The creator archetype is seen in the artist, the writer, the innovator, and the entrepreneur, as well as in any endeavor that taps into the human imagination. The creators passion is self expression in material form. The creator is not about fitting in but about self-expression.When the creator archetype is active they are often compelled to create or innovate-- anything else and they feel stifled. Authenticity will seem extremely essential to them. They often have a punishing inner critic and censor that says nothing is ever good enough.Creator brands include: crayola, Martha Stewart, Williams-Sonoma, Sherwin-Williams, taco kits, Sesame Street,Core Desire: create something of enduring valueGoal: give form to a visionFear: having a mediocre vision or executionStrategy: develop artistic control and skillGifts: creativity and imaginationCreators appeal to both women and men because they love brands that help them release the creator within. This has to do with how out of control the world seems. The more out of control life is the more they crave the creative outlet.visual appeal for creators: impactful designs, artistic, formed, stabile, unique, self-expression.The creator brand identity may be right for you brand:If your products function encourages self-expression, provides customer with choices and options, helps foster innovation, or is artistic in design.In a creative field like marketing, public relations, the arts, technological innovations (such as software development).When you are seeking to differentiate it from a brand that "does it all" for the customer, leaving little room for choice.When a do-it-yourself element saves the customer moneyIf your customers have enough discretionary time for creativity to flourishIf your organization has a creator culture.Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!
The caregiver is an altruist that is moved by compassion, generosity, and a deep desire to help others. The caregiver fears instability and difficulty not for themselves but for impact on the unfortunate. They find meaning by giving to others and nurturing them.The concern of Caregivers for their children and other dependents makes this brand identity a natural consideration for medical care, health products, insurance, banks, and financial planning. Caregiver brands are: Mother Teresa, Bob Hope, Blue Cross/Blue Shield, AT&T, Campbells Soup, Bank of America, Bayer, Volvo, GE, Nordstrom, MarriottCaregivers act on seeing someone in need and nurture the need by balancing self-care with care for others.Core Desire: protect people from harmGoal: to help othersFear: selfishness and ingratitudeStrategy: do things for othersGift: compassion generosityCaregivers appeal to almost everyone as they are excel at customer service. Clients become raving fans because they are always anticipating their customers needs and treat them with impeccable service. Visual appeal for Caregivers: Caregivers should focus on actions instead of words, while they should say words like "we care" what is most important is the actions. So visuals for acting in care like a father leaning over and patting their child's head or a mother reading a book. The caregiver is a good identity for brands:For which customer service provides the competitive advantageThat provide support to families (from fast food to minivan) or that are associated with nurturance (such as cookies).For services in the health care, education, and other caregiving fields (including politics).That help people stay connected with and care about one another.That help people care for themselves.For non-profit causes and charitable activities. Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!
The ruler knows that the best thing to do to avoid chaos is to take control. Gaining and maintaining power is therefore a primary motivation. To the Ruler, this is the best way to keep friends and family safe Ruler environments are substantial and impressive. Thinking about the best way to organize activities and setting in place policies and procedures provide a sense of self-mastery and power over the world that is very fulfilling. Ruler brands are: IRS, the White House, MIcrosoft, IBM, American Express, CitiBank, Cadillac, U.S. Government, Ralph LaurenCore Desire: ControlGoal: create a prosperous, successful family, company, or community.Strategy: exert leadershipFear: chaos, being overthrownGift: responsibility and leadershipRulers act with a natural sense of authority that makes it easy for others to follow them. They help individuals become wealthy, powerful, and established in their fields and communities. As such they appeal to the desire we all have to be successful and important.Visual appeal for Rulers: Regal, confidence, in control, flattery, making customers feel like royalty, giving powerful choices, enhancing the customers life.The ruler identity is right for you brand if you have:A high-status product used by powerful people to enhance their power.A product that helps people be more organizedA product or service that can offer a lifetime guaranteeServices that offer technical assistance or information that helps maintain or enhance power.An organization with a regulatory or protective functionA product that the moderate to high price range.A brand seeking to differentiate from a more populist one or that is the clear leader in the field.A field that is relatively stable or a product that promises safety and predictability in a chaotic world.Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!
