3. Jungian Archetypes Part One: The Ego 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

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 big 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 Ego Types

1. The Innocent: Free to be you and me

2. The Everyman: All men and women are created equal

3. The Hero: Where there’s a will, there is a way

4. The Caregiver: Love your neighbour as yourself


The Innocent

  • The Call: A desire for purity, goodness and simplicity, a safe, secure environment, to be protected, to experience unconditional love and acceptance.

  • The Motto: “Every cloud has a silver lining.” ”I will get what I need - it will be provided.”

  • Characters: Mary Poppins, Forrest Gump, Sound of Music, Giosué Orefice in Life is Beautiful, Women in literature who are willing to die to save their virginity, Little Foot in The Land Before Time.

  • The Setting: Church, Mom and Pop shop, a happy family, safe environment, punctual, friendly, predictable, traditional, sentimental, nature - a meadow of flowers, settings where life is an either-or proposition. Paradise, Eden, the Promised Land.

  • Brands: Ivory Soap, Switzerland, Walt Disney.

  • Shadow: Denial and Repression, Childish behaviour, blaming, conformity, irrational optimism, and risk-taking -- an addiction to consuming (things, food, fun).

  • Stages: Naive blind obedience, dependence. Tossed back and forth between idealism and cynicism. Wholesome renewal after a fall which makes the Innocent realize that there are real dangers in life -- Innocence will come from values and a sense of oneness. (Not doing, but being)

Known by many other names, including the Child, the Youth, Utopian, naive, and mystic, the Innocent embodies all that we wish to return to in old age and a soul untarnished by the harshness of the world.

The Innocent craves happiness above all else. It need not be just his own; the Innocent desires paradise for all, even his enemy. The motivations for the Innocent are sincere.

Truth is all he knows.

This unadulterated innocence is what makes this archetype one of the most sympathetic characters, and in group settings, it is the Innocent who often rallies those sooner down-trodden. They inspire people to default to the good, especially those that are apathetic. At his height, the Innocent can convince a neutral party to fight for the Hero, even if there is no reward to be had and the chance of success is slim.

The innocent has trust and faith and optimism. Many characters in a helping profession begin as Innocents with exceptionally high ideals and aspirations. They believe that if they work hard enough and do things right they will be able to help others and make a contribution to the world. The idea of becoming a coach, guide, or therapist is especially attractive to the innocent part of us that believes that others share our high ideals and good motives. Such characters are usually innocents.

Innocent’s optimism is unrivalled.

However, the Innocent is not impervious to the Shadow, or those elements of an archetype that the Self rejects from its day-to-day Persona. In fact, the Innocent can be terribly naive, to the point of endangering those around him. The Innocent can also be precocious, and difficult to reason with. They are dependent on the skill of others to survive, but may not be aware of it, often living sheltered lives or having a disposition that ignores reality in order to retain a fantasy ideal.


If you are an Innocent (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.


Innocents are usually individuals who seem to be living in their own little world, but not necessarily in a bad way. To a certain extent, ignorance can be bliss. However, this does introduce several weaknesses in the Innocent archetype. For instance, being perceived as naive can also lead to other archetypes labelling the Innocent as somewhat boring. This puts them at a disadvantage when it comes to social situations, especially since they're usually sitting by the sidelines and not being the centre of attention.

Apart from that, Innocents are also deathly afraid of punishments, which is no wonder why they're extremely cautious when it comes to making decisions. They absolutely detest being punished. Because of this, Innocents avoid failure like the plague. There is nothing they hate experiencing more than the pain of failure. This prevents them from exploring new horizons and trying new things, which is also the reason why they'd rather stick to familiarity.


The Innocent needs to take up the challenge of stepping out of his or her comfort zone. Being surrounded by unfamiliarity will allow room for the Innocent to develop himself or herself. The Innocent also needs to learn to take calculated risks, whether it's in social interactions or at work.

They don't have to be massive risks, but there should be some form of progression. Additionally, the Innocent needs to learn to accept failure as part and parcel of Life instead of constantly avoiding it. Learning to accept failure will allow the Innocent to try new things in life and assist them in their search for true happiness.



Individuals of the Innocent archetype typically have no concern nor care for the monetary riches of the world. Instead, they'd very much rather spend their time frolicking in the sun or leading simple lives. Their lack of passion for financial gains should not be interpreted as a lack of wealth, as that's all made up by the joy that they're capable of feeling. They have no qualms about living penniless, and would very much centre their lives around simply being happy and comfortable.

If an Innocent truly wants to seek financial wealth, he or she should tap into his or her strength. They're capable of being highly focused and diligent, given their sheer talent for endurance. You can be guaranteed that the Innocent will be one of the last ones to give up on any challenging task. This theory can be applied to work or picking up a new skill.


Using the Innocent archetype in your brand will bring a child aura to your product or service. It can refer to imagination, creativity or values such as honesty, trustfulness and kindness. It is an ideal image for products related to childhood, but it can also be a good choice for companies that offer a social service, like NGOs or Hospitals. This archetype evokes pure emotions and simple life. So, organic farmers and mom-and-pop stores use this image. Huge incorporations as Pixar, Walt Disney and Benetton also show this personality. No matter big or small, every Innocent brand talks to our inner child and claims our simplest feelings.

