Brand Archetypes: The Creator (bring visions to life)


Storyteller, artist,

Visionary, pioneer, Expression is your mission

Imagination is your gear.

If you dream a glorious dream

You wish to craft it when you wake

You’re on a quest to change the world

With every single thing you make.

Your view is like no others,

And your skills set you apart,

You know the world is only safe

If there’s still love, and still art.

So you strive for innovation,

And share your view of what you see, Hoping to make your permanent mark, And achieve immortality.

Introducing the Creator Archetype

If we don’t know each other, hi, I’m Jen Kem. I’m the CEO of the Master Brand Institute where we guide entrepreneurs on the path to uncovering their unique message with such clarity, they can turn any conversation into a sales conversation.

And today, we’re talking about the Brand Archetype called the Creator. In this video, I want to give you an in-depth understanding of what it means to embody the Creator Brand Archetype. We’re going to cover strengths, weaknesses, business themes and integrating this information into your business

If the Creator had a power statement it’s:

I am the Creator.

I was born to create – and I inspire my audience to do the same.

Whether I am creating a new book, painting, product, solution, a new way of doing business, or anything else, I am happiest when I’m in the flow of creativity.

When I get a brilliant idea, I don’t just sit on it. I go for it. I’m a maker and a doer.

For me, peak joy is when I hold something in my hands and say, “I made this!”

I believe that everyone is inherently creative and has an artist within, waiting to be unleashed.

I want to fill the world with color, beauty, and beautiful things made with care.

To me, the point of life is to create – and share your creations with the world.

Now, when we talk about Brand Archetypes, each one has a set of Power Words that best represent them. I think it’s important to point out that the words themselves don’t have to be used in every piece of your message.

It’s more accurate to say when your audience reads your message, the feelings you create are these Power Words.

Creator power words include:

Maker, Doer, Beauty, Art, Project, Completion, Done, Vision, Creativity, Imagination, Nonlinear thought, Nonconformity, Developed aesthetic

Maker  Doer  Beauty  Art  Project  Completion  Done  Vision  Creativity  Imagination  Nonlinear Thought  Nonconformity  Developed aesthetic

A great question to ask yourself is, does my current message make ME feel like these words?

Moving on – one of the most important things I recommend when it comes to fully embodying your Brand Archetype is looking at brands who model your archetype well.

I call them Master Brand Models because that’s what they are – models of brands that masterfully embrace their Archetype. When we look at these conceptual models, what you’re really looking trying to understand is the vibe or energy they give off – not the literal look or words though they might be useful

Master Brand that I believe model the Creator Archetype excellently include:

SARK, Richard Branson , , Crayola , Sesame Street, Lego, Brit+Co, Blurb, Andrea Scher

At its essence, the Creator provokes significant change with a sudden infusion of energy. Think of it like lighting a match or the energy of chemical reaction when different elements come together.

Creators have the ability to infuse energy at will into relationships, situations, businesses, and so on. They cross-pollinate solutions from unexpected sources, like borrowing a popular commercial and using that as a new business strategy.

They look for alternatives, harvest creative ideas, connect the dots in unusual or unexpected ways, blazing new trails in being or doing. Many people who offer transformational services have a Creator archetype working for them.

Moving into Strategic Positioning, the Creator gives off a vibe that says, “I seek to initiate and plow headlong into uncharted territory in the spirit of creating a new paradigm.”

Strengths of this Archetype include enthusiasm, originality, energetic, forging a new individuality, taking the initiative and turning visions into reality

Recurring themes and pillars of this brand include:

“I am young in spirit, dynamic, and the life force pulsates within me.”

“If it can be imagined, it can be created”

“I break rules in the spirit of self-expression, not recklessness”

“Beautifying everything around me feels good”

See, the Creator Archetype is seen as the purest form of creative expression. They’re often seen as a cultural pioneer, or the Pied Piper of the archetypes – people follow them because what they create is so beautiful and enchanting. Playing on all the human senses, they help bring experiences, imagination, good taste, innovation and reinvention to business.

However, this is not an archetype that sits still. They are hardworking and dedicated in their quest to help their audience tap into their own creative expression.

They believe creating an experience that feels individualized yet attractive to the mass market is the key to blending the world of art and profit.

Of course, all Archetypes have a dark side as well. In Archetypal Psychology, the dark side isn’t a bad thing. Simply put, these are things that when done make it harder than necessary to get what you want.

So, the shadow side of the Creator is that even though others aren’t ready for change to happen, the Creator initiates it anyways. Creators go beyond the edges of the known world which means that people may get lost in trying to keep up with something unfamiliar. Those who receive the “spark” from a Creator may  blame them for not being the “do-er” of whatever it is they provoke.

The feelings you may experience that begin these dark side actions are:

Over dramatization, depression as a result of creating something without meaning and perfectionism

Other feelings or instances that lead to dark side behavior are: fear of mediocrity or judgment, internal tension, angry outbursts, not completing creations, impatience, and a lack sensitivity to the plight of others.

Again, there’s nothing wrong with these things so don’t feel shame if you experience them. It’s more important to understand that these can make you start doing things that don’t support what you want. When they come up, identify them and pivot into what you should be doing.

