To put it simply –– YES! We all can and do have each of the archetypes living somewhere within us. And as we navigate through life and business, we may even find that our primary archetype changes over time (again, totally normal). 

So, while we may identify predominantly with one or two archetypes, the characteristics, strengths, and weaknesses of each archetype can manifest within us at different times in our lives, or under different circumstances. 

Why? Because archetypes represent fundamental human experiences and motivations that are common across cultures and histories, they are pulled from the collective unconscious. 

For example, let’s say the Creator, driven by innovation and creativity, is your primary archetype. However, in some situations you may find yourself embracing the Caregiver archetype’s way of nurturing loved ones or showing support to those around you. And maybe during times of transformation, you find yourself seeking out new experiences like the Explorer. 

This doesn’t mean that your primary archetype has changed or that you have chosen wrong – this just goes to show that while we do have one primary archetype, we are still made up of them all. 

Understanding that we have aspects of each archetype within us is important for a few reasons:

• Flexibility and Growth: Understanding that we are multifaceted human beings allows us flexibility in how we approach different challenges and opportunities in life and business. It gives us permission to tap into different parts of ourselves when we need or want to. 
• Empathy and Connection: Archetypes convey the universal human experience – so when we see parts of them all within ourselves, we can foster a deeper sense of empathy, and relate more deeply to those around us. 
• Authenticity in Branding: For personal brands, embracing your top two archetypes and combining them together in a unique way allows you to show up more wholly for your audience, and you can express more about yourself and your work to an audience who is more likely to understand your depth. 

However, in branding, it’s important that we don’t over-do it with the archetypes. 

I did just talk about how we have all of the archetypes living somewhere within us, but just because that’s true, doesn’t mean we should show up that way in our brands – because that would be very confusing to our audiences, and ourselves! 

How Many Archetypes Should You Have? 

Sometimes, there is just one archetype that an entrepreneur resonates with most, and sometimes there are many. However, for the sake of clarity and consistency in your brand, I recommend choosing the one or two archetypes that feel strongest for you to guide your brand.

When we choose to align our brand with our archetypes, we’re opening a door to new possibilities of connection with our audiences. We’re putting our stories and experiences out there in a way that speaks to the people who need us most. And I know that can sound scary, but this type of connection that goes beyond the superficial is incredibly powerful in building a personal brand that is memorable and relatable. 

We’ve established that we’re focusing on one or two main archetypes, and if you choose two (which can give you the opportunity to showcase more of yourself through your brand), you’ll need to consider how to integrate them without creating confusion. 

Let’s say, for example, that you took my brand archetypes quiz and your top result was Innocent, with Sage close behind as your second. This combination (as with all combinations) gives you a unique opportunity to showcase various parts of yourself. In this example, the Innocent and Sage can work together to portray purity, optimism, and simplicity, while also communicating knowledge and introspection. 

In theory, that sounds great! But what about actually bringing that brand to life? 

Unfortunately, it’s not as straightforward as just plugging information into a formula. It’s more of an art than a science. 

For your visuals, you may choose to lean more towards the light, airy, clean aesthetic of the Innocent to evoke a sense of simplicity and trustworthiness. Then maybe in your copy you weave in thoughtful insights and advice that echoes the Sage’s quest for truth and knowledge. 

There is no wrong way to create a brand experience that is cohesive, clear, and reflective of who you are. 

However, there does need to be balance. By thoughtfully combining various elements, visuals, tones, messages, values, beliefs, etc., of your two primary archetypes, you can create a brand that not only stands out but also genuinely connects with your audience.

The goal here is not to fit into a rigid mold, but to use these archetypes as a foundation to build a brand that's authentically yours, resonating with the hearts and minds of your ideal clients.

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How to Choose Your Primary Archetype

The best starting place for finding your archetypes is in my brand archetype quiz! This quiz is so much more than just ticking boxes (although, yes, it does include ticking some boxes) – my quiz guides you through a journey of self-expression and exploration, helping you sort through the many complex parts of yourself and identify a primary and secondary archetype. 

But – it doesn’t stop there! 

Once you’ve found your primary archetype, it’s important to investigate your secondary archetype as well, and if you decide to use it in your brand, try to find ways to connect the two together to express even more of yourself in your brand. 

Let’s look at another example. Say you’re a travel blogger taking my quiz to learn more about your archetypes. You take the quiz, and your top result is Explorer. Makes sense, right? Your brand is all about exploration and travel! 

