BRIGHT

Intelligent personalities show comprehension in interactions. They get the big picture, follow along with details, and bring sharp insights and conclusions to the table. People and organizations are drawn to intelligence; an ace in the hole is always an asset. People might also call you smart, philosophical, intuitive, or clever.

What it looks like

We understand the unique nature and challenges of each situation. And we respond accordingly with our clearest, strongest analysis, given what we know and what we don’t. Intelligence means more than just being right. It also means gathering context, being thorough in learning something new, and being willing to explore possibilities we hadn’t considered.

What it doesn’t look like

Being right all the time—or assuming we are. Getting hung up on ego or reputation when we’re challenged on something. Closing our minds to ideas that aren’t ours.

Words that brought us here

Smart, Philosophical, Elegant, Believable, Profound, Intuitive

Diligent

Archetype

Industrious/agile personalities want to get to work because even work is fun. They take initiative. Being industrious means rolling those sleeves up, getting started, and not stopping until every i is dotted. It means seeing the value in serving others well, in getting small details right because they translate to significant results.

Other words for this might include self-starting, energetic, and intense.

What it looks like

When we’re working, we’re all in. We’re willing to put in the hours and effort to deliver what we’ve promised and without fail. We don’t shy away from daunting tasks, or from taking the long road; we’re confident that one step at a time wins the longest race.

What it looks like

Shortchanging ourselves or others because it’s expedient, or because we run into a problem that has no easy fix. Being careless, noncommittal, or passive when something’s on the line. Words that brought us here

Hardworking, Adventurous, Energetic, Grit, Durable, Self-starting

The 12 Jungian Archetypes are universal, mythic characters used to represent the basic ranges of human motivations. We assign these to brands based on their values to help define motivations and characteristics that embody the organization.

The Expert

Core Desire

Build up to a utopian state through understanding.

Brand Voice

Knowledgeable, assured, guiding

Also known as the consultant, professor, philosopher, or sage, Expert brands bring their vast and often highly-specialized expertise to bear in helping customers solve specific problems and navigate the intricacies of life. They are often known to teach, advise, and guide customers rather than merely offering a simple solution that a customer employs on their own. Experts make their customers smarter.