The Dreamer

Also called The Innocent, The Purist, or The Idealist

The Dreamer is Carefree, Simple, Always an Optimist, and Honest.  

dreamer brand archetype innocent purist

If you can be anything, be kind.


about the dreamer

A Dreamer Brand is carefree, simple, and happy.  When people need a positive boost, they turn to you.  

You want everyone to be happy and comfortable in their own skin.  

You’re the brand that people know they can trust, and you would never do anything hurtful.  

The Dreamer is virtuous, honest, and pure.

You are inherently kind, never cynical.  People are drawn to you for your wholesome approach.

Well Known

Brands like Aveeno, Dove, Seventh Generation, and The Honest Company fit the Dreamer Brand Archetype

real estate branding dreamer archetype
real estate branding dreamer archetype
real estate branding dreamer archetype
real estate branding dreamer archetype

brand colors

Although most colors can be adapted to fit with a brand archetype, some colors work more easily with a Dreamer brand than others. Think about softer shades and muted tones as opposed to intense or very bold colors. 

Blues, white, soft purples, and yellow are your best starting point.   Soft shades of pink, green, and grey also work well.

core values

Every brand’s values are unique, but there are commonalities within each archetype. 

Dreamer brand values embody a sense of oneness, acceptance,  humanity and focus on the greater good.

brand voice

The Voice: Your brand voice is truthful, kind, refreshing, and transparent. 

You’re ever the optimist, never cunning or snarky. The glass is always half full, if not full or overflowing.

celebrity dreamers

If you’re struggling to find the right voice for your content or marketing, use brands like Dove, The Honest Company, or Seventh Generation for inspiration.   On a more human side, channel your inner Tom Hanks or Taylor Swift.  

tom hanks

real estate brand archetype dreamer 2

taylor swift

your brand image style

A Dreamer brand uses images that feel very human and with a soft appeal.  Colors should be muted as opposed to bold and bright.  Watch out for stock images that feel “staged” and opt instead for casual, homey, and relaxed photos.   

real estate marketing branding consultant strategy archetype

the dreamer 


The Dreamer shares a quadrant with The Explorer and The Sage.  All three attract people who have needs for self-actualization. However, The Sage is more knowledge-focused while The Explorer is more about exploration and adventure.

the dreamer in real estate

You’re the real estate brand that they know they can trust, and the information you share is honest and upbeat.  In a good market, you’re there to spread the positive news.  In a down market you’re a source of assurance, a gentle guide, and a trusted resource.   You attract people who aspire to a better lifestyle or who truly have a “dream home”.  When you’re crafting your marketing plan to lean toward beautiful or nostalgic styles and creating a vibe of kindness and authenticity,  Pinterest and Instagram are great tools for your social media because both are image driven and are great tools to share aspirational content. 

find your 


which archetype is your brand?

Brand archetypes are based on “The Hero and The Outlaw” 2001 by Margaret Mark and Carol S Pearson and the work of Carl Jung.
It's been adapted by me to work for my clients in the real estate industry to help give clarity and direction.

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Copyright Stacy Stateham © 2020