Archetypes are not new. They stem from the work of well-known psychologists Sigmund Freud and Carl Jung. The famous Swiss psychotherapist, Carl Jung introduced the concept of archetypes noting that these universal stories manifest both on a personal level and collectively, as characteristics of whole cultures. Regardless of culture or language, he believed everyone shares and understands these themes because they are an undercurrent to all humanity. Archetypes help us meet on the same page with a resounding, “Oh, I understand.”

Just like a person, your brand has a unique personality. Humans are built for connection. We tend to personify things, including brands. We give them meaning and form relationships with them based on how they interact with us, what they stand for, and how they make us feel.

Identifying and leveraging your brand’s archetype is the most powerful way to unlock its true potential.

Brand archetypes instill humanity into your vision, mission and values. They enable you to profoundly differentiate your brand from the competition.

However people connect to your brand and whatever meaning they assign to it is due to the personality the brand pushes out into the world. Brand personalities are classified as archetypes. There are 12 master archetypes and they are a great way for brands to manage ‘meaning’ in a way that brings more clarity.

We intuitively ‘get’ archetypes. They are shortcuts to meaning. They speak to something deep within us. Archetypes provide brands a way to convey a meaning to their ideal audience, relate to them, and give them a reason to care about them.

Knowing your brand archetype and living it out is a powerful way to be on brand. Review your archetype results on the following pages. Does it sound like your brand?

About Brand Archetypes

funktionalbranding.com

You create things out of nothing, a master at your craft.

CORE DESIRE: To create things of enduring value.

GOAL: To give form to a vision. Express themselves and promote individuality

FEAR: Mediocre vision or execution. Lost inspiration

STRATEGY: Develop artistic/technical skills and control

VALUES: Creativity, imagination, Beauty, Form & function, Realizing visions, Lasting Value, Mastery, True craftsmanship, Artistry

CREATOR BRANDSCrayola, Sony, Lego, Dyson

FAMOUS CREATORSFrida Kahlo, Adele, Don Draper (Mad Men)

TYPICAL INDUSTRIESMarketing, Technology, Designers, Inventors, Artists

CREATOR

Sometimes when you innovate, you make mistakes. It’s best to admit them quickly,

and get on with improving your other

innovations.

CR

EAT

OR

OTHER NAMES:Visionary, Storyteller, Artist, Entrepreneur

The Creator archetype contributes to society and provides structure to the world by bringing something into being - by realizing a vision. The Creator gets deep satisfaction from both the process and the outcome of creating something that did not previously exist. This archetype trusts in the creative process above all else and lives for authentic self-expression. The inventor, artist, writer, and entrepreneur are representative of the Creator archetype.

The Creator archetype is a natural fit for many marketing, design and technology brands. But any brand that dismantles old systems or processes and creates something new in its place would be expressing the Creator archetype. Organizational consultants fit this bill quite nicely. Brands that focus on self-expression of any sort exemplify the Creator archetype.

The marketing of Creator brands is often extremely aesthetic and may seem to be works of art in and of themselves. For product-centric brands, the marketing may actually, in word or image, compare their products to high-end artwork in order to evoke equivalent expressions of appreciate and awe.

The internal culture of the Creator brand is focused on innovation and quality. High value is placed on both the creative process and the outcome.

The organizational structure of the Creator companies whether loose or ordered, is always collaborative. Teamwork and brainstorming sessions are critical, yet must still allow employees autonomy and freedom to create.

Pricing may be mid to high, but the bottom line is focused on beauty or enduring value.

B UZ Z WO R D S

How you say things shows your ideal clients your personality and values. Phrases and words that carry emotional weight will shortcut your brand past the logical decision-making centers of the brain to the emotional decision-making center of the gut. These might be some of your buzzwords.

Keep in mind... these are far from the only ways to show up as this brand archetype.This is simply inspiration to get you thinking about how you might connect to this archetype.

Creativity is a wild mind, and a disciplined eye.

CO LO R PA L E T T E S

LO G OS

CREATIVE, EXPRESSIVE, WIT T Y, ENERGETIC

PASSION, PLEASING, QUALIT Y, UPSCALE

TIMELESS, AUTHENTIC, RENEWAL, BAL ANCE

Imagine Collection

Muse

Vision

Talent

Technique

Brilliance

Curate Build

Expression

Timeless

Studio

Stylist

Form

CREATOR INSPIRATION

CREATOR INSPIRATION

YO U R CUS TO MER F EEL SYO U R B R A ND VO I CE

Unique, Descriptive, Visual, and Metaphor-rich

“I want to do what s/he can”Amazed, Inspired

“I want what they created” (desire)

L I V E YO U R B R A ND

Show your creative process, inspiration,tools & always be creating new things

Keep in mind... these are far from the only ways to show up as this brand archetype.This is simply inspiration to get you thinking about how you might connect to this archetype.