Choose Your Brand Archetype
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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
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