However, let’s take a step back and look at the context of your niche.

The Explorer archetype shares a common narrative among your peers, so standing out from the crowd might require a little extra something. So, let’s look to your secondary archetype – in this case, it’s the Magician. Integrating the transformative and visionary qualities of the Magician could set you apart from other travel bloggers, offering a new take on the “same old.” 

Yes – the most important thing to consider here is choosing an archetype that feels most authentic to you. However, this is also a great tool for strategically positioning yourself in your niche. 

Tapping into your secondary archetype gives you that natural edge to create your truly unique brand identity and set yourself apart from the crowd. 

Using elements of your top two archetypes can ensure that your brand not only stands out but also stays true to the core of who you are and the magical journey you're inviting your audience to join. 

What if I Don’t Resonate With My Primary Archetype?  

Taking my quiz and finding that your results don’t quite hit the mark can feel a bit like looking in the mirror and not recognizing the reflection. While it doesn’t happen often with my quiz, it is absolutely possible. Here’s how to navigate that situation. 

Maybe the archetype that popped up as your primary doesn't resonate with who you are or how you express yourself through your brand. If that's the case, don't fret – you've got the power to choose a path that feels right for you.

The first thing I’d recommend is doing a little bit of research to learn more about each of the archetypes. It’s like trying on different outfits until you find the one that feels just right – you’re trying to find the archetype that immediately makes you say, “YES, this is me!” You want your archetype to mirror your most authentic self and portray the essence of your brand. 

Choosing an archetype that feels naturally aligned not only makes showing up in your brand effortless, but it also allows you to create a brand that feels like a natural extension of you. However, trying to fit yourself into an archetype that isn’t right for you, you run the risk of portraying a false version of yourself, and creating a brand you have to strain to maintain. 

So, take a step back, reassess, and choose the archetype that genuinely feels like "you." This way, you'll pave the way for a more natural, cohesive, and effective brand identity. 

What if my Archetypes Contradict Each Other?

At first glance, there are some archetype combinations that can seem contradictory to one another. If you find yourself with one of these combinations, you may be feeling a little confused:

• Hero and Innocent
• Ruler and Explorer (I ran my brand on this combination for a long time)
• Outlaw and Innocent
• Ruler and Everyperson 
• Innocent and Ruler 

It may initially feel like you’re trying to mix oil and water, but here’s a mindset shift that might surprise you: these contrasts can actually be the thing that make your brand stand out – not by highlighting the differences, but by finding the commonalities. 

Let’s take a closer look at the Hero and Innocent combination. At first glance, you might be thinking “How can I use both bold colors and pastels,” “How can I be both powerful and serene?” 

These are valid questions! 

But, imagine a brand that embodies the strength and determination of the Hero, while also communicating the gentle optimism of the Innocent. Rather than completely portraying the Hero alone and saying something like “You’re going to get this done at all costs,” you combine the two into a message that says something more like, “You can absolutely change the world, and you can do it without sacrificing your self care.” This blend then creates a unique narrative where achieving great things doesn’t mean sacrificing your well-being. In that, these two archetypes actually balance each other beautifully. 

For another example, let’s look at the Ruler and Explorer. On one side, you have the Ruler’s love for structure and control, and on the other you have the Explorer’s quest for freedom and desire to break free from the status quo. Bringing these two visions together can sound like a challenge. As I mentioned above, my brand used to utilize both the Ruler and Explorer archetypes heavily, and one message I mainly conveyed was, “Structure creates freedom.”  This powerful idea seamlessly bridges the gap between these two archetypes, showing that discipline (a Ruler trait) can pave the way for unparalleled freedom and adventure (an Explorer’s dream). 

When it comes to blending archetypes, the goal is to find where they complement each other and where their values intersect, and then use that to create something truly unique. 

It's not just about having a brand that looks good on paper; it's about building a brand that resonates on a deeper level with who you are and what you want to share with the world.

So, if you're juggling between archetypes, take a moment to explore how they might work together – not just side by side, but interwoven into the fabric of your brand's identity. This is where you'll find your brand's true power – in the harmonious blend of contrasts that tells a story only you can tell.

For more guidance and resources on building a powerful personal brand that resonates with your authentic truth and speaks to your clients on a deeper level, explore how we can work together here.