5. Junguian Archetypes Part Three: The Self Types

This is an article that belongs to a series, check the past ones to have a better understanding of the topic:

  1. Communicating Ideas using the essence of Human Behavior

  2. Improve your communication and achieve more in Life using Jungian Archetypes

  3. Jungian Archetypes Part One: The Ego Types

  4. Jungian Archetypes Part Two: The Soul Types

do you wanna know your archetype?



Archetypes are universal, archaic symbols and images that derive from the collective unconscious. They illustrate social behaviour patterns that repeat themselves over and over again during human History. Understanding these patterns you can use them in your favour of improving your communication.

Archetypes can help you to shape your message in a way to:

  • Have more attention to your message;

  • Convince people to support you in your own goals. Giving you opportunities, taking chances, hiring you, starting a business with you, buying what you are selling or lining up their ideas with yours, somehow;

  • Convert them in closer relationships as friends, partners or customers, or even a finance

  • Bring more people together to help a cause;

  • Make people help you to spread your message, scaling your reaching potential;

  • Create authority in a topic, since people will understand easier what you are explaining they feel you have great knowledge about it;

  • Fewer misunderstandings, confusion or discussions. Because there is less noise on the communication.

Jung classifies the archetypes in 3 groups: Ego, Soul and Self, depending on how they approach their motivations. Ego types are grounded, are connected with the environment and the community around them, they are more material and realistic, even being idealistic ones. Soul types tend to be connected with a bigger force, something outside themselves, a major mission or great values. Soul types can illustrate this force as a God, a muse, a special journey or a deep expression, in all of them what drives them is outside and it needs to be searched and conquered. On the other hand, Self types have an inner force that drives them. Self types feel as a whole and what is exceeding for them is their responsibility to share. Fun, wisdom, discipline, glories or cleverness. Self types seeing themselves as superiors and responsible to guide others.

If you are reading this to apply in yourself or your brand before the reading takes a test and discover what is your personal Archetype. (click here)

The Self Types

9. The Jester: You only live once

10. The Sage: The truth will set you free

11. The Magician: I make things happen.

12. The Ruler: Power isn’t everything, it’s the only thing.


The Jester

  • The Call: Boredom

  • The Motto: “Lighten up--life is meant to be enjoyed.”

  • Characters: Tom Sawyer, Br'er Rabbit, Wile E. Coyote, The Lovable Clown, The Captain Underpants Series.

  • The Setting: Colorful, jovial, not serious, creative, designed to make you happy, playful, clever, responsive, quick evidence of the absurd, comic relief.

  • Brands: Ben and Jerry, Miller Lite, M&Ms

  • Shadow: Self-indulgence, irresponsibility, mean spirited pranks.

  • Stages: Life is a game. Cleverness used to trick others. Life experienced and enjoyed at the moment.

In fact, if you happen to be the Jester, present-minded joy is your first and primary concern. As a Jungian archetype, the Jester takes a break from the often romantic or courageous ideals of his cousins, displaying a masterful use of humour to reveal, heal – even hide – the deepest recesses of human trauma and subconscious.

You only live once, and life’s not worth living without a little fun.

Also known as the clown, trickster, comedian, practical joker or fool, the Jester is an archetype that is at peace with the paradoxes of the world. He uses humour to illuminate hypocrisy, and also level the playing field between those of power and those without.

The Jester is a fun-loving character who seeks the now, inviting others to partake in creating a self-deprecating form of satire. The Jester is also almost always male, though this may be more from the cultural gendering of humour more than a limitation on the archetype itself. Nowadays, several women in TV, YouTube or stand up presentations impersonate the comedian, The Jester excels at projecting infectious joy, letting go, and banishing depression or aggression from their friends and enemies. They strive for light-heartedness and carefree living.

A moot life is a Jester’s worst nightmare. In some cases, a Jester can also have a second “dragon,” which takes the form as humour being raised as a shield to deflect inquiries about personal trauma. Since fun and humour are requirements for a Jester’s lifestyle, periods of time where humour might be inappropriate make them uncomfortable, and maybe even willfully insensitive. (remember Chandler in Friends?)