The jester enjoys life and interactions for their own sake. The Jester tends to be a great brand identity because virtually everyone is hungry for more fun in their life. Jesters are the most helpful in dealing with the absurdities of the modern world and with faceless, amorphous present-day bureaucracies, partly because they take everything lightly and partly because they are happiest breaking the rules. The jester archetype promises that activities with might be ordinarily seen as tedious or boring can be fun and they help customer really live life in the present, being impulsive and spontaneous.Jester brands include: Steve Martin, Jay Leno, Got Milk, M&M's, Snickers, Trident, Doritos, Pepsi, Ben and Jerry's.Core Desire: to live in the moment with full enjoymentGoal: to have a great time and lighten up the worldFear: boredom or being boringStrategy: Play, make jokes, be funny.Gift: JoyThe jester attracts a wide audience who want a little more fun in their life. Everyone loves humor and the Jester is great at it! Jesters help us get out of trapped, small-time thinking and excel at brainstorming. Visual appeal for Jesters: funny, bright colors, lots of action, outrageousness, simulations, fantasy, cleverness, unpredictability, fresh.The Jester is a great identity for brands:Whose use helps people to belong or feel that they belongWhose function helps people have a good timeWith pricing that is moderate to lowProduced and/or sold by a company with a fun-loving, freewheeling organizational structureThat need to be differentiated from a self-important, overconfident, established brand.Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!
The regular guy/gal demonstrated the virtues of simply being an ordinary person, just like others. When the regular guy/gal archetype is active in an individual the person may dress in working-class or otherwise ordinary clothes (even if they are wealthy), speak in regular everyday language, and are put off by elitism in any form. They believe that the good things in life belong to everyone as a birthright. The regular guy/gal brands include: Gap, Old Navy, Hardees, Wendys, Jim Beam, Wrangler Jeans, Snapple, Perdue, Paul Newman, Rosanne, My Pillow.The regular guy or gal may also be known as the good old boy. the regular jane, everyman, the common man, the guy/gal next door, the realist, the working stiff, the solid citizen, and the good neighbor. Core Desire: Connection with othersGoal: to belong, fit inFear: standing out, seeming to put on airs, and being exiled or rejected as a result.Strategy: develop ordinary solid virtues, the common touch, and blend in.Gift: realism, empathy, lack of pretense.The regular guy/gal attracts people who want to belong to a group. They often form a relationship with the company and are some of the most loyal and raving fans. Visual appeal for the regular guy/gal: Logos that form a connection, down-to-earth imagery (farms, simple life, working man), community-based marketing, family, public places where people gather (churches, bars, parks).The regular guy/gal may be a good identity for brands:Whose use helps people belong or feel that they belongWhose function is something used commonly in everyday lifeWith pricing that is moderate to low (or that is an upscale version of a product that would ordinarily be inexpensive).Produced or sold by a company with down-home organizational cultureThat want to differentiate themselves in a positive way from a higher-priced or more elitist brand.Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!
The lover archetype governs all sorts of human love, from parental love, to friendship, to spiritual love, but it is most important to romantic love. For this archetype, it is not just present in the 20's but throughout life. Lovers seek intense personal connections in friendships, families, and partners. The lover brand seeks belonging by offering the promise of a happy ever after or offering pleasure on the journey to it.Lover brands include: Hallmark, Revlon, Victoria Secret, Godiva chocolate, Barilla Pasta, Elizabeth Taylor, Coco Chanel, Cinderella, Bill Clinton, Jaguar, and Caress.Lovers are also known as: partners, friends, intimates, matchmakers, enthusiasts, connoisseurs, sensualists, spouses, team builders, and harmonizers.Core Desire: attain intimacy and experience sensual pleasure.Goal: being in a relationship with the people, the work, the experiences, the surroundings they love.Fear: being alone, a wall-flower, unwanted, unloved.Strategy: become more and more attractive physically, emotionally, and in every other way.Gifts: passion, gratitude, appreciation, commitmentLover attracts a wide array of customers that are seeking fulfillment in finding love. Whether the love is romantic or friendship, their self-esteem may derive from the sense of specialness that comes from being loved. These brands offer a deep, abiding, intimate connection to their customers at can create very deep loyal customers.Visual appeal for lovers: personal, sensual, honesty, vulnerability, passion, making customers feel special with personal touches, one of a kind, unusual, quality.The lover is a good identity for a brand:Whose use helps people find love or friendshipWhose function fosters beauty, communication, or closeness between people or is associated with sexuality or romanceWith pricing that is moderate to highIf it is produced or sold by a company with an intimate, elegant organizational structure, as opposed to a massive Ruler hierarchyThat needs to differentiate itself in a positive way from lower priced brands.Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!
