CAREER:

The power of personal branding

Can you tell people why you are different and better than every other creative out there? This episode will help you understand the obstacles, power and importance of creating your own personal brand and how to start building it today.


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Show Notes:

BRAND ARCHETYPES

Here are the 20 character archetypes I talked about in the show with the name of the archetype, alternate descriptions, along with goals, brands and people who exemplify that archetype. You can use these 20 to do a sorting exercise to see which one best fits you and your brand.

DOWNLOAD BRAND ARCHETYPE CARDS

EXPLORER

Seeker, Wanderer

Goal or Method: To learn what’s constant in life by always changing your environment
Brands: North Face, Pier One, Jeep, Greyhound, Subaru, Starbucks
People: Christopher Columbus, Jacques Cousteau, Steve Irwin


DEFENDER

Knight, Superhero, Warrior

Goal or Method: To protect others from harm through bravery and service.
Brands: U.S. Army, Greenpeace, Marlboro, Dial, Band Aid
People: Batman, George S. Patton, John Wayne


THRILL-SEEKER

Gambler, Swashbuckler, Adventurer

Goal or Method: To achieve great rewards through great risks.
Brands: X Games, Mountain Dew, Chrysler Crossfire, Carnival Cruise Ships, New Zealand, Camelback
People: Richard Branson, Ben Saunders, Errol Flynn


ACHIEVER

Athlete, Hot Shot, Strongman

Goal or Method: To prove yourself through amazing physical acts.
Brands: Nike, Ford, Home Depot, Adidas, Under Armor
People: Lance Armstrong, Michael Jordan, Tiger Woods


TRADITIONALIST

Conservative, Old School, Miser

Goal or Method: To restore the world through a return to old-fashioned values.
Brands: Old Spice, Wendy’s, Procter & Gamble, Wells Fargo, Folger’s, GAP
People: Norman Rockwell, Ronald Reagan


NURTURER

Mom, Mother Earth, Healer

Goal or Method: To help others feel loved by providing for their needs and wants.
Brands: Campbell’s, Pampers, Volvo, Johnson & Johnson, Loreal, Allstate
People: June Cleaver, Paula Deen


CONNECTOR

Networker, Politician, Talker

Goal or Method: To make things happen by knowing the right people.
Brands: AT&T, Verizon, Facebook, Linkedin
People: Oprah


ARTIST

Creative, Creator, Craftsman

Goal or Method: To create something of enduring beauty and value.
Brands: hp, Adobe, Lego, Home Depot, Michael’s, Black and Decker, HGTV
People: Beethoven, Salvador Dali, William Shakespeare, Bob Villa


PHILOSOPHER

Sage, Prophet, Guru

Goal or Method: To help people understand the world by seeing things from a different perspective.
Brands: Scientology, Calvin Klein, Nikon
People: Plato, Deepak Chopra, Paulo Coelho


DREAMER

Magician, Sorcerer, Wizard

Goal or Method: To help people achieve supernatural experiences by promoting faith and wonder (transformation).
Brands: Disney, Axe, Rock Band
People: Tim Burton, Carlos Castaneda, Steven Spielberg, Harry Potter


MOTIVATOR

Mentor, Preacher, Promoter

Goal or Method: To achieve amazing goals by getting people excited about a cause.
Brands: Truth, (RED), Electronic Frontier Foundation, MoveOn.org
People: Tony Robbins, Barack Obama, Richard Simmons


RULER

King, Leader, Father

Goal or Method: To lead people to a common destination through confidence, determination, and influence.
Brands: Microsoft, Rolex, Gillette, The New York Times, Jack Daniel’s
People: Steve Jobs, Franklin Roosevelt, Moses


MAVERICK

Rebel, Outlaw, Rogue

Goal or Method: To achieve freedom from the establishment through defiance, disobedience, and nonconformity.
Brands: Harley Davidson, Virgin, MTV, Rimmel, Steve Madden, Urban Outfitters, Orbit
People: Henry David Thoreau, Sid Vicious, George Washington


EVERYMAN

Good Old Boy, Girl Next Door, Average Joe

Goal or Method: To bond with others by being humble, hard-working, and friendly.
Brands: Miller High Life, Sonic, Walmart, Lowe’s, Walgreens, Southwest, Visa, Covergirl, Hollister
People: Jack Black, Homer Simpson, Tom Hanks, Princess Diana


INNOCENT

Saint, Goody-Two-Shoes, Angel

Goal or Method: To achieve a simple, pure life by always doing the right thing.
Brands: IKEA, Google, Apple, Dove, Lysol, Master Card, Aveda
People: Mr. Rogers, Gandhi, Boy Scouts, Oprah


ENTERTAINER

Clown, Jester, Performer

Goal or Method: To make friends (and avoid making enemies) through humor and fun.
Brands: Budweiser, Fanta, Jack in the Box, Hulu, Woot.com, Taco Bell, Doritos
People: Robin Williams, Bob Hope, Jeff Foxworthy


VILLAN

Bad Guy, Monster, Vampire

Goal or Method: To satisfy internal drives or passions through whatever means necessary.
Brands: Megadeth, Hot Topic, LA Ink
People: Marilyn Manson, Darth Vader, Dr. Horrible


INTELLECTUAL

Sage, Genius, Expert

Goal or Method: To find the truth through research, objectivity, and diligence.
Brands: Ask.com, CNN, Gallup, MIT, Harvard, CIA, Bloomberg
People: Stephen Hawking, Marie Curie, Ken Jennings


SENUALIST

Hedonist, Pleasure Seeker

Goal or Method: To pursue perfect enjoyment through physical experiences.
Brands: Victoria’s Secret, BMW, Godiva, Versace, Food Network,
People: Madonna, Jane Austen, Dracula


SERVANT

Martyr, Helper, Monk

Goal or Method: To lose yourself through service to others.
Brands: Red Cross, Amnesty International, Peace Corps, Humane Society, Police Department
People: Mother Theresa, Pat Tillman

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