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Don’t Build Your Personal Brand — Uncover It
The 12 Brand Archetypes
Most personal branding advice tells you to start with strategy:
Craft your message.
Pick your niche.
Choose your vibe.
Post consistently.
But here’s the truth no one tells you:
Your personal brand already exists.
It’s the promise you make and keep over and over.
This promise forms a story people tell themselves about who you are.
You don’t need to “build” your this story…
You can just uncover it.
And one of the most powerful tools for uncovering it?
Brand archetypes.
Why archetypes matter
Humans are wired to understand the world through stories — and stories are built on characters.
That’s why brands (including personal brands) are often interpreted through the lens of archetypes.
These are recurring personalities people instantly recognize and relate to.
There are 12 core brand archetypes.
