Brand Golden Rule

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 Evoke feelings in your communications.

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 All successful brand, use emotion to attract 90% of people’s decision

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 RULER
IN CONTROL - ASSERTIVE
CREATOR
INGENIOUS -
MOTIVATION VISIONARY
ORDER SAGE
STABILITY WISE - TRUSTWORTHY
STRUCTURE

CAREGIVER
GENEROUS - CARING

EXPLORER
ADVENTUROUS MOTIVATION
- INDEPENDENT SELF ACTUALIZATION
INDEPENDENCE
FULFILLMENT

MAGICIAN 1 2
DREAMER – 3
CHANGE MAKER 12
4
11
5 INNOCENT
IDEALIST - PURE
10
6
9 7
8

MOTIVATION
ACHIEVEMENT OUTLAWS
LEGACY PROVOCATIVE –
PROGRESSIVE
CHANGE

REGULAR
AN EQUAL - FRIENDLY

MOTIVATION
SOCIAL BELONGING
CONNECTION
HERO
STRONG –
COMMUNITY
COURAGEOUS LOVER
SEXY - DESIREABLE
JESTER
FUN - PLAYFUL
 The Wonderful Everyday

Just Do It

I’m Lovin’ It
The goal is to connect
to human desires.
Designed for Driving Pleasure

Impossible Is Nothing

Empowering Us All

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In the same way we can strategically “tell a story” to relevant human desires
as we go forward engaging our audiences.

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1. CREATOR ARCHETYPE

MOTTO VALUES FEARS

“Creativity takes Courage.” or Imagination,Originality, Self- Being unoriginal, not having
“Don’t copy, create.” Expression, and Creative Thingkin. inspiration. Also fears criticism.

MOTiVATION GOAL CHALLENGE

They want to create something new, To help customers express or Creators can be extremely
beautiful but functional that create, and foster their imagination, perfectionist.
will have meaning and To use creative Their own frustation and insecurities
enduring value. thingking to solve problems. may bring them down.

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2. RULER ARCHETYPE

MOTTO VALUES FEARS

“Power isn’t everything, it’s the Responsibility, Leadership, Control, Being overthrown, losing influence or
olny thing.” Security, Organization. control, Experiencing chaos.

MOTIVATION GOAL CHALLENGE

At their best, Rulers are motivated To help individuals become wealthy, The power can sometimes go to
by a desire to help the rest powerful, and established their heads and they may become
of the world to be more successful. in their friends and their domineering or controlling.
communities.

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3. SAGE ARCHETYPE

MOTTO VALUES FEARS

“The more we know, the better off Knowledge, Objectivity, Truth, Being seen as ignorant. Being
we’ll all be.” Wisdom, Authority, Decisiveness. wrong Feeling confused.

MOTIVATION GOAL CHALLENGE

They want to create something new, To help customers express or Can be overly philosophical, too
beautiful but functional that create, and foster their imagination, opinionated, overthingking
will have meaning and To use creative everything and getting caught in
enduring value. thingking to solve problems. details.

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4. EXPLORER ARCHETYPE

MOTTO VALUES FEARS

“Don’t fence me in. ” or “ Collect the Ambition, Pioneer spirit, Identity, Open Being trapped or feeling empty. Not
moments, not things.” mind, Tolerance, Courage. finding what they were looking for.

MOTIVATION GOAL CHALLENGE

Explorers are looking for freedom, To find fulfillment through discovery They may have a habit of alienating
They wan to find out who they are and new experiences. To experience a themselves because they can’t seem
through exploring the world. better, more authentic life. to settle down or fit the mainstream.

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5. INNOCENT ARCHETYPE

MOTTO VALUES FEARS

“Tomorrow is only a day away.” or Optimism, Trust, Safety, Hope, Being seen as too
“Don’t worry, be happy!” Faith, Simplicity, and Loyalty. naive/unrealistic. Not fulfilling
the promises

MOTIVATION GOAL CHALLENGE

The Innocent archetype is looking To do the right things and experience The glass isn’t always half full, and
for a happiness. They want to a paradise by providing some the Innocent may need a reality
achieve the best possible sort of rescue from an check to keep moving in
experience. imperfect world. the right direction.

