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:
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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
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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
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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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foster discovery
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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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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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“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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Love, Sensuality, Affection, Intimacy, Beauty,
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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:
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for brands that:
brands:
disdains:
“Love thy neighbor.”
“Take care of yourself.”
“Lead by compassion.”
sayings a protector might live by:
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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
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Bazooka Bubble Gum, Dr. Pepper, Jack in
the Box, Looney Tunes, Doritos, M&M’s,
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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:
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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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leadership and superiority
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brands:
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“It’s good to be king.”
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“Being number one is its own reward.”
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