If you want to establish a personal brand, then you’re probably faced with the difficulty of determining your motives, inspiration, and goals.
Personal branding is all about using the right strategy to know where you are headed right from the start.
That is why personal brand archetypes will be a game changer for you. Many businesses professionally use archetypes, and you can also use them as a base for your brand.
Let’s find out how archetypes can help you establish a unique personal brand.
To be able to define what personal brand archetypes are, we must first explore and explain the term “archetype”.
An archetype is a symbol, an idea, or a pattern of something we can closely relate to. We relate to an archetype based on our specific personalities and characteristics.
An archetype can be either a:
The idea behind the existence of archetypes has been known since the time of the Greek philosopher Plato but was thoroughly established in the 20th century by Carl Jung.
Many professional business brands use archetypes to define and explain their interests, attributes, and goals.
Businesses implement the characteristics of a particular archetype into their structure to attract like-minded customers easily. They use these psychological stimuli to gain consumers' trust, as they align almost perfectly with their needs.
Just as businesses use archetypes to attract customers, so can you grow your personal brand identity based on the archetype personality you want to implement.
Using the characteristics of your chosen archetype, you will unconsciously attract specific consumers who identify themselves with your brand. Archetypes are a form of storytelling, and humans, by default, love to hear stories that align with their personalities and traits.
In the next section, we will look at all the different archetypes so that you can easily choose the one that best describes your personal brand.
As we’ve already mentioned, Carl Jung, a 20th-century psychiatrist, established the brand archetype models that exist today.
He claimed that when correctly identified, brand archetypes align the brand’s idea with the specific customer personas.
There are 12 brand archetypes, according to Carl Jung’s research.
The innocent archetype represents an optimistic and upbeat personality and desires the safety and happiness of others.
Example brands: Dove, Coca-Cola, Nintendo Wii, Ivory, etc.
As the name suggests, the everyman archetype seeks to connect with everyone. This personality wants to feel a sense of belonging and tends to blend into society with a friendly and temperate approach.
Example brands: eBay, Walmart, Ikea, Home Depot, Target, etc.
The outlaw archetype’s other name is “the rebel”. This personality questions everything, strives to defy the rules, and is motivated by anger.
Example brands: Harley-Davidson, Virgin, Doc-Martens, Diesel, etc.
The heroes are characterized by courage, boldness, and the desire for mastery. Their primary goal is to work hard and face all the challenges.
Example brands: FedEx, Nike, Duracell, BMW, etc.
Driven by imagination, the creators’ goal is to build unique creations. This archetype has high regard for aesthetics and design.
Example brands: Adobe, Lego, Pinterest, etc.
Explorers have an endless desire for freedom. They are bold, adventurous, and enjoy the thrill of a new experience.
Example brands: Red Bull, Jeep, Subaru, etc.
The lovers have a passion for everything sensual and beautiful. They are driven by desire and motivated to be as physically and emotionally attractive as possible.
Example brands: Haagen Dazs, Chanel, Tiffany, Victoria’s Secret, etc.
The magician brand archetype is based on spirituality. Magicians aim to make dreams come true through the journey of transformation. They are clever thinkers and charismatic negotiators.
Example brands: Disney, Apple, Polaroid, etc.
The jesters are known as playful, fun, and humorous. Their primary concern is living and having fun in the present moment. Unfortunately, jesters are prone to mischief and trickery.
Example brands: Dollar Shave Club, M&Ms, Old Spice, etc.
The caregivers are the protector of others, characterized by selfless personalities. Their desire to serve others is what energizes and drives them forward.
Example brands: UNICEF, Johnson & Johnson, Pampers, etc.
Sages are the wisest archetype, seekers of knowledge and truth. They strive to understand the world and are lifelong learners. Their ability to transfer knowledge to others is their virtue.
Example brands: The Mayo Clinic, Harvard, Philips, Google, etc.
The rulers are characterized by authority and the will to transform chaos into order. They are bold, confident, and highly organized.
Example brands: Microsoft, Mercedes-Benz, Rolex, Rolls Royce, etc.
Now that you know all the personal brand archetypes, let’s look at how to find the one that suits your brand the most.
Your archetype isn’t who you want to be; it’s who you already are. Before choosing the appropriate archetype for your personal brand, you must clearly understand your goals and motivations.
You need to specify your core values and why you chose to do what you do. They will point you in the direction of which archetype to choose.
Knowing what you value is knowing your goals.
Once you determine your values, you need to be even more specific and determine why they are the pillars of your brand. That is how you decide what success means for you and how you will achieve it.
For example, if your values are honesty, respect, and trust, then you must understand they represent your brand and what you can do to implement them in practice.
Having a clear version and understanding of how your personal brand can be successful is essential to choosing the correct archetype.
Determining your goals and achieving success is often possible if you implement emotion.
Archetypes are successful because they convey emotion. You want to make your audience feel what your brand is trying to convey.
The most powerful way to deliver emotion is through storytelling. Tell your brand’s story to the audience, and they will connect with it emotionally.
For example, Coca-Cola uses the innocent archetype, often including joyous moments and actions in their commercials. This makes their audience feel positive and nostalgic.
Another example is how Nike uses the hero archetype to convey hard work, diligence, and ultimate success. Their “Just Do It” slogan deeply motivates the audience emotionally.
Lastly, you should also consider your target audience’s needs. Ask yourself whether they will connect with the archetype you choose and how it will affect them.
If you can’t decide between two archetype models, research and find out which one suits your audience more. Are they playful or serious? Do they seek knowledge or want to experience a sense of optimism and encouragement?
Addressing the needs and desires of your audience is how you choose the perfect archetype and form a unique brand.
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