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what does yourbrand stand for

the puristSimply and virtuously the Purist is wholesome,

exemplary, and highly ethical. He believes in being

good and doing good.

“Look at everything through kindly eyes.”

“Nice guys finish first.”

“Do the right thing, even when no

one is looking.”

Harmony, Peace, Optimism, Simplicity, Purity,

Innocence, Honesty, Happiness, Faith

Julie Andrews, Mr. Rogers, Michael J. Fox, Princess Diana, Audrey Hepburn

are associated with simplicity, purity, health and good simple living

Disney, Dove, H2O, Make-A-Wish

Foundation, Sesame Street, Brita Water

Purifiers, Whole Foods

sayings a purist might live by:

champions values such as:

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the sourceThe Source is looked upon as the all-knowing provider

of knowledge. He devours information in the pursuit of

knowledge and expertise. He has a high level of

curiosity and is looked to for advice and opinions.

“We owe it to ourselves to find the truth.”

“Knowledge is power.”

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Oprah Winfrey, Dr. Phil, Albert

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are looked upon for trusted advice,

knowledge, or specialized expertise

Harvard, Bloomberg, McKinsey, Forrester,

Wall Street Journal

sayings a source might live by:

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the pioneerThe Pioneer is an individualist, blazing his own trail in

pursuit of freedom, adventure, and new experiences that

feed his soul. Whether gearing up to climb Mount

,]LYLZ[�VY�NVPUN�VMM�PU�H�1LLW�>YHUNSLY��[OL�7PVULLY�SVVRZ�for brands that allow him to experience life to the fullest.

The Pioneer is usually an early adopter of invention.

“I’ll sleep when I’m dead.”

“ The journey is more important than the destination.”

“Because it’s there.”

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(TLSPH�,HYOHY[��*OYPZ[VWOLY�*VS\TI\Z��5LPS�(YTZ[YVUN��)PSS`�Jean King, Stephen Hawking

foster discovery

Groupon, Trader Joe’s, The North Face,

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Your brand is the lead character of its own story. And like any story character, it has values and beliefs. Knowing how to characterize your brand is another way of de!ning what your brand stands for. Most brands fall into one or a blend of these 12 character types.

the conqueror;OL�*VUX\LYVY��PZ�UVISL�HUK�PZ�PKLU[PMPLK�I`�HU�HIPSP[`�to meet and overcome adversity. He is steadfast when

meeting challenges head on, no matter how difficult.

He is relentless, resiliant, and confident in his abilities

and feels that anything he earns is well deserved.

Vince Lombardi, Lance

Armstrong, Michael Jordan

challenge, inspire, and empower peak

performance

The Marines, Nike, Weight Watchers,

Gatorade

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“Winning is everything.”

“Winning takes talent, to repeat takes

character.

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the rebel;OL�9LILS�PZ�\UZH[PZMPLK�^P[O�[OL�Z[H[\Z�X\V�HUK�abhors convention. His behavior may be disruptive or

even shocking and outrageous to some, but to others

he represents someone who will do whatever it takes

to protect his self-expression.

“Born free.”

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“Take the road less traveled.”

Freedom, Nonconformity, Independence,

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/V^HYK�:[LYU��+LUUPZ�9VKTHU��Quentin Tarantino, Lady Gaga,

James Dean

rebel against convention, take chances, and

pride themselves on their individuality

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sayings a rebel might live by:

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the wizardThe Wizard seeks out experiences that transform the

ordinary into the extraordinary. He represents the

universal message of mystery, thrill, and novelty. The

Wizard seeks experiences that make his dreams come

true, whether it’s the wonder of technology that never

X\P[Z��THNPJHS�WV[PVUZ�[OH[�MPNO[�[OL�LMMLJ[Z�VM�HNPUN��VY�a golden passport to all the world has to offer.

Steven Spielberg, George Lucas,

Harry Potter, Billy Mays, The

Wizard of Oz, Steve Jobs

transform and create miracles

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champions values such as:

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“Anything is possible.”

