The Creator

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 is also known as:

The artist, inventor, innovator, musician, writer or dreamer

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 organisation has a creative culture

Examples of Creator brands:

Lego, Sony, Swatch, 3M.