To apply it your brand can have fine letters, simple fonts, and simple vocabulary as well. The colours can be in pastel shades (as in baby shower decorations) or super funky colourful (as in a kid's birthday party). The photos are clear and lightful, showing everyday Life and the small wins we have in Life. This brand needs to have a heart in something pure, such as familial love, connection with Nature or dreams & magic. This brand is more focused on the present moment than on future achievements. Represent this brand as simple as possible to a better connection with the audience who have the same non-complicated mindset.


The Everyman

  • The Call: Loneliness and alienation.

  • The Motto: “All people are supposed to be created equal, but it pays to be careful.”

  • Characters: Pinocchio, “Looking for Mr. Goodbar," Braveheart.

  • The Setting: Sparse or desperately overdone. Something is off. Self-protective or wildly trying to fit in – being like the group to which you want to belong – extremes either way.

  • Brands: Wendy’s, Snapple, Characters from "Cheers."

  • Shadow: Willing to be abused rather than be alone, gangs, mob members, becoming a victim, using prior misfortunes as an excuse.

  • Stages: Feeling abandoned, alone. Joiner, accepted, humanitarian, believing in the natural dignity of every person.

Morality, virtue, and equality are important – and when you are an Everyperson, perhaps they are appreciated more than anything else. Among the twelve archetypes, there are none more “centred” than he. Everyperson is not just centred in the heart (body), education (mind ) and spirituality (soul), but also in the “wheel of archetypes”. Everyperson is an Ego type ground and connected with the material world, but it can easily turn into any of the other Soul or Self types since it can focus your motivation in one of the others.

Sometimes referred to as the Orphan, the good neighbour, silent majority, good old boy, common man, or the person next door, the Everyperson is a little bit of you, a little bit of me, and a little bit of everyone else, too. The Everyperson stands on equal footing with all of her peers and is eager to build new and lasting relationships with all of the personalities that populate her world.

Everyperson wants (more than anything!) is security.

Everyperson’s life has been hard: trauma and ordeals have forced him/her to accept a realistic outlook, and at worst, a terrible cynicism. It takes a while to become a true friend of Everyperson. To be accepted by his/her chosen peers is part of the Everyperson’s wishes. And while belonging to a family, a group, a country, or adventure is what motivates him/her to succeed, the unending desire for acceptance can also lead to loss of self in the effort to please so many others.

The Everyperson is virtuous, down-to-earth, and carries indelible empathy for the pain of others. Everypeople are resilient, hardworking, and are most in touch with the consequences of “the quest”, particularly death. Sometimes they have a pessimistic or deadpan sense of humour, which can help them to bond with others, in tougher situations.

On the flip side, the Everyperson is disdainful of elitism, classism, and any other “-isms”–and may even. In Shadow, they can turn into mercenaries (or Outlaw archetype) as a way to combat the systems that have caused suffering earlier in life. The orphan (another name for the Everyman) is prone to self-pity and is often mistrustful of others when forced into a leadership role. Unlike the Innocent, the Orphan tends to demotivate the team members with constant negativity. Orphans also are willing to be abused, if the only other option is to be alone.


If you are an Everyman (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.



Unfortunately for the Everyman archetype, also called Orphan or Member, the ability to connect with pretty much anyone and everyone also comes with some drawbacks. For instance, Members often feel uncomfortable if they were to be thrown into the spotlight. Even though they're likable and easily accepted, being the centre of attention is far beyond their comfort zones. For that reason, Members almost always prefer to blend into crowds and listen instead of speaking directly to a large crowd.

Member archetypes are also terribly frightened of being left out. Since they specialize in empathizing and listening to others, they grow attached to the individual quite easily. Because of this, they're just as easily affected if the interaction were to die down. For instance, if the individual they were speaking to were to suddenly stop talking and shift their attention away from the Member, it's likely that the Member will feel insulted and dejected.


Despite the Member's gift for changing skins every time they enter a new social circle, there are certain challenges that come with being a Member. Members usually find it challenging to talk about themselves. Their nature revolves around listening to others so much that they end up perceiving that talking about themselves would be seen as rude. Because of that, Members need to understand that it's important for them to share their own stories with others if they want to build trust or maintain a fruitful interaction. After all, a conversation takes two people to be involved.


Members tend to disregard the importance of monetary riches. They'd very much rather concern themselves with the wealth of forming relationships with people around them. In that sense, they have an entirely different definition of wealth as compared to what other archetypes understand. Their likable natures put them in favourable positions when it comes to promotions and understanding people. This means that they're one of the few archetypes that are able to dissect exactly what their bosses want and deliver it exactly the way they were asked for.


This archetype talks for a group, that is the reason why they are also called “Member”. They need to be part of a group, they need social approval and they need to feel supportive to this cause. Brands that support teams and common causes can use this personality to communicate to their stakeholders (every person connected directly or indirectly to the brand or company). The idea here is to bring awareness to a group and not to a single person. Nations can use this image to show that there is equality among the citizens there. Companies can use this image to show they are loyal, simple and committed to a cause.

Members are focused on their values and better listeners than talkers. So, brands that offer acceptance and equality. Like Budweiser, they bring people together. At the same time, they respect rituals and are comfortable with old-fashioned values. Tradition and social rules are guidelines for Everyman behaviour. So, many brands that refer to family, traditional costumes or offer security somehow, identify themselves are Members. This is an archetype aligned to the right-wing political sphere. It also can be used in its elitism extreme, as shown in exclusive restaurants, hotels and nightclubs. If the idea is to give focus on being part of the group, this archetype can be used.

The Hero

  • The Call: A challenge beckons. Know what you want and know how to get it. Lack of resources, lack of power.

  • The Motto: Aggressiveness rouses, energizes and motivates. "The tough will prevail." "Forward, always forward." "Life is short and fragile - there is no time for hesitation." "No pain, no gain."

  • Characters: Despereaux, Tilling, Hercules, Batman, Superman, Saving Private Ryan, Rocky, John Wayne, Shoot’em -up. Any success after a long struggle.

  • The Setting: Emergency room, competitive, focused, energetic, oozes confidence, sports, evidence of skill, toughness, disciplined, organized or other signs of being in control- well equipped to fight the fight- guns, whatever it takes, no sign of being needy.

  • Brands: Nike, March of Dimes, any sports team, the military, “Knight in shining armour.”

  • Shadow: Manipulation, evil black magic, ruthlessness and an obsessive need to win.

  • Stages: Competence and mastery, doing your duty, making a difference in the world


Life is full of peril (“the night is dark and full of terrors”). Danger and darkness lurk the corners, and in our blackest moments, most of those journeys would fail if not for the Hero rising up to save the day. He/she is the final trump against evil: resilient, strong, and death-defying.

We experience most stories from the eyes of the Hero, and many follow the archetypal journey named after him. The Hero’s Journey, often used to describe works of fairy tale and fantasy (in particular), would not exist without this archetype, the most familiar of all of the Egos.

Also known as the Warrior or Crusader, the Hero can manifest as many superheroes, sports players, and soldiers. His narrative is well-known. Heros only want to prove their worth and return home to their ordinary world. However, they are often forced into action by external forces, good or bad (in general, both).

Losing is not an option.

Once the Hero has taken on his task, he is focused and will fight for only what really matters. The Hero will continue trying to succeed, or die trying. He is addicted to success, and once one goal is complete, he will not be satisfied until the cycle has started again (this is why so many Hero stories can easily span years, in sequel after sequel). Often, he leaves the fight with both an unhealable wound and a weapon or tool that gives him an advantage over his foes.

The Hero restores peace for everyone but himself.

Though the Hero is courageous, determined, and disciplined, he is quite susceptible to his Shadow. Apathy, stoicism, rejecting help, and especially arrogance are all vices he has a hard time avoiding. On the extreme side of things, the Hero can become the ruthless villain, ignoring all good and sensibility for the attainment of his goals.


If you are a Hero (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.


Even though the hero archetype is meant to be perceived as one of the braver archetypes, every individual has his or her own set of fears. As impossible as it may sound, even Heroes are afraid of something.


Although the Hero archetype tends to ignore what others think of it, the one thing that hero archetypes truly fear is being perceived as a coward. They're fully aware of who they are and their bravery is unquestionable, and they feel the need to prove that to both themselves and others.

Another weakness of the Hero is his or her arrogance. If a Hero isn't careful of what he or she becomes in the future, it's likely that a typical Hero might succumb to pride and be consumed by it. And as all of us already know, pride will be the downfall of man. Therefore, it's important for a Hero to remind him/herself to remain humble.


Heroes are always seeking new challenges. In the eyes of a Hero, a new challenge represents an opportunity for self-development, self-improvement, and holistic growth. They approach new challenges with an open mind and every bit of gusto that's been inculcated within them.

However, the constant quest for new challenges can prove to be a challenge in itself. In the absence of new challenges, a Hero runs the risk of feeling complacent, unmotivated, and drained. Heroes need to seek different ways to counter this as challenges are not always going to present themselves every single time.


Due to their innovative nature and a high appetite for risk, Heroes tend to be more successful than other archetypes. Their personalities have been constructed around entrepreneurial activities, which can lead to immense financial wealth.

They're also often perceived as reliable role models and leaders since they're always the first to step up when it comes to difficult tasks or choices that are hard to make. A Hero archetype's career often revolves around coming up with new and creative solutions to tackle problems, which makes them brilliant engineers and well-rounded designers.


The Hero carries the sense of duty and he/she measures his/her Life throughout a performance point of view. Heroes set goals and metrics, they are focused and precise; at the same time, they have a big fair heart and strong values. Brands that tell a story of battles and winnings could use a Hero archetype. Sports and business areas use to market their professionals and products as Heroes. Heroes have achievements to tell and are Life driven by conquering others more.