The hero believes that "where there's a will, there's a way." Everything may seem lost but then the hero rides over the hill and saves the day. Hero's triumph over evil, adversity, or a major challenge, and in doing so, inspires us all. The hero wants to make the world a better place and at their best, they accomplish great things. However, heroes do not think of themselves as heroes, because to do so would seem presumptuous. More typically they see themselves as just doing their job. Hero brands include: John Wayne, Susan B, Anthony, James Bond, Mission Impossible, Martin Luther King, Jr. , Star Wars, Superman, U.S. Army, Nike, FedEx, J.P. Morgan Securities, American Cancer Society, and Green Mountain Energy. Core Desire: Prove ones worth through courageous and difficult actionGoal: Exert mastery in a way that improves the world.Fear: Failing to have what it takes to persevere and prevail.Strategy: Become as strong, competent, and powerful as you are capable of being.Gifts: Competence and CourageHero brands attract people that are hungry for convictions and are attracted to people, companies, and brands that have them. These brands will be seen as the owners of meaningful stories, not products. The most compelling stories are those that communicate some value that ennobles life. When this archetype is expressed in the public at a higher level, people reward these brands with their business. Visual Appeal for Heroes: Strong and bold colors, ethical marketing, story-based images that evoke emotion or action, underdogs prevailing, strength, perseverance, and winning. The hero identity may be right for your brand if:You have an invention or innovation that will have a major impact on the world.Your product helps people perform at their upper limit.You are addressing a major social problem and asking people to step up to the plate to help address it.You have a clear opponent or competitor you want to beat.You are the underdog and want to rival the competition.The strength of your product or service is its ability to do a tough job efficiently and wellYou need to differentiate your product from one that has problems with follow-throughYour customer base identifies itself as good, moral citizens.Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!
The outlaw believes that rules are meant to be broken. They have the enticement of forbidden fruit. They find their identity outside the current social structures and are faithful to deeper, truer values than the prevailing ones. The more well-behaved and responsible people are the more they yearn to be an outlaw, at least a little bit, some of the time. Outlaws are romantic figures, ready to disrupt a society that has succumbed to tyranny, repression, conformity, or cynicism.Outlaw brands include: Robin Hood, Zorro, Bonnie and Clyde, The Godfather, MTV, Jack Daniels, Madonna, Eminem, Captain Morgan, Patron Tequila, Donald Trump, Apple, and Harley Davidson.Outlaws may also be known as the rebel, the revolutionary, the villain, the wildman or woman, the misfit, the enemy, or the iconoclast.Core Desire: Revolution or revengeGoal: to destroy what is not working (for the outlaw or society)Fear: being powerless, trivialized, or inconsequentialStrategy: disrupt, destroy, or shockGift: Outrageousness, radical freedomOutlaws appeal to those who want to change societal norms, those who feel powerless, angry, mistreated, or under siege. They also appeal to those who want to have a little bit of a wild side. Visual appeal for outlaws: dark and shadowy colors and images. Intense colors, things that shock or are disturbing. Edgy ads. Marketing in special interest magazines or flyers, slash and burn sales, racy imagery, and kickbacks for buying a product.The outlaw may be a good identity for your brand if:Customers and employees are feeling very disaffiliated from society or identify with values at odds with those of society at largeThe function of your product is to destroy something or is genuinely revolutionary.Your product is not very good for people. so that using it is akin to thumbing your nose at society's ideas of what constitutes health.Your product helps retain values that are threatened by prevailing ones or pioneers new and revolutionary attitudes.Your product's price is low to moderate.Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!
The most basic desire of the magician is to search out the fundamental laws of how things work and to apply these principles to getting things done. The most typical applications are to heal the mind, heart, and body; to find the fountain of youth and the secret of longevity; to discover ways to create and maintain prosperity; and to invent products that make things happen. Magicians offer the promise of bringing transformation.Magician brands include: Harry Potter, Mary Poppins, Yoda, Jackie O, Many champagne brands, Spas, MasterCard, Perrier, and Rolex.Magicians can also be known as the visionary, catalyst, innovator, charismatic leader, mediator, shaman, healer, or medicine man/woman. Core Desire: knowledge of the fundamental laws of how the world or universe works. Goal: make dreams come trueFear: unanticipated negative consequencesStrategy: develop vision and live itGift: finding win-win outcomesMagician brands appeal to potential customers by associating your products or services with values that are dear to their hearts. To do this you need to genuinely stand for something.Visual appeal for magicians: exotic or ancient origins, popping corks, decanting wine, swirling brandy, sniffing aromas, rainbows, shooting stars, galaxies, flying saucers, caves, crystal balls, magic wands, capes, magicians hat.The magician may be a good identity for your brand if:The product or service is transformativeIts implicit promise is to transform the customerIt appeals to New Age consumers or cultural creatives.It helps to expand or extend consciousnessIt's a user-friendly technologyIt has a spiritual or psychological componentIt is a new and very contemporary productIt is medium to high priced. Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!
