3/30/2020 Brand Archetype — Meet the Creator

PSYCHOLOGY-DRIVEN BRAND DESIGN. CREATING AND REFINING REMARKABLE

BRAND IDENTITIES.

✎ Brand Archetype — Meet the Creator

Nyla Smith | Tuesday, January 26, 2016

Seemingly oxymoronic by nature, the Creator archetype desires

freedom while at the same time deeply motivated by control.
Hanging in this delicate balance, we find visionary and innovative
brands that value imagination and self-expression, particularly in the
fields of the arts, design, marketing, and technology.

This post is a part of a series on the 12 Brand Archetypes and how to use them to build a stronger brand. To learn
more, read the introduction here [http://www.nvision-that.com/design-from-all-angles/what-is-your-brand-
personality-a-look-at-brand-archetypes] .

All About the Creator

The CREATOR
 PROMISE : Trust the creative process. Express yourself.
 CORE DESIRE : To create something of enduring value
 GOAL : To give form to a vision
 FEAR : Having a mediocre vision or execution
 STRATEGY : Develop artistic/technical skill
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 GIFT : Creativity and imagination

 MOTIVATION : Stability and control

The Creator archetype contributes to society and provides structure to the world by bringing something
into being — by realizing a vision. The Creator gets deep satisfaction from both the process and the
outcome of creating something that did not previously exist. This archetype trusts in the creative
process above all else and lives for authentic self-expression. The inventor, artist, writer, and
entrepreneur are representative of the Creator archetype.

Inherently non-conformist and sometimes self-involved, this archetype desires freedom of expression
and doesn’t like to feel stifled. At the core for the Creator is this reality: the act of structuring something
into tangible form is an outlet — a way to exert control in an otherwise uncontrollable world.

The Creator Brand in Action

The Creator archetype is a natural fit for many marketing, design, and technology brands. But any
brand that dismantles old systems or processes and creates something new in its place would be
expressing the Creator archetype. Organizational consultants fit this bill quite nicely. Brands that focus
on self-expression of any sort exemplify the Creator archetype. You may recognize the Creator in brands
such as Crayola, Good Housekeeping magazine, Sony, YouTube, and Pinterest.

The marketing of Creator brands is often extremely aesthetic and may seem to be works of art in and
of themselves. For product-centric brands, the marketing may actually, in word or image, compare their
products to high-end artwork in order to evoke equivalent expressions of appreciation and awe.

The internal culture of a Creator brand is focused on innovation and quality. High value is placed on
both the creative process and the outcome.

The organizational structure of a Creator brand, whether loose or ordered, is always collaborative.
Teamwork and brainstorming sessions are critical, yet must still allow employees autonomy and the
freedom to create.

For a Creator brand's offerings, pricing may be mid to high, however, the bottom line is often focused
on beauty or enduring value just as much as money.

The Creator Consumer

Trying to appeal to a Creator target market? Know that the Creator consumer is intolerant of cheap,
mass-produced junk. This makes sense because Creator consumers demonstrate their taste and quality
standards by the things they buy. In other words, they buy expensive items not to impress others, but
to express how much they love beautiful and high-quality things. Purchases, like anything else for the
Creator consumer, are a means of self-expression.

While upscale products with beautiful design will win the appreciation of Creator consumers, this does
not mean Creators are snobs that only purchase high-ticket items. On the contrary, you may find
Creator consumers at flea markets looking for the latest bargain to turn into their next project. The
Creator consumer is a 'do-er' and this manifests itself in many ways — gardening, woodworking,
sewing, or decorating the house, for example. DIY projects and beautifying their surroundings are
activities the Creator consumer is drawn to.

If marketing to a Creator archetype, know that the Creator can be awakened in many of us —
particularly in turbulent times. This instinct speaks to the need to control our world by creating our own
environment. The more out-of-control the world feels, the more people crave the outlet of creating and
self-expression. It becomes a form of healing and stability.

The Different Levels of the Creator Archetype

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Each archetype has levels. The lower levels are less advanced, while higher levels are more evolved or
developed.

Level 1: At its most basic, the Creator archetype is expressed by the act of creating, but not truly
innovating. At level 1, “creativity” happens by simply imitating others.

Level 2: Once able to move past imitation, and starting to give form to one’s own vision, the
archetype begins to express authenticity. The process is deeper and more introspective, coming from
within instead of looking at what is already out there.

Level 3: At its highest level, the Creator archetype fosters true innovation and beauty, and creates
something enduring that is able to influence society.

All in the Family

There are different aspects of the Creator archetype that can emerge, based on the strength of various
attributes. The book Archetypes in Branding [http://www.archetypesinbranding.com/reviews/] breaks
down the Creator into sub-archetypes (including the primary Creator) for a total of five to round out the
family. The thread that runs through this family is one of imagination and realizing the intangible.

