The Creator brand archetype brings order and stability through innovation. Therefore, they are often also known as the inventor, the artist or the architect. In fact, creators have a wide range of possible synonyms!
The Creator is just that – they are innovators and visionaries, seeking to build something with meaning. They love freedom of expression and space to create whatever they imagine. With a focus on self-expression, they can bring novel and experimental ideas to their clients. Their main goal is to give their ideas form or vision. Above all, they desire an everlasting creation. This means they tend to seek their version of ‘perfect’.
To accomplish this, the Creator’s message is to see the potential in everything. There are no bad ideas to a creator, and their marketing aims to be experimental and different. A client interacting with the Creator should feel like their ideas are possible! As such, their strategy should include the development of skills, showing a progression of ability or innovation of ideas. This translates into an archetype motivated by uniqueness and creation – the creator wants to make something new and exciting.
As perfection is their desired trait, it’s little wonder that Creators fear mediocre work. Similarly, they tend to be highly critical of themselves and their own work. Therefore, they should always show their best, most creative work, especially if it’s new and different. However, they also need to be aware of the market they wish to reach. Firstly, some more traditional businesses may be put off by the Creator’s limitless imagination. Secondly, they can strive too hard for perfection, and need to understand the relationship between effort and outcome. In short, they need to understand how to show complex ideas simply.