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— The —

Creator

Brand
Archetypes
Unlock Your Imagination.
Message >
Big Idea >
SWOT Analyses >
Levels >
Brands >
Does it apply? >
Introduction
IMAGE
Carl Jung
Every day, we get bombarded with ads or brand messages vying to capture our attention. Most of them get deflected by our unconscious minds and hold little relevance or appeal to our daily lives. But at the same time, a select few of these messages get through to us, and we may even feel a sense of personal identity with them.

The way your brand communicates is critical. In the search to communicate better, every brand discovers a need for a personality and a voice.

One interesting way to view it is through the lens of archetypes. Brands can anchor their communications to enduring personas or profiles that feed into the human experience allowing consumers to identify narratives and symbolism quickly and effectively.

Brand Archetypes Brand Archetypes were a concept introduced by Carl Jung, who believed that they were models of people, behaviours, or personalities. Archetypes, he suggested, were inborn tendencies that play a role in influencing human behaviour.
Table of
Content
social
Social
Everyman
Jester
Lover
ego
Ego
Magician
Hero
Outlaw
freedom
Freedom
Innocent
Sage
Explorer
order
Order
Caregiver
Ruler
Creator
Creator
Unlock Your Imagination.
The Creator has a desire to create something new and exceptional, that wasn’t previously there, and has enduring value. They need to express themselves with their individual talent and strive to bring their vision to life through that expression. Creators believe that if you imagine it, it can be created but are often stifled by their own desire for perfection. Creators are daydreamers. They are constantly asking, “What if?”
Also know as
Artist, Storyteller, Visionary, Entrepreneur, Dreamer, and Builder.
BIG IDEA

Bring visions to reality with creativity and talent.

Core Desire

‍To attain intimacy

Strategy

‍Reaffirm Beauty.
Red Carpet Treatment.

Promise

Trust the creative process. Express yourself

Goal

To create something of enduring value

Gift

Creativity and imagination

Motivation

Stability and control

The MESSAGE
Uncover originality with liberated imagination.
EXECUTION

See potential everywhere. To appeal to a creator you must celebrate the creative process while inspiring self-expression. Brands that provide the means or tools to express themselves creatively with freedom of choices would be well positioned with the Creator Archetype. Their communication should stir the desire for the creative process and inspire their customers to express their nature to the best of their ability. Creator brands leverage their audiences’ imagination and their desire to create and innovate.

Voice

Inspirational
Daring
Imaginative
Provocative

SWOT Analyses
Strength

The Creator Brand makes people feel inspired and unique. They envision. They create. They are always improving their talents. Everything they do is creative! They have panache ... they have flair!

Creation
Originality
Self-Expression
Vision
Imagination

S
Strength >
click to reveal
weakness
Don’t Be a Drama Queen!

Letting perfectionism cloud the original vision. They need to be careful to not let their creativity trump pragmatism and common sense.

Stagnation
Duplication
Familiarity
Disillusion
Indifference

W
Weakness >
click to reveal
opportunities
Be the Vision!

The Creator brand has a great opportunity to make their clients’ dreams and visions a reality through creative, talented, and unique ways.  Your clients were feeling like they were just rehashing old ground and were stuck in a rut ... until they met YOU!

O
Opportunity >
click to reveal
threats
WARNING!

Don’t Be Ordinary!  — “Meh” visions. Ordinary projects. Lost inspiration and artistic blocks.  You may not like them but, sometimes, the details really do matter.

threat >
T
click to reveal
Many levels
Each archetype can be experienced or expressed at different levels. The lower levels are less mature while higher levels are more developed.

Level 1:

At its most basic, the Creator archetype is expressed by the act of creating, but not truly innovating. At level 1, “creativity” happens by simply imitating others.

Level 2:

Once able to move past imitation, and starting to give form to one’s own vision, the archetype begins to express authenticity. The process is deeper and more introspective, coming from within instead of looking at what is already out there.

Level 3:

At its highest level, the Creator archetype fosters true innovation and beauty, and creates something enduring that is able to influence society.

Brand Example
Keep Building. - Lego
Does it apply to
your brand?
There are twelve brand archetypes in total. Does this one work for your brand?

Ask yourself these simple questions. If the answer is yes to most of them, Its most likely your best bet.

Q1

Do your customers feel inspired by you?

Q2

Does your company utilizes creative processes?

Q3

Do your clients want to be able to do what you do?

Q4

Do your customers value uniqueness and creativity?

Q5

Are your products and services creative and artistic in nature?

Q6

Do people buy your products and service because they are “one of a kind”?

Social

Freedom

Order

Ego

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