Ever heard of Carl Jung? (If you are a marketer it has to ring a bell!) This famed Swiss psychologist created 12 archetypes that you can assign to your brand, based on symbolism. The idea behind it is to relate your brand to something iconic. By doing this, your personal brand will be easier for your audience to identify.
Archetypes and your Personal Brand
In order to be successful in personal branding, self-awareness is key. In my former blog post “Dress to Impress: My Fall 2017 Must-Haves”, I talked about how valuable it is to know yourself and which character you have. When you know this, you can adjust your style (looks and visuals) and behavior to set your ultimate image, your Personal Brand.
Carl Jung’s archetypes can help you to support your personal brand. A quick definition of archetypes is to understand that personality is developed by consciousness as a tool of the ego.
The 12 Archetypes
The twelve archetypes can be divided into three sections:
THE EGO TYPES
The Regular Guy or Gal
THE SOUL TYPES
THE SELF TYPES
I did a test and -no surprise here – I’m a Creator.
The extensive explanation on this website is very interesting and helpful. It gives you more insight into your personality. Your strengths and weaknesses are put down in front of you. But also your opportunities, in which I am of course interested in as I’m always looking for ways to improve myself.
It is, however, important to know that every character is a combination of more archetypes. And an archetype is not something you just randomly choose.
It’s who you are. It should be recognizable to everyone and must show the authenticity of your personal brand.
But, you should use a test and it’s outcome only as a guideline. You should shift your focus to the positive features and respond to your weaknesses where needed.
Having a consistent character is key to being self-aware. It is here where you will begin to build honest relationships. It is also in this consistency where your self-esteem can rest on a solid foundation.
Here are a few examples of well-known brands and how they used archetypes in their branding strategy.
Need more info?
If you would like more information about archetypes and/or my professional help to implement your archetype in your personal branding strategy, please feel free to contact me!