The innocent believes that you are free to be you and me. The promise of the innocent is that life doesn't need to be hard. You are free to be yourself and live out your best values right now, right here, by following simple guidelines. The innocent is extremely attractive in this hectic age because they promise that you can get out of the fast lane, relax, and truly enjoy your life. Innocent brands include: PBS, Keds, Disney, Breyers, Ronald McDonald, Baskin-Robbins, Pillsbury Doughboy, Ivory, Cotton, and most whole or organic foods. Innocent brands promise the experience of returning to innocence, that life can be simple, uncomplicated, and good. Core Desire: to experience peaceGoal: to be happyFear: doing something wrong or bad that will provoke punishmentStrategy: do things rightGifts: faith and optimismInnocent brands appeal to many because they promise a predictable rescue from an imperfect world. The innocent ads often include themes like: "This is an unfair, unsafe world. You can get abandoned, fired, or exiled if you do not do it right. But you can be restored if you buy our product." Visual Appeal for Innocents: Innocent brands often include imagery that is nostalgic, natural, and simple. Often ads and marketing focus on children and innocence. The innocent archetype provides a good identity for brands that:provide a relatively simple answer to an identifiable problem.are associated with goodness, morality, simplicity, nostalgia, or childhood.Have functions associated with cleanliness, health, or virtue-- and that are infinitely replicableare priced moderate to loware produced by a company with straight-arrow core values.desire to differentiate from a product with a tarnished image.Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!
The explorer goes out seeking a better world. The journey that explorers experience is simultaneously inner and outer, because they are motivated by a deep desire to find what, in the outer world, fits in with their inner needs, preferences, and hopes.The explorer's story is at the root of their success like fairy tales where the protagonist goes on a journey, finds themselves entrapped in some way, and finally escapes. Explorer brands include: Hansel and Gretel, The Great Gatsby, Star Tek, The Hobbit, Ford Explorer, Jeep Wrangler, Land's End, Levi, Starbucks, The Body Shop, and The Wizard of Oz. Explorers may also be known as the seeker, adventurer, iconoclast, wanderer, individualist, pilgrim, antihero, or rebel.Core Desire: The freedom to find out who you are through exploring the world.Goal: To experience a better, more authentic, more fulfilling life.Greatest Fear: getting trapped, conforming, inner emptiness, nonbeingStrategy: Journey, seeking out and experience new things, escape from entrapment and boredom. Gift: authenticity, ambition, ability to be true to one's own soul.The explorer brands appeal to many younger audiences like teens and college-age people. Explorer brands are extremely popular in today's culture because they are all about being authentic, real, and finding one's true self.Visual Appeal for Explorers: Wide-open spaces, images of exotic places, individualism, travel, teens and twenty-somethings, mountains, tall buildings, views of large expanses, and space.The explorer archetype may be a good brand identity for you if:your product helps people to feel free, is nonconformist, or is pioneering in some way. Your product is rugged and sturdy or is appropriate for use in nature, on the road, or in dangerous settings or occupations.Your product can be purchased from a catalog, the internet, or another alternative source.Your product helps people express their individualityYour product can be purchased or consumed on the go.You seek to differentiate your brand from a successful conformist brand.Your organization has an explorer culture.Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!
Sage's faith is in the capacity of humankind to learn and grow in ways that allow us to create a better world. In the process, they want to be free to think for themselves and to hold their own opinions. Sages are called by confusion, doubt, and a deep desire to find the truth. They search for the absolute truth and desire for objectivity and look to experts. They are often skeptics, critical thinkers, and experts themselves. Popular sage brands are: Oprah, Socrates, Einstein, Harvard University, MIT, News outlets, Betty Crocker, Oil of Olay, Proctor and Gamble, Consumer Reports, Adobe, and Barnes & Noble.Core Desire: the discovery of truthGoal: to use intelligence and analysis to understand the world.Greatest Fear: being duped, misled or having ignorance.Strategy: Seek out information and knowledge, become self-reflective and understand thinking processes.Gift: Wisdom and intelligence.Sage brands appeal to a wide array of people looking to experts to find information. Depending on your unique audience it may be a worried mother or a person researching the best computer to buy. Sages are experts and should provide information that helps their ideal client make a decision backed up with research and data. Visual appeal for Sages: think campaigns, models, data, obvious missing words that make them fill in the blank, references to current events ("being in the know"), refined, intelligent, visual patterns, being linked to other experts.The sage archetype may be a suitable identity for your brand if:It provides expertise or information to your customersIt encourages customers or clients to thinkThe brand is based on a new scientific breakthrough or esoteric knowledgeThe quality of the brand is supported by hard dataYou are differentiating the product from other whose quality or performance is questionable.Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!