Go-Getter Like J.Lo or Nurturer Like Gina? Here’s How to Identify and Harness Your Brand Archetype

Oscar Wilde once said “Be yourself; everyone else is already taken

professional working woman brand archetype HipLatina

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Oscar Wilde once said “Be yourself; everyone else is already taken.” Exactly! Life is all about honoring your unique creative expression and being authentic to who you are. However, there’s nothing that says we can’t get inspired by others who are awesome and special, in their own respect.

When cultivating your personal brand, it’s important to recognize your own strengths, skills, and personality traits. This is where you’ll find your unique mojo to bring into the world. One great way of understanding how to do that is to identify and harness your brand archetype.

Your personal brand is your unique imprint on the world but your brand archetype will fall under a specific persona type: the creators, free spirits, go-getters, and nurturers.

Creators are the makers of the world. They are driven by their desire to make things.

Famous creators include songwriter Gloria Estefan, mompreneur Eva Mendes, and Kathy Murillo-Cano, a Phoenix-based entrepreneur who puts her unique spin on DIY crafts.


You will find these women creating new art, producing film & tv projects, launching a clothing line, and bringing to life their new projects.


Free Spirits are the wild-hearted muses of the world. They are driven to be free.


Famous free spirits include 13 Reasons Why executive producer Selena Gomez, activist America Ferrera, and Lizza Monet Morales, a digital influencer who brings her audience on globe-trotting adventures.

You will find these women traveling the world, leading revolutions, and raising awareness on important social issues.


Go-getters are the ambitious chicas of the world. They are driven to be the best in their field.

Famous go-getters include Supreme Court Justice Sonia Sotomayor, powerhouse Jennifer Lopez, and Bren Herrera, a DC-based on-air personality and lifestyle expert with a love for pressure cooking and flan.


You will find these women climbing to the top of their industry, building empires, and using their platform to promote change.


Nurturers are the healers of the world. They are driven to build communities.

Famous nurturers include actress Gina Rodriguez, We All Grow founder Ana Flores, and Christine Gutierrez, a leading therapist who leads a global community of Diosas on a journey of healing.

You will find these women sparking conversations on social media, coaching others to reach their potential, and fostering sisterhood for empowerment.

While there are four primary persona types where you’ll find your brand archetype, you may find that you’ll fit more than one. Most of us will show qualities of all four persona types but there will be no more than two which are more dominant than the others.

Hybrid examples include:

  • Creator and free spirit may find their zone of genius as a travel blogger.
  • Go-getter and nurturer may find their zone of genius as a life coach for corporate executives.
  • Creator and nurturer may find their zone of genius starting a Youtube show on spirituality.
  • Free Spirit and go-getter may find their zone of genius organizing a business conference for digital influencers.

The best way to identify your archetype is to understand the difference between what is an “interest” versus what is a “passion.” When we are interested in something, it piques our attention. When we are passionate about something, we live and breathe it.

A strong personal brand is rooted in passion because that is what will fuel your drive to reach whatever destination you desire. Your passion is what anchors your quest for success and prosperity, in life and business.[tps_footer][article_ad][/tps_footer]

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