Monday, February 24, 2014

The Creative Archetype

Corresponds with the Rat in the chinese Zodiac.
Also known as: The artist, inventor, innovator, musician, writer or dreamer

Motto: If you can imagine it, it can be done
Core desire: to create things of enduring value
Goal: to realize a vision, Identity

Greatest fear: mediocre vision or execution, Inauthenticity
Strategy: develop artistic control and skill
Task: to create culture, express own vision
Dragon/Problem: Claims it as part of the self
Response to Task: Self-creation, self-acceptance

Gift/ Virtue: Creativity, vision, individuality, aesthetics, imagination, skill, vocation
Talent: creativity and imagination

Weakness: perfectionism, bad solutions
Pitfalls: Obsessiveness
Addictive Quality: Work/creativity
Addiction: Self-indulgence, poverty, creating messes, prima-donna behaviors
Shadow Side: Shows itself to be obsessive, creating so that so many possibilities are being imagined that none can be acted upon fully. (You might remember a film called The Pumpkin Eater, in which a woman got pregnant every time she was face-to-face with the vacuousness of her life. So, too, we can fill our emptiness with yet another inessential project, challenge, or new thing to do, as she filled herself with another baby. One variety of this is workaholism, in which we can always think of just one more thing to do.

The Creative on
The Creator archetype fosters all imaginative endeavors, from the highest art to the smallest innovation in lifestyle or work. Adverse to stasis, it can cause us to overload our lives with constant new projects; yet, properly channeled, it helps us express ourselves in beautiful ways. Creators, fearing that all is an illusion, seek to prove reality outside of their minds. A critical part of their quest is in finding and accepting themselves, discovering their true identity in relation to the external world.

Creator individuals are most fulfilled by seeing new ideas take shape. Naturally expressive, original, and imaginative, they enjoy demonstrating their inventiveness and often are able to motivate creative thinking in others. They’re usually excited and challenged by opportunities to express themselves or advance new ideas.

Creator organizations often are most successful at developing distinctive, original products and services and/or innovating new solutions or expressive means.

Creator types need to be careful about overloading themselves with constant new projects and a tendency toward perfectionism.

Subtypes include:
Artisan : Gives expression to visions/thoughts/ideas
Innovator : Generates ideas for new approaches
Inventor : Devises objects or ideas that perform new functions
Builder/designer : Makes new forms/objects/processes/structures
Dreamer : Envisions ideas and sees the world through an imaginative lens

 More SubTypes on

This Archetype has a propensity towards ENJ (ENTJ, INTJ, ENFJ, INFJ) more info

The Creator may be right for your brand identity if:
it promotes self-expression, gives customers choices and options, helps foster innovation or is artistic in design
it is in a creative field like marketing, public relations, the arts, or technological innovation
you want to differentiate it from a "do-it-all" brand that leaves little room for the imagination
your product has a do-it-yourself aspect that saves money
your customer has the time to be creative
your organization has a creative culture

Compiled by Rozlynn Waltz from the following Resources:

The Warrior Archetype

Corresponds with the Ox in the chinese Zodiac.
Also known as: The hero, The Athlete, crusader, rescuer, superhero, the soldier, dragon slayer, the winner and the team player

Motto: Where there's a will, there's a way
Core desire: to prove one's worth through courageous acts
Goal: expert mastery in a way that improves the world, Win

Greatest fear: weakness, vulnerability, being a "chicken"
Strategy: to be as strong and competent as possible
Problem: Stay/confront it
Response to Task: Fight only for what really matters

Gift/ Virtue: Courage, discipline, determination, skill
Talent: competence and courage

Weakness: arrogance, always needing another battle to fight
Pitfalls: Fear of impotence leading to ruthlessness, arrogance
Addictive Quality: Stoicism
Addiction: Achievement/success
Shadow Side: The villain, who uses Warrior skills for personal gain without thought of morality, ethics, or the good of
the whole group. It is also active in our lives any time we feel compelled to compromise our principles in order to
compete, win, or get our own way. (For example, the shadow Warrior is rampant in the business world today.) It is
also seen in a tendency to be continually embattled,

The Hero on
When everything seems lost the Warrior rides over the hill and saves the day. Tough and courageous, this archetype
helps us set and achieve goals, overcome obstacles, and persist in difficult times, although it also tends to see others as enemies and to think in either/or terms. The Warrior is relatively simple in their thought patterns, seeking simply to win whatever confronts them, including the dragons that live inside the mind and their underlying fear of weakness. Their challenge is to bring meaning to what they do, perhaps choosing their battles wisely, which they do using courage and the warrior's discipline.

