Ever wonder what a scientist and a singer have in common? Or a writer and a painter? It’s their burning desire to create something new. That’s the spirit of the Creator Archetype, and we are looking into it today!
This is part of our series exploring different brand archetypes. These core personalities shape how businesses connect with people. If you need a quick refresh on archetypes (based on the work of psychologist Carl Jung), read our post “Brand Archetypes – What they are and how they are useful” .
So, why is the Creator Archetype a hot topic for brands? Well, according to Nielsen, brands who choose creator brands increased by 20% between 2013 and 2017!
The Creator aim for universality and timelessness, crafting experiences that resonate across cultures and generations.
They’re the inventors, the rule-breakers, the ones who march to the beat of their own drum. Their products might be out-there, but they always spark intense emotions and connections with their audience.
So, let us explore the messy, marvelous world of the Creator Archetype! We’ll uncover what makes them tick, how they build tribes of devoted target audience, and why they might just be the key to unlocking your brand’s own creative genius.
Meet the Creator Archetype
Creators care deeply about breathing life into their inventions. As a result, they stretch the bounds of what is real and what is fiction using their imagination and ingenuity. They can be describes as pioneers and futuristic. To this archetype, replicating or duplicating something is pointless. The Creator provides the world with new concepts and establishes order. This is the channel that gives the Creator control over a world that would otherwise be out of grasp. Both the act of creating and their labour often fill creator archetypes with a profound sense of pride and joy.
Creators typically want to express themselves freely and do not want to feel constrained by status quo. A classic Creator brand is Lego. The colourful bricks bring alive the imagination of its consumers and promote self-expression.
However, like all brand archetypes, the creator branding comes with its own pros and cons:
Strengths
People who fall into the creative archetype frequently have many ideas, fantasies, and “what if” scenarios. From the standpoint of a brand, this archetype focuses on creating magnificent pieces of art. With the right words, a creator mind can inspire others to join their vision.
Watchouts
The difficulty is that sometimes Creators may produce too many ideas, creating a blur for its consumers. Some of the ideas may even be impractical from a market perspective. It is important to make sure that there is enough room for action to avoid overload and inaction.
How to Apply the Creator Brand Strategy?
The creator brand approach focuses on developing a distinctive identity. This covers everything, from the business’s online persona to the goods and services it provides. It is about creating a culture around the organisation rather than just marketing. There are a few things you must do if you want to develop a strong creator brand:
Colours
When it comes to colours, the creator uses orange, red and black colours individually or in combination.
- Orange – emotions that are Friendly, Bold, Confident, Successful, Brave, Stimulated, Fascinated, Happy, Creative, and Enthusiastic.
- Red represents Love, Power, Excitement, Boldness, Youthfulness, Passion, Heat, Strength, Desire, Sensuality, Intensity, and Speed.
- Black- Class, Elegance, Formal, Protection, Security, Intelligence, Solid, Power, Mystery, Dominance, Authority, and Sophistication.
Brand Voice
Creator brands are aware that engaging their audience in the creative process will increase customer loyalty. Their communication tone is animated, and descriptive. Additionally, a creator archetype may use metaphors, symbols, or stories to convey their values and principles.
Brand Values
A creator archetype values creativity, self-expression, imagination, and originality. They aim to produce something brand-new, exquisite, yet useful, with importance and value. Their core desire is to help clients in expressing themselves creatively, encouraging them to use their imagination and innovative problem-solving skills.
Marketing
A Creators’ marketing is many a times aesthetically pleasing and oftentimes works of art themselves. Think about the logo and branding of Pixar. Product-focused brands frequently portray their goods as works of art to inspire wonder and appreciation for the arts. Additionally, a Creator brand’s internal culture places high importance on invention and originality.
Most importantly, brands needs to make sure that the brand strategy is in line with the requirements of the target audience. Who you are as a brand and what you stand for should be reflected in your brand strategy.
Industries and Categories of Creator Archetype
While branding today is being adopted by several categories, the creator archetype is best suited for:
- Consultancies
- Higher Education
- Architecture
- Design Firms
- Research Firms
- News Sources
- Bookstores
Besides that, they are frequently linked to toys, games, and other products that inspire kids to play and learn.
