Brandonian

Explorer

e.g. National Geographic

The Explorer holds out the promise of new experiences and challenge consumers to try them. By trying them, the consumer learns a little more about themselves.

Goal

To experience a better, more authentic, more fulfilling life

Fear

Getting trapped, conforming, inner emptiness, non being

Gift

Autonomy, ambition, ability to be true to one's own soul

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Innocent

e.g. Disney

The Innocent in each of us wants to live in that perfect land where we are 'free to be me'.

Goal

To be happy

Fear

Doing something wrong or bad that will provoke punishment

Gift

Faith, purity and honesty

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Sage

e.g. Stanford University

The Sage is thoughtful, with an independent attitude.

Goal

To use intelligence and analysis to understand the world

Fear

Being duped, misled, ignorance

Gift

Wisdom, intelligence

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Creator

e.g. Lego

Creators are non conformist, they are not motivated by fitting in, but by self expression.

Goal

Give form to a vision

Fear

Having a mediocre vision or execution

Gift

Creativity and imagination

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Ruler

e.g. Microsoft

Rulers are part of the establishment and set the rules by which other brands play.

Goal

Create a prosperous, successful family, company, or community

Fear

Chaos, being over thrown

Gift

Responsibility, leadership

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Caregiver

e.g. UNICEF

Caregivers are respected, trusted and are iconsof home, security and continuity.

Goal

Responsibility to help others

Fear

Selfishness, arrogance, ego

Gift

Compassion, generosity, patience

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Lover

e.g. Alfa Romeo

Lovers are a romantic and glamorous lot. They have a dreamlike quality, and are easy to fall in love with.

Goal

Being in a relationship with the people, the work, the experiences, the surroundings they love

Fear

Being alone, a wallflower, unwanted, unloved

Gift

Passion, gratitude, appreciation, commitment

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Regular guy/girl

e.g. IKEA

The Regular Guy/Gal is down to earth, friendly, supportive and simply desires connections with others.

Goal

To belong, fit in

Fear

Standing out, seeming to put on aires and being exiled or rejected as a result

Gift

Realism, empathy, last of pretence

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Jester

e.g. M&M's

An element of energy and fun, overthrowing the established way of doing things.

Goal

To see life as a playground of opportunity

Fear

Boredom or being boring

Gift

Laughter, joy, awakening

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Wizard

e.g. Mastercard

Wizards transform the world and create delight with their imagination and cleverness.

Goal

Make dreams come true through transformation

Fear

Unanticipated negative consequences

Gift

Finding win-win outcomes

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Hero

e.g. Nike

The hero exudes Power and Strength, but a controlled strength, harnessed to the benefit of the user.

Goal

To use mastery in a way that improves the world

Fear

Weakness, vulnerability and not delivering on your promise consistently

Gift

Competence and courage

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Rebel

e.g. Apple

Rebels enjoy feeling a little bit 'bad'. May not be admired but satisfied to be feared.

Goal

To challenge convention

Fear

Being powerless, trivialised, inconsequential

Gift

Outrageousness, radical freedom

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Discover your brand

Unlock your brand's full potential with an archetype.Find out what your brand's archetype is below.

DISCOVER MORE

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Research

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Discovery Workshop

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Brand world Delivery

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Meet the archetypes

Brandonian is an Explorer brand, characterised by being independent, adventurous and daring. Meet all of the archetypes.

Explorer

"Don't fence me in"

Goal

Fear

Gift

Innocent

"Don't worry be happy"

Goal

Fear

Gift

Sage

"The truth will set you free"

Goal

Fear

Gift

Creator

"If it can be imagined, it can be created"

Goal

Fear

Gift

Ruler

"Power isn't everything. It's the only thing"

Goal

Fear

Gift

Caregiver

"Love thy neighbour as thyself"

Goal

Fear

Gift

Lover

"I only have eyes for you"

Goal

Fear

Gift

Regular guy/girl

"All men and women are created equal"

Goal

Fear

Gift

Jester

"If I can't dance, I don't want to be part of your revolution"

Goal

Fear

Gift

Wizard

"It can happen!"

Goal

Fear

Gift

Hero

"Where there's a will there's a way"

Goal

Fear

Gift

Rebel

"Rules are meant to be broken"

Goal

Fear

Gift

What is your brand archetype?

Find out what your brand archetype is

Unlock your brand's full potential with an archetype.
Find out what your brand's archetype is below.

Brandonian is an Explorer brand, characterised by being
independent, adventurous and daring. Meet all of the archetypes.