What's your personal brand archetype?

THOUGHT OF THE WEEK
There’s a weird shift happening in the world of branding

Every time I open the comment section of a viral video, I inevitably see a comment from a major corporation like Google saying something along the lines of:

“yessss bestiieeee!!!”

or

“go offff queeeen!”

and it’ll get 27.3k likes.

But when did this happen?

When did brands stop acting like brands and start acting like the drunk girl you met in the bathroom at a club?

(Shoutout to all the bathroom besties I’ve made over the years, I love you and I miss you and I’d die for you).

Why are brands trying to be our besties?

Gone are the days of one-way, faceless selling machines. Now, people want more from their corporations.

They want substance, personality, a perspective, and some humour goddamn it!!

Global brands are being forced to think more like creators.

And as the creator economy continues to explode and mature, creators are being forced to think more like global brands.

(Sometimes even growing big enough to rival them).

I have a background in both advertising and as a full-time creator, so I’ve straddled both worlds.

And what’s fascinating to me is this:

The line between the corporation and the creator is blurring.

Personal branding strategies are now corporate branding strategies.

Corporate branding strategies are now personal branding strategies.

And one example of this? is…

The brand archetype wheel

The brand archetype wheel has long been a secret used by corporations to build clear, emotionally resonant brand identities.

But I believe that everyone can use its underlying principles, so I’m un-gatekeeping it for the personal brands and creators out there.

It’s based on Carl Jung’s theory that there are 12 archetypes that represent fundamental human desires. It’s divided into two parts: the inner ring and the outer ring.

• The inner ring represents four core human motivations: Belonging (pursue connection), Stability (provide structure), Mastery (leave legacy), and Independence (explore spirituality).

• The outer ring consists of 12 archetypes, each reflecting different expressions of these core desires. For example, the Hero strives for mastery, the Everyman seeks belonging, and the Explorer values independence.

So what is your personal brand archetype?

Have a look at the wheel and ask yourself:

1. What is my core personal motivation?

2. What feeling do I leave people with?

3. What is my archetype?

I’m the Creator, because one of my strengths is providing structure, and (I like to think) I leave my audience with a feeling of innovation - that they have the power to create whatever they want, whenever they want.

I have sprinkles of Hero and Jester, but I’m a Creator at the core.

I’d love to know, which archetype are you?

Building a brand is the ultimate lubricant.

When you have a clear brand as a creator or business, everything else becomes easier.

• Audiences are more engaged.

• You get more attention with less effort.

• You get more aligned opportunities.

• Sales flow in.

That’s because a solid brand is pure leverage. It does the legwork for you.

So if you’re ready to stop guessing and start building something that sets you apart from the noise — fill out the application for 1:1 coaching with me below.

CREATIVE INSPO OF THE WEEK
What made me feel creative this week?

this poster to promote awareness for shark-culling:

Ok that’s all for now.

Until next time

Keep climbin’

Erica x