A question I get asked a lot by clients when it comes to personal branding is how can I come across as a leader? With authority? As my BIG thing is authenticity vs spammy fake branding we usually spend time digging deeper into their personality, brand archetype and the natural vibe they give off.
The ‘girl next door’ brand can be a hugely successful brand, think Jennifer Aniston. As much the Ruler/Authoritarian brand we associate with someone like Angela Merkel.
But what are archetypes?
Often described as the ‘software’ of the soul they can give your brand a clear meaning and positioning. The idea of archetypes originates from the work of the well-known psychologist Carl Jung who described archetypes as universal collective patterns of the unconscious.
By understanding what your archetype is you can evoke the qualities of the archetype in your work and build a distinctive game changing personal brand. Madonna, with her changing hairstyles and lifestyles, is the eternal rebel. Oprah invokes the sage archetype as someone who, through her various media channels and products, is associated with wisdom.
Regardless of culture or language, Jung believed everyone shares and understands these themes because they are an undercurrent to all humanity. An archetype is sparked by your behaviour in your mind and the minds of others. Another way to look at archetypes is how we make others feel.
Why are we so loyal to a certain brand and immediately drawn to a new one?
It’s because subconsciously we have forged a connection with the brand’s archetype i.e. how that brand makes you feel.
By understanding your own archetype you can build trust with your audience, be distinctive and impact others.
We all evoke archetypes in our work all the times and it is possible to have more than one archetype. Most of us are likely to gravitate to just a few.
Here is a summary:
The Caregiver: Helping and protecting from harm
The Creator: The artist and dreamer
The Explorer: Seeker and wanderer
The Heroine: Warrior or fighter
The Innocent: The dreamer or romantic
The Jester: Plays the fool but has an important message
The Lover: Idealistic dreamer
The Magician: Transform situations
The Ordinary Girl: Connects with others
The Rebel: Rule breaker
The Ruler: Leader
The Sage: The teacher, helping others to understand
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