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.

Wednesday / June / 1812 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.

Tuesday / June / 0310 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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Articles on Branding

How to Choose Your Brand Archetype in 5 Steps

What Are Brand Archetypes? All 12 Types Explained

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