Hero individuals are most fulfilled when they can rise to and overcome a challenge. Naturally determined, achievement-oriented, and focused, they enjoy demonstrating a winning attitude and often can motivate others to achieve their goals. They’re usually excited and challenged by the opportunity to prevail against the odds.

Hero organizations normally are very successful at producing consistent results; creating teams and systems that fulfill objectives; and giving their all to achieve a goal.

Hero types need to be careful about seeing others as enemies; responding to stress by working harder and harder; and rushing to action instead of thinking things through.

Subtypes include:
Competitor/winner : Energized by overcoming obstacles and competing with others
Dragon slayer : Energized by besting adversaries
Crusader/rescuer : Emphasizes making a difference for others
Achiever : Consistently produces results and succeeds through discipline/focus
Coach : Shapes individual or team performance by bringing out the best in others

More SubTypes on

This Archetype has a propensity towards ITJ (ESTJ, ISTJ, ENTJ, INTJmore info

The Hero could be good for brands:
that are inventions or innovations that will have a major impact on the world
that help people be all they can be
that solve a major social problem or encourage others to do so
that have a clear opponent you want to beat
that that are underdogs or challenger brands
that are strong and help people do tough jobs exceptionally well
that need to be differentiated from competitors that have problems following through or keeping their promises
whose customers see themselves as good, upstanding citizens

Compiled by Rozlynn Waltz from the following Resources:

The Visionary Archetype

Corresponds with the Tiger in the chinese Zodiac.
Also known as: The Magician, catalyst, inventor, charismatic leader, shaman, healer, medicine man

Motto: I make things happen.
Core desire: understanding the fundamental laws of the universe
Goal: to make dreams come true, Transformation

Greatest fear: unintended negative consequences, Evil sorcery
Dragon/Problem: Transform it
Strategy: develop a vision and live by it
Response to Task: Align self with cosmos

Gift/ Virtue: Personal power, transformative, catalytic, healing power
Talent: finding win-win solutions

Weakness: becoming manipulative
Pitfalls: Manipulation of others, disconnection with reality, cultist guru-like
Addictive Quality: Dishonesty (image/illusion)
Addiction: Power/hallucinogenic drugs, marijuana, Escapes
Shadow Side: The evil sorcerer, transforming better into lesser options. We engage in such evil sorcery anytime we belittle ourselves or another, or lessen options and possibilities, resulting in diminished self-esteem. The shadow Magician is also the part of us capable of making ourselves and others ill through negative thoughts and actions.

The Visionary on
The Magician archetype searches out the fundamental laws of science and/or metaphysics to understand how to transform situations, influence people, and make visions into realities. If the Magician can overcome the temptation to use power manipulatively, it galvanizes energies for good. The Magician's quest is not to 'do magic' but to transform or change something or someone in some way. The Magician has significant power and as such may be feared. They may also fear themselves and their potential to do harm. Perhaps their ultimate goal is to transform themselves, achieving a higher plane of existence.

Magician organizations often are very successful serving as catalysts for change; turning problems into opportunities; reframing difficulties; empowering people, teams, and networks; and creating flexible, win/win solutions for all involved in a situation.

Magician individuals are most fulfilled when they can see a vision realized. Naturally intuitive, insightful, and inspiring, they’re able to perceive and appreciate multiple perspectives and motivate others to believe that anything is possible. They’re usually excited and challenged in times of great transformation and turmoil.

Magician types need to ensure they don’t use power manipulatively, don’t expect miracles to save them when things get rough, and lose patience with those who aren’t as visionary as they are.