The Jester does not seek to solve the story’s problem. His main purpose on the journey is the journey itself.

The outcome rarely matters to him, and in some cases, he may even be a bit of a devil’s advocate in the interest of spicing things up. The Jester does not reminisce or plan for the future. In his darker, shadow form, the Jester may be prone to constant inebriation, or drug abuse. These vices could also manifest as a pervert or any other negative trait defined by a lack of impulse control.

Unlike some of the other archetypes, there is also a secondary, split framework for this archetype in fiction. The Jester is sometimes cast as the comic relief (often the best friend to the lead character). The main difference between the Jester-as-Jungian and Jester-as-Comic-Relief is that the latter does not know he is the Jester. Comic reliefs are built as humorous foils for the audience, yet still, often show the same characteristics of the classic Jungian archetype. This type you can use in your brand as well.


If you are a Jester (take your test here) you might consider the following weaknesses, challenges and wealth behaviours. This information will help you to understand how you can use them to prosper in the path you choose. By knowing your weaknesses you can take conscient measures that will avoid problems. For example, I am prone to be late, so I program myself to leave early. Understanding your challenges you can create situations where you have the opportunity to grow. And wealth tips can help you to develop a better relationship with money.


As invincible as the Jester archetype may seem at first glance, there are several Achilles' heels that exist in their archetype. They have an intense fear of not being able to make people laugh. That statement is as true as it is laughable. Nothing scares them more than being boring or mundane, and they exert every effort that they have to be otherwise.

Additionally, Jesters are also weak when it comes to managing their time. Because of their light-spirited nature, they have little regard for the way that they spend their time, which often leads to them wasting it. They're usually late for appointments and spend far too much time on unproductive things.


The Jester needs to challenge him/herself with incorporating productive tasks into their day. The only thing that we have on this Earth is our time, and wasting it would be a complete shame. Jesters need to invest themselves in organizing their lives if they intend to achieve more out of it. It's one of the fundamental principles of self-development and expanding an individual's horizons. Who knows, it might even be beneficial to the Jester's sense of humour.

Apart from that, the Jester archetype also needs to learn how to open up to the people close to them. While dropping one-liners and turning serious situations into gags are the Jester archetype's specialty, taking things a little more seriously once in a while will show people that there's a different side to you; a side that they'll appreciate since it isn't displayed often. Doing so would also allow the Jester to achieve a much deeper understanding of who they are and what they want.


Naturally, Jester's aren't typically the most wealthy individuals in terms of financial success, unless they've mastered the ability to manage their time. Although, it isn't unheard of for Jesters to find immense wealth by tapping into their charisma and enthusiasm. Their performance-based personalities make them memorable individuals, which can lead to opportunities that might not necessarily be presented to archetypes. However, in order to seize these opportunities, the Jester must first learn to manage his/her time.

Conversely, there's no need to fret if financial riches aren't occupying the mind of a Jester. This archetype is able to experience joy like no other. In that sense, money might not make them happy. Instead, they find the most joy in bringing smiles and laughs to those around them; and that's where their wealth truly lies.



The Jester archetype represents living in the here and now. The life of the party, the Jester just wants people to lighten up and enjoy themselves! The Jester allows others to connect with their fun inner child — impulsive and unrestrained, not afraid to bend rules, not afraid to stand out, and comfortable in their own skin.

The Jester also has the ability to think outside the box, which leads to innovative ideas. This means the Jester is a master at brainstorming, reframing concepts, and presenting new perspectives. Comedians are an obvious example of the Jester but are certainly not the only category that identifies as this archetype.

Jester brands tend to grab attention. The biggest draw is usually its cleverness. While Jester brands are commonly expressed in entertainment, you can also find them expressed in industries such as insurance. Geico or Progressive come to mind, both of which chose to take a more light-hearted approach in an otherwise serious industry.

Jester brands are not afraid to bend rules or be politically incorrect, and that can be reflected in brands making light of things that are perhaps actually serious issues or promoting something that is not actually good for you. We all know candy isn’t healthy, but let’s face it, those M&M'S commercials featuring the talking candy characters of Red, Yellow, and Ms. Brown are humorous enough to make us forget all about that.