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6. REGULAR GAL ARCHETYPE

MOTTO VALUES FEARS

“What is mine is yours.” or “All for Common Sense, Acceptance, Standing out being exiled or
one and one for all.” Community, Belonging, Integrity. rejected as a result. Being judged.

MOTIVATION GOAL CHALLENGE

They want to connect with others. To offer comfortable places where Could lack a distinctive identity and
belong and promote equality. everyone belongs and feel welcomed. blend in too much. Also, if everyone is
equal...who is charge ?

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7. LOVERS ARCHETYPE

MOTTO VALUES FEARS

“All you need is love.” or “Love is fuel Pleasure, Devotion, Passion Being left alone, feeling unwanted and
for your soul.” Appreciation, Emotions. even unloved.

MOTIVATION GOAL CHALLENGE

The main motivation of the Lover is Lovers want to help people Strong emotions can be tricky
to feel special and desired. They feel appreciated. They want you and sometimes can create drama.
desire intimacy deep connections. to feel connected, to enjoy intimacy The Lover also has a strong desire
and build relationships. to please others.

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8. JESTER ARCHETYPE

MOTTO VALUES FEARS

“Live in the moment.” or “Don’t A sense of humor, mischief, Being bored or boring others.
forget to have fun.” authenticity, originality, sarcasm. Living the life “same day every
day.”

MOTIVATION GOAL CHALLENGE

The Performer wants to enjoy life To turn the challenging situations Sometimes jokes simply aren’t
by having a great time and into something laughable and funny or suitable. Performer brand
lightening up the world. bearable. To show how to could be seen as frivolous
be spontaneous. or disrespectful.

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9. HERO ARCHETYPE

MOTTO VALUES FEARS

“You only fail if you stop trying.” or Courage, Discipline, Competence, Being seen as arrogant. Or being seen
“Never give up.” Self-Sacrifice, Achievement. as weak, vulnerable or soft.

MOTIVATION GOAL CHALLENGE

Heroes are motivated by challenge To make a positive mark on the world, The mentality to work harder when
to succeed despite having the odds solve major problems or enable/inspire times are tough can lead to burn-out
stacked against them. others to do so. stress, or even aggrasive behaviors.

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10. OUTLAWS ARCHETYPE

MOTTO VALUES FEARS

“Conventions are meant to Leadership, Risk-Taking, Bravery, Comformity, Dependence,
be broken.” o “Don’t be afraid to Honesty, Standing for something. Servitude, Being seen as
be different.” weak or powerless.

MOTIVATION GOAL CHALLENGE

Motivated by a strong desire for To be the agent of change, Could “Cross the Line” and be seen
revolution, partly to change the world to advocate for the disenfranchised in a negative way. Lacks
for the better but also for and to help customers to vent or convictions, eager for revenge,
anarchy involved. break with conventions. disregards consequences and
can be impulsive.

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11. MAGICIAN ARCHETYPE

MOTTO VALUES FEARS

“Turning ordinary products into Transformation, Knowledge, Afraid of stagnation, uncertainty.
gold.” or “Making impossible Vision, Beliefs, Innovation. Doubting and questioning own
happen.” skills.

MOTIVATION GOAL CHALLENGE

Magicians want to make your They are devoted to helping Sometimes the expect more
dreams come true and to create people to transform their world than is possible. It’s also hard to stay
something special/unique/new. and to improve their lives for committed to one vision
They want to bring the future the better. when having so many ideas.
into the present.

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12. CAREGIVER ARCHETYPE

MOTTO VALUES FEARS

“Treat others the way you want to Compassion, Generosity, Being taken advantage of,
be treated.” or “Care about others.” Responsibility, Fairness, taken fo granted, or exploited.
Communication.

MOTIVATION GOAL CHALLENGE

Caregivers are very ‘for-the- They are your ultimate They often want to be needed
people’ and believe it’s their cheerleaders. Theyll show you how which may create fixations
responsibility to help those who to take care of yourself, but also selflessly and/or unwanted dependencies.
need it. protect you from any danger.

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