Which of the 12 Jungian archetypes best expresses the personality of your brand. You can even select up to two supporting archetypes if you like. Take this fun exploration and declare your authentic personality. And then let it inform the consistent and compelling look, feel, tone and user experience for your brand story.

1. 12 Primary Personality Archetypes
Every Brand is Built Upon
Copyright 2022 Park & Company Marketing Communications, Inc. All rights reserved

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All leaders of purpose-driven brands have
important stories to tell.
But few are being heard. The Story Cycle System™
is a proven 10-step process to help you hack
through the noise and hook the hearts of your
audiences on a primal, human level.
Chapter 6 in the Story Cycle is called “Enter the
Mentor.” This is when you begin humanizing your
brand by defining its promise, gift and personality.

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Which archetype is right for your brand?
Innocent Regular Guy/Gal Hero Caregiver
Explorer Rebel Lover Creator
Jester Sage Magician Ruler
Thank you Carl Golden of soulcraft.co for your knowledge and inspiration on archetypes.

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Enter the Mentor
Let’s explore the 12 primary personality archetypes as identified by Swiss psychiatrist and
psychotherapist, Carl Jung. He believed that archetypes reside in our collective unconscious.
We use them to create meaning around the people, events and things we encounter.
Use archetypes to identify your brand’s core personality. Typically, you will find one dominant
archetype that is supported by one or two lesser archetypes. This is important because the
archetypes you select will inform the tone of your content, copy, visuals, user experience and
customer engagement. They will bring out the authentic personality of your brand.
Dr. Carl Gustav Jung

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Motto:
Core desire:
Goal:
Greatest fear:
Strategy:
Weakness:
Talent:
Free to be you and me
To get to paradise
To be happy
To be punished for doing something bad or wrong
To do things right
Boring for all their naive innocence
Faith and optimism
Also known as: Utopian, traditionalist, naive, mystic, saint, romantic, dreamer
Burt Shavitz
The Innocent

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The Regular Guy or Gal
Motto:
Core desire:
Goal:
Greatest fear:
Strategy:
Weakness:
Talent:
All men and women are created equal
Connecting with others
To belong
To be left out or to stand out from the crowd
Develop ordinary solid virtues, be down to earth,
the common touch
Losing one's own self in an effort to blend in or
for the sake of superficial relationships
Realism, empathy, lack of pretense
Also known as: The good old boy, everyman, the person next door, the silent majority
Charles Schwab

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The Hero
Motto:
Core desire:
Goal:
Greatest fear:
Strategy:
Weakness:
Talent:
Where there's a will, there's a way
To prove one's worth through courageous acts
Expert mastery in a way that improves the world
Weakness, vulnerability, being a "chicken"
To be as strong and competent as possible
Arrogance, always needing another battle to fight
Competence and courage
Also known as: The warrior, crusader, rescuer, soldier, dragon slayer, and team player
Yvon Chouinard

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The Caregiver
Motto:
Core desire:
Goal:
Greatest fear:
Strategy:
Weakness:
Talent:
Love your neighbor as yourself
To protect and care for others
To help others
Selfishness and ingratitude
Doing things for others
Martyrdom and being exploited
Compassion, generosity
Also known as: The saint, altruist, parent, helper, supporter
Oprah Winfrey

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The Explorer
Motto:
Core desire:
Goal:
Greatest fear:
Strategy:
Weakness:
Talent:
Don't fence me in
The freedom to find out who you are through
exploring the world
To experience a better, more authentic, more
fulfilling life
Getting trapped, conformity, and inner emptiness
Journey, seeking out and experiencing new
things, escape from boredom
Aimless wandering, becoming a misfit
Autonomy, ambition, being true to one's soul
Also known as: The seeker, iconoclast, wanderer, individualist, pilgrim
Sir Richard Branson

