If you’ve ever wondered, “what do I say to attract my ideal client?” or “what’s my superpower?”, then I’m happy to report that I have the answer! These personality types are the secret behind building a brand that effortlessly connects you to the hearts and minds of your ideal client.

THE HISTORY BEHIND THE TYPES

Carl Jung, one of our founding fathers of psychology, analyzed art, literature, and legends from all over the world from many different periods of history. He discovered that there were 12 recurring characters, 12 recurring archetypes that kept popping up over and over again in these stories. After some analysis, he realized that these 12 archetypes represent 12 innate, psychological desires that all humans have (or will have throughout their lifetime).

Our 12 innate human desires are as follows:

• to find happiness

• to find fulfillment

• to find understanding

• to win

• to revolt

• to believe

• to belong

• to experience pleasure

• to have fun

• to be loved

• to leave a legacy

• to be in control

WHOA. Mind-blowing, right? Many years later, Carol S. Pearson adopted these ideas and translated them into the business world, applying their insights to branding. And we are forever grateful for her research.

SCROLL BELOW TO LEARN MORE ABOUT EACH TYPE

THE
INNOCENT

Taps into our DESIRE to: To be happy, to experience joy, to be in a utopia

Your GOAL as a brand is: To be positive, to be encouraging, to bolster what is pure and clean and just

Keywords: Purity, Joy, Encouragement, Optimism, Natural, Simple, Cheerful

Big Brand Example: Dove, True Botanicals

Entrepreneur Example: Evie Rupp, @evierupp

THE
EXPLORER

Taps into our DESIRE: To experience freedom, to discover new things, to explore the world

Your GOAL as a brand is: To help people experience a more authentic, fulfilling life, to aid in the discovery of someone’s inner or outer world, to help them escape

Keywords: Adventurous, Independent, Wild, Free, Pioneering, Seeking

Big Brand Example: The North Face

Entrepreneur Example: Renee Hahnel, @reneeroaming; Lindsey Roman, @mrslindseyroman; Michelle Knight, @michelleknightco

THE
SAGE

Taps into our DESIRE: To gain knowledge, to learn, to discover truths

Your GOAL as a brand is: To use intelligence and analysis to understand ourselves and the world, and to educate others on what you’ve learned

Keywords: Wise, Trustworthy, Candid, Intelligent, Investigative, Inquisitive, Perceptive, Smart

Big Brand Example: Google, Harvard

Entrepreneur Example: Pat Flynn, Smart Passive Income, @patflynn; Amy Porterfield, @amyporterfield

THE
HERO

Taps into our DESIRE: To prove ourselves, to overcome challenges and achieve something, to win

Your GOAL as a brand is: To encourage others to be courageous, to take action, to achieve what you want through hard work and discipline

Keywords: Strong, Determined, Courageous, Motivating, Championing, Empowering

Big Brand Example: Nike

Entrepreneur Example: Rachel Hollis, @msrachelhollis; Gary Vaynerchuk, @garyvee

THE
REBEL

Taps into our DESIRE: To break the rules, to find FREEDOM from the establishment (I’m talking to you, 9-to-5) 

Your GOAL as a brand is: To be disruptive, to overturn what isn’t working, to start a revolution and say what other people aren’t willing to say

Keywords: Bold, Disruptive, Revolutionary, Raw, Rebellious, Cutting-Edge

Big Brand Example: Harley-Davidson

Entrepreneur Example: Jamie King, The Slay Coach, @theslaycoach; Ash Ambirge, @the.middle.finger.project

THE
MAGICIAN

Taps into our DESIRE: To believe in a higher power, to understand the laws of nature, to believe in miracles

Your GOAL as a brand is: to make dreams come true, to transform other people’s lives, to make the impossible possible

Keywords: Intuitive, Spiritual, Inventive, Visionary, Charismatic, Supernatural

Big Brand Example: Disney

Entrepreneur Example: Marie Forleo, @marieforleo; Tony Robbins, @tonyrobbins; Gabby Bernstein, @gabbybernstein

THE
REGULAR GUY

Taps into our DESIRE: To belong to a community, to connect with others, to be accepted into a group

Your GOAL as a brand is: To foster community and friendships, to help people feel understood, to make all people feel equal

Keywords: Warm, Down-to-Earth, Friendly, Humble, Honest, Understanding, Accepting, Inviting

Big Brand Example: Coca-Cola, Levi’s

Entrepreneur Example: Jenna Kutcher, @jennakutcher

THE
LOVER

Taps into our DESIRE: To have intimacy with someone, to experience pleasure, to have our innermost desires fulfilled

Your GOAL as a brand is: To foster deeper connections between people, to use attraction to help people get what they want

Keywords: Passion, Desire, Indulgence, Intimacy, Connection, Seduction, Attraction

Big Brand Example: Victoria’s Secret, Magnum Ice Cream

Entrepreneur Example: Amanda Frances, @xoamandafrances

THE
ENTERTAINER

Taps into our DESIRE: To laugh, to have fun, to live in the moment

Your GOAL as a brand is: To help people have a great time and lighten the mood, to show that everything doesn’t have to be so serious, to enjoy life to the fullest

Keywords: Comedic, Entertaining, Playful, Fun, Silly, Whimsical, Humorous

Big Brand Example: Skittles (taste the rainbow commercials)

Entrepreneur Example: RKA Ink, Rachael Kay Albers, @rachaelkayalbers; Heather McMahan, @heatherkmcmahan

THE
CAREGIVER

Taps into our DESIRE: To care for and protect others

Your GOAL as a brand is: To help people, to take care of others, to nurture them, to make them feel safe

Keywords: Nurturing, Caring, Thoughtful, Kind, Safe, Secure, Comforting

Big Brand Example: Campbell’s, Toms

Entrepreneur Example: Kate Northrup, @katenorthrup; Joanna Gaines, @magnolia

THE
CREATOR

Taps into our DESIRE: To express ourselves, or to create something that lasts

Your GOAL as a brand is: To help people express themselves more freely, to bring ideas to life, to give form to a vision

Keywords: Creative, Imaginative, Curious, Original, Unique, Colorful, Eccentric

Big Brand Example: Lego

Entrepreneur Example: Laura Belgray, Talking Shrimp, @talkingshrimpnyc; Cathy Heller, @dontkeepyourdayjob

THE
RULER

Taps into our DESIRE: To lead, to take charge, to be in control

Your GOAL as a brand is: Create wealth and success, and grow authority and influence

Keywords: Responsible, Dependable, Ambitious, Authoritative, Refined, Luxurious, Elegant

Big Brand Example: Hermes, Chanel, Louis Vuitton, Rolex

Entrepreneur Example: Cara Alwill, @thechampagnediet; Sabrina Philipp, @sabrinamphilipp