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Meet The 12 Jungian Archetypes
( Your Archetype Guides™)
Ready to meet the 12 Archetypes / brand Archetypes?
An Important Note
Unpopular opinion. Archetypes are NOT a one-size-fits-all and Carl Jung made a strong point about this. They’re in fact hundreds and even thousands of Archetypes operating in our internal/external worlds. Let me explain.
I call these Archetypes subcategory Archetypes and they fall into the 12 main Archetypes; which you’ll read more about below. For example, if you have a strong Magician Archetype you could resonate with the Alchemist Archetype (a subcategory Archetype) better. They’re both about transformation but each has very distinct energies and ways they can show up in your life and in the external world.
I myself have a strong Alchemist Archetype and can share from my experience this Archetype has a very earthy energy. This is something you don’t really think about with the Magician. Why am I sharing this?
Because it’s important to use this information as a guide only. It’s not until you start doing your inner work and you begin connecting with your own Archetypes that you’ll find out how they are showing up for you and how they can show up in your brand if you have a business.
Also, because I’m very connected to the world of Archetypes, when you work with me I’ll guide you on how to connect with this world safely so you can find your own gifts, wisdom, and even heal from mindset blocks/traumas. If you have a business we’ll create a brand that’s a unique expression of who you are.
Totem Animals
Instead of using the traditional Archetypal icons that you see everywhere on the web, I was inspired by my own Archetypes to use Totem Animals as their symbols. As a Mexican woman with indigenous roots (Mexica/Aztec), this honors my roots. Additionally, I’ve also found Totem Animals to be one of the most practical ways to apply Archetypes in our daily lives.
This way when you see or think about that specific Totem Animal that’s connected to your Archetype you’ll be reminded of its medicine, strengths, and wisdom so you can apply it in your life or business. You’ll begin to see yourself, the world, and your brand from a more profound, meaningful, and Soul level.
Archetypes & The Human Development
My Archetype work is inspired by Carl Jung, Joseph Campbell, and Carol S. Pearson. It’s through their work that I learned how Archetypes also show up in different developmental stages of our lives.
The 12 Jungian Archetypes below are organized based on this and are in alignment with Joseph Campbell’s, Hero’s Journey. The Hero’s Journey is a template for the way we develop ourselves and experience stories in our lives/the world. The development stages are:
- Ego Development (early years of your life)
- Soul Development (mid-years of your life)
- Self Development (older years of your life)
I will make a blog post about this at a later time. There’s so much you can do with Archetypes!
The 12 Archetypes profiles below can be applied both in your life and your brand. They’re a synopsis of what each Archetype is about. If you’d like to know what your top Archetype is and get a longer profile of that Archetype make sure to take my Archetype Guides Test™ by clicking here
Please note that the graphics I used for the Spirit Animals symbols below are copyrighted to me and actually include parts of my own logo. They (or any part of my website) may NOT be used by anybody else at any time. Thanks for respecting my work as I’ve seen them used on the web/social media without my permission.
ego Development Archetypes
Innocent Archetype
INNOCENT ARCHETYPE NORTH STAR
Hope will keep/restore innocence and holiness
INNOCENT ARCHETYPE SUBCATEGORIES
Idealist, Dreamer, Child, Muse, Utopian, Traditionalist, Naive, Saint, Damsel in Distress, Virgin
INNOCENT ARCHETYPE TOTEM ANIMAL
Deer
INNOCENT ARCHETYPE GIFTS/MAGIC
- You tend to trust life and the goodness of people.
- You have the gift of holding hope for yourself or others during dark times.
- You are motivated to create a better and more peaceful world for humankind and all living things.
INNOCENT ARCHETYPE SPELLS TO WATCH OUT FOR
- Being too optimistic you are not able to see the problems that lie ahead.
- Being overly positive you deny the events or feelings that others experience.
- Relying too much on others to save or take care of you. Ex: thinking your boss is supposed to take care of you like a mother/father figure does. Codependency.
