Branding benefits from these insights by framing the product and service as an extension of these types of personalities. These archetypes can be the foundation on which you build a community of followers or loyal consumers, knowing your target you can better tailor your product and messaging. The most fun part of reading these archetypes I have found is that it easy to begin to think of people you may know that fit one or more of these descriptions and then begin to see think about the products or lifestyles they like to surround themselves with.
Here are the 12 archetypes as outlined by Dr Pearson.
1. The Child - Innocent
Motivation: Independence & Fulfillment
Motto: Free to be you and me
Goal: To experience paradise
Person: Dolly Parton, Dorthy(Wizard of Oz), Forest Gump, Betty Boop, Ronald Regan
Company: Disney, Coca Cola, McDonalds
Description: Innocent individuals are most fulfilled when their lives are based on their deeply held values and beliefs. Naturally idealistic, optimistic, and hopeful, they often demonstrate perseverance in the face of obstacles and motivate others to trust that everything will turn out well in the end. They’re most excited and challenged by opportunities to put their personal values into action.
Description: Innocent individuals are most fulfilled when their lives are based on their deeply held values and beliefs. Naturally idealistic, optimistic, and hopeful, they often demonstrate perseverance in the face of obstacles and motivate others to trust that everything will turn out well in the end. They’re most excited and challenged by opportunities to put their personal values into action.
Innocent organizations often are successful at ignoring and moving through barriers that would stop others; seeing what’s right in almost any situation; and maintaining faith in their ideals.
Innocent types need to make sure they’re not in denial about real problems that need to be faced, resistant to change/innovation, or too loyal when loyalty is not deserved.
Subtypes include:
| • | Idealist/utopian: Lives through belief in the perfect world or a set of ideals |
| • | Traditionalist: Remains loyal to and maintains faith in simple values and virtues |
| • | Perseverer: Stays the course and goes “where angels fear to tread” |
| • | Optimist: Believes in the power of positive thinking |
| • | Cheerleader: Encourages and cheers on others |
2. The Hero
Motivation: Risk & Mastery
Motto: Where there's a will there's a way
Goal: To prove worth, through courage and over coming obstacles.
Person: Lone Ranger, Superman, Michael Jordan
Company: Nike, Fed Ex
Description: Hero individuals are most fulfilled when they can rise to and overcome a challenge. Naturally determined, achievement-oriented, and focused, they enjoy demonstrating a winning attitude and often can motivate others to achieve their goals. They’re usually excited and challenged by the opportunity to prevail against the odds.
Description: Hero individuals are most fulfilled when they can rise to and overcome a challenge. Naturally determined, achievement-oriented, and focused, they enjoy demonstrating a winning attitude and often can motivate others to achieve their goals. They’re usually excited and challenged by the opportunity to prevail against the odds.
Hero organizations normally are very successful at producing consistent results; creating teams and systems that fulfill objectives; and giving their all to achieve a goal.
Hero types need to be careful about seeing others as enemies; responding to stress by working harder and harder; and rushing to action instead of thinking things through.
Subtypes include:
| • | Competitor/winner: Energized by overcoming obstacles and competing with others |
| • | Dragon slayer: Energized by besting adversaries |
| • | Crusader/rescuer: Emphasizes making a difference for others |
| • | Achiever: Consistently produces results and succeeds through discipline/focus |
| • | Coach: Shapes individual or team performance by bringing out the best in others |
3. Every Person
Motivation: Belonging & Enjoyment
Motto: All men and woman are created equal
Goal: Connection with Others
Person: Jimmy Carter, Al Gore, Oliver Twist
Company: Gap, Wrangler, Saturn, Wendys
Description: Everyperson individuals are most fulfilled by helping others belong and fit in to the group. Naturally empathetic, unpretentious, and resilient, they often demonstrate their common touch and can motivate others to try hard to do their best. They’re usually excited and challenged when everyone needs to pitch in and solve a problem.
Description: Everyperson individuals are most fulfilled by helping others belong and fit in to the group. Naturally empathetic, unpretentious, and resilient, they often demonstrate their common touch and can motivate others to try hard to do their best. They’re usually excited and challenged when everyone needs to pitch in and solve a problem.
Everyperson organizations often are very successful at providing a sense of belonging and human dignity to others; creating hard-working teams that take pride in their work; and fostering real camaraderie among employees.
