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Your brand's DNA is decoded from the insights gathered through the BrandID survey. Below you will find your dashboard which presents a snapshot of your brand's core attributes.
To the surprise of very few, the Creator character archetype embodies those who like to make things. Usually some sort of artist, inventor, scientist, musician, or writer, Creator archetypes are usually single-minded in their pursuit to bring something new into the world.
The HERO wants to prove him/herself. The hero makes the world better by being the best. A hero brand isn’t concerned with nurturing, it’s there to challenge you. If you want to rise to the occasion, you’re going to need a hero’s help. The U.S. Army is the ultimate example of a hero archetype. Think of the recruitment commercials you’ve seen with troops jumping out of helicopters, running through training courses and protecting the country. Does any of that resemble your day-to-day? Of course not. It’s not supposed to. It’s designed to compel you to “answer the call.”
The Everyman archetype represents the average individual, emphasizing relatability, humility, and a desire to belong. It embodies the typical person's experiences, struggles, and triumphs, aiming to resonate with a broad audience by highlighting shared values and experiences.
The Innocent Archetype embodies the essence of purity, simplicity, and goodness. Often viewed through the lens of brand marketing, this archetype represents a brand's idealistic pursuit of perfection, untainted by the world's complexities.
The Rebel archetype is characterized by nonconformity, independence, rebellion, and revolution. Brands that embody this archetype have a strong sense of identity, a clear vision, and a passion for change. They are the pioneers who challenge the status quo, break the rules, and dare to be different.
Explorer archetype represents individuals driven by curiosity, adventure, and a passion for discovery.
The Ruler Archetype represents authority, leadership, and stability, qualities that can be harnessed to elevate a company's image and appeal to a loyal customer base. For marketing and PR, aligning with the Ruler Archetype means adopting a stance of confidence and influence.
The archetype of the magician signifies the uncanny ability to transform ordinary situations into extraordinary experiences, often representing transformation, innovation, and creativity.
The Lover Archetype represents passion, sensuality, and intimacy, embodying a deep emotional connection with the audience. Brands adopting the Lover Archetype often aim to evoke feelings of desire, longing, and the pursuit of pleasure in their customers.
The Caregiver archetype represents caring, warm and generous brands. They want to be supportive and protect their audience with a message based on love and honesty in a completely selfless way. Brands of the Caregiver archetype are often found in the education, charity or specially healthcare sectors.
A Jester symbolizes humor, irreverence, challenging societal norms, and embracing the unexpected. What does the jester symbolize? The jester represents a playful and spontaneous spirit, often using humor as a tool to challenge conventions and provoke thought
The sage archetype is a seeker of truth, wisdom, and knowledge. The sage engages in meaningful introspection and self-reflection, and strives to understand the world and its mysteries
Blue is the colour of trust. Blue, the shade of the sea and the sky, is thought to induce calm and convey serenity and peace. The popular colour instils confidence and inspires feelings of loyalty, integrity, and responsibility. Cool blue is conservative and can also be perceived as aloof.
Red is the colour of passion and drama. It attracts the most attention and is associated with strong emotions such and love and anger. Red is the colour used universally to signify danger, courage, strength and power. Red is stimulating, vibrant and exciting. Red inspires desire.
The color brown is usually perceived as neutral and natural. Because of this, brown is thought to evoke feelings of warmth, security, and earthiness. Brown does a fantastic job of conveying emotions related to the natural world, as well as connoting organic, wholesome feelings in general.
The color purple is often associated with royalty, nobility, luxury, power, and ambition. Purple also represents meanings of wealth, extravagance, creativity, wisdom, dignity, grandeur, devotion, peace, pride, mystery, independence, and magic.
Green is a very down–to–earth color. It can represent new beginnings and growth. It also signifies renewal and abundance. Alternatively, green can also represent envy or jealousy, and a lack of experience
Associated with the more pleasant things in life, yellow kindles joy and happiness. Most prominently recognized as a cheerful and lively hue, yellow inspires positivity. With its effortless innocence, the color yellow resonates deeply with children. It's for this reason why many toys are predominately yellow.