The marketing of Jester brands may be unconventional, silly, or over-the-top.

Often bright colours are used and the action is high-energy. Jester brands may be especially drawn to utilizing virtual experiences like interactive websites or augmented reality apps.


The Sage

  • The Call: Confusion, doubt and a deep desire to find the truth

  • The Motto: “The truth will set you free.”

  • Characters: Albus Dumbledore, Dr. Spock, Oprah Winfrey, Jiminy Cricket, Sherlock Holmes, The Scholar, Sleuth, Wisdom Figure, Yoda, The Guru or teacher/coach

  • The Setting: University, research lab, a place of learning, collegial culture because people work together, complex, sophisticated, signs of intelligence. All arts are evident, nothing that is ordinary. All evidence of advanced learning and curiosity. The temple is a place of learning - The Long Room at Trinity University in Dublin.

  • Brands: Harvard, Oprah’s Book Club, Trinity, The New York Times.

  • Shadow: Dogmatism and disconnection from reality, critical, judgmental, pompous, “above it all”. Unfeeling, disconnected. The Ivory Tower.

  • Stages: Search for truth -- Skeptical expertise and awareness (fall is about the realization that not all experts agree, there is no absolute truth) -- wisdom and mastery, an understanding of context, achievement of truth that is only experienced, not measured.

Benevolent mentors and custodians of wisdom are some of the hallmark characters of fantasy. Part mystic, part genius, the Sage is an essential driver of the Hero’s Journey, delegating the task of changing the world to their often younger, more naive and eager fellows. The Sage differs from the Creator in that they do not always use their knowledge to change the world, and very rarely do they desire to create something new––in this, the Sage might be closer to the Explorer. While the Explorer’s goals are outward, Sages are inward.

Also known as the scholar, expert, detective, thinker, teacher, mentor, savant, and philosopher, the Sage seeks to understand the world in analytical ways, processing reality with logic and the wisdom of their often long life.

The Sage seeks nothing but the truth. Whether that truth is uncomfortable or heart-rendering, it will be accepted, as the only meaningful path in life is one that pursues the truth.

This eagerness to find contradiction sometimes leads the Sage to be misled or even manipulated by others who are aware of their weakness. In addition, the Sage can be addicted to learning, spending so much time pouring over books and information that they never actively engage in the threat facing their world. One of the most easily recognized representations of this fault is Morla, the giant turtle from the Neverending Story, who is so trapped by her knowledge that she will not even pull herself out of the mud she is in, even to help save her world.

The Sage is not easily corruptible. Though the Sage can function in ignorance, when the wool is removed, they often more easily accept that change than the other archetypes. But a shadow Sage is not impossible. A Sage surrounded by profound ignorance may become fed up with such an unenlightened world, and would be happily engaging in its political, religious, moral, and spiritual sabotage. A Sage can also become overly critical, impractical, or even unsympathetic to those not on their intellectual plane. Due to the nature of genius, a Sage may also become addicted to mind-numbing substances.


If you are a Sage (take your test here) you might consider the following weaknesses, challenges and wealth behaviours. This information will help you to understand how you can use them to prosper in the path you chose. By knowing your weaknesses you can take conscient measures that will avoid problems. For example, I am prone to be late, so I program myself to leave early. Understanding your challenges you can create situations where you have the opportunity to grow. And wealth tips can help you to develop a better relationship with money.


With all of Sage's intelligence, there are certain weaknesses of this specific archetype that can seem slightly foolish. Often times, Sages can project themselves in light of arrogance and might sub-consciously look down upon others for their lack of knowledge.

They can also be stubborn when it comes to their opinions, especially when someone else expresses a conflicting opinion. Despite Sage's rich amount of knowledge and intelligence, they struggle immensely when it comes to taking action.

They rely far too much on being in the comfort zones of their own minds.

Sages neglecting their will to take action. This introduces plenty of missed opportunities for the Sage and prevents them from taking their learning to an experiential level of application instead of theoretical ideas.