Everyperson types need to be careful about playing the victim, becoming cynical and negative, creating an “us vs. them” mentality, and being too protective of their own turf.
Subtypes include:
| • | Egalitarian: Believes in the inherent worth and dignity of all |
| • | Realist: Tries to face the facts as they are, not as she or he wishes they were |
| • | Communitarian: Seeks and builds community in all situations |
| • | Comrade/pal: Likes to be one of the gang |
| • | Democrat: Believes in the concept of “all for one and one for all” |
4. The Great Mother - Caregiver
Motivation: Stability & Control
Motto: Love thy Neighbor, as yourself
Goal: Protect people from harm
Person: Mother Teresa, Princess Diana
Company: Campbell's Soup, All State Insurance
Description: Caregiver individuals are most fulfilled when they can make a difference for someone else. Naturally compassionate, nurturing, and dedicated, they enjoy demonstrating their supportiveness and can motivate others to provide better service or care. They’re usually excited and challenged by responding to needs.
Description: Caregiver individuals are most fulfilled when they can make a difference for someone else. Naturally compassionate, nurturing, and dedicated, they enjoy demonstrating their supportiveness and can motivate others to provide better service or care. They’re usually excited and challenged by responding to needs.
Caregiver organizations often are most successful at providing consistent, high-quality service or care; creating stable and nurturing environments; and advocating for others at a very high level.
Caregiver types need to watch their tendencies toward martyrdom and enabling others, and to burn themselves out while always putting others first.
Subtypes include:
| • | Supporter/advisor: Lends a helping hand, support, or counsel to others |
| • | Advocate: Stands up to others on behalf of those in need |
| • | Nurturer: Provides comfort, kindness, and compassion to others |
| • | Service provider: Provides consistent, high-quality service or support |
| • | Altruist: Gives selflessly to make a difference for others |
5. Explorer
Motivation: Independence & Fulfillment
Motto: Don't fence me in
Goal: Freedom to find out who you are through travel
Person: Amelia Earhart, Indiana Jones, Christopher Columbus
Company: Starbucks, REI, Jeep
Description: Explorer individuals are most fulfilled when they can seek out new approaches and perspectives. Naturally independent, authentic, and curious, they’re able to follow unique paths and motivate others to explore uncharted territory. They’re usually excited and challenged by the opportunity to blaze a new trail.
Description: Explorer individuals are most fulfilled when they can seek out new approaches and perspectives. Naturally independent, authentic, and curious, they’re able to follow unique paths and motivate others to explore uncharted territory. They’re usually excited and challenged by the opportunity to blaze a new trail.
Explorer organizations often are very successful at staying current with trends, encouraging individual initiative, and providing others with the opportunity to learn and grow.
Explorer types need to avoid being unwilling to settle down or commit to a course of action; forgetting to coordinate with others; and overlooking the needs of others.
Subtypes include:
| • | Trailblazer/pioneer: Sees or scouts for new opportunities/possibilities |
| • | Adventurer: Emphasizes adventure and/or new experiences |
| • | Seeker/wanderer: Searches for a unique identity, path, or solution |
| • | Iconoclast: Places great value on being different and/or independent |
| • | Individualist: Maintains personal integrity and authenticity in all endeavors |
6. Sage
Motivation: Independence & Fulfillment
Motto: The truth will set you free
Goal: Discovery of the truth
Person: Carl Jung, Oprah, Albert Einstein
Company: Discovery Channel, Oprah Show
Description: Sage individuals are most fulfilled by finding the answers to great questions. Naturally intelligent, knowledgeable, and reflective, they demonstrate the value of thinking things through and motivate others to seek the truth. They’re usually excited and challenged by situations and problems that need to be better understood.
Description: Sage individuals are most fulfilled by finding the answers to great questions. Naturally intelligent, knowledgeable, and reflective, they demonstrate the value of thinking things through and motivate others to seek the truth. They’re usually excited and challenged by situations and problems that need to be better understood.
Sage organizations often are very successful at developing significant expertise; gathering and analyzing information so that it’s useful to others; and contributing knowledge to almost any situation.
Sage types need to be wary of ivory tower thinking, dogmatism, and coming across as lacking feeling/empathy.
