The Realist

Brand Archetype

The Realist brand archetype creates and cultivates community and alliances. She believes that everyone is equal and should be accepted just as they are. In her world, everyone deserves a seat at the table and an equal opportunity to succeed.

Her primary motivation is “to belong” and wants everyone to feel welcome and a part of the group as well. She seeks to build community and make connections in order to build a tribe of people she and others can authentically connect with.

The Realist

is also known as the

The main purpose

of this brand archetype

The main purpose of the Realist brand archetype is to build a community and sense of belonging for her tribe. She naturally collaborates on projects within a team or group where everyone can ultimately benefit. She provides resources, assets and inspiration to everyone so that they can have equal opportunities to succeed as they work towards their goals.

Doing Business

+ marketing

Best suited for
  • The types of businesses best suited to the Realist brand archetype foster communities, both online and in real life and help people feel as though “they belong.”
  • The brand archetype is perfect for businesses that sell products or services that can be used every day in our everyday lives.
  • It is great for businesses that sell natural products or offer services that are earth-conscious.
  • It can be a good fit for advocacy groups, humanitarian groups, charities, etc.
  • The Realist archetype is also great for service-oriented businesses that want to portray a friendly, casual and approachable persona.
Marketing niche
  • The Realist brand archetype appeals to clients looking for a friendly, approachable, non-pretentious or elitist business, product or service.
  • Clients who feel marginalized, isolated and who are struggling to succeed will gravitate to businesses who embrace this brand archetype.
  • Clients seeking exceptional products or services that are accessible and affordable to everyone will also be attracted to this brand.
The REalist

“This nation ... was founded on the principle that all men are created equal, and that the rights of every man are diminished when the rights of one man are threatened.”

~ John F. Kennedy ~

+ weaknesses

At her best...

She is an advocate for anyone or any group that is marginalized and oppressed. For her, everyone should have equal access to the full rights and benefits that will help them succeed and live a good life. Everyone deserves a seat at the table.

At her worst...
She is needy, clinging and victimized. She fears being alone or left out. She runs the risk of losing her own identity in her intense need to fit in and belong to a group.
Traits & attributes

of this brand archetype

  • Friendly
  • Down-to-earth
  • Approachable
  • Real
  • Folksy
  • Genuine
  • Down home
  • Neighborly
  • Relatable
  • Collaborative
  • Wholesome
  • Humble
  • Unpretentious
  • Real
  • Casual
  • Non-Elitist
  • Egalitarian
  • Respectful
  • Helpful
  • Considerate
  • Upbeat
  • Hard-working
  • Reliable
  • Trustworthy
  • Practical
  • Simple life
  • Honest
  • No-nonsense
  • Natural
  • Easy-going
  • Salt-of-the-earth
  • Dependable


realist tall / Design for Creative Souls
Archetypes in Branding

Resources for your journey

Spotify PlayList

A growing playlist of music on Spotify that helps to that adds “flavor” and helps to personify the Realist brand archetype.


Images for the Realist you can use in your branding & graphic design. From Pexels & Unsplash.

Pinterest Board

A Pinterest board of images, themes and inspiration representing  the Realist Brand.

  • Hartwell, Margaret Pott., and Joshua C. Chen. Archetypes in Branding: a Toolkit for Creatives and Strategists. How Books, 2012.
  • Mark, Margaret, and Carol S. Pearson. The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. McGraw-Hill, 2001.
  • Myss, Caroline M. Archetypes: Who Are You? Hay House, 2013.
  • Myss, Caroline M. Archetype Cards: an 80-Card Deck with Instruction Booklet. Hay House, 2003.
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The Realist
Brand Archetype

is one of the 12 main brand archetypes

I will discuss all 12 in depth in the coming weeks. I want to provide some information on what businesses might best be suited for each archetype and what types of clients are attracted to working with each particular brand archetype. I’ll also provide some examples of visual branding and design resources + ideas for each brand archetype.

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