INNOCENT ARCHETYPE BRANDS/PEOPLE
Coca Cola, Dove, PBS Network, Abraham Lincoln, Dorothy (The Wizard of Oz)
EVERYMAN ARCHETYPE
EVERYMAN ARCHETYPE NORTH STAR
We are all created equal
EVERYMAN ARCHETYPE SUBCATEGORIES
Everyman, Advocate, Orphan, Citizen, Servant, Networker
EVERYMAN ARCHETYPE TOTEM ANIMAL
Wolf
EVERYMAN ARCHETYPE GIFTS/MAGIC
- You have the ability to be resilient and survive life’s tragedies and disappointments.
- You have a strong belief that all (including the common folk) people are created equal and deserve equal rights as a birthright; not just the 1 percent.
- You are realistic about life, are down to earth, and do not like to sugarcoat things. You do not promise things you cannot deliver.
EVERYMAN ARCHETYPE SPELLS TO WATCH OUT FOR
- Always having a doom or gloom, cynical, and scarcity mentality.
- Being fearful of trusting again and being abandoned.
- Using the bad things that happened to you as an excuse to hurt others or justify toxic behaviors. Using drugs or alcohol to numb inner pain or past trauma.
EVERYMAN ARCHETYPE BRANDS/PEOPLE
VISA, Gap, Wrangler Jeans, Bernie Sanders, John F. Kennedy
EVERYMAN ARCHETYPE
EVERYMAN ARCHETYPE NORTH STAR
We are all created equal
EVERYMAN ARCHETYPE SUBCATEGORIES
Everyman, Advocate, Orphan, Citizen, Servant, Networker
EVERYMAN ARCHETYPE TOTEM ANIMAL
Wolf
EVERYMAN ARCHETYPE GIFTS/MAGIC
- You have the ability to be resilient and survive life’s tragedies and disappointments.
- You have a strong belief that all (including the common folk) people are created equal and deserve equal rights as a birthright; not just the 1 percent.
- You are realistic about life, are down to earth, and do not like to sugarcoat things. You do not promise things you cannot deliver.
EVERYMAN ARCHETYPE SPELLS TO WATCH OUT FOR
- Always having a doom or gloom, cynical, and scarcity mentality.
- Being fearful of trusting again and being abandoned.
- Using the bad things that happened to you as an excuse to hurt others or justify toxic behaviors. Using drugs or alcohol to numb inner pain or past trauma.
EVERYMAN ARCHETYPE BRANDS/PEOPLE
VISA, Gap, Wrangler Jeans, Bernie Sanders, John F. Kennedy
WARRIOR ARCHETYPE
WARRIOR ARCHETYPE NORTH STAR
Where there’s a will, there’s a way!
WARRIOR ARCHETYPE SUBCATEGORIES
Hero, Athlete, Liberator, Rescuer, Superhero, Crusader, Soldier, Dragon Slayer, The Competitor
WARRIOR ARCHETYPE TOTEM ANIMAL
Tiger
WARRIOR ARCHETYPE GIFTS/MAGIC
- You model and show what it’s like to have real courage, integrity, discipline, and determination.
- You stand up for your convictions, ideals, for yourself and others.
- You do whatever you need to do to succeed even when you are scared.
WARRIOR ARCHETYPE SPELLS TO WATCH OUT FOR
- Overpowering others for your own gain. Becoming the villain without any morals, ethics, or ability to do what’s good for those around you.
- Taking advantage of and possessing others – only thinking about yourself. Compromising your own principles and morals to win.
- Getting stuck on being in battle with everyone around you. Everything becomes a challenge, threat, or something to conquer, retaliation when you don’t get your way.
WARRIOR ARCHETYPE BRANDS/PEOPLE
U.S. Army, the Olympics, Nike, Teddy Roosevelt, Martin Lurther King Jr, Joan of Arc
CAREGIVER ARCHETYPE
CAREGIVER ARCHETYPE NORTH STAR
Love your neighbor as yourself
CAREGIVER ARCHETYPE SUBCATEGORIES
Altruist, Saint, Parent, Helper, Supporter, Angel, Healer, Guardian, Samaritan, Servant, Fairy godmother/father
CAREGIVER ARCHETYPE TOTEM ANIMAL
Elephant
CAREGIVER ARCHETYPE GIFTS/MAGIC
- You are passionate about helping, giving, and providing comfort to those in need.
