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

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Brand Archetype: Regular Guy/Girl

Quote: “I understand the common man because I understand me in that regard, at least.” ~ Vince McMahon

Motto: All men and women are created equal.
Driving desire: connecting with others
Goal: to belong
Greatest fear: to be left out or to stand out from the crowd
Strategy: develop ordinary solid virtues, be down to earth, the common touch
Weakness: losing one’s own self in an effort to blend in or for the sake of superficial relationships
Talent: realism, empathy, lack of pretense

Also known as: good old boy, everyman, the person next door, the realist, the working stiff, the solid citizen, the good neighbor, the silent majority

Regular Guy or Girl archetypes in the wild:

  • giving people a sense of belonging
  • offers everyday functionality
  • low to moderate pricing
  • solid companies with a down-home organizational culture
  • differentiate from elitist or higher-priced brands

Archetype examples: Home Depot, Wendy’s

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Brand Archetype: Outlaw

Quote: “Love is the ultimate outlaw. It just won’t adhere to any rules. The most any of us can do is sign on as its accomplice.” ~ Tom Robbins

Motto: Rules are made to be broken.
Driving desire: revenge or revolution
Goal: to overturn what isn’t working
Greatest fear: to be powerless or ineffectual
Strategy: disrupt, destroy, or shock
Weakness: crossing over to the dark side, crime
Talent: outrageousness, radical freedom

Also known as: rebel, revolutionary, wild man, the misfit, or iconoclast

Outlaw archetypes in the wild:

  • appeal to customers or employees who feel disenfranchised from society
  • help retain values that are threatened by emerging ones
  • pave the way for revolutionary new attitudes
  • low to moderate pricing
  • break with industry conventions

Archetype examples: Harley-Davidson, Apple

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Brand Archetype: Magician

Quote: “Dream no small dream; it lacks magic. Dream large. Then make the dream real.” ~ Donald Wills Douglas

Motto: I make things happen.
Driving desire: understanding the fundamental laws of the universe
Goal: to make dreams come true
Greatest fear: unintended negative consequences
Strategy: develop a vision and live by it
Weakness: becoming manipulative
Talent: finding win-win solutions, making the complex appear simple

Also known as: visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man

Magician archetypes in the wild:

  • promise to transform customers
  • product or service is transformative
  • may have a new-age quality
  • consciousness-expanding
  • user-friendly or contemporary
  • spiritual connotations
  • medium to high pricing

Archetype examples: Disney, Dreamscape Multimedia, Oil of Olay

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Brand Archetype: Ruler

Quote: “He who is to be a good ruler must have first been ruled.” ~ Aristotle

Motto: Power isn’t everything, it’s the only thing.
Driving desire: control
Goal: create a prosperous, successful family or community
Strategy: exercise power
Greatest fear: chaos, being overthrown
Weakness: being authoritarian, unable to delegate, out of touch with reality
Talent: responsibility, leadership

Also known as: boss, leader, aristocrat, king, queen, politician, role model, manager or administrator

Ruler archetypes in the wild:

  • high-status product or service used by powerful people to enhance their power
  • make people more organized
  • offer a lifetime guarantee
  • empower people to maintain or enhances their grip on power
  • has a regulatory or protective function
  • moderate to high pricing
  • differentiate from populist brands or clear leaders in the field
  • market leaders offering a sense of security and stability in a chaotic world

Archetype examples: IBM, Microsoft

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