Brand Personalities

The Creator

The Creator brand is one that develops distinctive, original products and services and/or innovating new solutions or expressive means.

Attributes: innovative, imaginative, creative, artistic, experimental, willing to take risks, ambitious, desire to turn ideas into reality, inventor, musician, writer or dreamer

Motto: If you can imagine it, it can be done
Core desire: to create things of enduring value
Goal: to realise a vision
Greatest fear: mediocre vision or execution
Strategy: develop artistic control and skill
Task: to create culture, express own vision
Weakness: perfectionism, bad solutions
Talent: creativity and imagination

The Creator brand personality 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 organisation has a creative culture

The Creator is also known as:

  • 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


WRD has created a Brand Personalities online app which through a series of steps we are able to determine (alongside the business owner) what brand archetype they are. For more information on this service, please call 02 4732 4766 or email your enquiry.