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Goddess Guide to Branding: Your Blueprint for Building an Abundant & Authentic Feminine Brand
Branding is not only more fun with a goddess to guide you—it’s also more powerful.
In The Goddess Guide to Branding , brand strategists Jane McCarthy and Kate McAndrew introduce you to eight ancient goddess archetypes and illustrate how their timeless energies are alive in successful brands today. They interview aspirational business owners and leaders who generously share what they’ve learned on their own brand building journeys. From there, they lead you through a series of exercises to build your brand’s identity in a way that is both authentic to your company and attractive to customers.
You don’t need an MBA or a background in marketing to "get" it. If you’re starting your brand from scratch, this book is for you. If you’re looking to enrich your existing brand, this book is for you. If you need to make a pivot and evolve your brand, this book is for you too.
This book is different—there isn’t a sports metaphor in sight. This book is inspiring—it will shower you with ideas at every step. And this book is actionable—you will walk away with a complete brand blueprint.
In The Goddess Guide to Branding , brand strategists Jane McCarthy and Kate McAndrew introduce you to eight ancient goddess archetypes and illustrate how their timeless energies are alive in successful brands today. They interview aspirational business owners and leaders who generously share what they’ve learned on their own brand building journeys. From there, they lead you through a series of exercises to build your brand’s identity in a way that is both authentic to your company and attractive to customers.
You don’t need an MBA or a background in marketing to "get" it. If you’re starting your brand from scratch, this book is for you. If you’re looking to enrich your existing brand, this book is for you. If you need to make a pivot and evolve your brand, this book is for you too.
This book is different—there isn’t a sports metaphor in sight. This book is inspiring—it will shower you with ideas at every step. And this book is actionable—you will walk away with a complete brand blueprint.
- GenresBusiness
264 pages, Hardcover
Published October 22, 2024
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Displaying 1 - 9 of 9 reviews
July 23, 2024
I received an ARC of “The Goddess Guide to Branding: Your Blueprint for Building An Abundant & Authentic Feminine Brand” by Jane McCarthy and Kate McAndrew from NetGalley and Peakpoint Press in exchange for an honest review.
I don’t read a lot of business books. It’s not that I don’t like business, it’s just that those types of books don’t usually capture my attention. The title of this book did right away.
This book helps businesses to brand using eight Greco-Roman goddesses as archetypes. This in itself is a really creative idea and will most likely appeal to feminine readers. But despite the fabulous title and the great branding ideas, there were some problems with this book—problems that I hope that the authors will address prior to publication.
The authors chose to use simple line drawings to reveal the goddesses. And when I say simple, I mean simple. I truly appreciate art, but the drawings look like they were done in mere minutes. There’s no shading, no coloring. But to make matters worse, the authors use the same type of hand drawing in place of professional graphics. For example, why hand draw a bullseye when you can incorporate a clean-line professional one? I’m sorry to say that the use of simple line drawings looks sloppy and careless. How does this go with the book’s brand? Not well, I think.
In the “Going Further” section, the authors list many sources, but this was done haphazardly and was incomplete—only the titles and authors were listed. The authors need to include full citations. And instead of walking readers through the process of how other women branded their businesses, they rely primarily on transcribed interviews. I would have liked to have seen the authors discuss the interviewees and then include short snippets of quotes in a sidebar. As it is, the transcribed interviews are tiresome to read. And that’s a shame because I love the idea of empowering the feminine and helping people to succeed through the use of branding with the help of goddesses.
When people look at the title of this book, they are going to be excited. But the way that the book is presented on the inside really fails to live up to it and I think in its present form, readers might feel cheated. Goddesses aren’t plain and simple, they’re colorful and full of depth; they’re vibrant.
The publishers really need to revamp this book prior to publication and design it better using high quality art work and graphics. And the authors need to think about formatting as well. Instead of overwhelming readers with boring transcribed interviews, they need to write about it and strategically use quoted material from those interviews.
The authors have a really solid gold idea. Their use of goddesses in branding could go really far and could be an absolute hit with the public. But the way that they present those ideas is not just distracting—it’s disappointing.
I don’t read a lot of business books. It’s not that I don’t like business, it’s just that those types of books don’t usually capture my attention. The title of this book did right away.
This book helps businesses to brand using eight Greco-Roman goddesses as archetypes. This in itself is a really creative idea and will most likely appeal to feminine readers. But despite the fabulous title and the great branding ideas, there were some problems with this book—problems that I hope that the authors will address prior to publication.
