#15: What is the essence of your personal brand? Meet the 12 core archetypes
Working with your archetypes is like tapping into a superpower.
Archetypes are universal symbols used in myths and storytelling through the ages and across cultures. The were conceptualised by Carl Jung, who identified these patterns of behaviour in our collective unconscious.
In branding, they're used strategically to apply human characteristics to businesses and products to create a persona that adds depth of personality and establishes relatable points of connection for consumers to identify with.
In personal branding, they're used more directly to enhance storytelling and narrative, and to influence perception and reputation through a focused lens.
They allow you to create a brand world, or archetypal playground, and work to your strengths to showcase knowledge, experience and interests.
Meet the 12 core archetypes and their unique traits:
The Creator
Creative, imaginative, innovative, nonlinear thought, pioneer and self-expressive
The Explorer
Independent, brave, free, self-sufficient, nonconformist and boundary pusher
The Magician
Intuitive, influential, clever, charisma, curious, mysterious and evolved perspective
The Hero
Self-sacrificing, learner, courage, strength, stamina, goodness and transformation
The Rebel
Leader, risk taker, provocative, progressive thinker, brave, honest and experimental
The Lover
Faithful, nurturing, sensual, sexual, passionate, expansive, devoted and appreciative
The Sage
Wisdom, intelligence, independent, pragmatic, truth-seeker, and diligent researcher
The Citizen
Hard worker, fair, respectful, accountable, personal integrity and community-driven
The Jester
Original, irreverent, surprising, humour, wicked intellect and exuberant antics
The Innocent
Pure, virtuous, trusting, spontaneous, sense of wonder and unconditional love
The Sovereign
Traditional, noble, stable, authoritative, responsible and status-oriented
The Caregiver
Altruism, compassion, patience, empathetic, open-hearted and good listener
My core archetype is The Maverick (part of the Rebel family), with The Creator and The Explorer as supporting acts.
Which archetype or archetype variation do you relate to or connect with?
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