How to build a personal brand online by defining your archetype

How to build a personal brand online by defining your archetype

Defining a personal brand online can be a powerful way to establish your identity and create a consistent and compelling presence on the web. One approach to understanding and shaping your personal brand is through the lens of Carl Jung’s 12 archetypes. These archetypes are universal symbols and themes that resonate with human experiences. By identifying the archetype that aligns with your personality and values, you can craft a more authentic and resonant online presence. Here’s a guide on how to define your personal brand using Jung’s 12 archetypes:

  1. The Innocent:
    • Characteristics: Optimistic, honest, and pure.
    • Branding Tips: Emphasize simplicity, transparency, and a sense of wonder. Use clean and bright visuals to convey purity.
  2. The Regular Person (Everyman):
    • Characteristics: Relatable, down-to-earth, and practical.
    • Branding Tips: Showcase your relatability and practicality. Use real-life examples and share everyday experiences.
  3. The Hero:
    • Characteristics: Courageous, determined, and driven.
    • Branding Tips: Highlight your achievements and showcase your journey. Use powerful visuals and narratives of overcoming challenges.
  4. The Caregiver:
    • Characteristics: Nurturing, compassionate, and supportive.
    • Branding Tips: Express empathy and understanding. Share stories of helping others and create a warm and inviting online space.
  5. The Explorer:
    • Characteristics: Adventurous, curious, and independent.
    • Branding Tips: Showcase your curiosity and love for exploration. Use imagery that conveys a sense of discovery and uniqueness.
  6. The Rebel:
    • Characteristics: Unconventional, rebellious, and disruptive.
    • Branding Tips: Challenge the status quo. Use bold statements, unique visuals, and a fearless approach to stand out.
  7. The Lover:
    • Characteristics: Passionate, sensual, and relationship-focused.
    • Branding Tips: Emphasize emotional connections and sensory experiences. Use rich visuals and evoke a sense of intimacy.
  8. The Creator:
    • Characteristics: Innovative, imaginative, and expressive.
    • Branding Tips: Showcase your creativity and originality. Use visually appealing content and share behind-the-scenes glimpses of your creative process.
  9. The Jester:
    • Characteristics: Playful, humorous, and spontaneous.
    • Branding Tips: Inject humor into your content. Use playful language, memes, and engaging, lighthearted visuals.
  10. The Sage:
    • Characteristics: Wise, analytical, and thoughtful.
    • Branding Tips: Share valuable insights and knowledge. Use a calm and composed tone, and focus on providing thoughtful, well-researched content.
  11. The Magician:
    • Characteristics: Visionary, transformative, and charismatic.
    • Branding Tips: Convey a sense of magic and transformation. Share stories of personal growth and use captivating visuals.
  12. The Ruler:
    • Characteristics: Authoritative, responsible, and organized.
    • Branding Tips: Showcase leadership qualities and organizational skills. Use a polished and professional visual identity.

To define your brand effectively, reflect on your personality, values, and goals. Selecting an archetype that aligns with your authentic self will help you create a more cohesive and impactful online presence. You can also incorporate elements that reflect your archetype in your e-portfolio, which you can build for free using the BMCC OpenLab platform.

If you are interested in starting an e-portfolio using the OpenLab and need more support, feel free to reach out to our team by sending an email to

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