of Saint Lucia, where she resides. From the airport in Vieux Fort, Affinity transport drove me to Castries through curving and hilly roads of this Windward Island, where I caught glimpses of the North Atlantic Ocean through the trees. Saint Lucia offers views of both bodies of water, The North Atlantic Ocean and the Caribbean Sea, as it is between.

Cap Maison Luxury Resort and Spa is a five-star hotel and resort. My room was generously sized and elegantly appointed, with breathtaking views from the terrace of Smuggler’s Cove. I enjoyed copious healthy breakfasts and dinner on my first evening at The Cliff at Cap. The following day after a mid-morning poolside meeting, Hanna and I, enjoyed lunch at The Naked Fisherman, where we continued our conversation, and later dinner at Big Chef Steakhouse. The meals were outstanding. During our meeting, Hanna gave me the Jungian archetype test (a type of personality test). Fittingly, I tested as an Explorer as I’m often on the go. Knowing one’s archetype is more than identifying a brand. It helps one to know oneself. It was a wonderful experience to meet and interview Hanna and to learn something about myself during my stay on this gem of an island.

For leisure, Hanna enjoys sailing. This summer, she will reconnect with cousins in the United States and, in the fall, is hosting a retreat in Marrakesh, Morocco.

Stay tuned for the launch of her latest book, Life at Twelve O'Clock, Rediscover and Own Your Brand of Magic.

How does knowing your archetype help define a brand?

Often a brand will take on the attributes of the founder. Aligning the vision with archetypes brings clarity to the positioning, values, messaging and aesthetic qualities of the brand.

When we know the archetypes, it really allows us to pull out the most compelling attributes that will allow the brand to connect more deeply with one’s ideal persona. Without defining archetypes, we may be able to we may be able to guess, brainstorm, or throw out ideas based on personal likes or dislikes or what the competitors are doing but there is no strong anchor. Archetypes help brands create more meaningful, timeless, and distinctive brands.

Can our archetype change?

When it comes to companies, unless there is a rebrand that necessitates shifting the archetype to create a stronger competitive advantage, studies have shown that consistent leveraging of their archetypes lead to stronger, more profitable brands.

That said, I work with three types and we call it the F.I.T. for your market. The core archetypes of the brand may not change (unless there is a major rebrand and even change of industry), but there may be a shift in its expression of these archetypes. I recommend companies undertake a brand audit every 7 years in line with the economic cycles.

During Covid-19, we saw a rise in the Jester and Creator archetype as more people took to social media to entertain and express themselves creatively. Post-Covid, the Explorer and Lover archetype became more activated as people had a strong desire to get out and explore life more, to reclaim their freedom. Customers’ priorities changed and brands have to be aligned with those changes.

When it comes to personal brands, the archetypes do shift. And the reason is this: You are a person, not an institution. As you go through life, you are healing past personal traumas, broadening or unravelling old beliefs and growing. Different archetypes will be activated at different changes.

People get burned out and begin to feel unfulfilled when they try to hold on to an archetypal nature that may no longer be true for them because of expectations.

Should we retake the archetype test?

Yes. At different stages in your life, you should - especially if there has been a major life change or you’ve been doing a lot of healing, personal - or even professional - growth work.

What is the biggest mistake one can make when creating a brand?

Starting with the logo and website before clarifying the brand identity and values.

What’s one of your favorite activities to do in Saint Lucia?

Sailing to Soufriere and overnighting at the foot of Gros Piton. I don’t know how many times I have done this trip but I never get over waking up early in the morning. The water is calm and glassy, and the Gros Piton is towering over me. It is incredibly beautiful to see millions of stars at night. The Amerindians worshipped the Pitons as Gods. I can see why. The energy is undeniably powerful and I feel a lot of peace.