You are a larger-than-life storyteller who rebels against the status quo. You strive to change society, overcome all odds, defeat tyranny and be a champion for the greater good. Whether you make small but significant personal choices or start an all-out revolution, at your core you are all about sharing your ideals with the world.

When it comes to marketing, disruptor brands don’t just disrupt the status quo of the world around them, they also keep upping the ante on their own innovation. Disruptors don’t depict their audience as they are right now, but rather who they would like to become.

As a survivor, you will do whatever it takes to survive. Maybe you’re in some impossible situation. Or maybe you want something so desperately that not getting it feels like a matter of life and death. Regardless of your situation, readers will admire you for your pluck and determination.

Survivor brands use messaging that conveys themes like safety, reliability, comfort and nostalgia. Campaigns often focus on regular people overcoming insurmountable odds. Survivor narratives don’t have to be life-or-death situations. Instead, they focus on people going about their lives and keeping their loved ones safe and happy.

You are a superhero! As a protector, you see the world in danger and do whatever it takes to protect it and those you love in it. You may not wear spandex and a cape, but you show almost superhuman fortitude in your quest to prevent disaster, whatever the cost. You stand up to the forces of evil and protect what you believe in.

In marketing, protector messaging often emphasizes trust, leadership, and high quality. While these are often luxury brands, it’s important to show a hint of vulnerability and humanity.

You are the quintessential underdog and your superpower is being a relatable storyteller who has a deep desire to change something in themselves or in the world around them. From rags-to-riches narratives to epic David and Goliath-style battles, your marketing conveys a compelling author or brand facing high stakes that fans can’t help but love.

Underdogs let their readers feel like they’re being understood. In terms of marketing, underdog campaigns often focus on everyday situations that we can recognize from our own lives.