What are brand archetypes?

The CREATOR

The Creator’s core desire is to create something of enduring value and give form to a vision. Brands that encourage self-expression; provide choices and options; help foster innovation; or are artistic or creative in design embody the Creator archetype.

• MOTTO: Trust the creative process. Express yourself.

• CORE DESIRE: To create something of enduring value

• GOAL: To give form to a vision

• FEAR: Having a mediocre vision or execution

• STRATEGY: Develop artistic/technical skill

• GIFT: Creativity and imagination

• MOTIVATION: Stability and control

THE HERO

The Hero strives to prove worth through courageous and difficult action and to exert mastery in a way that improves the world. Look behind that flowing cape to find brands that help people perform at their best, address a major social problem, and incite people to take action.

• MOTTO: Where there is a will, there is a way.

• CORE DESIRE: To prove worth through difficult action

• GOAL: To exert mastery in a way that improves the world

• FEAR: Weakness or quitting

• STRATEGY: Become as competent as possible

• GIFT: Courage

• MOTIVATION: Mastery

THE OUTLAW

The Outlaw is all about revolution and seeks to destroy what is not working. Brands that identify with values at odds with those of society at large, that pioneer new and revolutionary attitudes, or whose products literally destroy something (e.g. a bulldozer) fall into this category.

• MOTTO: Rules were made to be broken.

• CORE DESIRE: Revolution

• GOAL: To destroy what is not working

• FEAR: Being powerless

• STRATEGY: Disrupt, destroy, or shock

• GIFT: Radical freedom

• MOTIVATION: Mastery

THE LOVER

More than anything in the world, the Lover wants to attain intimacy and/or experience sensual pleasure. The goal is to be in relationships with the people, work, experiences, and surroundings it loves. Examples of the Lover archetype are brands that help people find love/friendship or that foster beauty, communication, or closeness between people.

• MOTTO: Love makes the world go 'round

• CORE DESIRE: To attain intimacy

• GOAL: Being in relationship with things they love

• FEAR: Being alone or unwanted

• STRATEGY: Become attractive to others

• GIFT: Appreciation and passion

• MOTIVATION: Belonging and connection

THE EVERYMAN

The Everyman wants only to belong and fit in and desires to connect with others. The mark of the Everyman is prominent on brands with a down-home culture, that create things used in everyday life, and that help people feel that they, too, belong.

• MOTTO: Everyone is created equal.

• CORE DESIRE: Connection with others

• GOAL: To belong

• FEAR: Being seen as elitist, not being welcomed

• STRATEGY: Develop common virtues; blend in

• GIFT: Empathy and Authenticity

• MOTIVATION: Belonging

THE SAGE

Guided by the discovery of truth, the Sage uses intelligence and analysis to understand the world. Look at brands that provide expertise or information and that encourage people to think and you will see the Sage at work.

• MOTTO The truth will set you free.

• CORE DESIRE: The discovery of truth

• GOAL: To use intelligence to understand the world

• FEAR: Being duped; ignorance

• STRATEGY: Seek out information; understand processes

• GIFT: Wisdom

• MOTIVATION: Independence and fulfillment

THE EXPLORER

The Explorer yearns for the freedom to discover the world and experience a better, more authentic, and more fulfilling life. Brands with Explorer traits are often those that help people feel free, are nonconformist, are pioneering, and offer sturdy or rugged products.

• MOTTO: Forge your own path.

• CORE DESIRE: The freedom of discovery: of oneself and the world

• GOAL: To experience a fulfilling and authentic life

• FEAR: Inner emptiness or feeling trapped

• STRATEGY: Seek out new things

• GIFT: Ambition

• MOTIVATION: Independence and fulfillment

THE INNOCENT

Don’t worry, be happy! is the motto of the Innocent artchetype. It wants to find and experience paradise. Brands that are associated with goodness, morality, simplicity, nostalgia, or childhood are identified as Innocent archetypes.

• MOTTO: Life doesn't have to be hard. Keep it simple.

• CORE DESIRE: To experience paradise

• GOAL: To be happy

• FEAR: Doing something wrong that will provoke punishment

• STRATEGY: Do things right

• GIFT: Faith and optimism

• MOTIVATION: Independence and fulfillment

THE RULER

One word: Control. The Ruler wants to create a prosperous and successful family, company, or community. Brands that enhance or promote power, help people become and stay organized, or promise safety and stability in a chaotic world are easily identified as Ruler archetypes.

• MOTTO: Power makes the world go 'round.

• CORE DESIRE: Control

• GOAL: To create prosperity and success

• FEAR: Chaos; being overthrown

• STRATEGY: Exert leadership

• GIFT: Responsibility and leadership

• MOTIVATION: Stability

THE JESTER

Just like the class clown from high school, the Jester wants to live in the moment with full enjoyment. He only wants to have a great time and lighten up the world. Look past the laughter and that silly hat and you will see brands that help people have a good time and embrace a fun-loving, freewheeling culture.

• MOTTO: If you’re not having fun, you’re doing something wrong.

• CORE DESIRE: To live in the moment with full enjoyment

• GOAL: To have a great time and lighten up the world

• FEAR: Boredom or being boring

• STRATEGY: Be funny and playful

• GIFT: Joy

• MOTIVATION: Belonging

CAREGIVER

The Caregiver’s aim is to protect people from harm and help others. Brands that serve families and that place a high value on customer service, especially those in the healthcare, education, or non-profit/charitable space, are labeled as Caregiver archetypes.

• MOTTO: Treat your neighbor as yourself

• CORE DESIRE: To protect people from harm

• GOAL: To help others

• FEAR: Selfishness and ingratitude

• STRATEGY: Do things for others

• GIFT: Compassion and generosity

• MOTIVATION: Stability and control

THE MAGICIAN

The Magician archetype wants to make dreams come true through knowledge of the fundamental laws of how the world works. In addition to a white rabbit, from his hat the Magician pulls brands that are transformative, have a spiritual or psychological component, or help to expand consciousness.

• MOTTO: If you can dream it, you can achieve it

• CORE DESIRE: Knowledge of how the world works

• GOAL: To make dreams come true

• FEAR: Unanticipated negative consequences

• STRATEGY: Develop a vision and live it out fully

• GIFT: Finding win-win outcomes

• MOTIVATION: Mastery