I first heard the term FLEB (Female Lifestyle Empowerment Brand), coined by Kelly Diels, a few years ago, and it struck a chord in me.
It gave language to what I had been noticing -more and more- in the coaching, spiritual, and wellness worlds.
The FLEB archetype describes a woman who positions herself as empowered and liberated and builds a personal brand around that identity.
She monetises her identity through courses, coaching, aesthetics and a curated lifestyle that often signals wealth. Often, authority is communicated through number of followers, visibility and reach.
The underlying message becomes:…..
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