Indigo is the color of wisdom and intuition. It represents an inner awareness of spirituality, and allows for deep focus during meditation. It gives an ability for planning the future, and brings about a love of rituals. Those who feel connected to indigo are faithful, idealistic, and intuitive.
The color white has a number of meanings and associations, although these may vary depending on the individual and the culture in which they live. Some of the main associations often connected to the color white include purity, innocence, cleanliness, blankness, coldness, emptiness, simplicity, and minimalism.
“Power, elegance, sophistication, status, formality. Evil, death, grief, mourning, the occult. Mystery, bleakness, heaviness, depression, rebellion, fear.” A color of many sentiments.
teal symbolizes decency and renovation. A shy color, it's composed of shades of blue and green. Its reserved nature promotes clarity, open communication, and practical thinking. Not too evocative, teal is helpful for applications designed for stress relief.
people often associated orange with optimism, confidence, enthusiasm, warmth, and agreeableness. Because it is a bright and vivacious color, it may help people feel outgoing or even bold. On the negative side, it may bring to mind feelings of superficiality, arrogance, or pride
As the mix between red's passion and white's purity, pink symbolizes love, nurture and compassion. It evokes feelings of comfort, warmth and hope. Pink is also a sign of good health with the phrase “in the pink.” It symbolizes success in the expression that “everything is rosy” and happiness with “tickled pink."
Lime green is a bright green color resembling that of the skin of the citrus fruit. Lime green is a color closely associated with nature, confidence, and high energy and is thought to promote feelings of liveliness, freshness, and creativity.
These geometric shapes point to the idea of being on the move or that something is hard to pin down. This is because they remind us of a ball or a wheel, along with celestial bodies that are always in motion, such as the sun, moon, and different planets.
Rectangles and squares indicate familiarity, comfort, security, and a sense of peace. Even when not in focus, they are used in almost every design as a base or a frame to give it a sense of stability. This is because the angles that form a square or rectangle depict a mathematical order.
Horizontal lines indicate a sense of motionless rest and peace. Vertical lines are seen as tall and represent grandeur. Horizontal and vertical lines used together in a square or rectangular shape convey structure and represent stability. Diagonal lines move the eye in a direction and indicate movement and fluidity
Organic, or natural shapes in design, are associated with nature. In other words, they often look similar to things found in nature – like plants, animals, and rocks. They tend to be characterized by curving lines and a lack of symmetry.
These rounded shapes tend to send a positive emotional message of harmony and protection. The circle is often used in a logo to represent unity, commitment, love or community. Curves in general when used in shapes tend to be viewed as feminine in nature while straight lined shapes are more masculine
Triangles have two meanings depending on their position. When pointing up, they represent stability and power, when pointing down they become unstable. The triangle is primarily a masculine shape, but when inverted it also represents female reproduction
Vertical lines are commonly linked to strong and reliable brands that are perceived as innovative and forward-thinking. Symbolising strength, stability, progress, and advancement, making them suitable for brands that want to convey dependability and an embrace of change. With their clean and sleek appearance, brands that utilise vertical lines communicate professionalism and sophistication, making them memorable and influential in a competitive market.
In marketing and branding, archetypes are used to define the fundamental character or personality of a brand, helping to establish a deeper emotional connection with consumers.
There are twelve primary brand archetypes, each representing a distinct set of traits, values, and motivations. These archetypes resonate with universal human experiences and aspirations, making them powerful tools for shaping brand identity and communication strategies.
By understanding and leveraging these archetypes, brands can craft compelling narratives, establish strong emotional connections with their target audience, and differentiate themselves in competitive markets.
Creator brands are innovative, imaginative, and original, driven by the desire to create something meaningful, beautiful, or functional. They embody the spirit of creativity, self-expression, and the pursuit of vision and innovation. This archetype resonates with those who see themselves as artists, inventors, entrepreneurs, or visionaries, who value uniqueness and the ability to bring new ideas to life.