Subtypes include:
Catalyst/change agent : Sees opportunities for change or provides impetus for innovative transformation
Envisioner : Sees possibilities and develops a clear vision of the future
Healer : Effects individual or group healing
Intuitive : Uses synchronicities/hunches/serendipity to set a course
Wizard: Has a talent for unexpected, serendipitous results

More Subtypes on

This Archetype has a propensity towards EFP (ESFP, ISFP, ENFP, INFPmore info

The Magician could be the right identity for your brand if:
the product or service is transformative
its implicit promise is to transform customers
it has a new-age quality
it is consciousness-expanding
it is user-friendly
has spiritual connotations
it is a very new, contemporary product
it is medium- to high-priced

Compiled by Rozlynn Waltz from the following Resources:

The Individual Archetype

Corresponds with the Rabbit in the chinese Zodiac.
Also known as: Innocent, Spiritual, Utopian, traditionalist, naive, mystic, saint, romantic, dreamer.

Motto: Free to be you and me
Core desire: to get to paradise
Goal: to be happy, Remain in safety

Greatest fear: to be punished for doing something bad or wrong
Dragon/Problem: Deny it or seek rescue
Strategy: to do things right
Response to Task: Fidelity, discernment

Gift/ Virtue: Optimism, trust, hope, faith, simplicity
Talent: faith and optimism

Weakness: boring for all their naive innocence
Pitfalls: Naiveté, childish dependence, denial, obliviousness
Addictive Quality: Denial
Addiction: Consumerism/sugar/cheerfulness
Shadow Side: Evidenced in a capacity for denial so that you do not let yourself know what is really going on. You may be hurting yourself and others, but you will not acknowledge it. You may also be hurt, but you will repress that knowledge as well. Or, you believe what others say even when their perspective is directly counter to your own inner knowing.

The Spiritual on
Every era has myths of a golden age or of a promised land where life has been or will be perfect. The promise of the Innocent is that life need not be hard. Within each of us, the Innocent is the spontaneous, trusting child that, while a bit dependent, has the optimism to take the journey. The Innocent, fearing abandonment, seeks safety. Their greatest strength is the trust and optimism that endears them to others and so gain help and support on their quest. Their main danger is that they may be blind to their obvious weaknesses or perhaps deny them. They can also become dependent on others to fulfill their heroic tasks.

Innocent individuals are most fulfilled when their lives are based on their deeply held values and beliefs. Naturally idealistic, optimistic, and hopeful, they often demonstrate perseverance in the face of obstacles and motivate others to trust that everything will turn out well in the end. They’re most excited and challenged by opportunities to put their personal values into action.

Innocent organizations often are successful at ignoring and moving through barriers that would stop others; seeing what’s right in almost any situation; and maintaining faith in their ideals.

Innocent types need to make sure they’re not in denial about real problems that need to be faced, resistant to change/innovation, or too loyal when loyalty is not deserved.

Subtypes include:
Idealist/utopian : Lives through belief in the perfect world or a set of ideals
Traditionalist : Remains loyal to and maintains faith in simple values and virtues
Perseverer : Stays the course and goes “where angels fear to tread”
Optimist : Believes in the power of positive thinking
Cheerleader : Encourages and cheers on others

More Subtypes on

This Archetype has a propensity towards INF (ENFJ, INFJ, ENFP, INFPmore info

The Innocent provides an identity for brands that:
offer a simple solution to an identifiable problem are associated with goodness, morality, simplicity, nostalgia or childhood
are low or moderately priced are produced by a company with straightforward values need to be differentiated from brands with poor reputations.

Compiled by Rozlynn Waltz from the following Resources:

The Revolutionary Archetype

Corresponds with the Dragon in the chinese Zodiac. 
Also known as: The rebel, the outlaw, wild man, the misfit, or iconoclast, the destroyer

Motto: Rules are made to be broken
Core desire: revenge or revolution
Goal: to overturn what isn't working, Metamorphosis

Greatest fear: to be powerless or ineffectual, Annihilation
Strategy: disrupt, destroy, or shock
Problem: Allow dragon to slay it
Response to Task: Let go

Gift/ Virtue: Humility, metamorphosis, revolution, capacity to let go
Talent: outrageousness, radical freedom

Weakness: crossing over to the dark side, crime
Pitfalls: Doing harm to self/others, out of control anger, terrorist tactics
Addictive Quality: Self-destructiveness
Addiction: Suicide/self-destructive habits
Shadow Side:Includes all self-destructive behaviors—addictions, compulsions, or activities that undermine intimacy, career success, or self-esteem—and all behaviors—such as emotional or physical abuse, murder, rape—that have destructive effects on others.

