Brand Personalities

The Entertainer

The Entertainer brand excels at brainstorming and thinking outside the box; finding clever ways around obstacles; and having fun while getting work done.

Attributes: clown, jester, trickster, playful, joyous, take things lightly, create a little fun/chaos, impulsive, spontaneous, lives in the moment

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
Weakness: frivolity, wasting time
Talent: joy

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

The Entertainer is also known as:

  • Jester: 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: Emphasises living life in the now in a Zen way
  • Jovial truth-teller: Satirizes or parodies current thinking


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.