I was first introduced to archetypes as a tool for branding back in 2012. I had heard of them before, and actually used them in the classroom as a teacher previous to my entrepreneurial journey.
I am, of course, biased, but I find them endlessly fascinating and interesting; especially when it comes to building a personal brand as an entrepreneur and business owner. Archetypes can help you easily talk about what you do, clarify who your dream clients are, and infuse your brand with your authentic personality…(they really are kind of a big deal).
Archetypes first came on the scene over 100 years ago when psychologist Carl Jung suggested that we all have innate patterns of behavior within us…encoded into our DNA, that strongly play a role in who we are and influence how we behave. If you’re familiar with the Myers-Briggs personality test, then it may interest you to know that it is based on Carl Jung’s theory of archetypes and patterns of behavior. <total geek moment…excuse me!>.
While there are hundreds of archetypes (essential representations of meaning), there are 12 enduring and universal ones that all humans connect with on some level.
Margaret Mark and Carol Pearson have taken this psychological theory of archetypes and developed a framework through which brands can establish a strong identity and differentiate themselves from everyone else.
The 12 Archetypes are divided into 4 distinct categories:
The Connectors (Connect with others):
The Stabilizers (Provide structure and control)
The Legacies (leave a mark on the world)
The Utopians (Yearn for paradise)
So…what does mean for you and your brand?
Knowing your Leading Archetype can help you lean into how you want to show up, showcase your distinct personality, define your business model, direct your marketing, guide your branding, clarify your message, build your brand voice, and unlock your unique gifts.
Let’s use The Sage as an example.
As a brand personality the Sage is a teacher, so being able to simplify complex concepts is one of the Sage’s superpowers. Sages tend to be grounded, steady, and practical, so the branding may be minimal and elegantly simple with a neutral palette.
Sages like to disseminate information, so courses and longer offerings would be suitable for their business model.
Building their brand voice around words and phrases like: wisdom, knowledge, soaking up information, always learning, etc. will appeal to other Sages AND those who wish to have more of those attributes in their life.
See how insightful and incredibly powerful it can be in knowing your Leading Archetype?
Now I’m sure you want to know your Leading Archetype so that you can start attracting the right clients and clarify your message right?
Head over and take my Brand Personality Quiz and unlock the power of your Leading Archetype!