The authors chose to use simple line drawings to reveal the goddesses. And when I say simple, I mean simple. I truly appreciate art, but the drawings look like they were done in mere minutes. There’s no shading, no coloring. But to make matters worse, the authors use the same type of hand drawing in place of professional graphics. For example, why hand draw a bullseye when you can incorporate a clean-line professional one? I’m sorry to say that the use of simple line drawings looks sloppy and careless. How does this go with the book’s brand? Not well, I think.
In the “Going Further” section, the authors list many sources, but this was done haphazardly and was incomplete—only the titles and authors were listed. The authors need to include full citations. And instead of walking readers through the process of how other women branded their businesses, they rely primarily on transcribed interviews. I would have liked to have seen the authors discuss the interviewees and then include short snippets of quotes in a sidebar. As it is, the transcribed interviews are tiresome to read. And that’s a shame because I love the idea of empowering the feminine and helping people to succeed through the use of branding with the help of goddesses.
When people look at the title of this book, they are going to be excited. But the way that the book is presented on the inside really fails to live up to it and I think in its present form, readers might feel cheated. Goddesses aren’t plain and simple, they’re colorful and full of depth; they’re vibrant.
The publishers really need to revamp this book prior to publication and design it better using high quality art work and graphics. And the authors need to think about formatting as well. Instead of overwhelming readers with boring transcribed interviews, they need to write about it and strategically use quoted material from those interviews.
The authors have a really solid gold idea. Their use of goddesses in branding could go really far and could be an absolute hit with the public. But the way that they present those ideas is not just distracting—it’s disappointing.
September 9, 2024
Big Thanks to Netgalley and the publisher for the advanced copy!!
''The Goddess Guide to Branding: Your Blueprint for Building an Abundant & Authentic Feminine Brand'' is a book about branding your business using the Greek-roman goddesses archetypes.
The book provides the reader with many interviews and examples of real-life businesses that fit those types that are thoroughly explained.
Also, there were a lot of tests to do on your own and the colors and fonts of the text were spot on, with bright photos of the brands to boot.
I do have to say that the whole goddess concept got tiring after a while, but the author did a great job using a language that was easy to understand even if you had no business administration studies.
''The Goddess Guide to Branding: Your Blueprint for Building an Abundant & Authentic Feminine Brand'' is a book about branding your business using the Greek-roman goddesses archetypes.
The book provides the reader with many interviews and examples of real-life businesses that fit those types that are thoroughly explained.
Also, there were a lot of tests to do on your own and the colors and fonts of the text were spot on, with bright photos of the brands to boot.
I do have to say that the whole goddess concept got tiring after a while, but the author did a great job using a language that was easy to understand even if you had no business administration studies.
July 29, 2024
The idea was great but the execution not so much. Needs more professional graphics and a cleaner design, with dynamic examples rather than meh transcribed interviews.
November 12, 2024
Jane McCarthy and Kate McAndrew take readers on an innovative journey to creating an authentic, passionate, and positively impactful women-owned brand. The authors' stated that their inspiration for this book was a combination of Jean Shinoda Bolen’s Goddess in Every Woman, their love of mythology, and the extensive study of Enneagram’s personality traits.
This is a relatively short and easy read that is conversational, informative, and could be helpful for those pondering about starting up a company. It was helpful that they began by explaining who these mythological goddesses were for those of us who are not so familiar. Additionally, I found it interesting that they created mock interviews with these goddesses so that readers could understand specific traits when the creation of your brand DNA begins. The authors included interviews with real women who started or are leading brands, yet I did not recognize many of these brands outside of North Face.
For readers who are interested in creating their own authentic and magnetic brand, it was unfortunate that the explanations and exercises to do so started on page 140-150. This is where I suspect most people would really want to begin reading and then maybe go back to learn about the traits of the authors inspirations. The exercises created by the authors are at least only five somewhat easy steps, which are:
Step 1: Discover your inspiration (which goddess archetype are you)
Step 2: Define what you are passionate about and why your company exists
Step 3: What is your gift, what should customers feel about your brand
Step 4: How is your brand expressed to the world
Step 5: Create your brand map that guides everything done by your brand
Overall, this book was somewhat interesting and had a few helpful moments. The concepts were much the same as any business branding book, which I feel would be more useful to read. Furthermore, I think that it seemed like more of a gimmick to sell their book to women and play off of the buzzword of “women-owned.” However, some women entrepreneurs may still find the comparison of mythological goddesses, creating authentic, supportive, and thriving brands encouraging.
