I must confess that I am a complete ‘Wicked’ tragic. It’s my favourite musical and now my new favourite movie. So with this in mind I thought it only apt that I do a little Brand Personalities vs Wicked post as there is so much that we can learn from the Wicked characters when it comes to personal branding.
One truth reigns supreme throughout the movie and life: your brand is not what you say about yourself – it’s what others say about you. This subtle yet profound shift in perspective changes the way we think about personal branding – or at least it should. It’s not just about crafting a message or image you want to project; it’s about how you authentically show up in the world, leaving a lasting impression that others carry forward.
One of the most powerful tools to help align your personal brand with how you’re perceived is understanding and embodying brand archetypes. These universal characters- rooted in Jungian psychology—are timeless and instantly recognisable, making them invaluable for creating a personal brand that resonates. To explore this concept, let’s take inspiration from the beloved musical Wicked, now a highly anticipated movie. Each main character reflects a distinct brand archetype that shapes how others perceive them, illustrating the impact of archetypes on personal branding.
Elphaba: The Rebel with a Cause
Elphaba, the misunderstood green-skinned witch, embodies the Rebel archetype. She is a visionary, unafraid to challenge societal norms and fight against corruption—even at great personal cost. Her personal brand is defined by her courage, independence, and unwavering commitment to justice.
In branding terms, the Rebel archetype is magnetic for those who crave change and defy the status quo. Elphaba’s story reminds us that being true to our values, even when misunderstood or criticised, is integral to building an authentic brand. For entrepreneurs, this means embracing what makes you unique—even if it feels risky. It’s about leaning into your principles and standing firm, no matter how many doubters you encounter.
The key takeaway from Elphaba’s brand is her resilience. She shows us that a strong personal brand isn’t about being universally liked; it’s about earning respect and loyalty from the people who matter most to your mission.
Glinda: The Charismatic Innocent
Glinda, the bubbly and ambitious good witch, is a shining example of the Innocent archetype. Her brand is rooted in charm, innocence, positivity, popularity, and an innate desire to help others. Glinda is beloved because she radiates optimism and genuinely wants to make the world a better place, even if she occasionally stumbles over her own ego.
The Innocent archetype is all about creating harmony and fostering trust. Glinda’s personal brand thrives on her ability to bring people together, uplift them, and create a sense of optimism. For those looking to build a brand like Glinda’s, the secret lies in sincerity. Whether you’re offering products, services, or ideas, your audience must believe in your genuine desire to bring joy and happiness.
However, Glinda’s story also serves as a cautionary tale: being overly focused on external validation can dilute your authenticity. While she starts as someone more concerned with how she’s perceived, her growth shows the power of balancing inner purpose with outward presentation.
Prince Fiyero: The Romantic Explorer
Prince Fiyero is the archetype of the Explorer, with a dash of the Seducer. Initially carefree and reluctant to engage in deeper struggles, he embarks on a journey of self-discovery, ultimately aligning himself with Elphaba’s cause. His personal brand is rooted in curiosity, passion, and a willingness to evolve.
As an Explorer, Fiyero’s greatest strength is his openness to change. This archetype resonates with those who value freedom, adventure, and authenticity. His transformation highlights an important branding lesson: your personal brand isn’t static. It grows as you learn more about yourself and your audience.
For entrepreneurs, the Explorer archetype is ideal if your brand centres on discovery, self-expression, or breaking boundaries. However, like Fiyero, it’s essential to balance exploration with focus. Wandering too aimlessly can weaken your impact.
The Wizard of Oz: The Ruler Who Lost His Way
Finally, we have the Wizard, who represents the Ruler archetype at its most flawed. As a figure of ‘power and authority’, his brand hinges on his ability to maintain control and command respect. However, the Wizard’s reliance on manipulation and illusion undermines his authenticity, causing his brand to crumble when the truth is revealed.
The Ruler brand personality is most effective when it’s paired with integrity and competence. A personal brand rooted in this archetype thrives on trust and a sense of security. However, the Wizard’s downfall reminds us that shortcuts and façades are unsustainable. Today’s audiences value transparency and authenticity, and brands built on smoke and mirrors rarely last.
If you’re drawn to the Ruler archetype, focus on cultivating true expertise and empowering others. Authority isn’t about control; it’s about inspiring confidence and creating a sense of stability for those who look to you for guidance.
Why Archetypes Matter for Your Personal Brand
The characters of Wicked reveal that a strong personal brand is much more than a polished image – it’s about the essence of who you are and how that resonates with others. Brand archetypes provide a framework to align your values, personality, and actions with the way you’re perceived.
Whether you see yourself as a Rebel like Elphaba, an Innocent like Glinda, an Explorer like Fiyero, or a Ruler like the Wizard, your Brand Personality will guide how others relate to you. By embracing your authentic self and consistently reflecting your chosen archetype, you create a brand that is both powerful and enduring.
Your Brand is the Story Others Tell About You
Ultimately, Wicked reminds us that your personal brand is not about self-promotion – it’s about the story others tell about you. What do they see in your actions, hear in your voice, and feel when they interact with you?
Here’s your challenge: take a moment to reflect on what your current brand says about you. Are you embodying the personality that aligns with your goals and values? If not, what changes can you make to shift the narrative? To find out what your Brand Personality is, take our online Test.
Your personal brand is one of your most valuable assets, and like the characters of Wicked, you have the power to shape it with intention and authenticity. Let’s create brand magic.
