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How to Boost Your Personal Branding With an Archetypal Twist - For Female Entrepreneurs

Written by: Andrea Cristancho, Executive Contributor

Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.


The first time I came across the word Archetypes, the word itself took me to picture angels in my mind. It sounded exoteric, a bit too woo-woo for my taste, and mind you, I’m a crystals type of gal. However, at that point, I always wondered if I had to invest in a design crash course in order to nail that one ideal logo I could picture in my mind, but no designer yet managed to interpret. Until that point in my career, I always felt I had to settle for the image I had paid to create rather than strive for that look that would feel a perfect match to my message and personality.

Funny enough, in my previous businesses, my personality was always influenced, but never to the extent that would reflect me within my brand because I tried to stay executive. And, worst, I always settled for the opinion of the majority after presenting a couple of mockups, what most liked I follow. It always implied time and money spent, but I never got the gist of the full expression of branding yourself in business until I discovered this method.

Like many, I was also confusing a logo with a brand when, in reality, your logo same as your tagline are just one tiny aspect of the whole. Your brand is a combination of elements that all add up to deliver the promise of an experience. And, your personal brand is an opportunity to create meaningful, thought-provoking connections with your clients. It’s an opportunity to have focus, intention, and energy building your business.

So when I first came across the method Branding with Archetypes, I had to ask, what are archetypes? The term Archetype has its origins in ancient Greek, Archean, which means primitive and typos, which means pattern. The combined meaning then translates into primitive patterns in the sense that we all share them. These are images, characteristics, and qualities that are imprinted in our human psyche and are immediately understood because they are universal. Hence, archetypes provide a structured, easy to use method for creating meaning, emotion, and connection with your ideal clients, in a way that is authentic to you.

I went on with my research and discovered that Jungian archetypes are defined as universal, archaic symbols and images that derive from the collective unconscious, as proposed by Carl Jung. They are the psychic counterpart of instinct. They are a kind of innate unspecific knowledge, derived from the sum total of human history, which prefigures and directs conscious behavior. ( That is to say; an Archetype is a collection of forms or images of a collective nature which occur practically all over the earth as constituents of myths and, at the same time, as individual products of unconscious origin. (C.G. Jung, Psychology and Religion).

The development of his work has led to a sum of great minds studying and further developing it over the years. And in the system I describe and practice learned from my own coach, she also translates it into twelve archetypes where you pick a signature and an influencing archetype, the two that would reflect your uniqueness and they appeal to a matching core desire that is currently important and strongly present within your ideal clients. Your signature archetype then represents your core nature, motivation, and driving force (your company’s). However, used alone, it doesn’t create enough dimension of personality to stand out as unique in a crowded market, which is where your influencing archetype comes in. The later gives dimension, color, tone, and uniqueness when integrated with your signature archetype.

Then, all these elements come together in the Soul of Your Brand Guide, which becomes that one message you refer back when any designer wants to help you create, or you are in the middle of creation yourself and want to stick to your branding. It all sounds simple, and it is, however, the process to come up with your identity is tough. How come? We tend to shy away from our true identity when doing business, afraid of being shamed, coming out wrong, or simply not being 100% clear on how we want the world to perceive us.

We also tend to tone down our creative instinct and give our power away to “professionals,” hoping they are going to come up with something better than what we can express, and doing so helps us shape our identity in business. And, in the best-case scenario, you leave the branding component of your business last, first focusing on finding clients. Unfortunately, this approach tends to then have our current clients define who we are instead of attracting our ideal clients in the first place. Rest assured, if you’ve read this far, you’ve experienced any of the three scenarios mentioned above, or all. So, ask yourself, how valuable would it be to have clarity in your unique brilliance, your one thing that makes you an attraction magnet in business?

Also, assurance on what you stand for, what your brand promises, and what you're an expert at. When we define and create following our brand guide, our brand values, as well as the experience we want our clients to have in their customer journey. It becomes easy to explain, step by step to any new team member or external support who we are and what our business stands for. When you define your brand's personality from the get-go, any presentation your deliver and flagship program, you create becomes a true expression of your business, no matter which market or language. Why? Because it'll always reflect you! Even when delivered by your team.

Now, in the Branding with Archetypes system, there are 10 steps in order to complete the creation of your guide. In a VIP Day, I help my clients find out which are their archetypes, craft their message, design their look and feel, and walk away with the Soul of your Brand Guide in their hands. No matter how seasoned they are, I've seen that dedicating time to UpLevel their image and message boosts energy and profits in their business. Why? Because clarity paired with confidence is a powerful mindset shift, female entrepreneurs tend to excel at, and when they see there is room to do this their way, it brings by a robust twist.

The journey begins with a fun self-discovery test, and following I'll brief on each archetype's spiritual contract to see in which two you see yourself reflected. Taking this work further would mean you're keen to explore and make some changes in your business with certainty and my guidance; it's my pleasure to help. You just need to book a session with me to get started.

  • The Romantic Archetype spiritual contract is to deepen intimate connections. It appeals to our core need to be loved and appreciated.

  • The Nurturer Archetype spiritual contract is to care for, nourish, and protect our mind, body, and soul. It appeals to our need for comfort and acceptance, no matter what.

  • The Innocent Archetype spiritual contract is to make us new again. No matter how practical the product, when created by the innocent archetype, it becomes something that makes us smile, feeling good and hopeful about the world again.

  • The Explorer Archetype spiritual contract is to discover deep fulfillment, freedom, and authenticity. Their deeply rooted need for self-expression and individuality gives us a positive role model for discovering our own unique brilliance and originality.

  • The Artist Archetype spiritual contract is to honor self-expression confidently. The artist lifts us up and gives us permission to create not only how we see our world but who we are in it as well.

  • The Sage Archetype spiritual contract is to discover the truth and share wisdom. It appeals to our desire for rationale, logic, and explanations to support their insights.

  • The Hero Archetype spiritual contract is to achieve grace by triumphing over adversity. No matter what, the hero helps us tap into our own sense of honor, values, and conviction.

  • The Humanitarian archetype spiritual contract is to speak up for the common man/woman. They lead from the trenches, often inspiring others by their simple, forthcoming character.

  • The Ruler Archetype spiritual contract is to create order, peace, and prosperity. Their true gift is in empowering leadership, prosperity, and success in others.

  • The Alchemist Archetype spiritual contract is to make dreams come true. It appeals to our desire to snap our fingers and experience a sense of magic, transforming ourselves or our situation into what we dream it can be.

  • The Maverick Archetype spiritual contract is challenging the world as we know it. It gives us permission to express our dark side that yearns to break loose, challenge limits, or participate in forbidden behavior.

  • The Jester Archetype spiritual contract is to offer a different perspective. By making fun of anything and everything, the jester helps us relax and add fun, spontaneity, and enjoyment into our lives' predictability.

In case you’re wondering I’m an Artist with influencing Ruler archetype, what about you? Let’s find out. To your success!

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Andrea Cristancho, Executive Contributor Brainz Magazine

Andrea Cristancho, founder of is a Holistic Business Coach helping female entrepreneurs in the wellness space. Through her signature program The UpLevel Method, Andrea integrates the entrepreneurial mindset with practical business tools that re-engineer existing businesses to achieve their next level of growth. As an international business mentor with Latin roots and serial entrepreneur, she has run her own businesses in 3 continents in a number of different industries. In the process, she has discovered that having a signature program, a personal brand and the right mindset is the key to taking off your entrepreneurial success.



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