This is a relatively short and easy read that is conversational, informative, and could be helpful for those pondering about starting up a company. It was helpful that they began by explaining who these mythological goddesses were for those of us who are not so familiar. Additionally, I found it interesting that they created mock interviews with these goddesses so that readers could understand specific traits when the creation of your brand DNA begins. The authors included interviews with real women who started or are leading brands, yet I did not recognize many of these brands outside of North Face.
For readers who are interested in creating their own authentic and magnetic brand, it was unfortunate that the explanations and exercises to do so started on page 140-150. This is where I suspect most people would really want to begin reading and then maybe go back to learn about the traits of the authors inspirations. The exercises created by the authors are at least only five somewhat easy steps, which are:
Step 1: Discover your inspiration (which goddess archetype are you)
Step 2: Define what you are passionate about and why your company exists
Step 3: What is your gift, what should customers feel about your brand
Step 4: How is your brand expressed to the world
Step 5: Create your brand map that guides everything done by your brand
Overall, this book was somewhat interesting and had a few helpful moments. The concepts were much the same as any business branding book, which I feel would be more useful to read. Furthermore, I think that it seemed like more of a gimmick to sell their book to women and play off of the buzzword of “women-owned.” However, some women entrepreneurs may still find the comparison of mythological goddesses, creating authentic, supportive, and thriving brands encouraging.
August 28, 2026
I'm finalizing my summer reading with Kate McAndrew and Jane McCarthy's “The Goddess Guide to Branding.”
This book has such a unique perspective on branding. It goes over eight Greco-Roman goddess archetypes including their energies, values, tastes, what inspires them, and their purpose.
Throughout the book, the authors spotlight powerhouse female founders and brand leaders who embody each archetype, and how it shows up in the companies they've built.
Some include:
Laura Modi (CEO & Co-Founder, Bobbie)
Sallie Krawcheck (CEO & Founder, Ellevest)
Georgina Gooley (Co-Founder, Billie)
Sophie Bambuck (CMO, The North Face)
Sali Christeson (CEO & Founder, Argent)
Susan Griffin-Black (Co-CEO & Co-Founder, EO Products)
Alexandra Fine (CEO & Founder, Dame)
Sashee Chandran (CEO & Founder, Tea Drops)
After you define your goddess archetype, you build your brand roadmap with who you are as an individual, what you value, and how that ties into the company you build, your brand promise, and how you want your customers to experience your brand.
Fun fact: I mostly resonate with Venus, same as Kate.
Venus is the goddess of radiance, vision, and splendor. She brings inspiration, beauty, creativity, and joy to everyone she encounters.
I love the perspective she brings to venture capital at her investment firm, Baukunst. The German word “Baukunst” literally translates to "building" and "art" which is such a fitting name for a firm that believes in not just providing capital, but building the brand and the founder.
I love this framework and think you will too, if you're interested in building a personal or company brand.
This book has such a unique perspective on branding. It goes over eight Greco-Roman goddess archetypes including their energies, values, tastes, what inspires them, and their purpose.
Throughout the book, the authors spotlight powerhouse female founders and brand leaders who embody each archetype, and how it shows up in the companies they've built.
Some include:
Laura Modi (CEO & Co-Founder, Bobbie)
Sallie Krawcheck (CEO & Founder, Ellevest)
Georgina Gooley (Co-Founder, Billie)
Sophie Bambuck (CMO, The North Face)
Sali Christeson (CEO & Founder, Argent)
Susan Griffin-Black (Co-CEO & Co-Founder, EO Products)
Alexandra Fine (CEO & Founder, Dame)
Sashee Chandran (CEO & Founder, Tea Drops)
After you define your goddess archetype, you build your brand roadmap with who you are as an individual, what you value, and how that ties into the company you build, your brand promise, and how you want your customers to experience your brand.
Fun fact: I mostly resonate with Venus, same as Kate.
Venus is the goddess of radiance, vision, and splendor. She brings inspiration, beauty, creativity, and joy to everyone she encounters.
I love the perspective she brings to venture capital at her investment firm, Baukunst. The German word “Baukunst” literally translates to "building" and "art" which is such a fitting name for a firm that believes in not just providing capital, but building the brand and the founder.
I love this framework and think you will too, if you're interested in building a personal or company brand.