“Dreams do come true.”

“Wonders never cease.”

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the straight shooterThe Straight Shooter abhors pretension and is

no-nonsense. He will say it like it is and behave in

ways he believes are true to himself. He values being

real in all that he does and in his relationships with

others. He’s friendly and informal. He’s not one to

keep up with the Joneses and marches to the beat of

his own voice.

“I am who I am.”

“Be true to yourself.”

“Tell it like it is.”

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are common and everyday—they tell it like it

is and promote function over form or style

Levi’s, Miller Beer, Southwest Airlines,

Wrangler Jeans, Jim Beam

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the seducerThe Seducer unsurprisingly desires romance, intimacy,

and sensual pleasure. He’s not afraid to indulge and

LZWLJPHSS`�LUQV`Z�WYVK\J[Z�HUK�IYHUKZ�[OH[�OVSK�strong sex appeal and that promise to boost

attractiveness and desirability.

Marilyn Monroe, Hugh Hefner,

Bo Derek, Scarlett Johansson

provide a sense of romance, connection, and

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Victoria’s Secret, Godiva, DeBeers,

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Love, Sensuality, Affection, Intimacy, Beauty,

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champions values such as:

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“All you need is love.”

“A little romance goes a long way.”

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the protectorThe Protector values compassion and generosity. He

puts others first, providing tender loving care, support,

and reassurance.

Florence Henderson, Mother

Teresa, Andy Griffith, Florence

Nightingale

are caring and nurturing, providing comfort

and peace of mind when customers

especially need it

.LYILY��*YHJRLY�)HYYLS��*HTWILSS»Z�:V\W��Allstate, Johnson & Johnson, Kraft

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Wisdom

champions values such as:

People:

for brands that:

brands:

disdains:

“Love thy neighbor.”

“Take care of yourself.”

“Lead by compassion.”

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the entertainer;OL�,U[LY[HPULY�PZ�`V\Y�[`WPJHS�JSV^U�VY�WYHURZ[LY·a fun-loving free spirit who wants only to live in the

moment and have a good time doing it. He has a

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“Laughter is the best medicine.”

“The most wasted of all days is one

without laughter.”

“A man isn’t poor if he can still laugh.”

/\TVY��:WVU[HULP[ �̀�*OHYT��@V\[OM\SULZZ��3H\NO[LY��Gregariousness, Levity, Happiness, Fun

1LYY`�3L^PZ��9VIPU�>PSSPHTZ��Steve Martin, Jerry Seinfeld,

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OLSW�J\Z[VTLYZ�LUQV`�[OLTZLS]LZ�[OYV\NO�M\U�and humor

Bazooka Bubble Gum, Dr. Pepper, Jack in

the Box, Looney Tunes, Doritos, M&M’s,

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sayings an entertainer might live by:

champions values such as:

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for brands that:

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Opposites:

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the imagineerThe Imagineer is an artist, an innovator, and a dreamer.

He summons artistry and imagination to express

himself and his vision of the world.

“Imagination is possibility.”

“What you believe can be conceived.”

“Life is but a dream.”

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John Lennon, Pablo Picasso,

Michael Jackson, George Orwell

enable their customers to create

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sayings an imagineer might live by:

champions values such as:

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the emperor;OL�,TWLYVY�PZ�[OL�IVZZ��[OL�JOPLM��RPUN�VM�[OL�JHZ[SL��[OL�capo di tutti capi. He exudes power and exerts

leadership and dominance over others. He prefers

products that offer an opportunity to stand above the

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Bill Gates, Donald Trump,

Michael Bloomberg, Warren Buffet,

Mark Zuckerberg, Margaret Thatcher,

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denote power and help build customers’

leadership and superiority

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Leadership, Strength, Determination, Influence,

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champions values such as:

People:

for brands that:

brands:

disdains:

“It’s good to be king.”

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“Being number one is its own reward.”

sayings an emperor might live by:

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