Brands that embrace the Creator archetype position themselves as facilitators of creativity, offering tools, platforms, or products that enable the expression of ideas. They are seen as visionary, inspiring, and unconventional, often leading the way in design, technology, or any field that values innovation and originality. Creator brands promise transformation through creativity, suggesting that through their products or services, customers can express their unique identity and achieve their creative potential.
Heroes are driven by the desire to overcome obstacles, enact significant change, or achieve a grand aspiration, often for the greater good. In stories, this archetype is typically the protagonist facing a formidable challenge or embarking on an adventure, showing resilience, bravery, and determination to succeed against the odds.
When translated into a brand context, the Hero archetype represents companies or products that position themselves as empowering their customers to meet challenges head-on, offering them the tools, confidence, or inspiration to triumph over their difficulties. Hero brands promise transformation and improvement, suggesting that by engaging with their product or service, customers can overcome their limitations and emerge victorious. Hero brands are seen as reliable, motivating, and aspirational, often associated with high performance, reliability, and the drive to push boundaries.
Everyman brands are relatable, trustworthy, and grounded, embodying the virtues of hard work, honesty, and authenticity. They appeal to the common man or woman, promoting values of community, equality, and the simple joys of life. The Everyman archetype resonates with a desire for belonging and connection, offering a sense of inclusion and normalcy.
Brands that adopt the Everyman archetype position themselves as accessible and unpretentious, providing products or services that meet everyday needs and foster community. They are seen as genuine, reliable, and comforting, making customers feel valued and understood. Everyman brands focus on creating a strong sense of community and trust, emphasizing their role as a supportive presence in their customers' lives.
Innocent archetypes exude optimism, simplicity, and purity, often evoking a sense of nostalgia or longing for a simpler, worry-free existence. They embody the ideal world as it "should be," untouched by the chaos and corruption of modern life. This archetype appeals to the desire for harmony, safety, and happiness, emphasizing values such as honesty, transparency, and a return to the basics.
Brands that embrace the Innocent archetype position themselves as beacons of trust and reliability in a complex world, offering products or services that promise to bring peace, joy, and comfort to their customers. Innocent brands focus on straightforward solutions, ease of use, and a message that connects with the universal longing for a bit of serenity amidst the noise. They are seen as pure, wholesome, and often environmentally friendly, aiming to do good by their customers and the world at large.
Outlaw brands challenge the status quo, break rules, and rebel against conventions. They represent freedom from restrictions and a disdain for the ordinary. This archetype resonates with those who see themselves as outsiders, rebels, or change-makers, who believe in making their own rules and challenging established norms.
Outlaw brands are disruptors, often in industries ripe for change. They promise liberation and appeal to customers' desires to break free from the mainstream. Through bold, unconventional marketing and innovative products, Outlaw brands position themselves as the antithesis of traditional, offering a fresh perspective and the promise of transformation. They are seen as edgy, provocative, and capable of inspiring passionate loyalty among their followers.
Explorer brands are restless, always on the lookout for new horizons and experiences. They embody the spirit of adventure, autonomy, and the pursuit of discovery. This archetype resonates with those who refuse to be fenced in, who seek freedom and a deeper understanding of themselves and the world through exploration. Explorers are pioneers, not just geographically but in ideas and experiences, pushing the boundaries of what's possible.
Brands that adopt the Explorer archetype invite their customers on a journey of discovery and innovation. They offer products or services that enable adventure, whether through physical travel, lifestyle changes, or intellectual exploration. Explorer brands are perceived as dynamic, exciting, and inspirational, encouraging their customers to break free from the mundane and embark on a path of self-discovery and growth.
Ruler brands exude authority, stability, and control, embodying the desire for order, power, and success. They appeal to those who value leadership, security, and status, offering a sense of belonging to an exclusive community or achieving a higher standard of excellence. Ruler archetypes are leaders, not followers, setting standards and commanding respect.