September 4, 2025
I’ve known Kate McAndrew for nearly a decade, from her days working at a VC firm (and being her amazing self) to being the Co-Founder / General Manager of her own, Baukunst. When I heard she co-wrote The Goddess Guide to Branding, I had to read it, especially as I refine my own brand.
This book is a fantastic guide for crafting a brand with depth, personality, and purpose. It explores how archetypes shape our brand identity, how emotional impact matters more than logic, and why branding is as much about storytelling as it is about strategy, but with a unique spin that clarified branding concepts in a way that better spoke to me and my journey.
The goddess Queen Persephone most resonated with me and what I hope to deliver with my brands, Terri Hanson Mead, Piloting Your Life, and even Zeke and Terri Adventures. She’s bold, transformative, and unafraid to embrace change and “She has known innocence, yes, but now she is experienced…[she] represents a deeper seeing, a deeper knowing.”
As a midlife woman leading multiple brands focus on inspiring people (mostly women) in midlife, this book has been instrumental as I clarify my messaging and direction.
TLDR: Here are my key takeaways from the book to entice you to read it as there is so much goodness in the book, that my top takeaways don’t do it justice. And, as always, italicized quotes come directly from the book, with slight modifications for clarity
https://medium.com/terri-hanson-mead/...
This book is a fantastic guide for crafting a brand with depth, personality, and purpose. It explores how archetypes shape our brand identity, how emotional impact matters more than logic, and why branding is as much about storytelling as it is about strategy, but with a unique spin that clarified branding concepts in a way that better spoke to me and my journey.
The goddess Queen Persephone most resonated with me and what I hope to deliver with my brands, Terri Hanson Mead, Piloting Your Life, and even Zeke and Terri Adventures. She’s bold, transformative, and unafraid to embrace change and “She has known innocence, yes, but now she is experienced…[she] represents a deeper seeing, a deeper knowing.”
As a midlife woman leading multiple brands focus on inspiring people (mostly women) in midlife, this book has been instrumental as I clarify my messaging and direction.
TLDR: Here are my key takeaways from the book to entice you to read it as there is so much goodness in the book, that my top takeaways don’t do it justice. And, as always, italicized quotes come directly from the book, with slight modifications for clarity
https://medium.com/terri-hanson-mead/...
October 6, 2025
The Goddess Guide to Branding by Jane McCarthy and Kate McAndrew is a refreshing, soulful take on what it means to build a brand with authenticity and abundance. Instead of metrics and marketing jargon, McCarthy and McAndrew offer something far more meaningful: an invitation to align your business with timeless feminine archetypes the creative, the nurturer, the warrior, the muse.
Each chapter feels like both a workshop and a ritual. The interviews with real entrepreneurs ground the archetypes in modern reality, while the guided exercises make the process deeply personal and actionable. This isn’t just about designing logos or taglines it’s about creating a brand that feels like you.
What sets this book apart is its energy. It replaces competition with connection, and hustle with harmony. For women tired of performing professionalism and ready to embody purpose, The Goddess Guide to Branding offers not just strategies but permission to shine from within.
A must-read for creative entrepreneurs, coaches, and changemakers who want to build something sustainable, magnetic, and unapologetically feminine.
Each chapter feels like both a workshop and a ritual. The interviews with real entrepreneurs ground the archetypes in modern reality, while the guided exercises make the process deeply personal and actionable. This isn’t just about designing logos or taglines it’s about creating a brand that feels like you.
What sets this book apart is its energy. It replaces competition with connection, and hustle with harmony. For women tired of performing professionalism and ready to embody purpose, The Goddess Guide to Branding offers not just strategies but permission to shine from within.
A must-read for creative entrepreneurs, coaches, and changemakers who want to build something sustainable, magnetic, and unapologetically feminine.
June 1, 2026
Branding a business can feel overwhelming, but this book manages to break down the process into achievable steps through the use of archetypes. If you’re open to that approach, you’ll enjoy this book. By sourcing insights from female founders, the authors provide a blueprint for whether you’re starting from scratch or looking to pivot an existing brand. It's a grounded guide that explains the marketing process and makes the strategy feel approachable.
December 19, 2024
I thought this was going to be silly, but it was actually pretty useful. They give you a good base of knowledge to start with, lots of good advice, and lots of good examples of how successful companies have used this info. I particularly liked the interviews and examples. I did get this book from goodreads.
Displaying 1 - 9 of 9 reviews