Articles on Branding
A brand isn't a logo or a color. It's what people remember about you when they aren't looking at your ads – and you can manage it.
14 min readBranding
Color Psychology in Marketing: What Holds Up and What's a Myth
Colors shape how people see your brand and what they notice on your website. But they don't work like a chart of meanings along the lines of “red sells, blue builds trust.” What matters more is whether the color fits the product and whether the important things stand out from their surroundings. In this article, you'll find what the research says, which famous numbers have nothing behind them, and how to choose colors.
12 min readBranding
How to Choose Your Brand Archetype in 5 Steps
You don't pick the right brand archetype from a table based on which one you like. You find it in 5 steps: look inside your company, at your customers, and at your competitors, choose a primary and a secondary archetype, test them, and then build them into everything the company does.
10 min readBranding
What Are Brand Archetypes? All 12 Types Explained
A brand archetype is the personality type a brand plays in its communication over the long term – the Hero, the Sage, or the Outlaw, for example. There are 12 core archetypes, and each has its own motivation, fear, and typical way of talking to customers.
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