Exhibits happiness, goodness, optimism, safety, romance, and youth.

Example brands include: Sprite, Playdough, Ivory Soap

Seeks connections and belonging; is recognized as supportive, faithful and down-to-earth.

Example Brands: RE/MAX, Lowes, Old Navy

On a mission to make the world a better place, the Hero is courageous, bold, and inspirational.

Example Brands: Dodge, Under Armour, Band-Aids

Questions authority and breaks the rules; the Rebel craves rebellion and revolution.

Example brands include Redbull, Rolling Stone,Tesla

Finds inspiration in travel, risk, discovery, and the thrill of new experiences.

Example brands include Jeep, Patagonia, Yeti

Imaginative, inventive and driven to build things of enduring meaning and value.

Example brands include: Lego, Crayola, Canva

Creates order from the chaos, the Ruler is typically controlling and stern, yet responsible and organized.

Wishes to create something special and make dreams a reality, the Magician is seen as visionary and spiritual.

Example brands include: Apple, Disney, Lululemon

Creates intimate moments, inspires love, passion, romance and commitment. Example brands include: Hallmark, Chanel, Tiffany’s

Protects and cares for others, is compassionate, nurturing and generous.

Brings joy to the world through humor, fun, and irreverence and often likes to make some mischief.

Committed to helping the world gain deeper insight and wisdom, the Sage serves as the thoughtful mentor or advisor.