What is my Brand Archetype?
(Select the best answer for each question)
The Hero
The Hero has a strong sense of right and wrong, looks to make a difference and seeks to overcome injustices and problems. They have a core desire for mastery and inspire other to push themselves further. Hero brands portray success through hard work and meet challenges head-on. They are proud that their work sets them apart and see their work as important and empowering.
Examples of Hero Brands: Nike, BMW, FedEx, Adidas
The Ruler
The Ruler is a dominant personality that desires power and control. They love rules, especially when they are able to set them. They adhere to set rules and expect others to follow suit. Rulers are often exceptionally confident, proud of their expertise, and possess strong leadership skills. They are also quite trustworthy and stable personalities. They see themselves as the leading force and will aggressively defend their position, fearing being undermined and losing their power.
Examples of Ruler Brands: Microsoft, Rolls Royce, Rolex, Hugo Boss
The Magician
The Magician is a visionary that wants to dazzle their audience with new and exciting experiences and make dreams come true. They like to take their followers on a mystical journey and provide them magical moments that stick in their memory. Magicians savor knowledge but prefer to use it to realize their vision rather than share it directly with the world.
Examples of Magician Brands: Disney, Dyson, MAC Cosmetics, Event Planners
The Jester
The Jester wants to make people laugh and bring light-heartedness to all they do. Jester brands maintain a playful stance and see good in every situation.
Examples of Jester Brands: Old Spice, M&Ms, Skittles
The Everyman
Everyman brands are unpretentious, relatable, and approachable. They strive to create deep connections with people and long to be liked by all. They are often quite generalized and are driven by a core desire for community and belonging. They hate to stand out and don't display any extreme opinions, preferring rather to be inclusive. However, their desire to be liked can sometimes mean they are easily forgotten.
Examples of Everyman Brands: Ford, Levis, Ikea
The Rebel
The Rebel (aka the Outlaw) seeks to disrupt their industry and challenge the status quo. They actively seek to rip up the rule book and dismantle existing paradigms. The Rebel is happy taking risks in order to create something unique and inspiring. They think of themselves as free thinkers. They do not appeal to all and often create cult-like followings, inspiring very strong brand loyalty among a close-knit audience.
Examples of Rebel Brands: Harley-Davidson, Uber, Greenpeace, Red Bull
The Explorer
Explorers are driven by the desire for freedom and independene and are not restricted by typical boundaries. They are similar to Rebels, but tend towards exploration rather than disruption. Explorers hate conformity and prefer to push themselves into uncharted territoriy where new challenges and goals arise. They are adventurous and brave and are on a continuous journey of discovery.
Examples of Explorer Brands: NASA, Jeep, The North Face, Suburu, National Geographic
The Lover
Lovers are passionate, intimate, and are motivated by desire. Brands are often sensual and empathetic, motivated to become more emotionally and physically appealing to their audience. They can also be spiritual, companionable, and family-oriented. Their passion can sometimes cloud their focus or be overbearing and sometimes the fear of loss or loneliness can be all consuming.
Examples of Lover Brands: Godiva, Victoria's Secret, Chanel
The Creator
The Creator has a vision and a desire to create an enduring product or experience which realizes their vision. They are innovators and non-conformists and are often the first to realize a concept and push the boundaries of creativity and design. They empower others to think creatively and express themselves through the products they produce and the experiences they create.
Examples of Creator Brands: Apple, Lego, Adobe, GoPro, Crayola
The Sage
The Sage, is a seeker of knowledge and wisdom and believes that truth will set you free. They do not look to change the world themselves, but prefer to empower others to do so by seeking out valuable information and sharing it. They are often life-long learners and thought leaders. The Sage brands make excellent mentors.
Examples of Sage Brands: TED, Google, BBC, Discovery Channel
The Caregiver
Caregivers are driven by compassion and the desire to help others. They want others to feel nurtured and secure and will defend those who are less fortunate. Caregivers are often maternity figures found in teaching, charity, and nursing sectors.
Examples of Caregiver Brands: Unicef, Johnson & Johnson, Pampers, Volvo
The Innocent
The Innocent has a core desire to provide happiness. They are positive and optimistic and actively avoid ill-will towards others. They see the world as wondrous and fun and thrive on spreading joy where they can. These brands rely on honesty, simplicity, and good virtues rather than innovation.
Examples of Innocent Brands: Dove, Coca-Cola, McDonald's, Volkswagen