Are you a ‘Creator’ Brand? Learn How to Express Yourself

Creator Brand Archetype Case Studies

(Haven’t read our introduction to the 12 core brand archetypes yet? check it out here)

Hands up if you played with Lego as a child? Given the opportunity you still do, don’t you? It’s OK, you can admit it … we do too! It’s the ability to endlessly build, rebuild and customize anything and everything with those chunky, bright blocks that makes Lego so satisfying to mess around with. It’s no wonder that it’s still one of most loved and best selling children’s toys on the planet.

Lego has always been about inspiring children with the message that when they use their imagination and creativity, anything is possible. This message was the whole premise of the Lego Movie and it’s also the driving mission behind the ancient character archetype of the Creator, which is why Lego is always held up as the perfect example of this archetype in branding.

In our brand workshops, we find that many of the companies who use our copywriting services identify with the Creator archetype, and feel that this particular personality reflects who they are. In a world where more and more of us create our own content and pass on our know-how to others, it’s no wonder that this archetype is becoming an increasingly important one. Does it resonate with you? Read on to learn more about it and how to express it in your branding.

An introduction to the Creator archetype

The Creator, also known as The Initator, Entrepreneur, Pioneer or Visionary, is innovative and imaginative. It is essentially nonconformist, epitomizing self-expression in all its forms. This manifests itself in brands by giving customers the tools they need create, reinvent and reinterpret.

Mission: To create something of enduring value. To be a cultural pioneer. To acquire new skills.

Values: Creativity, imagination, non-conformity, ingenuity.

Personality attributes: Hardworking. Passionate. Multisensory. Expressive.

Typical Creator examples: YouTube. LEGO. Etsy. Pinterest. Adobe. Disney. Sony. Crayola.

Characters: Follow the link to our Pinterest Board of Creator characters from TV, film and literature.

How can we express our Creator personality?

1: Deliberately use metaphor-rich descriptive language and unusual word choices.

2: Inspire and motivate others to create, and give them the tools to do so. Your commitment and passion for what you do can really inspire others to want to do the same in their lives.

3: Encourage your customers to achieve something in a completely new way and create something of value.

4: Create vibrant, colourful multi-sensory experiences.

How have other brands expressed this archetype?

Crayola have always placed a huge importance on their products being enablers of imaginative discovery through creative play. They emphasize this in the campaign for their market leading washable paint, highlighting parents’ ability to let children create freely when using it.

(view the advert here)

Sony This archetype isn’t just for kids though. Campaigns such as ‘Go Create’ and ‘You Make it a Sony’ saw Sony use this archetype to great success. More recently their iconic ‘Balls’ advert for the Bravia TV provides a fantastic example of the use of visual opulence and impact to express the uniqueness- ‘Colour Like No Other’- inherent in the Creator.

(watch the advert on YouTube)

Not sure if your brand is a Creator? Don’t forget that your brand is probably a mix of two or three archetypes. We’re going to be exploring all of them over the next few weeks. So do please sign up on the right and we’ll be sure to keep you updated. Not just on Archetypes but other creative ways to bottle your brilliance and build your brand.


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