BrandPlan’s Archetypes

BrandPlan's Archetypes

Meet The Sage

The Sage is excited to use their intelligence to guide others and solve complex problems. Truth is the top desire for the Sage archetype. They are knowledge seekers and value education.

Purpose

The Sage’s purpose in life is to find the answers to their questions

Desires

To find the truth and solve problems

Fears

Ignorance, Misinformation, Lies

Challenges

Can be overly philosophical, too opinionated, overthinking everything and getting caught in details.

Motivations

Self Actualization, Independence, Fulfilment, Wisdom, Knowledge, Expertise, Influence, Understanding

Goals

to use intelligence and analysis to understand the world

Promise

Wisdom

Sage Values

Sage Voice

Knowledgeable

Confident

Assured

Guiding

Helpful

Sophisticated

Resourceful

People Feel

Understood

Motivated

Inspired

Guided

Help

Wisdom

Evolved

Sage Imagery

Sage Vocabulary

Sage Strategy

Seek out information and knowledge and share it with others.
Provide practical information, analysis, and strategies
Show the path to wisdom
Teach and mentor others in their quest to mastery
Celebrate life long learning

Brand Experience

Philosophical conversations solving problems and providing actionable solutions.

Brand Culture

Mastery

Analytical Thinking

Personal Growth

Typography

Sub-Archetypes

The Mentor

Devoted to Sharing Knowledge

Their ability to remain objective and be a good judge of character serves them well and speaks to their high level of trustworthiness.

The Detective

Searches to Uncover What is Hidden

They possess a fondness for puzzles and have a keen eye for empirical evidence but they are also deeply intuitive and rely heavily on instinct.

The Shaman

Spiritual Guide

They possess a mystical power to see and tell the truth, particularly from a “higher consciousness” or alternative perspective.

The Translator

Excellent Communicator

They tap into universal truths by interpreting meaning and connecting patterns. Ever the intelligent messenger, they are drawn to language.

Meet The Magician

Magicians bring our wildest dreams to life. They are interested in new ways, solutions not yet imagined and products not yet built. They are idea-driven, thrive on vision and intuition. They are called magicians because they seem to make innovation look magical.

Purpose

The Magician’s purpose is to uncover solutions to create something from nothing — or turn a mess into a miracle.

Desires

To make the impossible- possible

Fears

Consequences, Stagnation, Ignorance, Doubt, Uncertainty

Challenges

Sometimes magicians expect more than is possible. It’s also hard to stay committed to one vision and be practical when having so many ideas.

Motivations

Transformation, Belief, Discovery, Vision, Challenge, Knowledge

Goals

To make dreams come true and transforming the world

Promise

Wonder

Magician Values

Magician Imagery

Magician Voice

Mystical

Informed

Exciting

Charismatic

Compelling

Eccentric

Awe Inspiring

People Feel

Mesmerized

Awe Inspired

Empowered

Imaginative

Dynamic

Anything is possible

Fascinated

Magician Vocabulary

Magician Strategy

Create a compelling vision which inspires the imagination of your dream customers. Once that vision is set, ensure all brand communication aids in building that illuminating vision.
Magician brands often use the power of transformation to bring awe to their audience.
“A good magician never reveals his or her tricks.” Make sure that you embrace a level of mystique your audience admires so they are still curious about your brand.

Brand Experience

Create magic from the mundane, transform everyday life into an irresistible mystery.
Special rituals and eccentric living are the hallmarks of a magician.
The customers of the Magician brand are in awe, mesmerized by the possibilities and promises. They are fascinated by the story, and love seeing the magic happen.

Brand Culture

Passion

Empowerment

Inspiration

Typography

Sub-Archetypes

The Alchemist

Infinite Possibilities

Uses a combination of facts (science) and intuition (spirituality) in order to transform one thing into something entirely new.

The Scientist

Seeing is Believing

Questioning and curious they want to see what things are made of and then use that knowledge to be a change agent in the world.

The Engineer

Structured Problem Solving

Transforms creative energy into practical expression. Logical and curious, they are who you want to turn to for solutions to everyday problems.

The Innovator

Create New Realities

With high intellect and limitless ability, they thrive on change and are not afraid of taking risks to get to a solution.

Meet The Explorer

Freedom is the top desire for the Explorer archetype. They are wanderers and seek independence. They are excited about experiencing new adventures by pushing themselves outside of their comfort zones.

Purpose

The Explorer’s purpose is self discovery, fulfilment and freedom.

Desires

Freedom

Fears

Confinement, Immobility, Entrapment, Incarceration, Cautiousness

Challenges

Alienation, because explorers can’t seem to settle down or fit in the status quo

Motivations

Adventure, Exploration, The unknown, Self Discovery, Liberation, Fulfilment

Goals

to enjoy an exciting and fulfilling life

Promise

Freedom

Explorer Values

Explorer Imagery

Explorer Voice

Fearless

Exciting

Daring

Ambitious

Guided

Encouraging

motivating

People Feel

Adventurous

Motivated

Empowered

Daring

Brave

Ready for the journey

Guided

Explorer Vocabulary

Explorer Strategy

Celebrate the journey
Acknowledge modern confinements and make them the enemy.
Showcase the road less traveled and encourage blazing your trail

Brand Experience

Breaking free from the norm and embarking on a journey of self discovery while overcoming challenges and soar to new heights.

Customers seek adventure, freedom and don’t mind taking risks.

Customers feel like they have discovered a part of themselves they never knew existed that leads to a stronger self-acceptance and ultimately leads to fulfilment.

Brand Culture

Self Discovery

Adventure

Personal Growth

Explorer Examples

Explorer Commercials

Colour Palettes

Typography

Sub-Archetypes

Adventurer

Fearless

They are known for their taste for danger and excitement — adrenaline is their lifeline.

Pioneer

Trailblazer

They are known for being the first to break ground. They’re innovative and driven to blaze new paths.

The Seeker

Learn and Growth

Tireless and ambitious, they are always on the go leaving no stone unturned in their path to find meaning. They find more joy in self-discovery than in relationships.

Experiencer

Generalist

They have a very diverse set of talents and knowledge, and this broad understanding often earns them the label of a Renaissance man or woman.