The Brand Archetypes Blog

Episode 6: Naming a Company (Part 1)

By Kevin & Amy | August 20, 2019
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Naming a Company

Naming a company can be a painful and laborious process. There is a lot of pressure to secure a good one — and you have to love it because you are going to be saying and writing it many thousands of times for years to come. It’s kind of like naming a child or, to a lesser degree, a pet. Naming a Company Can Be Super Hard This is why this podcast has 2 parts!  There’s simply a lot to consider.  Often, entrepreneurs don’t spend enough time or put enough thought into naming their business.  Your brand and chosen archetype…

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Don’t Explain Your Brand

By skarritt | August 12, 2019
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Don't Explain Your Brand - BrandArchetypes.com

Have you ever heard a person tell a joke so poorly they felt the need to explain it, after it fell flat?  Did you notice the explanation did NOT make the joke funnier?  The same holds true for your company.  Don’t explain your brand!  If you need to do that, it’s an indication that you’re not being clear enough to begin with.  If your aim is to be a Jester brand, you need to find ways to be TRULY humorous — not kinda-sorta humorous. While watching a commercial for Liberty Mutual recently, I was disappointed to see they felt the…

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Episode 5: Taglines and Slogans

By Kevin & Amy | July 30, 2019
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taglines and slogans

People often confuse or interchange the terms tagline and slogan. We discuss the differences and the elements that make up great taglines. In this episode we cover these topics related to taglines: Lingo Flows off the tongue Subtle changes Implied meaning One word versions The annual changes to the Coca Cola brand The process of creating one for Brand Archetypes Resources: Taglines PDF Next Episode: The Name GameWhether it’s your company name, a product, a service, a package, a program or your pet.  Everything you need to come up with a great name.  Need help with your naming process?  Contact…

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Episode 4: Logo Design

By Kevin & Amy | July 17, 2019
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Logo Design

What makes a great logo design? What are some examples of bad logos? What are some of the world’s best logos? Kevin and Amy discuss the fascinating (and often frustrating) world of logo design. We cover topics such as: The three basic types of logos (see the “Logos 101” file in the resources section below) Icon always attached to the logotype Icon allowed to be detached from the logotype No icon – logotype only Elegantly simple Scalable Fundamental shapes Colors Font faces that support the brand strategy Implied meaning Variations Resources: “Logo 101” pdf Adobe Color Picker – We will…

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What is a Brand Archetype?

By Amy Zander | June 18, 2019
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brand archetype

Have you heard the term Brand Archetype before? We’ve been kicking it around for awhile. We even created a whole website and podcast dedicated to the term. Why? Because it is really important to the success of any business’s brand strategy. What does your brand strategy look like? Have you defined your logo, color palette, tagline, and fonts? Is that where it ends? Don’t worry, that is where most companies stop in defining their brand. The one very important (and often overlooked) element of a brand is the emotional connection element. What do emotions have to do with brand? Everything!…

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Open the Door to Brand Awareness

By skarritt | May 25, 2019
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Brand Awareness

Few micro, small and medium-sized businesses have gone through a formal process of creating a brand strategy.  Let alone one that will consistently drive their company down a path where they build consistency and power.  Brand awareness is critical to a company that wants to move forward … and not slide backward to their old ways. Until the company’s brand evangelists build a knee-jerk process of thinking about the brand focus AT EVERY TURN, it is almost inevitable that they will frequently miss out on opportunities to strengthen their brand instead of diluting it. If a brand evangelist is conditioned…

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Episode 3: Brand vs. Identity

By Amy Zander | April 9, 2019
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Brand vs. Identity

Kevin and Amy discuss the often confused terms of Brand vs. Identity. For the purpose of clarity, Brand Archetypes defines these two terms as follows: Brand: The powerful and emotional way that your business connects with clients, customers, fans, followers, and your own team. Emotion is the key element in any great brand. Without it, you don’t really have a brand. Identity: All the elements that make up your brand. The things that your business is recognized by. This includes: name logo tag line images slogan(s) fonts color palette textures scents (yes, that is real for some brands) sounds/music taste…

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DIY: How to Cook Bacon … Product Labeling 101

By skarritt | March 28, 2019
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How often do you REALLY read the packaging on the products you buy in a grocery store? You might be surprised to find some interesting ideas for your own products and services! Product labeling 101 would suggest that you creatively differentiate yourself from your competitors. I’m pretty sure this is the best product label from a bacon company I’ve seen in a long time. BRAVO! Just be sure to be fully clothed whilst cooking that bacon… (just a suggestion)  

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Teaching People How to Say Your Name – Pay Them!

By skarritt | March 7, 2019
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Teaching People How to Say Your Name

While watching this year’s Super Bowl (just for the commercials, of course), I was struck by a commercial by Rakuten.  Never heard of them?  Neither had I.  It wasn’t the production quality or the brand strategy that interested me.  It was the fact that the entirety of the commercial was to teach people how to pronounce their name!  Give it a go before watching the ad. I found this interesting on a couple of different levels: Many companies are in a similar predicament and most just live with the friction and don’t even make an attempt at fixing the problem.…

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Episode #2: What is a Brand Archetype?

By Kevin & Amy | January 30, 2019
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If you checked us out in Episode #1, you might still be asking yourself, “What is a Brand Archetype?”  Kevin and Amy introduce listeners to the concept of using Archetypes to create powerful, emotion-based brand strategies for any type of business. What is an archetype? How does a business choose one? Once chosen, how do you implement it? Find out the answers to these and many more branding questions in this podcast. Your next steps… Visit the Archetypes Page to learn about the 12 main Archetypes. Take the Archetypes Questionnaire to see which one(s) match closest to your business culture.…

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