The Enneagram helps us to name our habits. Our emotional habits point to a core emotional hang-up that we must face.
Ever caught that the Enneagram’s “passions” have a vibe strikingly similar to the Seven Deadly Sins? Dive into a bit of history, and you’ll find Pope Gregory the Great remixing these insights from a legacy linked to Mary Magdalene—whom he mislabeled as a prostitute, totally misrepresenting her spiritual clout. But let’s zoom in on the Enneagram passions themselves—they unpack our emotional habits in ways that are nothing short of deep and transformative.
Originally, the "Seven Deadly Sins" wasn't just about moral missteps—it was a profound system for recognizing the emotional tactics our ego uses for protection. These habits mirror our primal fight, flight, freeze, and fawn responses, crafted by our minds to handle life's challenges. These are the facets of ourselves we need to master to unlock deeper consciousness and kickstart real personal growth.
Enneagram expert Peter O’Hanrahan nails it when he says that the Enneagram helps us to name our habits. Those Enneagram passions? They’re tied super tight to our ego and personality type, but they’re not just baggage—they’re survival tools, key to our evolution. Each passion spotlights the emotional hurdles we’ve got to leap over on our path to growth.
The goal isn’t to eliminate these emotional habits but to recognize and manage them effectively. These habits have historically kept us safe in a perilous world. By naming them, observing them within ourselves, and appreciating the lessons they offer, we unlock the ability to relax their defensive grip periodically.
When translating this to branding, remember: we need to be mindful of our own emotional habits and understand how similar patterns might also influence our ideal audience.
The Enneagram Passions of Body Types are Just Emotional Habits
Everyone gets angry, but body types have a key relationship with anger. They need to feel empowered to put their anger to work in healthy ways.
- Enneagram 8s experience anger as a defense against vulnerability. This is often called “lust” when talking about the Enneagram passions.
- Enneagram 9s forget themselves (and their own needs/priorities) to disown their anger and avoid conflict. This is often called “sloth” when talking about the Enneagram passions.
- Enneagram 1s let their anger seep out as irritation or resentment. They wouldn’t say they’re anger, but they’re certainly tense (the anger is just under the surface). This is traditionally referred to as simply “anger” when talking about the Enneagram passions.
The Enneagram Passions of Heart Types are Just Emotional Habits
Everyone gets sad, but heart types have a key relationship with grief. They need to feel connected to others in order to reconnect with their authentic selves.
- Enneagram 2s feel grief that drives pressure to win others’ esteem—they want to be seen as altruistic and helpful in the eyes of others to feel valued. This is often called “pride” when talking about the Enneagram passions.
- Enneagram 3s feel grief that drives pressure to earn value and acclaim—they work incredibly hard to be seen as successful in the eyes of others to feel valued. This is often called “vanity” when talking about the Enneagram passions.
- Enneagram 4s feel grief that drives comparison and idealizing situations on a search for depth—they work incredibly hard to remain unique, quirky, or special in the eyes of others to either feel valued or to create a self-fulfilling prophecy that they’re not worthy (depending on subtype). This is often called “envy” when talking about the Enneagram passions.
The Enneagram Passions of Head Types are Just Emotional Habits
Everyone gets scared, but head types have a key relationship with fear. They need to feel safe to come down out of their heads, where they tend to detach from a wide range of emotions.
- Enneagram 5s fear being depleted, intruded upon, or overwhelmed by other people and situations so they hold tight to their time and energy (some say they hoard it!). This is often called “greed” when talking about the Enneagram passions.
- Enneagram 6s fear unpredictable situations ahead or fear being taken advantage of, so they experience chronic worry or face that fear head-on through aggression (varies widely by subtype here too!). This is simply called “fear” when talking about the Enneagram passions.
- Enneagram 7s fear limitation and try to avoid negative experiences and emotions at all costs, instead seeking out multiple options and wanting a little bit of everything good. This is often called “gluttony” when talking about the Enneagram passions.
What the Enneagram Passions Teach Us About Empathy in Branding
Understanding the Enneagram passions of both yourself and your audience can profoundly deepen your branding strategies. Here’s how to harness this knowledge with empathy:
1. Identify Emotional Habits
Get to know the Enneagram passions associated with your brand's personality and those of your audience. This awareness enables you to approach your communications with sensitivity and insight, making your brand feel more human and approachable.
2. Connect with Compassion
Utilize the insights from Enneagram passions to foster authentic empathy. By recognizing and resonating with the emotional experiences of your audience, your brand can create connections that feel caring and personal.
3. Refresh Brand Messaging
Integrate your understanding of these emotional patterns into your brand messaging. Tailor your communications to not only reflect the emotional states of your audience but to offer comfort and understanding, positioning your brand as a supportive ally.
4. Develop Targeted, Kind Strategies
Leverage your insights into Enneagram passions to craft marketing strategies that are not only effective but also considerate and kind-hearted. This approach ensures that your campaigns are not only seen but felt, making a lasting impact on your audience.
Conclusion: Embracing Empathy Through Enneagram Insights
The Enneagram brings us powerful insights for personal growth—but it also offers a way to see through other's eyes and walk a mile in their shoes. By embracing this tool, your branding can go beyond selling to supporting, cementing a connection that’s built on true empathy and care.
Ready to harness the power of psychographic in your branding strategy? Reach out now and let’s chat about how we can help you connect more meaningfully with your audience.
