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The Brand Archetypes Blog

Episode 27 – Interview with Sonja Markwart, Regent Law

By Kevin & Amy | June 11, 2020
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regent law. image of sonja and logo

Join Kevin and Amy as they chat with attorney Sonja Markwart, owner of Regent Law. Sonja has been through the Brand Archetype process and reveals how picking an archetype that was not “typical” for law firms has really helped her brand stand out. Sonja is also one of our favorite students and has competed our 12 week course in marketing your small business. If you have struggling with how to stand out from your competition and find your unique voice, give this episode a listen. Don’t have an Archetype Yet? Take the Questionnaire to Find Out Up Next: 

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Episode 26 – Branding Fails

By Kevin & Amy | May 28, 2020
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branding fails. Yellow road sign that reads "oops" in front of a cemetary

Branding Fails. They happen and can be quite funny (when they don’t happen to us!) Join Kevin and Amy as they discuss some of their favorite branding fails including examples of: Too big of a change from the past Not enough research into the outcome Veering WAYYYY off the rails Not being sensitive to how the general public will react Lost in translation It’s much better to learn from others’ mistakes and avoid them yourself. Come laugh along with us! Don’t have an Archetype Yet? Take the Questionnaire to Find Out Up Next: Episode 27 – Interview with Sonja Markwart,…

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Episode 25 – Creating a Corporate Culture (Part Two)

By Kevin & Amy | May 21, 2020
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creating Company culture part 2. five employees laying in a field with their feet touching to form a star.

Continue with Kevin and Amy as they wrap-up Part Two of Creating a Corporate Culture. Find Part One Here. How linked is your brand to your work environment and culture? If you have never considered this, now is the time to explore how your brand should touch everything you do. The more you live with your brand the more powerful and focused it will be. This episode walks you step-by-step through all the areas of your business that should reflect your brand. So, basically, every part of your business. But you can’t do it all at once. We have a…

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Episode 24 – Creating a Corporate Culture (Part One)

By Kevin & Amy | May 14, 2020
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company culture. many hands joined together in a circle for team work.

Your Archetype should be a HUGE part of your corporate culture. Once you decide on an archetype and a brand, now what do you do with it? Building a great brand does not happen overnight, but it doesn’t have to take years either. Join Kevin and Amy as they explore how they help clients instill the brand into their company. The key is to start RIGHT AWAY and be very consistent. Is it important to get every employee and team member on board and up to speed. The beauty of basing your brand on an archetype is that is razor…

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Episode 23 – Interview with Dana Ritchie, PaladinID CEO

By Kevin & Amy | April 30, 2020
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PaladinId

For the first time, Kevin and Amy interview a business owner who has been through the entire Brand Archetype process. Meet Dana Ritchie Dana Ritchie is the owner and CEO of PaladinID in New Hampshire. His company develops and supports high-performance bar code labeling applications. They work with businesses to “Make Your Mark” by providing the expertise and tools necessary to create an entire product label printing solution. Find out how a company name change and re-brand using the Brand Archetypes strategy elevated Dana’s company into the big leagues. What archetype is PaladinID? Hint: It’s in the name! Do you…

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Episode 22 – Picking an Archetype

By Kevin & Amy | April 23, 2020
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Now that we have done an episode on each of the 12 main archetypes, it’s time to decide which archetype relates the most to your business. As you look at the list of archetypes, one or two might jump right out at you and it is very obvious to you which one you are. However, most people struggle a bit to define their archetype at first. That’s ok. This is a whole new way of looking at your brand. But we have the tools to help walk you through the process. It’s fun. It’s quick. It’s mind blowing. Check out…

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Episode 21 – The Ruler

By Kevin & Amy | April 9, 2020
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The Ruler Archetype

Listen as Kevin and Amy argue over who really is the best. The power struggle is real and only one can come out on top as the supreme Ruler Archetype. The Ruler brand is refined and values the finer things in life. It inspires people to do more, achieve more and create a better life for themselves. The Ruler values rules and order and systems. You will be more successful by just being around them. Ruler brands are typically the best in their class and set industry standards. The Ruler oozes power and dominance.  There is NO mediocrity here. The Ruler might be right…

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Episode 20 – The Artist Archetype

By Kevin & Amy | March 27, 2020
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The Artist Archetype

Break out your Crayola crayons and glue sticks and get crafty as Kevin and Amy talk about the Artist Archetype. Artist brands are both inspired and inspire others. You bring out the creative side in your clients and those around you. Individuality is high on your priority list! You are the big idea people. Daydreamers. You are constantly asking, “What if?” Is Your Business an Artist? Do your customers feel inspired by you? Does your company utilizes creative processes? Do your clients want to be able to do what you do? Do your customers value uniqueness and creativity? Are your…

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Episode 19 – The Innocent (or Angel)

By Kevin & Amy | March 20, 2020
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The Innocent Archetype

Listen this week as Kevin and Amy calm down and bring everything down to a peaceful and easy level. They reminisce about their childhood, and family values and don’t use any jargon or lingo. The Innocent brand is all about making things simple, happy, and optimistic. It brings things back to simpler times and offers a breath of fresh air against the competition. Companies who adopt the Innocent brand are straightforward, transparent, and trustworthy. They make people feel positive and produce a feeling of contentment. Strong values are very important to this brand. Removing chaos from life is their ultimate goal. The Innocent might be…

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Episode – 18: The Magician Archetype

By Kevin & Amy | March 13, 2020
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The Magician Archetype

Let’s wave our magic wands and transform you from your office, home or car into a fantastical world of Brand Archetypes where Kevin and Amy throw glitter at each other. Ok, not really. The Magician Archetype is all about transformation. It is not about trickery or slight of hand, as the name may suggest. We often refer to it as “The Butterfly.” Successful Magician brands deliver experiences and products that no one else can. They see things other people can’t and bring them to life. The Magician taps into the laws of the universe and reveals ideals, truths, and possibilities. The…

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