How to build your personal brand with the help of the 12 Jung archetypes

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How to build your personal brand with the help of the 12 Jung archetypes
How to build your personal brand with the help of the 12 Jung archetypes

We all have our history; And if we know how we can transform this experience into tools to communicate what we do, based on our being, doing and feeling, we can use it to build our personal brand.

It is the attributes, perceptions and evaluations that others make about the differences that we have in the market in which we operate. that is, how they see you, what you reflect and how that is perceived by the environment.

In this way, these visions become a reputation for the way you do things, for the trust you instill, and for the gradual curiosity and awareness of your activities. Everything that is based on your being and doing in the world is connected.

Jung and the archetypes of your personal brand

The Swiss psychologist Carl Jung developed the so-called archetype theory, a series of twelve prototypes of characters that can be recognized by everyone and that, combined with the collective unconscious, represent attributes that we can reconcile with what we do.

The concept of the collective unconscious, also from Jung, refers to a dimension that lies beyond consciousness and is common to the experience of all people. Appearances, roles, behaviors, desires, values, philosophies of life and ideals come together to configure an experience of interpreting and representing people and things. This also applies to brands and in this article for personal branding.

The 12 archetypes

How to start the process of building the Self-marketingIt can help you traverse these archetypes, which generally have one that predominates depending on your nature and what you do, and others that overlap and are even contradicting, configuring some triads or different views. However, there is one that prevails and maybe you can build your own personal brand pillar on it.

Archetypes can be a good place to start to identify internal strengths and how you can connect them to your services or products to build your identity and project from there.

Identity is DNA, the trademark that distinguishes what you do from others.

As we see, the process of personal branding begins in who you are. From there, various tools and tactics are used to develop it over time.

Here guys twelve archetypes:

1. INNOCENT: Optimistic, lively, simple. His goal is to seek and deliver happiness with hope and simplicity. For brands that are known to everyone, some examples can only be for reference Coca Cola, Dove, McDonalds.

Bottles that allude to different types of bodies. Photo: pigeon

2. WISE: Mentor, thinker, expert. Research, teach and use the information to show the way. He likes to clarify, it’s a beacon. Google, TED, BBC, NatGeo, HP.

TED is based on the notion that all people (not just “professional communicators”) have a story worth sharing. Photo: TED | Youtube.

3. EXPLORER: Intrepid, curious mind, explorer. He loves adventure, discovers new perspectives on the world, dizziness and risk. The north wall, jeep.

Jeep from the street. Photo:

4th hero: Leader, winner, brave. He is interested in leaving his mark on the world, opening paths and marking a route. It is difficult to be weak or unsuccessful. Nike, Duracell, BMW, Under Armor.

Nike, back to the future. Photo: Nike.

5th MAGICIAN: Transformer, intuitive, visionary, anticipates the future. He has the ability to make dreams come true; it is imaginative and invites you to think outside the box. Disney, MasterCard, Instagram, Red Bull.

Fireworks at Disney World. Photo: Barcroft Media | Getty Images

6. REBEL: Annoying, free, challenging. He likes to break the rules, he represents social groups who know each other differently. Harley Davidson, MTV, Diesel.

Photo: Harley-Davidson via Engadget

Fool: Funny, impulsive, entertaining, disrespectful. Accept life without worrying or being afraid to be different. She may have fun, have fun, seduce and enchant others with emotions and sensations. Fanta, Doritos, old spice.

Old spice over Twitter

8. LOVER: Romantic, passionate, emotional, gentle. He likes to build relationships, sensory perception is very important and pleasant for the senses. Dolce Gabbana, Dior, Victoria’s Secret, Häagen Dazs.

Victoria’s Secret Shop. Photo:

DAILY: Realistic, simple, sensitive, connecting. Great common sense and equality, fairness, accessibility to opportunities. Gap, Ikea, Volkswagen.

IKEA store. Photo:

10. PROTECTOR: Responsible, safe, self-sufficient, generative. He is concerned about the environment, the care and protection of others. She has a maternal calling. Pigeon, Nivea, Amnesty International, WWF.

Nivea products. Photo:

11. GOVERNOR: Hierarchical, orderly, authoritarian. He pursues things to be done in his own way, he is interested in being successful through power. He shows himself to be an independent leader. Mercedes Benz, Rolex, American Express, Louis Vuitton.

Photo: Rolex

12. CREATOR: Innovative, authentic, creative, expansive. He loves ideas, shares insights and alternative visions, and acts to make things happen. Apple, Lego, Adobe, YouTube.


Next Steps

After you know the twelve archetypes, these two questions go:

  1. Who do you identify with in your personal brand?

  2. What are your complementary pillars to the main archetype?

Practice Exercise: Make a list of 3 archetypes in order of priority. Then add in addition to the described personal attributes. and connect them to the ways in which you express this in the most diverse ways in the world.

Once you’ve done this, you already have a very good starting point to create your personal brand.

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