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The Rebel
Rules are made to be broken
Revenge or revolution
To overturn what isn't working
To be powerless or ineffectual
Disrupt, destroy, or shock
Crossing over to the dark side, crime
Outrageousness, radical freedom
Also known as: The outlaw, revolutionary, wild man, the misfit, or iconoclast.
Motto:
Core desire:
Goal:
Greatest fear:
Strategy:
Weakness:
Talent:
Elon Musk

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The Lover
You're the only one
Intimacy and experience
Being in a relationship with the people, work
and surroundings they love
Being alone, a wallflower, unwanted, unloved
To become more and more physically and
emotionally attractive
Outward-directed desire to please others at
risk of losing own identity
Passion, gratitude, appreciation, and
commitment
Also known as: The partner, friend, intimate, enthusiast, team-builder
Motto:
Core desire:
Goal:
Greatest fear:
Strategy:
Weakness:
Talent:
Coco Chanel

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The Creator
If you can imagine it, it can be done
To create things of enduring value
To realize a vision
Mediocre vision or execution
Develop artistic control and skill
Perfectionism, bad solutions
Creativity and imagination
Also known as: The artist, inventor, innovator, musician, writer or dreamer
Motto:
Core desire:
Goal:
Greatest fear:
Strategy:
Weakness:
Talent:
Pharrell Williams

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The Jester
You only live once
To live in the moment with full enjoyment
To have a great time and lighten up the world
Being bored or boring others
Play, make jokes, be funny
Frivolity, wasting time
Joy
Also known as: The fool, trickster, joker, practical joker or comedian
Motto:
Core desire:
Goal:
Greatest fear:
Strategy:
Weakness:
Talent:
Jerry Seinfeld

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The Sage
The truth will set you free
To find the truth
To use intelligence and analysis to understand
the world
Being duped, misled—or ignorance
Seeking out information and knowledge; self-
reflection and understanding thought processes
Can study details forever and never act
Wisdom, intelligence
Also known as: The expert, scholar, advisor, thinker, philosopher, researcher, teacher
Motto:
Core desire:
Goal:
Greatest fear:
Strategy:
Weakness:
Talent:
Warren Buffett

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The Magician
I make things happen
Understanding the laws of the universe
To make dreams come true
Unintended negative consequences
Develop a vision and live by it
Becoming manipulative
Finding win-win solutions
Also known as: The visionary, catalyst, inventor, charismatic leader, shaman, healer
Motto:
Core desire:
Goal:
Greatest fear:
Strategy:
Weakness:
Talent:
Steve Jobs

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The Ruler
Power isn't everything, it's the only thing.
Control
Create a prosperous, successful family or
community
Chaos, being overthrown
Exercise power
Being authoritarian, unable to delegate
Responsibility, leadership
Also known as: The boss, leader, aristocrat, king, queen, politician, manager
Motto:
Core desire:
Goal:
Greatest fear:
Strategy:
Weakness:
Talent:
Gertrude Boyle

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C
a
r
e
g
i
v
e
r
Lover
Regular Guy/Gal
Jester
Hero
R
e
b
e
l
M
a
g
i
c
i
a
n
E
x
p
l
o
r
e
r
Sage
Innocent
Creator
R
u
l
e
r
Belonging
Stability
Individualism
Challenge

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The Business of Story Archetypes
The Creator is the primary archetype for the Business of Story.
This personality is an authentic expression of who I am as
founder and what I stand for. I have been in the advertising
business for 35 years, have run my own agency for 20, and have
been steeped in storytelling for the past 15+ years. My purpose is
to help you live into your most powerful stories.
The Magician as one of our supporting archetypes. It symbolizes
our approach to teaching the applied science ad bewitchery of
story to help you nudge the world in any direction you choose.
Sage is another natural supporting archetype that colors our
brand’s personality. It speaks to our decades of experience in
brand communications, as well as our study of narrative and
brain structure to connect with people and move them to action.
Creator
Magician Sage

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Order your DIY guide to craft and
tell your compelling brand story
at businessofstory.com