So, what makes the Creator unique in your industry?

The Creator has a passionate need for self-expression, to be a cultural pioneer. Creating offers a means of dealing with how out of control the world feels. Highly imaginative, with a developed sense of the aesthetic, this archetype often appears in environments that are reflective of good taste and a unique point of view.

On a quest to create things and expressions of lasting value, the Creator and their audience constantly seeks to acquire new tools to achieve this goal. They’re constantly seeking out and acting upon their need for innovation, invention and reinterpretation. Believing in the value of inner expression, they’re dedicated, hardworking and achievement focused.

A core differentiator is Creators are able to bring visions to reality and use them to create meaning in the lives of their audience.

Now, let’s integrate all this concept into your business in a meaningful way.

The customers of the Creator Archetype want to be drawn in by the idea that your business allows them to be seen as imaginative and different.

Thinking of this idea, your audiences rejoices in applying your tools to create an energy that can’t be ignored. The more they use your creations the harder it is for them to say no. With enough momentum they reach a point that “no” simply isn’t an option.

Consistently remind your audience that anything they’re willing to create is possible, and to willfully borrow inspiration from you as you do the exact same.

The emotional phrases you want to stir up in your audience include:

“You sweep me off my feet with raw energy”

“You take me to new places”

“You infect me with enthusiasm and a childish love for life”

“You help me bring my ideas to life”

“You make me feel like I can have anything I can dream up”

Here are some key things that are NOT the Creators jam.

Stay away from anything that isn’t an independent initiative or fueled by self-motivated action. Because the energetic or enthusiastic pursuit of strategic goals is so important to the Creator, feeling “pushed” into something will quickly kill their momentum.

Keep far away from anything that invokes feeling of being static, out of the box, too straight laced or “corporate-y”.

Some important things to remember as a Creator is your audience sees you as  courageous, enterprising and willful – use it to your advantage.

Humans love how creativity soothes and heals the restless doer within. Through creativity people build self-esteem because they get to experience something they’ve created with their own hands.

The Creator Archetype gives their audiences the accomplishment energy of, “wow, I did that!” This is a feel-good trigger that will make your customers come back for more because it’s all about them.

By putting your client’s accomplishment front and center in marketing campaigns, it’s easy to build a compelling, newsworthy brand.

Finally, some feature and positioning angles to draw more attention for your offer:

• Create products that encourage self-expression, choice, options, innovation or simply feels artistic

• Focus on the freedom for your audience to build their own creation instead of using done-for-you options

• Remind your audience of the time allocation when using your products to insure they’re able to finish creating what they start

And a final word for the Creator. While you’re creating an environment where clients create their own desires, make sure you create experiences that allow you to do the same. Creators find structure and peace in their art. Build your following and revenue by bringing on a team that helps you execute in alignment with your vision.

Make the investment in yourself to bring on support to systemize the company for growth so you can freely create.

So now the question is what do you do with this information? Well, there are a few options.

First, if you’re sitting here, wondering to yourself, “am I a Creator?!” then you’re going to want to take my Brand Archetype Assessment. This in-depth psychological assessment is one of the only tests on the internet that’s been checked, certified and endorsed by a top collegiate school of psychology. Basically, this is not some buzzfeed quiz. It’s a deep dive into the psychology that makes your brand unique in the marketplace.

Second, if you’ve been struggling to clearly communicate your message in a way that makes people say, “I want that!”, you need to check out my messaging program, the Unique Message Model Workshop. It’s a step-by-step, 6-part training to identify, uncover then refine the 6-pieces of what makes your message unique, different and persuasive in the marketplace

Third, if you know storytelling is what you need to focus on but it feels hard to tell stories, you need to check out my storytelling program, the Persuasive Storytelling Workshop. This workshop is focused on dismantling the lies you’ve been taught by marketers and instead, tapping into the natural storytelling gift you already have. Once you reconnect with that piece of yourself, turning any story into a moment that makes your audience say, “I need that in my life!” will be a piece of gluten-free cake.

You can find more information on all of these down below!

And that’s it!

If you found value in this content please hit the ‘thumbs up” button below so we can get this video in front of more entrepreneurs who want help getting crystal clear on their unique message.

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I’m Jen Kem, here to help you elevate how the world sees, hears and pays you.

Until next time.



I’ve created a psychological assessment to determine your brand archetype. And before you ask, no, this isn’t some Buzzfeed, “which Disney princess are you?” quiz.

This is a psychological assessment that’s been reviewed, vetted and approved by one of the top collegiate schools of psychology in the United States. With this information, you’ll be able to refine your marketing message to turn complete strangers into raving clients.

Check it out:



Knowing your archetype is one thing. Knowing how to use it as a compass to tell persuasive, action-provoking stories is something completely different.

Which is why I created the Archetypal Storytelling Workshop. An in-depth, 6-hour training, this workshop will equip you with a crystal clear understanding of how to practically integrate your archetype into your message.

Check it out:


#ValuesDriven #MasterBrand #Femmefluence #JenKem

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