The Hero (Red Cross, Army): Perfectionist, service to others and committed to achievement.
Brand message: Together, we can make the world a better place with grit, grace and gratitude.
The Magician (Disney, TED): Transformative, clever and lover of attention.
Brand message: Believe in your dreams and they will become realities. We’re all in this together, and it’s all about the journey.
The Outlaw (MTV, Harley Davidson): Risk-taker, free spirit, absolutely not down with “The Man.”
Brand message: Never settle for the status quo. Take the road less traveled. Expect more and get it.
The Ruler (Verizon, Microsoft): In control, demand excellence and a natural leader.
Brand message: Work hard and play hard. You deserve the best of the best.
The Creator (YouTube, Crayola): Innovator, unique problem solver and resists conformity.
Brand message: Hidden potential is everywhere. You are unique and talented, the world is your oyster.
The Caregiver (Salvation Army, Campbell’s): Compassionate, cares for others and the world around them.
Brand message: We’re all in this together. Treat everyone like family. Pay it forward.
The Lover (Godiva, Hallmark): Romantic, passion and beauty with a desire for connection.
Brand message: You’re perfect just the way you are. Embrace yourself.
The Jester (Old Spice, Geico): Lighthearted, fears boring normalcy and very easy going.
Brand message: The grass is greener where you water it. Enjoy each day like its your last.
The Everyman (Budweiser, Wrangler): Community, ambitious and understands what it means to be valued.
Brand message: Stay humble and true. Hard work and loyalty pay off.
The Innocent (Coca-Cola, Volkswagen): Optimistic, kind and slow to blame, ideally everyone would be happy.
Brand message: Keep it simple. The best is yet to come.
The Sage (NY Times, Oprah Winfrey): Wisdom, seeker of knowledge with a desire to share it.
Brand message: The truth will set you free. The truth is powerful. Own your truth.
The Explorer (REI, National Geographic): Freedom, sufficient with a craving for new experiences.
Brand message: YOLO.