Personal Brand Archetypes

Brand archetype

The Creator

The Creator brand archetypes makes its own trends. Brimming with excitement, the Creators are passionate about self-expression and imagination.

  • Innovation
  • Originality
  • Expression
  • Vision
  • Individualism
Promise
To be original
Goal
to create and innovate
Strategy
to develop and refine artistic expression
Weakness
Creators can be seen as aloof, out of touch or unrefined, more interested in what they want to create than what the market needs.

How the Creator sounds

Tone of voice is the most immediately useful part of an archetype, because you apply it every time you write anything at all. For the Creator, the register to aim for is:

  • descriptive
  • insightful
  • inventive
  • unconventional
  • metaphoric
  • imaginative

Write a post, then read it back against that list. If it does not sound like those words it will not sound like you either — and that gap is exactly the friction that makes publishing feel like work.

What the Creator fears

Every archetype is defined as much by what it avoids as by what it wants. These are the things this one instinctively moves away from:

  • Stagnation
  • Duplication
  • Familiarity
  • Disillusion
  • Indifference

The blind spot: Creators can be seen as aloof, out of touch or unrefined, more interested in what they want to create than what the market needs. Naming it is what stops it running the show — an archetype used well leans on its strengths and plans around this one.

Colour direction

The Creator palette leans towards Organic but colorful greys, teals, reds, oranges, and blues.

#868EA1
#71A89E
#99C5BA
#EAE6D2
#DEB472
#A73059

Type direction

Typefaces for the Creator should feel inspiring, beautiful, and italics.

The Creator characters you already know

Recognisable examples of the pattern, described rather than pictured — these are other people's characters.

Lisa Kudrow as Phoebe in Friends

Sarah Jessica Parker as Carrie Bradshaw in Sex and the City

Ewan McGregor as Christian in Moulin Rouge

The whole of Glee

Is the Creator actually you?

Reading an archetype and recognising yourself in it are different things. The test scores you against all twelve and shows you the whole spread, not just the winner.

Discover Your Archetype

The other eleven