- Your goal in life is to be a catalyst to create a more perfect and caring world.
- You believe that empathy is a powerful tool for transforming pain.
CAREGIVER ARCHETYPE SPELLS TO WATCH OUT FOR
- Using control and manipulation to get what you want.
- Trouble asserting boundaries and needs.
- Martyring yourself till you burn out and asking others to do the same.
CAREGIVER ARCHETYPE BRANDS/PEOPLE
Dove, Allstate Insurance, American Red Cross, Gandhi, Mother Teresa
CAREGIVER ARCHETYPE
CAREGIVER ARCHETYPE NORTH STAR
Love your neighbor as yourself
CAREGIVER ARCHETYPE SUBCATEGORIES
Altruist, Saint, Parent, Helper, Supporter, Angel, Healer, Guardian, Samaritan, Servant, Fairy godmother/father
CAREGIVER ARCHETYPE TOTEM ANIMAL
Elephant
CAREGIVER ARCHETYPE GIFTS/MAGIC
- You are passionate about helping, giving, and providing comfort to those in need.
- Your goal in life is to be a catalyst to create a more perfect and caring world.
- You believe that empathy is a powerful tool for transforming pain.
CAREGIVER ARCHETYPE SPELLS TO WATCH OUT FOR
- Using control and manipulation to get what you want.
- Trouble asserting boundaries and needs.
- Martyring yourself till you burn out and asking others to do the same.
CAREGIVER ARCHETYPE BRANDS/PEOPLE
Dove, Allstate Insurance, American Red Cross, Gandhi, Mother Teresa
SOUL Development Archetypes
EXPLORER ARCHETYPE
EXPLORER ARCHETYPE NORTH STAR
I am free to experience and be me!
EXPLORER ARCHETYPE SUBCATEGORIES
Seeker, Adventurer, Wanderer, Individualist, Pioneer, Pilgrim, Quester
EXPLORER ARCHETYPE TOTEM ANIMAL
Horse
EXPLORER ARCHETYPE GIFTS/MAGIC
- You refuse to live the perfect cookie-cutter life and seek new experiences always seeking to test the limits of your potential.
- You are independent, adventurous, and self-sufficient and love change.
- Ambitious by nature you seek to create the best version of yourself, climb the mountain or ladder of success.
EXPLORER ARCHETYPE SPELLS TO WATCH OUT FOR
- Aimlessly searching for a perfect world to the point that you become a nomad or misfit.
- The tendency to fall into the Peter Pan role, who does not want to grow up and accept adult responsibilities or commitments.
- Having an obsessive need for freedom and independence that you can alienate others from getting close to you, could lack loyalty or team spirit
EXPLORER ARCHETYPE BRANDS/PEOPLE
Jeep, Starbucks, NASA, John Muir, Star Trek, Fox Mulder (The X-Flies)
REBEL ARCHETYPE
REBEL ARCHETYPE NORTH STAR
Rules are meant to be broken
REBEL ARCHETYPE SUBCATEGORIES
Destroyer, Outlaw, Revolutionary, Activist, Gambler, Reformer, Maverick
REBEL ARCHETYPE TOTEM ANIMAL
Crow
REBEL ARCHETYPE GIFTS/MAGIC
- You help others look at their fears to motivate them to create freer lives and reclaim their power.
- You deal with loss with grace and experience metamorphosis.
- You disrupt and help to dissolve systems, government, or organizations that no longer serve the whole to make way for a new and better way of life.
- You are an independent thinker and a trendsetter pioneer.
REBEL ARCHETYPE SPELLS TO WATCH OUT FOR
- Lashing out, lacking compassion, and breaking ethical rules and laws because the “end justifies the means.” Becoming a criminal.
