The Goddess Guide to Branding by Jane McCarthy and Kate McAndrew — My Top Takeaways
The Goddess Guide to Branding — My Top Takeaways
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
1. A Strong Brand Has Charisma and Connection
“Branding gives your business a magnetic presence, the kind of charisma that catches people’s attention at a party and draws them toward you.”
A brand isn’t just a name or logo, it’s the energy it exudes. Authentic brands stand out not because they try to be unique but because they embrace who they truly are. People connect with brands that feel real, passionate, and impactful.
2. Your Brand Archetype is Your Guiding Force
“An archetype is not an actual person, but rather personifies a particular energy or quality that is essential to the human experience.”
Choosing an archetype helps ground your brand in a deeper story. Queen Persephone, for instance, embodies transformation, something I deeply connect with. Your brand should tap into universal themes that resonate on an emotional level.
3. Branding is Emotional, Not Logical
“The reason people choose things 98% of the time is not rational. It’s emotional.” — Mike Cessario
People don’t buy products or services; they buy the way those things make them feel. A strong brand creates an emotional impact and delivers a consistent experience that reinforces that feeling.
4. Your Brand is a Promise to Your Audience
“Your brand’s ‘gift’ is the feeling you want people to have during and after engaging with you.”
What do you want your audience to feel when they interact with your brand? Inspired? Empowered? Seen? That emotional gift is your brand’s promise and it should be present in everything you do.
5. Clarity and Focus Make a Brand Stronger
“A brand becomes stronger when you narrow the focus.” — Al Ries & Laura Ries
Trying to appeal to everyone waters down your impact. Define your brand’s core message, refine your audience, and make sure everything aligns with that vision.
6. Disrupt the Narrative and Create New Rules
“The game is unwinnable, so throw out the rulebook and play by your own rules.” — Georgina Gooley
Strong brands challenge outdated conventions. Whether it’s rethinking how women’s financial power is perceived or rewriting the midlife narrative, bold brands don’t ask for permission, they create their own movement.
7. Your Brand Must Evolve with You
“The capacity to evolve with culture and breathe new life into its journey is what makes a brand lasting.” — Denise Beckles
Branding isn’t static. As your business and personal vision grow, your brand should reflect those changes. Staying adaptable keeps your brand fresh and relevant.
8. Branding is Storytelling, So Build a World
“Think of branding as worldbuilding — you’re inviting people into a space rather than pushing out an identity.” — Ada Mayer
Your brand should feel like an immersive experience. Every touchpoint including visuals, language, and messaging should reinforce the story you’re telling.
9. Ride the Momentum and Follow the Energy
“Pay attention to what sparks the most enthusiasm in your community and do more of that.”
Successful branding isn’t just about planning, It’s about responding to what resonates. Listen to your audience, track engagement, and lean into what’s working.
10. Branding is About Confidence and Owning Your Space
“We’re giving her the confidence to bring her best self into the world.” — Sali Christeson
At its core, branding is about owning who you are and stepping fully into that power. Whether it’s personal branding or business branding, success comes when you believe in your own vision.
Final Thoughts
This book was an empowering read for where I am in my brand-building journey. It reinforced the importance of clarity, emotional connection, and confidence.
If you’re in the process of refining your brand, or stepping into your own power, this book is for you. Don’t dismiss it as frivolous just because you see the word ‘goddess.’ From the very beginning, it’s very clear that Jane and Kate tapped into their extensive network and experience (being Queen Persephones) and did quite a bit of research to put together this incredible resource.
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What are your thoughts on branding? What’s the “gift” you want your audience to feel? Let’s discuss! Drop a comment or email me at pilotingyourlife@gmail.com.
About the Author
Terri Hanson Mead is the multi-award winning author of Piloting Your Life, Managing Partner of Solutions2Projects, LLC, travel journalist and vlogger with her husband Zeke (Zeke and Terri), Stanford Continuing Studies Instructor (Navigating Midlife for Women), and an advocate for women through all of her platforms including YouTube, Instagram, TikTok, and this blog. Terri, the mother of a college junior (currently studying abroad) and recent college graduate, is based in Redwood City, CA and in her spare time, loves to travel, cook, play tennis, and fly helicopters around the San Francisco Bay Area, especially under the Golden Gate Bridge. Oh, and she will never pass up a glass of good bubbly!