Similar to other archetypes, the Sage archetype needs to confront their fear and hatred for ignorance. It's important for this archetype to realize that not everyone is able to learn at the pace and with the passion that they possess. In fact, they shouldn't be regarding themselves as superior over others in the first place. For that reason, the Sage archetype needs to exercise humility and alter their perceptions of people in general.

Personal truth based on falsehood is one of the great fears of the Sage, and so they are always questioning what they know to be true.

The Sage archetype is also known to struggle with taking action and should take up the challenge of stepping out of their comfort zones and exploring the things that they aren't confident in. This will create opportunities for the Sage to learn more about their strengths and weaknesses, and provide them with deeper insight into their individual selves.


Sages are often sensible when it comes to managing their finances, which means that they're rarely placed in positions where they have to worry about money. Their knowledge and quest for information allow them to master a wide array of skills. However, the nature of this archetype has the tendency to simply learn without taking action.

This means that their skills are often merely theoretical and haven't been put into practice. If a Sage truly wants to achieve financial success, it's important for him/her to explore the idea of taking their knowledge to actual training grounds and perfecting it. There's only so much that can be learned from books, and there's a completely different spectrum of it that's yet to be explored.


The Sage believes the path to happiness is paved with knowledge and that by seeking out the truth and sharing it with others, we can make the world a better place. The Sage shuns ambiguity, misinformation, misleading claims, and ignorance, whether in itself or in others.

Sage brands generally have high levels of consciousness and intelligence.

Snags occur when the Sage becomes too focused on the dogma of objective truth and loses touch with social graces. (You Sherlock Holmes and House fans out there know what I’m talking about.) The neverending quest for absolute answers could also result in an acute case of “analysis paralysis” and prevent the Sage from ever taking action.

Typically touted as “experts,” these brands act as sources of guidance to help consumers feel more informed to make better decisions. Well-known brands such as Oprah Winfrey, Harvard University, Mayo Clinic, The New York Times, and CNN all position themselves as beacons, shining the light of truth in a dark, often confusing, world.

The Sage brand is a natural fit for any company that places emphasis on research and development, the acquisition of knowledge or disseminating information. Examples include institutions of higher education, news sources, research firms, museums, bookstores, and libraries.

Brands that identify with the Sage often use polished and dignified marketing materials and don’t try to impress with superficial fluff or gimmicks. Sage brands tend to gravitate to a palette of neutral or subdued colours such as gray, navy, or white for their marketing designs and logos. Accordingly, some Sage brands produce marketing materials that veer from the status quo in an effort to make people see things in a different way.

Adhering always to their quest for knowledge, Sage brands refuse to “dumb down” their marketing, as that would be an insult to the intelligence of their customers. The focus instead is on knowledge and sometimes exclusivity. (Think Ivy League colleges, where not everyone is “good enough” and only a select few receive that coveted acceptance letter).


The Magician

  • The Call: Hunches, extrasensory or synchronistic experiences. Want to alter the known world. Transformation, the healing power

  • The Motto: "I will make your dreams come true."; "Things are broken and need fixing."

  • Characters: Martin Luther King, Scientists, Shamans, The Tempest, legendary figures, Gandalf in Lord of the Rings, Merlin in Camelot. Not the centre of power, but on the sidelines. Loki, Darth Vader -- the dark side of Magician

  • The Setting: High-tech, very sensual, dark rich colours, mystical signs of high performance, the occult, high standards, idealistic, things which suggest the possibility, or mystical ancient or transformational, tools of change, obvious self-awareness

  • Brands: Dalai Lama, MasterCard -- "for everything else there's MasterCard"

  • Shadow: Manipulation, evil black magic, sorcery. Has a sick view of the “known” world. It could be the magician himself that needs healing

  • Stages: Magical moments. Deep engagement. Miracle worker -- something greater than expected.

If you’ve ever read fantasy, you know the Magician. Catalysts for change, Magicians operate on a plane above everyone else, able to conjure outcomes and affect change in ways that hoist them from mortal to magic in the eyes of the audience.

Rules of reality crumble before some.