- Having a difficulty controlling yourself you blow up at people, break things, and during your anger harm yourself or others. Self-destructive behaviors/addictions.
- Rebelling to the point of destroying a healthy life, society, or company, either eroding it from within or destroying it in a violent eruption
REBEL ARCHETYPE BRANDS/PEOPLE
Apple, Harley Davidson, Captain Morgan, Hells Angels, Jack Nicholson, Lady Gaga, Steve Jobs
REBEL ARCHETYPE
REBEL ARCHETYPE NORTH STAR
Rules are meant to be broken
REBEL ARCHETYPE SUBCATEGORIES
Destroyer, Outlaw, Revolutionary, Activist, Gambler, Reformer, Maverick
REBEL ARCHETYPE TOTEM ANIMAL
Crow
REBEL ARCHETYPE GIFTS/MAGIC
- You help others look at their fears to motivate them to create freer lives and reclaim their power.
- You deal with loss with grace and experience metamorphosis.
- You disrupt and help to dissolve systems, government, or organizations that no longer serve the whole to make way for a new and better way of life.
- You are an independent thinker and a trendsetter pioneer.
REBEL ARCHETYPE SPELLS TO WATCH OUT FOR
- Lashing out, lacking compassion, and breaking ethical rules and laws because the “end justifies the means.” Becoming a criminal.
- Having a difficulty controlling yourself you blow up at people, break things, and during your anger harm yourself or others. Self-destructive behaviors/addictions.
- Rebelling to the point of destroying a healthy life, society, or company, either eroding it from within or destroying it in a violent eruption
REBEL ARCHETYPE BRANDS/PEOPLE
Apple, Harley Davidson, Captain Morgan, Hells Angels, Jack Nicholson, Lady Gaga, Steve Jobs
LOVER ARCHETYPE
LOVER ARCHETYPE NORTH STAR
Follow Your Bliss
LOVER ARCHETYPE SUBCATEGORIES
Companion, Hedonist, Matchmaker, Romantic
LOVER ARCHETYPE TOTEM ANIMAL
Swan
LOVER ARCHETYPE GIFTS/MAGIC
- You are passionate about love/passion and finding ways to express this in all aspects of your life.
- Your strength is helping people appreciate each other, create strong intimacy, and helping them see the beauty in each other and around them.
- You tend to notice people, places, or things that evoke beauty, love, passion, and connection.
LOVER ARCHETYPE SPELLS TO WATCH OUT FOR
- Staying in abusive relationships out of love.
- Being hooked on passion to the point when it wears off you go cold on the person you thought you loved.
- Being addicted or seeking love outside yourself instead of finding it inside first.
LOVER ARCHETYPE BRANDS/PEOPLE
Victoria’s Secret, Chanel, Guess Jeans, Cary Grant, Marilyn Monroe
CREATOR ARCHETYPE
CREATOR ARCHETYPE NORTH STAR
If you can imagine it, you can create it
CREATOR ARCHETYPE SUBCATEGORIES
Artist, Entrepreneur, Storyteller, Visionary, Innovator, Inventor
CREATOR ARCHETYPE TOTEM ANIMAL
Spider
CREATOR ARCHETYPE GIFTS/MAGIC
- You are passionate about creating something out of nothing.
- You are a visionary, always thinking of ways to improve your life and the life of others.
- You are inspired by being authentic and honest with who you are and how you express yourself in the world.
CREATOR ARCHETYPE SPELLS TO WATCH OUT FOR
- Perfectionism to the point of feeling overwhelmed.
- Getting stuck in the feeling of always wanting to create something new or taking on too many projects that you never get anything completed.
- Self-judgment to the point of it affecting your self-esteem and blocking your inspiration.
CREATOR ARCHETYPE BRANDS/PEOPLE
Crayola, Adobe, Pinterest, Mozart, Frida Kahlo
CREATOR ARCHETYPE
CREATOR ARCHETYPE NORTH STAR
If you can imagine it, you can create it
CREATOR ARCHETYPE SUBCATEGORIES
Artist, Entrepreneur, Storyteller, Visionary, Innovator, Inventor
CREATOR ARCHETYPE TOTEM ANIMAL
Spider
CREATOR ARCHETYPE GIFTS/MAGIC
- You are passionate about creating something out of nothing.
