YOUR BRAND ARCHETYPE IS—

✦

"We are all human."

✦   A.K.A — The Everyperson, The Person Next Door, The Advocate, The Citizen  ✦

The Realist brand archetype represents relatability, authenticity, and down-to-earth qualities. From a brand's perspective, it seeks to connect with the average person by being genuine, approachable, and relatable. It values honesty, simplicity, and practicality, delivering functional solutions that address everyday needs. The brand demonstrates empathy, inclusivity, and a humble approach, aiming to build trust and foster long-lasting relationships with its diverse audience. By embodying these traits, the brand positions itself as a relatable and trustworthy companion, supporting individuals in their daily lives.

IT'S LIKE THAT FRIEND THAT:

Is genuine and down-to-earth, approachable and easy to connect with. They're always true to themselves no matter where they are and never pretend to be someone they're not. It's that friend that gets what you're going through and gives you practical advice and support—you can count on them each and every time. They're humble and unpretentious and never seek attention but always there to help. They make everyone feel included put you at ease to be yourself around them. They value your friendship and your uniqueness and always make you feel seen, heard and understood.

• RELATABLE
• AUTHENTIC
• DOWN-TO-EARTH
• UNPRETENTIOUS
• HONEST
• FRIENDLY

• HUMBLE  
• APPROACHABLE
• INCLUSIVE
• EMPATHETIC
• TRUSTWORTHY
• PRACTICAL

Attracts those who prefer humble brands—not over the top or exclusive. It appeals to customers looking for no frills solutions and value brands that are straightforward, prioritize practicality, functionality and tangible benefits. Those looking to connect with brands on a personal level, that reflect their own experiences, challenges, and aspirations and offer support and guidance.

Authentic
Practical
Inclusive
Humble
Friendly
Casual

Welcomed
Valued
Comfortable
Included
Understood

Honesty
Practicality
Community
Trustworthiness
Inclusivity

Exclusivity
Standing out
Elitism
Arrogance
Isolation

Making sure they don't come across as weak in trying to be humble. Balancing being inspirational without losing their down-to-earth appeal. Appealing to a broad audience yet maintaining their focus in what they do.

This color palette is just an initial suggestion based on color psychology according to the characteristics of this archetype and how we want the audience to feel.

Alicia Keys

Mama Coco from "Coco"

Zoe Saldana

RETAKE THE QUIZ

SEE ALL ARCHETYPES

HELLO—

I'm Donaji!

Identifying your brand archetype is a great first step to discovering your brand's superpower and magic. This can be a powerful tool to help you better align yourself and your values to your brand's personality.

For years, I've been using brand archetypes in my process with my clients but I always felt uneasy sending them elsewhere to take quizzes or read blog articles because unfortunately, most of the information on brand archetypes do not give us examples of characters of color. So I felt the urgency to create my own, representing women of color for each archetype and creating content around who my clients are and what they do, making this discovery process more representative of who you are. 

I hope your results gave you a better idea on how your brand can exist in the world and how that aligns to you.

Now that you got that down, let's build you a roadmap on how we can bring this archetype to life!

STAND IN YOUR POWER