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Choose Your Brand Archetype

Welcome to your first step towards creating unique and user-friendly content that will become an integral part of your business! 

The Magician

  • Visionary.
  • Flattering.
  • Reassuring. 
  • Informed.
  • Mystical. 
  • Brands that identify with the Magician: Dyson, Disney, Polaroid
  • People who identify with the Magician: Willy Wonka, Steve Jobs, Nikola Tesla

The Outlaw

  • Revolutionist.
  • Unconventional.
  • Individualistic. 
  • Free-spirited.
  • Fearless. 
  • Brands that identify with the Outlaw: Harley Davidson, Red Bull, UFC
  • People who identify with the Outlaw: Madonna, Clint Eastwood, Richard Branson

The Explorer

  • Daring.
  • Adventurous.
  • Restless. 
  • Confident.
  • Energetic. 
  • Brands that identify with the Explorer: Jeep, The North Face, GoPro
  • People who identify with the Explorer: Luke Skywalker, Steve Irwin, Indiana Jones

The Everyman

  • Easy to talk to.
  • Casual.
  • Down-to-earth.
  • Reliable.
  • Friendly.
  • Aims to please the masses.
  • Brands that identify with the Everyman: Gap, Ikea, Budweiser, Toyota.
  • People who identify with the Everyman: Dr. John Watson, Homer Simpson, JFK

The Hero

  • On a mission to prove their worth. 
  • Selfless.
  • Humble.
  • Honest.
  • Genuine.
  • Caring.
  • Brands that identify with the Hero: Nike, FedEx, Duracell.
  • People who identify with the Hero: Batman, Robin Hood, Nelson Mandela.

The Caregiver

  • Empathetic.
  • Compassionate.
  • Generous.
  • Nurturing.
  • Focused on the greater good.
  • Soft spoken.
  • Brands that identify with the Caregiver: Johnson & Johnson, Charity: Water, Dove, Habitat for Humanity.
  • People who identify with the Caregiver: Dalia Lama, Mother Theresa, Hagrid

The Innocent

  • Happy-go-lucky.
  • Optimistic.
  • Humble.
  • Moral.
  • Strives to be good.
  • Trustworthy.
  • Brands that identify with the Innocent: Coca-Cola, Dove, Aveeno
  • People who identify with the Innocent: Forrest Gump, Audrey Hepburn

The Creator

  • Daring.
  • Inspirational.
  • Expressive.
  • Motivates others.
  • Focused on pushing the status quo. 
  • Brands that identify with the Creator: Apple, Tesla, Lego
  • People who identify with the Creator: Elon Musk, Mozart, Einstein

The Jester

  • Fun-loving.
  • Playful.
  • Optimistic.
  • Lives in the moment.
  • Light-hearted.
  • Brands that identify with the Jester: MailChimp, M&Ms, Old Spice
  • People who identify with the Jester: Will Ferrell, The Cat in the Hat, Ace Ventura

The Lover

  • Glamorous
  • Empathetic.
  • Sensual.
  • Soothing.
  • Seductive.
  • Brands that identify with the Lover: Godiva, Victoria’s Secret, Jaguar
  • People who identify with the Lover: Marilyn Monroe, Casanova, The Goddess Aphrodite

The Sage

  • Wise.
  • Assured.
  • Educator.
  • Trustworthy.
  • Understanding.
  • Collected.
  • Brands that identify with the Sage: Google, BBC, Harvard
  • People who identify with the Sage: Dumbledore, Confucius, Yoda

The Ruler

  • Refined.
  • Commanding.
  • Direct.
  • Confident.
  • Classy.
  • Controlling.
  • Brands that identify with the Ruler: Mercedes, American Express, Rolex
  • People who identify with the Ruler: Margaret Thatcher, Jay Z, The Godfather

Content Branding Brief

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