Brand Archetype: Creator

Quote: “Life isn’t about finding yourself. Life is about creating yourself.” ~ George Bernard Shaw

Motto: If you can imagine it, it can be done.
Driving desire: to create things of enduring value
Goal: to realize a vision
Greatest fear: mediocre vision or execution
Strategy: develop artistic control and skill
Task: to create culture, express own vision
Weakness: perfectionism, bad solutions
Talent: creativity and imagination

Also known as: artist, inventor, innovator, muse, musician, writer or dreamer

Creator archetypes in the wild:

  • promote self-expression, give customers choices and options, help foster innovation or is artistic in design
  • creative fields like marketing, public relations, the arts, or technological innovation
  • differentiate from “do-it-all” brands that leave little room for the imagination
  • “do-it-yourself and save money” approach
  • customer has the time to be creative
  • organization with a creative culture

Archetype examples: Lego, Sony, Crayola

See all 12 brand archetypes

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Marketing Ideas Author Matt SchoenherrAbout Matt Schoenherr
Matt is a husband, father of four, marketing consultant and founder of Marketing Ideas 101. As a student, teacher and published author, Matt supports the worthy goals of service and commerce in the small business and nonprofit communities. You may find him on , Twitter and Facebook. Creative marketing ideas and marketing strategies may be found at MarketingIdeas101.com.

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