The Rebel on
The Revolutionary embodies repressed rage about structures that no longer serve life even when these structures still are supported by society or by our conscious choices. Although this archetype can be ruthless, it weeds the garden in ways that allow for new growth. The Revolutionary is a paradoxical character whose destructiveness reflects the death drive and an inner fear of annihilation. As a fighter, they are thus careless of their own safety and may put others in danger too. Their quest is to change, to let go of their anger or whatever force drives them and return to balance, finding the life drive that will sustain them. Living on the cusp of life and death, they are often surprisingly humble.

Revolutionary individuals are most fulfilled when they can change something that they feel needs to be changed. Often unconventional thinkers who can develop new, cutting-edge approaches, they enjoy challenging the status quo and motivating others to think differently. They’re usually excited and challenged when they can take on tried-and-true methods or ways.

Revolutionary organizations often are very successful at developing truly radical ideas, products, and services; leading reform of all kinds; and/or serving as the contrarian voice in debates.

Revolutionary types need to be careful about coming across as reckless, shaking things up endlessly/needlessly, and becoming stubbornly oppositional.

Subtypes include:
Troubleshooter : Sees problems/drawbacks/defects in current ways of doing
things and determines how to improve them
Radical/rebel : Lives/thinks outside the bounds of conventions and/or akes action
or risk without waiting for others to agree/catch up
Challenger/contrarian : Questions the tried and true; presents opposing
points of view
Populist : Believes in the premise of giving “power to the people”
Game-changer : Initiates radical innovations that change the rules of the game
or the realities of the marketplace

More Subtypes on

This Archetype has a propensity towards ENP (ENTP, INTP, ENFP, INFPmore info

The Outlaw may strengthen your brand's identity if it:
has customers or employees who feel disenfranchised from society
helps retain values that are threatened by emerging ones, or paves the way for revolutionary new attitudes
is low to moderately priced
breaks with industry conventions

Compiled by Rozlynn Waltz from the following Resources:

The Sage Archetype

Corresponds with the Snake in the chinese Zodiac.
Also known as: The expert, scholar, detective, advisor, thinker, philosopher, academic, researcher, thinker, planner, professional, mentor, teacher, contemplative.

Motto: The truth will set you free
Core desire: to find the truth.
Goal: to use intelligence and analysis to understand the world, Truth

Biggest fear: being duped, misled—or ignorance.
Response to Task: Attain enlightenment
Dragon/Problem: Transcend it
Strategy: seeking out information and knowledge; self-reflection and understanding thought processes.

Gift/ Virtue: Wisdom, nonattachment, knowledge, skepticism
Talent: wisdom, intelligence.

Weakness: can study details forever and never act.
Pitfalls: Being overly critical, pomposity, impracticality, lacking of feeling/empathy
Addictive Quality: Judgmentalism
Addiction: Being right/tranquilizers
Shadow Side: The unfeeling judge—cold, rational, heartless, dogmatic, often pompous—evaluating us or others and saying we (or they) are not good enough or are not doing it right.

The Sage on
The Sage archetype seeks the truths that will set us free. Especially if the Sage overcomes the temptation of dogma, it can help us become wise, to see the world and ourselves objectively, and to course-correct based on objective analyses of the results of our actions and choices. The Sage is a seeker after truth and enlightenment and journeys far in search of the next golden nugget of knowledge. The danger for the sage and their deep fear is that their hard-won wisdom is built on the sand of falsehood. Their best hope is that they play from a position of objective honesty and learn to see with a clarity that knows truth and untruth.

Sage individuals are most fulfilled by finding the answers to great questions. Naturally intelligent, knowledgeable, and reflective, they demonstrate the value of thinking things through and motivate others to seek the truth. They’re usually excited and challenged by situations and problems that need to be better understood.

