This document outlines four brand archetypes: 1. The Innocent Explorer/Sage who desires freedom and truth through exploration. Their goal is to experience a better life and understand the world through knowledge. 2. The Hero/Outlaw who desires to prove their worth through courageous action or revolution. Their goal is to exert mastery and improve the world or disrupt what is not working. 3. The Regular Guy/Gal/Lover/Jester who desires connection and intimacy with others. Their goal is to belong, have relationships, and experience joy. 4. The Caregiver/Creator/Ruler who desires to help and protect others, create something of value, or exert control

1. THE BRAND ESSENCES
1. The Yearning for Paradise
Innocent Explorer Sage
CORE DESIRE Experience of Freedom to find out who
you are through
exploration
The desire for truth
GOAL Paradise To experience a better,
more authentic, more
fulfilling life
To use intelligence and
analysis to understand the
world
FEAR To be happy Getting trapped,
conforming, inner
emptiness
Being duped, misled;
ignorance
STRATEGY Do things right Journey, seek out and
experience new things,
escape from entrapment
and boredom
Seek out information and
knowledge; become self-
reflective and understand
thinking processes
GIFT Faith and optimism Autonomy, ambition, ability
to be true to one’s own
soul
Wisdom, intelligence
TRAP Getting hurt, heartbroken
by the big bad world out
there
Aimless wandering,
becoming a misfit
Studying endlessly; not
acting
BRAND Disney, Forest Gump,
Coca Cola
REI, Levi’s, Starbucks Ivy league institutions,
Einstein,
Discovery Channe
www.theepicbrand.com
© Kat Tepelyan
Brand archetype table adapted from Margaret Mark & Carol S. Pearson’s The Hero and the Outlaw

2. THE BRAND ESSENCES
2. Making an Impact on the World
Hero Outlaw Magician
CORE DESIRE Desire to prove one’s
worth through
courageous and difficult
action
Revenge or revolution Knowledge of the
fundamental laws of how
the world or universe works
GOAL Exert mastery in a way
that improves the world
To destroy what is not
working (for oneself or
society)
Make dreams come true
FEAR Weakness, vulnerability,
“wimping out”
Being powerless,
trivialized, inconsequential
Unanticipated negative
consequences
STRATEGY Become as strong,
competent, and powerful
as you are capable of
being
Disrupt, destroy or shock Develop vision and live it
GIFT Competence and
courage
Outrageousness, radical
freedom
Finding win-win outcomes
TRAP Arrogance, developing a
need for there always to
be an enemy
To go over to the “dark
side”, criminality
Becoming manipulative
BRAND Superman, US Army,
Nike
Rolling Stone Magazine,
Madonna,
Harley Davidson
Mastercard,
New Age paths / teachers,
Martin Luther King Jr.
www.theepicbrand.com
© Kat Tepelyan
Brand archetype table adapted from Margaret Mark Carol S. Pearson’s The Hero and the Outlaw

3. THE BRAND ESSENCES
3. No one is an Island
Regular Guy/Gal Lover Jester
CORE DESIRE Connecting with others Attain intimacy and
experience sensual
pleasure
To live in the moment with
full enjoyment
GOAL To belong, fit in Being in a relationship with
other people, the work, the
experiences, the
surroundings they love
To have a great time and
lighten up the world
FEAR Standing out, seeming
to put on airs, and being
exiled or rejected as a
result
Being alone, a wallflower,
unwanted, unloved
Boredom or being boring
STRATEGY Develop ordinary solid
virtues, the common
touch, blend in
Become more an more
attractive- physically,
emotionally, and in every
other way
Play, make jokes, be funny
GIFT Realism, empathy, lack
of pretense
Passion, gratitude,
appreciation, commitment
Joy
TRAP Give up self in order to
blend in, in exchange for
acceptance on a
superficial level
Doing anything and
everything to attract and
please others, losing
identity
Frittering away one’s life
BRAND Wendy’s
Saturn Automobiles
GAP
Victoria’s Secret
Bill Clinton
Chanel
Most Comedians
Geiko
Ben Jerry’s
www.theepicbrand.com
© Kat Tepelyan
Brand archetype table adapted from Margaret Mark Carol S. Pearson’s The Hero and the Outlaw

4. THE BRAND ESSENCES
4. Providing Structure to the World
Caregiver Creator Ruler
CORE DESIRE Protect people from
harm
Create something of
enduring value
Control
GOAL To help others Give form to a vision Create a prosperous,
successful family, company
or community
FEAR Selfishness, Ingratitude Having mediocre vision or
execution
Chaos, being overthrown
STRATEGY Do things for others Develop artistic control and
skill
Exert leadership
GIFT Compassion, generosity Creativity and imagination Responsibility, leadership
TRAP Martyrdom of self,
entrapment of others
Perfectionism, miscreation Being bossy, authoritarian
BRAND Campbell’s soup YMCA
Hospitals
Leonardo da Vinci Crayola
Sesame Street
US Government
Microsoft
Hilary Clinton
www.theepicbrand.com
© Kat Tepelyan
Brand archetype table adapted from Margaret Mark Carol S. Pearson’s The Hero and the Outlaw