The Creator Archetype in Action: An Indian Case Study
Creator brands have been gaining popularity among Indian customers. If your brand consistently promotes originality, creativity, and unique ideas, then you might be a creator archetype as well. However, to help you here an example of an Indian Brand that falls under the Creator Archetype:
Asian Paints
he name itself conjures up images of vibrant hues and freshly painted walls, transforming homes into havens of happiness. But what truly sets this brand apart? Let’s delve into the world of Asian Paints and discover its unique recipe for success.
Imagine a brand that doesn’t just sell paint, but breathes life into your living spaces. That’s Asian Paints for you. They understand that painting isn’t just a chore; it’s an opportunity to express yourself, create memories, and inject joy into your everyday life. And who wants to be bogged down by the typical renovation blues? Asian Paints takes the hassle out of the equation, making the process smooth and even enjoyable.
Brand Strategy
For decades, Asian Paints has been synonymous with durability and exquisite finishes. Their paints aren’t just splashes of color; they’re investments in “lasting beauty.” Remember the “Celebrate with Asian Paints” campaign? It wasn’t about the paint itself, but about the pride and happiness that comes with having a home that reflects your personality. And to truly connect with people, they didn’t stop there. Asian Paints cleverly wove their message into the fabric of Indian life, creating regional campaigns that resonated with local festivals and traditions.
Brand Voice
Asian Paints doesn’t just sell paint; it guides you on your creative journey. They’re the friendly experts you can rely on for color consultations, décor advice, and seamless service. And let’s not forget their commitment to ethical labor practices, timely deliveries, and after-sales support. They’re the one-stop shop for transforming your space into a masterpiece, and they’re confident enough to be the voice of authority in all things paint!
Brand Values
Sure, Asian Paints has supported countless causes, but their core values never waver. They believe in building genuine relationships with their customers, starting by understanding their aspirations and making them the hero of their own home improvement story. To keep the love alive, they constantly innovate, introducing new and improved products that cater to evolving needs and desires.
Indians have a deep emotional connection to their homes, and painting is an act of love, a way to express their unique identity. Asian Paints understands this sentiment. They’ve embraced the Creator Archetype, using their inventiveness to bring color to life, not just on walls, but in people’s hearts.
Is your Brand a Creator Archetype?
The allure of the Creator Archetype lies in its potent blend of visionary imagination and practical execution. Brands that embody this archetype captivate audiences by transforming intangible ideas into tangible expressions of creativity and innovation. But how can you determine if your brand truly belongs to this esteemed category?
Here, we delve into the defining characteristics of the Creator Archetype and offer a structured approach to self-evaluation.
Do you Believe in Ideas?
Creators like to turn their abundant energy into concrete actions. Does your brand prioritize action over contemplation? Do you readily invest time and resources in bringing your ideas to life, even in the face of uncertainty? Creators thrive on the unfolding journey of creation, relishing the act of turning dreams into reality.
Are you always Fidgeting?
You are a Creator archetype if you have a team that creates something out of nothing, such as a straw log cabin at a backyard barbecue, a tower out of empty beer cans, a lotus flower out of your napkin, or stars out of a sandwich. A creator archetype cannot sit ideally and create something unique from nothing.
Do you Dislike Boring Work?
Does the conventional and predictable leave your brand feeling stifled? Do you crave novelty, experimentation, and the constant exploration of uncharted territory? Creators seek to disrupt the established order and carve their own path, injecting freshness and excitement into every endeavor. Although Creator archetypes are extremely good at getting everything done, they do not appreciate anything that is monotonous, tedious, or ordinary.
Do you Believe you are a Perfectionist?
Creator archetypes like to jump into things headfirst. It is one of their best qualities. They love to see their projects carve into perfection and are forever improvising.
All of us have had dreams. If you feel that you might be a creator brand, give yourself permission to occasionally daydream or indulge in a flight of fantasy but together with this do not forget to spend some time planning your product and data. If you have a prominent level of creativity, be on the lookout for a complementary skill set – one who can bring structure and a data-driven approach to your branding efforts.