Sage organizations often are very successful at developing significant expertise; gathering and analyzing information so that it’s useful to others; and contributing knowledge to almost any situation.

Sage types need to be wary of ivory tower thinking, dogmatism, and coming across as lacking feeling/empathy.

Subtypes include:

Expert/guru : Develops own knowledge and expertise to the highest level
Philosopher/contemplative : Uses deep thinking to seek and create clarity
Mentor/teacher : Shares wisdom with the world
Investigator : Researches and gathers information
Analyst : Thinks things through and synthesizes learning

More Subtypes on

This Archetype has a propensity towards INT (ENTJ, INTJ, ENTP, INTPmore info

The Sage would be a good identity for brands:
that provide expertise or information to customers
that encourage customers to think
that are based on new scientific findings or esoteric knowledge
that are supported by research-based facts
want to differentiate themselves from others whose quality or performance is suspect

Compiled by Rozlynn Waltz from the following Resources:

The Explorer Archetype

Corresponds with the Horse in the chinese Zodiac.
Also known as: The seeker, iconoclast, wanderer, individualist, pilgrim, wanderer.

Motto: Don't fence me in

Core desire: the freedom to find out who you are through exploring the world
Goal: to experience a better, more authentic, more fulfilling life, Search for better life

Biggest fear: getting trapped, conformity, and inner emptiness, Conformity
Dragon/Problem: Flee from it
Response to Task: Be true to deeper self
Strategy: journey, seeking out and experiencing new things, escape from boredom

Talent: autonomy, ambition, being true to one's soul
Gift/ Virtue: Autonomy, ambition, identity, expanded possibilities

Weakness: aimless wandering, becoming a misfit
Pitfalls: Inability to commit, chronic disappointment, alienation, and loneliness
Addictive Quality: Self-centeredness
Addiction : Independence/perfection
Shadow Side: The Perfectionist, always striving to measure up to an impossible goal or to find the “right” solution. We see this in people whose main life activity is self-improvement, going from the health club to yet another self- improvement course, etc., yet who never feel ready to commit to accomplishing anything.

The Explorer on
The Seeker leaves the known to discover and explore the unknown. This inner rugged individual braves loneliness and isolation to seek out new paths. Often oppositional, this iconoclastic archetype helps us discover our uniqueness, our perspectives, and our callings. Seekers are looking for something that will improve their life in some way, but in doing so may not realize that they have much already inside themselves. They embrace learning and are ambitious in their quest and often avoid the encumbrance of support from others. Needing to 'do it themselves', they keep moving until they find their goal (and usually their true self too).

Explorer individuals are most fulfilled when they can seek out new approaches and perspectives. Naturally independent, authentic, and curious, they’re able to follow unique paths and motivate others to explore uncharted territory. They’re usually excited and challenged by the opportunity to blaze a new trail.

Explorer organizations often are very successful at staying current with trends, encouraging individual initiative, and providing others with the opportunity to learn and grow.

Explorer types need to avoid being unwilling to settle down or commit to a course of action; forgetting to coordinate with others; and overlooking the needs of others.

Subtypes include:
Trailblazer/pioneer: Sees or scouts for new opportunities/possibilities
Adventurer: Emphasizes adventure and/or new experiences
Seeker/wanderer: Searches for a unique identity, path, or solution
Iconoclast: Places great value on being different and/or independent
Individualist: Maintains personal integrity and authenticity in all endeavors

More Subtypes on

This Archetype has a propensity towards ESP (ESTP, ISTP, ESFP, ISFPmore info

The explorer is a good identity for brands that:
helps people feel free, nonconformist or pioneering
is rugged and sturdy or for use in the great outdoors or in dangerous settings
can be purchased from a catalog or on the Internet
helps people express their individuality
can be purchased for consumption on the go
want to differentiate themselves from a successful regular guy/gal brand or conformist brand
have an explorer culture that creates new and exciting products or experiences

Compiled by Rozlynn Waltz from the following Resources:

The Caregiver Archetype

Corresponds with the Sheep in the chinese Zodiac.
Also known as: The saint, altruist, parent, helper, supporter

