The Creator

Table of Contents

“Life isn’t about finding yourself. Life is about creating yourself.” – George Bernard Shaw – Irish playwright, comic dramatist, and literary critic [1]


The Creator encourages imagination. They push people to look at the world in wonder at what could be. Free-flowing creativity is this archetype’s ultimate goal, people’s self-expression no longer being hidden behind insecurity or tentativeness.

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

The Creator

Key Characteristics

  • Motto:If and when you imagine it, you can do it
  • 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 their own vision
  • Weakness:Perfectionism, wrong solutions
  • Talent:Creativity and imagination

Description of the Creator

The Creator is relatively self-explanatory. They create. They are known for bringing things into the world that are new and have never been seen before. They take pride in their work and put a great deal of time and care into their products. Businesses that use this marketing archetype are generally very non-conforming to the status quo. But, unlike the outlaw, they do not desire to buck the system or experience feelings of rebellion. Instead, freedom is required for self-expression intrinsic to a Creator. A Creator flourishes with freedom and wilts within a rigid system.

The Creator archetype has three levels to it. The first is very basic. The Creator simply wants to be creative. They begin to express themselves by mimicking others and lack true originality. The second level is achieved when the Creator begins to find their own style to whatever they are doing. Their old limitations pass away, and their work becomes more authentic. Original ideas start to flow and are brought into being. The third level is when the Creator becomes genuinely innovative. What they create is as original as anything can be. Their products will influence and profoundly change society.

A premier example of a Creator brand is LEGO. Their entire modus operandi revolves around combining little blocks into marvelous-looking creations. The best part is that their products allow others to express themselves creatively. If a person has enough LEGOs and is willing and able to commit the time, they can create anything. LEGO is an excellent example of the Creator archetype because it unlocks the imagination of others through their products and creativity.

  • Brand Motivations
    • Creativity
    • Exceptional
    • Inspirational
    • Originality
    • Vision
    • Self-Expression
    • Imagination
    • Innovation
  • Brand Challenges
    • Stagnation
    • Mediocre
    • Duplication
    • Familiarity
    • Disillusion
    • Indifference
  • Brand Strategy
    • Creating new experiences and ideas
    • Unlocking the imagination
    • Encouraging originality

The Creator In the Wild

The following companies, organizations, and industries are good examples of the Creator.

  • Archetype Examples: LEGO, Pinterest, Sony, Crayola, Apple, Adobe, YouTube, Pixar
  • Industries: Arts, Design, Technology, Education, Marketing, Entertainment


The Creator archetype is appropriate for any company that makes new things or repurposes old items. Brands like Adobe, LEGO, and YouTube all have platforms that allow others to be creative, not just themselves, which is one of the ultimate goals of this brand type.

[1] Stalwart, J.I.M. and Weintraub, S., (2020 October 29), “George Bernard Shaw”, Retrieved from: