Brand Archetype for your LinkedIn Personal Branding

Hello guys! How have you been?

We all have been writing on LinkedIn, but I’m sure most of you haven’t thought about your brand archetype. This edition is about the same, you can use this method to identify your brand archetype or your client’s.

P.S. Don’t miss the tips in the end.

What is a brand archetype?

A brand archetype is simply the personality you show up with online.
Just like people can be funny, wise, caring, or bold — your personal brand also needs a clear personality.

It helps others quickly understand who you are, how you communicate, and what they can expect from you when they read your posts, interact with you, or work with you.

In personal branding, an archetype makes your presence feel familiar, consistent, and easier to connect with. Which is exactly why people start trusting and remembering you.

But how choosing a brand archetype helps me?

Choosing a brand archetype gives your content a clear personality, not how you feel in the moment. So people instantly understand who you are and why they should follow you. It keeps your tone and message consistent, which makes your posts more memorable and builds trust faster.

It also acts as a filter — helping you decide what to talk about, how to talk about it, and what to avoid. Your hooks, storytelling style, opinions, and examples become more defined. Over time, your audience starts recognising your posts even before seeing your name, simply because your voice and persona becomes familiar.

Why founders need a brand archetype?

Clear identity: It helps the founder show up with a distinct, recognizable personality (not just “another founder online”).

Stronger trust: Investors, customers, and team members trust founders who communicate consistently.

Authority building: A defined archetype positions the founder clearly (visionary, guide, creator, rebel) instead of confusing the audience.

Content clarity: Makes posting easier because the tone, themes, and POV are already defined.

Brand alignment: When the founder’s persona aligns with the company’s values, it strengthens the whole brand.

How to choose a brand archetype?

1. Identify your natural personality

Pick the traits you already show and not what you wish you were.
Are you more calm? Bold? Thoughtful? Playful? Direct?

Tip: Use elimination process to filter the options

2. Look at how people describe you

Your team, clients, or friends already see patterns.
Are you the mentor type? The challenger? The creator?

3. Match it with your brand’s mission

Your archetype should support what you’re building.

A founder of a wellness brand might fit The Sage or The Caregiver.
A disruptive D2C founder might fit The Rebel or The Hero.

4. Choose an archetype you can naturally show up as every day

Your archetype should feel real in your day-to-day behaviour.
In how you talk, write, lead, and make decisions.

If you pick something that doesn’t match your natural energy,
you’ll struggle to keep it consistent.

Example:
If you're naturally calm and reflective, choosing the “Rebel” archetype will feel forced.
But “Sage” or “Creator” will feel effortless.

5. Align with your long-term vision

Choose an archetype you can grow into over time. One that supports the kind of leader you want to be known as.

6. Pick the 1 primary + 1 secondary

Sometimes people have more personality to be boxed into one. So this helps to avoid it. Just make sure primary and secondary personalities compliment each other.

Example:

• Primary: Sage (expertise)

• Secondary: Creator (innovation)

But how do we posts look with different archetype?

Base Post (Neutral): Most freelancers feel stuck with growth. Here is what helped me move forward.

Rewritten in all 12 archetypes

1. The Sage (Wise, analytical, guiding)

Most freelancers feel stuck because they do not know what to improve. Here are three clear steps that helped me grow in a predictable way.

2. The Creator (Original, imaginative, visionary)

Most freelancers feel stuck at some point. I changed my process and found a better way to grow. Here is how I approached it.

3. The Hero (Driven, disciplined, inspiring action)

Most freelancers feel stuck, but the real change begins when you decide to take control. Here is what I did to push my work forward.