The Artist Archetype

“If it can be imagined, it can be created”

Also called: Creator, innovator, inventor, musician, writer, dreamer, entrepreneur, designer, maker

Core desire: To create something of enduring value.

Goal: Give form to a vision.

Fears: Being mediocre.

Strategy: Hone artistic skill, promote individuality.

Gift: Creativity and imagination.

Marketing niche: Visionary, help customers express or create, and foster their imagination

Share your story: Show your creative process, new creations.

Example: Lego, crayola

Your customers feel: Amazed, inspired, “I want to be able to do that”.

Your customers most fear: Financial ruin, ill health, uncontrolled chaos.

The Artist is a good identity for brands if

  • you encourage self expression, fosters innovation, provides choices or is artistic and creative
  • you are specific as opposed to generalist
  • you encourage customers to be creative
  • your organisation has a creative culture


Are you the Artist brand? How can you apply this character to your buildings, grounds and interiors? Take our quiz to find out!

Learn more about brand archetypes: 


For most tourism businesses, working on your buildings and grounds is a big deal. There is a lot of money and time at stake and can be difficult to know where to start. So let’s just start with a coffee.