Archetypes: Give your Personal Brand Character


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 β€œDress 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 Innocent
The Regular Guy or Gal
The Hero
The Caregiver

The Explorer
The Rebel
The Lover
The Creator

The Jester
The Sage
The Magician
The Ruler

Try an online test to find out which archetype you are and learn more about your specific character.

My archetype

I did a test and -no surprise here – I’m a Creator.

Source picture (first page from my archetype report):

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.

Practical advice

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.

Source picture:

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!

23 thoughts on “Archetypes: Give your Personal Brand Character

  1. I agree with the other comments. So interesting, and I hadn’t heard of this. Will definitely be sitting down with a cups soon to check it all out.

  2. As a psych major AND a marketer I find this super interesting! I always keep this in mind when I think about branding – more as how it relates to my potential customers etc. Thanks for sharing!

  3. This is really interesting! I’m a new blogger looking to find my place in the blogging world and I totally agree with you about the importance of being able to identify your personality type and how it affects your brand! Great advice!

  4. Wow this is so interesting! I love the part on brands and how they match the archetypes. I’ll have to think about which one fits my brand… loved reading this!

  5. I love this! As an advertising/marketing student, I find this to be particularly interesting. I posted a blog post about extraversion/introversion! I love learning about personality types and applying those archetypes to branding. Thanks for sharing!

  6. What an interesting test! I think this is important to blend your business/brand with your true self. For example, I have a fashion/lifestyle blog, however at the end of the day my passion is helping others and giving back. I think it’s important to always have sight of this about myself and blend it into my brand. I loved the post, it really is helpful!

    1. Thank you for reading. And yes, if you can implement this to your blog and brand, it would really help you to reach out better to your readers!

    1. Yeah, it’s a really cool test isn’t it? I found it very true and matching to the idea of who I thought/think I am. Think your outcome fits you well?

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