1. Creator
A passionate need for self-expression is the defining characteristic of the Creator. While
highly imaginative with non-linear thought patterns, the Creator might be whimsical but
should not be mistaken for flighty. On the contrary, you will find a Creator to be highly
dedicated and achievement-oriented, with a highly developed aesthetic. Not surprisingly,
perfectionism can cripple the Creator, along with fears of judgement and mediocrity.
2. Visionary
The Visionary, insightful and perceptive, is often a very good strategist. Bringing an
enlightened perspective along with a great imagination, this sub-archetype is able to see
the potential for the greater good that others may not realize. However, the Visionary
must avoid the temptation to shift the vision to control the outcome or to please other
people.
3. Storyteller
When imagination is combined with the gift of communicating, the Storyteller sub-
archetype emerges. The Storyteller thrives on dramatic expression, and is capable of
bringing to life ideas and concepts that allow people to connect to something on a
deeper level. Naturally, the temptation to tell tall tales is a challenge for the Storyteller.
Exaggeration or misinformation for the purpose of a good story or to manipulate an
outcome must be kept in check.
4. Artist
The Artist sub-archetype channels the intangible into a tangible form. With a deep
psychological need to express itself, the Artist is often very emotional and deeply
inspired. This sub-archetype, with an inborn curiosity and a playfulness, will bring an
unorthodox perspective that challenges the norm. The challenges facing the Artist are a
fear of failure, or taking on too much. It should also be careful not to fall into the
stereotypes of the starving artist or mad genius.
5. Entrepreneur
Often displaying traits of a Type A personality, the Entrepreneur is achievement-oriented
and ambitious. Led by a vision, this innovative self-starter is strong at generating ideas
and thrives on turning dreams into reality. Unfortunately, the Entrepreneur may have a
difficult time following through once the adrenaline wears off.

Real World Example of the Creator Brand: Adobe

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Adobe Systems Incorporated is a prime example of a Creator brand. With core values of being genuine,
exceptional, innovative, and involved [http://www.adobe.com/about-adobe/fast-
facts.html#responsibility] , Adobe's corporate responsibility revolves around the belief that creativity is
the catalyst for positive change.

Internally, Adobe epitomizes a Creator brand. From their internal innovation process (which they’ve
packaged up as “innovation-in-a-box” [http://kickbox.adobe.com/] and made available to the public) to
abolishing the employee performance review [http://blogs.adobe.com/adobelife/adobe-life-
magazine/v1/check-in/] in order to foster a less competitive, more creative atmosphere, they live out
their values every day.

Adobe is probably best known to the general public for their software Photoshop, the image editing
software whose very name has become synonymous for manipulating photos. As the industry-standard
for creative digital work, Adobe brings out the Creator in all of us, at various levels.

Tutorials abound for using Adobe’s software, like "How to Create a Pencil Drawing From a Photo In
Photoshop" on their YouTube channel. Remember in Level 1, the archetype is expressed by imitating
others. By watching Adobe's tutorial, you can do exactly what the pros do, and gain satisfaction from
creating, even if you aren't exactly innovating.

How To Create a Pencil Drawing From a Photo In Photoshop - …

Adobe’s video series "Get Inspired by…" looks at the work of creatives and how they use Adobe
products to realize their visions. With beautiful aesthetic and production, the videos themselves are
works of art. While these videos will appeal to Level 1 of the archetype who hope to be able to emulate
the process; they actually speak to all levels of the Creator archetype. Imagination and inspiration are
key for a Creator at every stage of development, and Adobe is keenly aware of this.

Get Inspired by the Work of Shawna X | Adobe Creative Cloud

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Adobe and FEED Foundation, an organization whose mission is to end world hunger, came together in
a 7-day challenge to design FEED’s 2015 holiday campaign. Operating on Level 3 of the archetype,
Adobe is partnering to create something of true value to impact society. Part of Adobe’s statement
announcing the challenge recognizes this: "As design plays an increasingly important role in business,
we're seeing a new breed of entrepreneurs emerge: those who put design at the heart of their product
and business strategy and couple it with a desire to profoundly impact the world at large."

Adobe & FEED Make It Challenge Trailer

Is Your Brand a Creator?

You don't have to be in art or design to be a Creator brand. Look past the obvious creative fields and
ask yourself – do you value beauty and quality? Do you offer consumers ways to re-create or re-imagine
something? If your product or service allows others to express themselves, encourages DIY projects, or
helps foster innovation, your brand may be a Creator archetype.

Still not sure which archetype defines your brand? Take the brand archetype quiz
[http://brandpersonalityquiz.com] to find out your results and then check out an overview of the 12
brand archetypes [http://www.nvision-that.com/design-from-all-angles/what-is-your-brand-
personality-a-look-at-brand-archetypes] to learn more.

Nyla Smith is a Graphic Designer, Web Designer, Front-End Web Developer and Consultant with over 12 years of
experience. She is the owner of n-Vision Designs, LLC in Hampton, Virginia, which exists to provide marketing support and
brand consulting to small- and medium-sized businesses needing creative solutions. Contact Nyla if you'd like to discuss
your next creative project. She can usually be bribed to a meeting with a cup of green tea and an oatmeal cookie.

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