Motto: Love your neighbour as yourself

Core desire: to protect and care for others
Goal: to help others

Greatest fear: selfishness and ingratitude

Strategy: doing things for others
Problem: Take care of it or those it harms
Response to Task: Give without maiming self or others

Gift/ Virtue: Compassion, generosity, nurturance, community

Talent: compassion, generosity

Weakness: martyrdom and being exploited

Pitfalls: Martyrdom, enabling others, codependence, guilt-tripping
Addictive Quality: Rescuing
Addiction: Caretaking/codependence
Shadow Side:The suffering martyr, who controls others by making them feel guilty. “Look at all I sacrificed for you!”
It evidences itself in all manipulative or devouring behaviors, in which the individual uses caretaking to control or
smother others. It is also found in codependence, a compulsive need to take care of or rescue others.

The Caregiver on

The Caregiver is an altruist, moved by compassion, generosity, and selflessness to help others. Although prone to martyrdom and enabling behaviors, the inner Caregiver helps us raise our children, aid those in need, and build structures to sustain life and health. Caregivers first seek to help others, which they do with compassion and generosity. A risk they take is that in their pursuit to help others they may end up being harmed themselves. They dislike selfishness, especially in themselves, and fear what it might make them.

Caregiver individuals are most fulfilled when they can make a difference for someone else. Naturally compassionate, nurturing, and dedicated, they enjoy demonstrating their supportiveness and can motivate others to provide better service or care. They’re usually excited and challenged by responding to needs.

Caregiver organizations often are most successful at providing consistent, high-quality service or care; creating stable and nurturing environments; and advocating for others at a very high level.

Caregiver types need to watch their tendencies toward martyrdom and enabling others, and to burn themselves out while always putting others first.

Subtypes include:

Supporter/advisor : Lends a helping hand, support, or counsel to others
Advocate : Stands up to others on behalf of those in need
Nurturer : Provides comfort, kindness, and compassion to others
Service provider : Provides consistent, high-quality service or support
Altruist : Gives selflessly to make a difference for others

More Subtypes on

This Archetype has a propensity towards IFJ (ESFJ, ISFJ, ENFJ, INFJ) more info

The Caregiver may be right for your brand identity if
it gives customers a competitive advantage
it supports families (products from fast-food to minivans) or is associated with nurturing (e.g. cookies, teaching materials)
it serves the public sector, e.g. health care, education, aid programs and other care
giving fields
helps people stay connected with and care about others
helps people care for themselves
is a non-profit or charitable cause

Compiled by Rozlynn Waltz from the following Resources:

The Jester Archetype

Corresponds with the Monkey in the chinese Zodiac.
Also known as: The Performer, The fool, trickster, joker, practical joker or comedian

Motto: You only live once
Core desire: to live in the moment with full enjoyment
Goal: to have a great time and lighten up the world

Greatest fear: being bored or boring others
Strategy: play, make jokes, be funny
Dragon/Problem: Play tricks on it
Response to Task: Trust in the process

Talent: joy
Gift/ Virtue: Freedom, humor, life lived in the moment, exuberant joy

Weakness: frivolity, wasting time
Pitfalls: Debauchery, irresponsibility, sloth, cruel jokes, con- artistry
Addictive Quality: Inebriation
Addiction: Excitement/cocaine/alcohol
Shadow Side: A glutton, sloth, or lecher wholly defined by the lusts and urges of the body without any sense of dignity or self-control.

The Jester on
The Fool/Jester archetype urges us to enjoy the process of our lives. Although the Fool/Jester can be prone to laziness and dissipation, the positive Fool/Jester invites us all out to play--showing us how to turn our work, our interactions with others, and even the most mundane tasks into FUN. The goal of the Fool/Jester is perhaps the wisest goal of all, which is just to enjoy life as it is, with all its paradoxes and dilemmas. What causes most dread in the Fool/Jester is a lack of stimulation and being 'not alive'. They must seek to 'be', perhaps as the Sage, but may not understand this.

Jesters are most fulfilled when they can use their ingenuity and wit. Naturally playful, spontaneous, and humorous, they enjoy light-hearted truth-telling and can motivate others to see the value of fun. They’re usually excited and challenged by opportunities to lighten up stressful situations.