- You are a visionary, always thinking of ways to improve your life and the life of others.
- You are inspired by being authentic and honest with who you are and how you express yourself in the world.
CREATOR ARCHETYPE SPELLS TO WATCH OUT FOR
- Perfectionism to the point of feeling overwhelmed.
- Getting stuck in the feeling of always wanting to create something new or taking on too many projects that you never get anything completed.
- Self-judgment to the point of it affecting your self-esteem and blocking your inspiration.
CREATOR ARCHETYPE BRANDS/PEOPLE
Crayola, Adobe, Pinterest, Mozart, Frida Kahlo
tHE SELF Archetypes
RULER ARCHETYPE
RULER ARCHETYPE NORTH STAR
Power isn’t everything. It’s the only thing.
RULER ARCHETYPE SUBCATEGORIES
Boss, Leader, Judge, Ambassador, President, Sovereign King/Queen, Aristocrat, Parent, Politician, Responsible Citizen, Role Model, Administrator
RULER ARCHETYPE TOTEM ANIMAL
Lion
RULER ARCHETYPE GIFTS/MAGIC
- You are the leader that steps up to the plate to take control of a situation when everything is in chaos. You can transform chaos into structure and take responsibility for problems you did not create.
- As a leader you keep an eye out for those that follow you, understanding that with leadership comes high responsibility to take care of those in your “kingdom.”
- You understand that a healthy social system, society, or processes don’t just happen – someone needs to take the responsibility to make them happen.
RULER ARCHETYPE SPELLS TO WATCH OUT FOR
- Seeing yourself as better than others and exclude the opinions of those you see “less than” you.
- Being overpowered by status, that you lose focus of the greater good and compromise responsibility.
- Being dictatorial/rigid and feeling entitled/ being out of touch with reality. Having a scarcity mentality – believing there is not enough.
RULER ARCHETYPE BRANDS/PEOPLE
America Express, Mercedes Benz, High-Status Law / Investment Firms, Queen Elizabeth II, George Washington
MAGICIAN ARCHETYPE
MAGICIAN ARCHETYPE NORTH STAR
Real transformation starts from within
MAGICIAN ARCHETYPE SUBCATEGORIES
Shamans, Wizards, Healer, Fortune Teller, Priest, Priestess, Doctors, Psychologists, Marketing Wizards, Alchemist, Medicine Man/Woman
MAGICIAN ARCHETYPE TOTEM ANIMAL
Butterfly
MAGICIAN ARCHETYPE GIFTS/MAGIC
- You understand on a deeper level how consciousness works and how it affects your life.
- You understand that transformation must come from within first.
- You are highly self-aware and may use meditation, prayer, or other methods to be certain that your mind his healed and sharp so that you can live a life with purpose.
MAGICIAN ARCHETYPE SPELLS TO WATCH OUT FOR
- Getting hooked on gurus who claim to be god and teach you magical powers.
- Manipulating people, especially for ego needs.
- Setting yourself up to be a guru. Gurus don’t have egos or any ego needs!
MAGICIAN ARCHETYPE BRANDS/PEOPLE
Mastercard, Disney, Spas, Mary Poppins, The Good Witch from The Wizard of Oz
MAGICIAN ARCHETYPE
MAGICIAN ARCHETYPE NORTH STAR
Real transformation starts from within
MAGICIAN ARCHETYPE SUBCATEGORIES
Shamans, Wizards, Healer, Fortune Teller, Priest, Priestess, Doctors, Psychologists, Marketing Wizards, Alchemist, Medicine Man/Woman
MAGICIAN ARCHETYPE TOTEM ANIMAL
Butterfly
MAGICIAN ARCHETYPE GIFTS/MAGIC
- You understand on a deeper level how consciousness works and how it affects your life.
- You understand that transformation must come from within first.