Subtypes include:
| • | Expert/guru: Develops own knowledge and expertise to the highest level |
| • | Philosopher/contemplative: Uses deep thinking to seek and create clarity |
| • | Mentor/teacher: Shares wisdom with the world |
| • | Investigator: Researches and gathers information |
| • | Analyst: Thinks things through and synthesizes learning |
7. Lover
Motivation: Belonging & Enjoyment
Motto: Only have eyes for you
Goal: Intimacy and experience sexual pleasure
Person: Rudolph Valentino, Bill Clinton, Klimt
Company: Victoria's Secret, Calvin Klein
Description: Lover individuals are most fulfilled by building relationships. Naturally appreciative, passionate, and committed, they enjoy creating consensus and motivating others to see and utilize their own special gifts. They’re usually excited and challenged by opportunities to enjoy the richness and fullness of life.
Description: Lover individuals are most fulfilled by building relationships. Naturally appreciative, passionate, and committed, they enjoy creating consensus and motivating others to see and utilize their own special gifts. They’re usually excited and challenged by opportunities to enjoy the richness and fullness of life.
Lover organizations often are very successful at building real partnerships among employees and clients; seeing the possibilities for greater quality of life inside and outside of the workplace; and establishing harmonious ways of working together.
Lover types need to be careful about cliquishness, emotional intrigue/drama, and conflict avoidance.
Subtypes include:
| • | Partner/intimate: Forms close bonds; finds ways to make others feel special |
| • | Harmonizer: Ensures that relationships are harmonious and pleasurable |
| • | Connector/matchmaker: Brings together people/groups who are well suited for each other |
| • | Aesthete: Appreciates/creates beauty and beautiful environments |
| • | Bon vivant: Lives life with passion and enthusiasm |
8. Trickster - The Fox -Jester
Motivation: Belonging & Enjoyment
Motto: If I can't enjoy myself I don't want to be part of the revolution
Goal: Live in the moment with full enjoyment
Person: Tina Fey, Charlie Chaplin, Robin Williams
Company: Ben & Jerry's, Geico
Description: Jesters are most fulfilled when they can use their ingenuity and wit. Naturally playful, spontaneous, and humorous, they enjoy light-hearted truth-telling and can motivate others to see the value of fun. They’re usually excited and challenged by opportunities to lighten up stressful situations.
Description: Jesters are most fulfilled when they can use their ingenuity and wit. Naturally playful, spontaneous, and humorous, they enjoy light-hearted truth-telling and can motivate others to see the value of fun. They’re usually excited and challenged by opportunities to lighten up stressful situations.
Jester organizations usually are successful at brainstorming and thinking outside the box; finding clever ways around obstacles; and having fun while getting work done.
Jesters need to be careful to stay on task when getting routine work done; avoid using humor in hurtful ways; and not come across as being unable to take anything seriously.
Subtypes include:
| • | Entertainer: Helps others have fun or a good time |
| • | Wit: Uses ingenuity and resourcefulness; lives by his/her wits |
| • | Wise fool: Sees the absurdity/hypocrisy of life and rises above it |
| • | Holy fool: Emphasizes living life in the now in a Zen way |
| • | Jovial truth-teller: Satirizes or parodies current thinking |
9. Devil - Outlaw - Revolutionary
Motivation: Risk & Mastery
Motto: Rules are meant to be broken
Goal: Revenge or Revolution
Person: Che Guevara, James Dean
Company: Apple, Harley Davidson
Description: Revolutionary individuals are most fulfilled when they can change something that they feel needs to be changed. Often unconventional thinkers who can develop new, cutting-edge approaches, they enjoy challenging the status quo and motivating others to think differently. They’re usually excited and challenged when they can take on tried-and-true methods or ways.
Description: Revolutionary individuals are most fulfilled when they can change something that they feel needs to be changed. Often unconventional thinkers who can develop new, cutting-edge approaches, they enjoy challenging the status quo and motivating others to think differently. They’re usually excited and challenged when they can take on tried-and-true methods or ways.
Revolutionary organizations often are very successful at developing truly radical ideas, products, and services; leading reform of all kinds; and/or serving as the contrarian voice in debates.
Revolutionary types need to be careful about coming across as reckless, shaking things up endlessly/needlessly, and becoming stubbornly oppositional.
Subtypes include:
| • | Troubleshooter: Sees problems/drawbacks/defects in current ways of doing things and determines how to improve them |
| • | Radical/rebel: Lives/thinks outside the bounds of conventions and/or takes action or risk without waiting for others to agree/catch up |
| • | Challenger/contrarian: Questions the tried and true; presents opposing points of view |
| • | Populist: Believes in the premise of giving “power to the people” |
| • | Game-changer: Initiates radical innovations that change the rules of the game or the realities of the marketplace |
10. Magician
Motivation: Risk & Mastery
Motto: It can happen!