Jester organizations usually are successful at brainstorming and thinking outside the box; finding clever ways around obstacles; and having fun while getting work done.

Jesters need to be careful to stay on task when getting routine work done; avoid using humor in hurtful ways; and not come across as being unable to take anything seriously.

Subtypes include:
Entertainer : Helps others have fun or a good time
Wit : Uses ingenuity and resourcefulness; lives by his/her wits
Wise fool : Sees the absurdity/hypocrisy of life and rises above it
Holy fool : Emphasizes living life in the now in a Zen way
Jovial truth-teller : Satirizes or parodies current thinking

More Subtypes on

This Archetype has a propensity towards ETP (ESTP, INTP, ENTP, ISTPmore info


The Jester may be a good identity for brands:
that give people a sense of belonging
that help people have a good time
that are low or moderately priced
that are produced by a fun-loving company
that need to be differentiated from self-important, overconfident established brands

Compiled by Rozlynn Waltz from the following Resources:

The Society Member Archetype

Corresponds with the Rooster in the chinese Zodiac.
Also known as: The advocate, The Regular Guy/Girl, The Orphan, The good old boy, every person, the person next door, the realist, the working stiff, the solid citizen, the good neighbor, the silent majority

Motto: All men and women are created equal
Core Desire: connecting with others
Goal: to belong, Regain safety

Greatest fear: to be left out or to stand out from the crowd, Exploitation
Strategy: develop ordinary solid virtues, be down to earth, the common touch
Dragon/Problem:  Is victimized by it
Response to Task: Process and feel pain fully

Talent: realism, empathy, lack of pretense
Gift/ Virtue:  Interdependence, realism, resilience, empathy

Weakness: losing one's own self in an effort to blend in or for the sake of superficial relationships
Pitfalls: Cynicism, tendency to be the victim or victimize, chronic
Addictive Quality: Cynicism
Addiction: Powerlessness/worrying
Shadow Side: The victim, who blames his or her incompetence, irresponsibility, or even predatory behavior on others and expects special treatment and exemption from life because he or she has been so victimized or is so fragile.When this Shadow of the positive Orphan is in control of our lives, we will attack even people who are trying to help us, harming them and ourselves simultaneously. Or, we may collapse and become dysfunctional (i.e. “You can’t expect anything from me. I’m so wounded/hurt/incompetent”).

The Society Member on
The Orphan understands that everyone matters, just as they are. Down-home and unpretentious, it reveals a deep
structure influenced by the wounded or orphaned child that expects very little from life, but that teaches us with
empathy, realism, and street smarts. The Orphan, fearing exploitation, seeks to regain the comfort of the womb and
neonatal safety in the arms of loving parents. To fulfill their quest they must go through the agonies of the
developmental stages they have missed. Their strength is the interdependence and pragmatic realism that they had
to learn at an early age. A hazard is that they will fall into the victim mentality and so never achieve a heroic position.

Everyperson individuals are most fulfilled by helping others belong and fit in to the group. Naturally empathetic, unpretentious, and resilient, they often demonstrate their common touch and can motivate others to try hard to do their best. They’re usually excited and challenged when everyone needs to pitch in and solve a problem.

Everyperson organizations often are very successful at providing a sense of belonging and human dignity to others; creating hard-working teams that take pride in their work; and fostering real camaraderie among employees.

Everyperson types need to be careful about playing the victim, becoming cynical and negative, creating an “us vs. them” mentality, and being too protective of their own turf.

Subtypes include:
Egalitarian : Believes in the inherent worth and dignity of all
Realist : Tries to face the facts as they are, not as she or he wishes they were
Communitarian : Seeks and builds community in all situations
Comrade/pal : Likes to be one of the gang
Democrat : Believes in the concept of “all for one and one for all”

More Subtypes on

This Archetype has a propensity towards IST (ESTJ, ISTJ, ESTP, ISTPmore info

The Regular Person provides a good identity for brands:
that give people a sense of belonging
with an everyday functionality
with low to moderate prices
produced by a solid company with a down-home organizational culture
that need to be differentiated in a positive way from more elitist or higher-priced brands

Compiled by Rozlynn Waltz from the following Resources: