What is Personal Branding: Definition and Examples

Every person carries a personal brand. In your circle, people already know you for something—whether it’s your spot-on food recommendations or your impeccable style advice. It’s how people define you before you even speak. 

Personal branding is a big part of everything we do. It’s how we market ourselves when we apply for jobs, land a new client or even secure a date. 

Personal Branding Definition

Personal branding is the intentional and strategic presentation of yourself in visual, story, and positioning. More than colors, logos, or converting your name into a logo, personal branding is a strategic capturing of your unique expertise, the problem you solve, and the audience you speak to. 

A personal brand looks like the name of your brand, the colors you associate with, the elements tied to it, the offers you present, and of course the context and story behind it. 

Why Personal Branding Matters

Artificial intelligence has become inseparable from business and everyday life. While it brings convenience, it has also made much of the content we consume feel repetitive and generic. To truly stand out today, what people are looking for is authenticity such as content and interactions rooted in personal experience, opinion, and personality. These are the human elements AI can never replicate.

When people clearly understand who you are and what you stand for, they are more likely to think of you for collaborations, referrals, or leadership roles. Having a clear personal brand can be the only difference between being overlooked in a crowded industry and being the go-to choice for projects and partnerships. In essence, your personal brand acts as a magnet, pulling in opportunities that align with your strengths, values, and overall vision.

Examples of Personal Branding

The 12 different types of archetypes you can reference for your brand.

Defining a personal brand can feel overwhelming, but it doesn’t have to be. One useful framework comes from studies that identified 12 archetypes, each representing timeless human personas. While no two people are the same, these archetypes serve as powerful guides to help you recognize the traits, values, and energy that best reflect your unique identity.

Ruler 

Does leading feel natural to you? The Ruler archetype thrives in leadership roles and builds trust by creating stability and structure. With vision and authority, they inspire others to follow their lead.

Brand Examples: Rolex, Mercedes Benz, Angela Merkel

Artist

Are you always brimming with ideas or chasing the next project? Content creators who aren’t afraid to innovate and try something new fall under this category. They are not boxed with the current trends but live to innovate and express themselves. Their personal brand shines when they bring imagination to life, whether through art, design, or unique problem-solving.

Brand Examples: Adobe, Lego, Steve Jobs

Sage

Do people turn to you for advice or clarity? The Sage archetype is all about wisdom, knowledge, and truth. Educational posts and value shares are some of the things that matter to you. Your brand becomes powerful when you share insights, teach others, or help people see the bigger picture. 

Examples: Google, The New York Times, Brene Brown

Innocent

Do you see the world through optimism and hope? Innocents are guided by sincerity and a desire for goodness. Their personal brand builds trust through authenticity, positivity, and making others feel safe.

Examples: Dove, Aveeno, Reese Witherspoon

Explorer

Are you the type who is always on the lookout for adventure or excitement? If this is you, you most likely fall under the Explorer category. You are driven by curiosity and discovery. Brands under this archetype thrive on showing new perspectives, embracing risks, and inspiring others to step outside their comfort zone.

Brand Examples: Jeep, Patagonia, North Face

Rebel

Are you into defying norms and challenging the system? Rebels break the mold and shake up what feels outdated. Their personal brand stands out because they dare to disrupt, innovate, and push boundaries.

Brand Examples: Virgin, Diesel, Banksy, Lady Gaga

Hero

Does helping and rescuing feel second nature to you? You feel fulfilled when you are able to work and deliver results for the people you work with. Led by courage, resilience, and determination, you are committed to helping your clients get from point A to point B. 

Brand Examples: Nike, FedEx, Serena Williams

Wizard

Do you love turning visions into reality? Wizards are transformative thinkers who create experiences that feel other-worldly. Their brand captivates by offering innovation, inspiration, and the promise of change.

Brand Examples: Disney, Apple, Coco Chanel

Jester

Are you able to inject humor in your daily conversations and interaction? People who know you would naturally label you as naturally witty and funny. You see the glass as always half full, and your presence brings a sense of ease — like a refreshing escape from reality. By keeping things light, you remind others to enjoy the moment and not take life too seriously.

Brand Examples: M&M’s, Old Spice, Jim Carrey

Everyman

Are you that one person in class who gets along with every group? Do people describe you as relatable and down-to-earth? The Everyman archetype thrives on belonging and authenticity. Their personal brand makes others feel seen, included, and understood.

Brand Examples: IKEA, Target, Anne Hathaway

Lover

Do you approach life with passion and intensity? Lovers connect through deep emotions and strong relationships. Their personal brand is magnetic because it’s rooted in authenticity, desire, and devotion whether to people, work, or craft.

Brand Examples: Chanel, Victoria’s Secret, Beyonce

Caregiver

Brands that feel motherly, nurturing, and comforting fall under this archetype. Caregiver brands are motivated by service putting others first and fostering environments where people feel supported and valued.

Brand Examples: Johnson & Johnson, UNICEF, Princess Diana

Different types of Brand Identity

Your brand identity is composed of looks and a distinct voice. If you’re struggling to define your personal brand, you can consider the following looks and voices that resonate with you the most. 

The different types of brand identities to consider when building your brand

Your look and moodboard create an immediate impression, signaling your values, personality, and positioning before you even say a word. Meanwhile, your brand voice carries that identity into action through the words you use, the way you share stories, and how you interact with your audience. 

Together, these elements set the stage for a consistent, memorable, and authentic brand presence. When aligned, they allow you to bring your personal brand into the world with clarity and confidence, ensuring that how you look and how you sound reinforce the same powerful message.

Looks/ moodboards

Minimalist and Modern

Clean lines, neutral tones, and a focus on simplicity define this look. It communicates efficiency, clarity, and sophistication perfect for brands that want to be seen as forward-thinking and uncluttered, like Apple or Everlane.

Bold and Expressive

Bright colors, strong typography, and high-energy visuals make this style impossible to ignore. It’s the look of brands that want to make a statement and be remembered. 

Quirky and playful 

Filled with unexpected shapes, fun illustrations, and vibrant palettes, this identity feels approachable and lighthearted.

Mysterious and Muted

Dark tones, subtle gradients, and enigmatic visuals give this look a sense of intrigue. It’s suited for brands that want to feel exclusive or thought-provoking, like Aesop or mysterious luxury labels.

Fierce and Loud

All about confidence and presence like sharp fonts, high-contrast colors, and bold imagery. It’s a go-to for disruptive brands that thrive on challenging the norm. Examples are brands like Supreme or Diesel.

Gentle and soft

Pastel palettes, rounded shapes, and calming visuals communicate warmth and nurture. Wellness and caregiving brands like Dove or Headspace often adopt this style to feel approachable and safe.

Sharp and Dark

Edgy, sleek, and moody. This aesthetic conveys strength, precision, and modernity, often used by tech, automotive, and high-fashion brands.

Healing and Calming

This is the moodboard for brands in the wellness, eco, and spa space. Nature-inspired colors, organic textures, and soothing imagery make this look restorative.

Bright and airy

Light palettes, open layouts, and fresh imagery create a sense of freedom and optimism. Brands choose this color palette to communicate freshness, lightness, and peace.

Luxury and elegant

Gold accents, refined typography, and timeless design communicate exclusivity and prestige. Brands that have premium positioning opt for this visual style. 

Brand voice

Formal/ Educating

Formal does not mean boring. This tone is for brands who aim to educate and be a thought leader in the topic of expertise or industry.

Casual/ Colloquial

There are brands that feel like your friend. Memes, slang, acronyms are all part of the tone of writing. 

Inspirational / Motivational

Brands that aim to evoke an emotion or action use inspirational and motivational language. The use of authentic stories, inspiring phrases, and relatable anecdotes are a part of the brand’s messaging.

Inquisitive

Some brands lean on questions and thought provoking angles as part of their content. An inquisitive brand voice expresses curiosity, openness, and a desire to learn, using questions and a human-centric approach to invite dialogue, foster understanding, and open space for new ideas, rather than preaching or having all the answers.

Bold / Challenger

The challenger voice is not afraid to express unconventional ideas and norms. Examples of brands include Oatly and Liquid Death

Persuasive

Persuasive brands speak with conviction and momentum. Their tone is energetic, motivational, and confident like a coach who won’t let you give up. They use strong calls to action, short impactful sentences, and language that creates urgency. The goal is always to move the audience from hesitation to action.

Poetic / Figurative Language

Poetic brands speak in metaphors, rhythm, and imagery. Their tone is lyrical, soulful, and contemplative more about evoking feelings than giving instructions. They choose words that paint pictures and invite reflection. This voice is ideal for brands that want to connect deeply, inspire wonder, and frame themselves as storytellers

Playful/ Witty

Playful brands speak like a clever friend who never takes themselves too seriously. Their tone is lighthearted, cheeky, and approachable often using humor, puns, and surprising twists. The language feels conversational and fun, with personality woven into every line. This voice breaks industry stiffness and makes the brand feel human.

Luxury / Sophisticated

Luxury brands speak with elegance and restraint. Their tone is refined, minimal, and assured like a curator who knows their worth and doesn’t need to shout. They use precise language, avoid clutter, and often let silence or space carry weight. The goal is to create a sense of exclusivity, timelessness, and enduring value.

Build your Personal Brand with Maude Labs

If you’re ready to show up, be visible, and own your next chapter, Maude Labs is a global branding agency that can analyze and set you up for success. Experience high-touch service that deeply aligns with your brand so all you have to do is apply it and show up. 

For inquiries, you may set a discovery call by emailing discover@maudelabs.com