- You are highly self-aware and may use meditation, prayer, or other methods to be certain that your mind his healed and sharp so that you can live a life with purpose.
MAGICIAN ARCHETYPE SPELLS TO WATCH OUT FOR
- Getting hooked on gurus who claim to be god and teach you magical powers.
- Manipulating people, especially for ego needs.
- Setting yourself up to be a guru. Gurus don’t have egos or any ego needs!
MAGICIAN ARCHETYPE BRANDS/PEOPLE
Mastercard, Disney, Spas, Mary Poppins, The Good Witch from The Wizard of Oz
SAGE ARCHETYPE
SAGE ARCHETYPE NORTH STAR
The truth will set you free!
SAGE ARCHETYPE SUBCATEGORIES
Scholar, Investigator, Detective, Mentor, Translator, Researcher, Philosopher, Teacher, Wise Woman/Man, Psychologists, Doctor, Scientist, Consultants
SAGE ARCHETYPE TOTEM ANIMAL
Owl
SAGE ARCHETYPE SAGE GIFTS/MAGIC
- You have little to no need to control or change the world, instead, you want to understand it.
- Your life journey is in finding the truth about yourself, the world, and the universe.
- Your journey is not just about finding knowledge but of becoming wise.
SAGE ARCHETYPE SPELLS TO WATCH OUT FOR
- Obsessively searching for truth so much that you become cut off from reality and numb.
- Becoming overwhelmed with relativity it becomes difficult to take any action because you don’t know what’s right or true for you. Cutting yourself off from listening to your gut (inner knowing).
- Being addicted to being perfect, truthful, and right that you have no tolerance for human feelings, vulnerabilities and you become judgmental and feel you are superior or smarter than others.
SAGE ARCHETYPE BRANDS/PEOPLE
Harvard University, MIT, Barnes & Noble, Oprah Winfrey, Albert Einstein
JESTER ARCHETYPE
JESTER ARCHETYPE NORTH STAR
Enjoy Life
JESTER ARCHETYPE SUBCATEGORIES
Fool, Clown, Entertainer, Shapeshifter, Provocateur
JESTER ARCHETYPE TOTEM ANIMAL
Coyote
JESTER ARCHETYPE GIFTS/MAGIC
- You are playful, fun to be around, and help others have a good time.
- Through your hope and resilience, you lighten dark or difficult situations.
- You help others get through obstacles by showing them different ways of looking at life.
JESTER ARCHETYPE SPELLS TO WATCH OUT FOR
- Being manipulating, cunning and playing tricks/jokes that hurt others
- Undisciplined sensuality-sloth, irresponsibility, gluttony, lechery, drunkenness.
- Sabotaging yourself and unable to see it.
JESTER ARCHETYPE BRANDS/PEOPLE
Pepsi, Miller Lite, Snickers, Tina Fey, Charlie Chaplin
JESTER ARCHETYPE
JESTER ARCHETYPE NORTH STAR
Enjoy Life
JESTER ARCHETYPE SUBCATEGORIES
Fool, Clown, Entertainer, Shapeshifter, Provocateur
JESTER ARCHETYPE TOTEM ANIMAL
Coyote
JESTER ARCHETYPE GIFTS/MAGIC
- You are playful, fun to be around, and help others have a good time.
- Through your hope and resilience, you lighten dark or difficult situations.
- You help others get through obstacles by showing them different ways of looking at life.
JESTER ARCHETYPE SPELLS TO WATCH OUT FOR
- Being manipulating, cunning and playing tricks/jokes that hurt others
- Undisciplined sensuality-sloth, irresponsibility, gluttony, lechery, drunkenness.
- Sabotaging yourself and unable to see it.
JESTER ARCHETYPE BRANDS/PEOPLE
Pepsi, Miller Lite, Snickers, Tina Fey, Charlie Chaplin
Take The Archetype
Guides Test™
Find out which Archetype is operating strongly in your unconscious mind and how to work with its energy consciously to transform your life and brand from the inside out. Take the test now and get your free report!