Goal: Knowledge of the fundamental laws of the Universe, how things work
Person: Martin Luther King, Escher
Company: Calgon, Mastercard
Description: Magician individuals are most fulfilled when they can see a vision realized. Naturally intuitive, insightful, and inspiring, they’re able to perceive and appreciate multiple perspectives and motivate others to believe that anything is possible. They’re usually excited and challenged in times of great transformation and turmoil.
Description: Magician individuals are most fulfilled when they can see a vision realized. Naturally intuitive, insightful, and inspiring, they’re able to perceive and appreciate multiple perspectives and motivate others to believe that anything is possible. They’re usually excited and challenged in times of great transformation and turmoil.
Magician organizations often are very successful serving as catalysts for change; turning problems into opportunities; reframing difficulties; empowering people, teams, and networks; and creating flexible, win/win solutions for all involved in a situation.
Magician types need to ensure they don’t use power manipulatively, don't expect miracles to save them when things get rough, and lose patience with those who aren’t as visionary as they are.
Subtypes include:
| • | Catalyst/change agent: Sees opportunities for change or provides impetus for innovative transformation |
| • | Envisioner: Sees possibilities and develops a clear vision of the future |
| • | Healer: Effects individual or group healing |
| • | Intuitive: Uses synchronicities/hunches/serendipity to set a course |
| • | Wizard: Has a talent for unexpected, serendipitous results |
11. Ruler
Motivation: Stability & Control
Motto: Power is all that matters
Goal: Control
Person: Alan Greenspan, Queen Elizabeth I, Hilary Clinton
Company: Microsoft, Mercedes, American Express
Description: Ruler individuals are most fulfilled when they can demonstrate leadership, orchestrate complex situations, and/or use their influence to make things work better. Naturally confident, competent, and responsible, they enjoy demonstrating their savvy and motivating others to maintain high standards. They’re usually excited and challenged by opportunities to take charge of a situation.
Description: Ruler individuals are most fulfilled when they can demonstrate leadership, orchestrate complex situations, and/or use their influence to make things work better. Naturally confident, competent, and responsible, they enjoy demonstrating their savvy and motivating others to maintain high standards. They’re usually excited and challenged by opportunities to take charge of a situation.
Ruler organizations often are most successful when they can make decisions that benefit others, use power to create positive outcomes, and make order out of chaos.
Ruler types need to be careful about dominating others, getting bogged down in policies and procedures, and becoming overly hierarchical or political.
Subtypes include:
| • | Leader: Takes charge of people/situations; takes responsibility for the good of others |
| • | Powerbroker: Uses power/influence to get things done |
| • | Conductor/orchestrator: Directs complex systems/processes/structures and/or creates order |
| • | Role model: Sets standards for others to follow |
| • | Peacemaker: Finds common ground among disparate individuals and/or groups |
12. Creator
Motivation: Stability & Control
Motto: If you can imagine it it can be created
Goal: Creating something of value
Person: Martha Stewart, Edison, Leonardo Di Vinci
Company: Crayola, Lego
Description: Creator individuals are most fulfilled by seeing new ideas take shape. Naturally expressive, original, and imaginative, they enjoy demonstrating their inventiveness and often are able to motivate creative thinking in others. They’re usually excited and challenged by opportunities to express themselves or advance new ideas.
Description: Creator individuals are most fulfilled by seeing new ideas take shape. Naturally expressive, original, and imaginative, they enjoy demonstrating their inventiveness and often are able to motivate creative thinking in others. They’re usually excited and challenged by opportunities to express themselves or advance new ideas.
Creator organizations often are most successful at developing distinctive, original products and services and/or innovating new solutions or expressive means.
Creator types need to be careful about overloading themselves with constant new projects and a tendency toward perfectionism.
Subtypes include:
| • | Artisan: Gives expression to visions/thoughts/ideas |
| • | Innovator: Generates ideas for new approaches |
| • | Inventor: Devises objects or ideas that perform new functions |
| • | Builder/designer: Makes new forms/objects/processes/structures |
| • | Dreamer: Envisions ideas and sees the world through an imaginative lens |
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