Brand Archetype Creator: make your unique vision a reality

Merk archetype Creator

A Creator is naturally creative, independent-minded, and resourceful, offering innovative solutions and new possibilities to their customers. High quality is of great importance to the Creator, as they strive for the perfect product. However, for them, it’s not about being the best, but rather providing the best solution. But like with any archetype, there are different forms of the Creator.

One thing that all Creators have in common is that they do things their own way and pay no attention to conventions. Automaker Tesla is a perfect example of this: if nobody is making electric cars, then we’ll do it ourselves!

Example brand archetype: Creator – Apple

Apple is a typical example of a Creator brand, with the iPhone being the most recent example. For over 12 years, Apple has had success with the iPhone, a product that is typical of the Creator archetype. Nowadays, smartphones are the norm and Apple has sold over a billion iPhones, but things were different 12 years ago. The iPhone was introduced as a combination of an iPod and a phone that also provided access to the internet. The first smartphone was born, and a world of new possibilities opened up. Apple was able to attract a large following of fans who embraced the vision behind the product: revolutionizing the mobile phone. However, there were also many who didn’t understand the attraction at all.

 

Example brand archetype: Creator – LEGO

Another example of a Creator brand archetype is LEGO. While Apple aims for minimalist design with calm colors such as black, gray, and white, LEGO is colorful, cheerful, and imaginative. Of course, LEGO generally targets a much younger audience, which is reflected in the design of its products. But the vision is also very different from that of the iPhone. The iPhone was the result of a new perspective on a mobile phone, while the goal of LEGO is to inspire, with the customer being the creator. The company’s slogan is “supporting a more creative and resilient society,” and everything in text and image revolves around imagination, fun, and learning.

Apple and LEGO are, of course, two world-famous brands, and it can be difficult to identify with them, especially if you operate in a completely different market. Therefore, we will provide two more examples from the business services and industry sectors below.

Creator brand archetype example for business services: Adyen

Adyen is definitely a great example of a Creator brand archetype in the business services industry. They are a global leader in finance due to their innovative vision and product. Adyen is an online payment platform that makes payments much easier for customers. Customers no longer have to send invoices themselves, the platform supports hundreds of currencies and payment methods, and actively fights against fraud. For Adyen customers, this means they can always accept payments. In addition, the company also collects data that allows customers to analyze, optimize, and personalize payment processes.

The vision behind Adyen was developed in 2006 by two Dutch entrepreneurs who had already achieved success in the financial world. The existing payment systems, a “patchwork of systems and outdated infrastructures,” did not adequately support the growing world trade. The founders thought they could do better and easier and founded Adyen in 2006. This vision and the Creator brand archetype are clearly reflected in the company’s slogan, “the platform built to simplify and accelerate global payments.

The Creator archetype is also reflected in the name of the company, Adyen, which means ‘to start again’ in Surinamese. This can be partly traced back to the founders, who had previously started a financial system and successfully sold it, and with Adyen they had to start again from scratch. It also stands for the creation of Adyen, a completely new payment system built from nothing.

The design of Adyen consists of simple lines with lots of white and Adyen green. A simple style that fits their message of simplification. This is combined with colorful photos and videos that focus on people and transactions. This shows Adyen’s focus on optimizing the customer journey and ease of use for the customer and end user. At the same time, visualizing the transactions provides a clear illustration of Adyen’s added value. This way, Adyen solves a typical challenge of a creator brand: making it clear to the customer what the value of innovation means for them.

The customer is therefore central to Adyen’s marketing strategy. Adyen’s innovation and convenience are merely a means to help the customer move forward. This is reflected in the language used, such as “accept payments everywhere”, “business not boundaries” and “create a seamless payment experience”. With Adyen, the customer is able to create the best payment experience themselves. The customer is not only central, but is also an important part of the marketing strategy. Videos and customer cases from companies in different industries around the world form the content strategy. They all endorse the convenience of Adyen, but especially the possibilities to personalize the payment process.

Creator Brand archetype example industry: Siemens

Although everyone knows Siemens, most people probably wouldn’t immediately label the brand as a Creator. And yet, it becomes so clear in the slogan: ‘ingenuity for life’. The German company is mainly known to the general public for its household products, but it is also globally active in various industries such as energy, healthcare, and mobility.

Siemens describes itself as a pioneer in the changing world and provides answers to new questions in various industries. At Siemens, this means developing groundbreaking innovations in various industries to contribute to the development of a sustainable future, whether it’s intelligent infrastructure, sustainable energy, or digital transformation. In Siemens’ communications, we clearly see the Creator in terms like “we make real what matters”, “innovation for #ClimateAction”, and “innovations: how we will shape the future”.

Adyen puts the customer at the center of its marketing strategy, Siemens actually goes one step further by putting the world at the center. The world is changing, and therefore new solutions must be found. Siemens tells this story, for example, with its content strategy, in which challenges in various industries are highlighted, such as the new energy hub for South America in Bolivia. Complete with illustrations and drone footage of the power plant, Siemens shows how it contributes to this project.

Benefits of the Creator brand archetype

Do you already fully recognize yourself as a Creator or are you still unsure if this is really the brand archetype for you? What can the Creator brand archetype actually mean for your brand and what should you pay attention to? The strength of a Creator lies in their vision; they realize what is impossible in the eyes of the customer. Customers align with this vision and are willing to pay extra for it. Successfully embodying the Creator brand archetype contributes to your positioning as a visionary, pioneer, or creative genius. A positioning where others are happy to join.

Pitfall of the Creator brand archetype

Creativity and innovation also offer Creators their biggest challenge: perfectionism. A mediocre idea or product is a Creator’s biggest fear, which can lead them to get lost in the search for the perfect idea. Are you a Creator? Then pay extra attention to maintaining productivity and effectiveness within your organization.

How to express the Creator brand archetype?

The vision of a Creator brand is crucial for its identity. Creativity and innovation are important values, but as we have seen in the examples, they can be expressed in different ways. Are your ideas considered impossible by the customer? It may take some persuasion to prove your added value to the customer. Show why your brand is unique and how you help move the customer forward. Customers support your brand because they are convinced of your vision. Avoid dull campaigns and create a lively and inspiring reflection of your product and organization.

Similarities and differences in Brand archetypes: Creator, Outlaw, and Magician

It can be difficult to distinguish the differences between brand archetypes. For example, the innovative core of a Creator can also be found in the Magician and the Outlaw. The difference between these brand archetypes lies in their motivation.

The Outlaw is motivated by a desire to rebel against the current order. With their extravagant ideas, the Outlaw aims to shock and disrupt. Products of the Outlaw are often suitable for people who feel excluded or want to distance themselves from society.

In contrast to the Creator, the Magician makes your dream come true. You can find this brand archetype in all magical moments and it builds on an understanding of fundamental laws or systems. The Magician is responsible for many truly groundbreaking products.

Like the Outlaw, a Magician is looking for change, but the Magician seeks this change within themselves and inspires their environment. Where the Outlaw offers liberation, the Magician provides inspiration and wonder.

So if you are unsure which brand archetype fits your brand, go back to the core of your story. What is your goal and how do you want to achieve it, but most importantly, why is that your goal? Then, for example, take a look at the Outlaw, the Magician, or our page on brand archetypes.