In the marketplace, Ruler brands position themselves as the pinnacle of reliability and quality, offering superior products or services that promise to elevate the status of their customers. They are seen as authoritative, ambitious, and sophisticated, often associated with luxury, exclusivity, and the pursuit of perfection. Ruler brands promise a sense of control and dominance in a chaotic world, providing a beacon of stability and order for those who align with their values.
Magician brands promise transformation, offering experiences or products that seem to bring a touch of magic into the everyday. They are all about visionary ideas, innovation, and making the impossible possible. The Magician archetype taps into the deep human desire to be awed and to see dreams realized, whether through cutting-edge technology, transformative beauty products, or enchanting storytelling.
Brands that embody the Magician archetype are seen as catalysts for change, offering consumers the promise of a better, more magical reality. They focus on the power of imagination and innovation to create solutions that transform lives in meaningful ways. Magician brands are perceived as influential and inspirational, often leading the way in their industries with groundbreaking ideas and products that challenge the conventional understanding of what is achievable.
Lover brands focus on creating connections, evoking emotions, and providing experiences and products that are centered on pleasure, passion, and sensuality. This archetype appeals to the human desire for intimacy, beauty, and relationships, embodying the pursuit of happiness through love and aesthetic pleasure.
Brands aligned with the Lover archetype position themselves as essential to the pursuit of personal happiness and fulfilment, offering luxury, sensuality, and the promise of enhanced relationships. Whether through high-end cosmetics, indulgent foods, or services that enhance personal connections, Lover brands promise to make the world a more beautiful, pleasurable place. They are seen as passionate, glamorous, and intimate, appealing to consumers' desires for experiences that enrich their lives and relationships.
Caregiver brands are nurturing, compassionate, and focused on providing care and support. They embody the qualities of altruism, generosity, and the desire to protect and care for others. This archetype resonates with the human impulse to help and nurture, appealing to those who value service and responsibility to others.
Brands aligned with the Caregiver archetype position themselves as supportive and caring, offering products or services that help to care for, protect, or enhance the well-being of others. They are seen as empathetic, reliable, and generous, often building brand loyalty through a commitment to making a positive impact in the lives of their customers and communities. Caregiver brands promise safety, support, and a sense of being looked after, providing a refuge and a helping hand in times of need.
Jester brands bring joy, humour, and light-heartedness to their customers' lives. They are all about having fun, being playful, and not taking life too seriously. This archetype resonates with the universal human desire for laughter, joy, and relief from the seriousness of everyday life. Jesters are entertainers, but they also often speak truth through humour, challenging norms and conventions in a way that is accessible and enjoyable.
In the market, Jester brands position themselves as sources of fun and entertainment, offering products or services that add a dose of joy and playfulness. They are seen as approachable, relatable, and authentic, often using humour in their marketing and customer interactions to build a strong, emotional connection. Jester brands remind us not to take life too seriously and that happiness often lies in the journey, not the destination.
Sage brands are the purveyors of wisdom, knowledge, and insight, driven by a deep desire to understand the world and share that understanding with others. They value truth above all, often existing as thought leaders, educators, or advisors in their fields. The Sage seeks to enlighten, offering clarity and solutions that are based on research, facts, and intellectual discourse.
In the marketplace, Sage brands position themselves as experts whose primary offering is information or expertise that can help consumers make better, more informed choices. They promise enlightenment and understanding, often through high-quality content, educational resources, or innovative products that challenge users to think differently. Sage brands build trust through credibility, authenticity, and a commitment to truth and knowledge.
Blue is the colour of trust. Blue, the shade of the sea and the sky, is thought to induce calm and convey serenity and peace.
Blue is the colour of trust. Blue, the shade of the sea and the sky, is thought to induce calm and convey serenity and peace.
Blue is the colour of trust. Blue, the shade of the sea and the sky, is thought to induce calm and convey serenity and peace.
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