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The Brand Archetypes Blog

Episode 35 – What is a Brand Ambassador?

By Kevin & Amy | September 21, 2020
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brand ambassador. Corporate name tag that reads hello I am Brand Ambassador

What comes to your mind when you hear the term “Brand Ambassador?” A high-level, heavily decorated dignitary? A bartender serving up shots of a new fancy designer liquor to pique your curiosity? Amy envisions a sheriff striding around with a badge that reads BRAND and wielding a very large hat. She almost has Kevin convinced to wear this hat. Whatever you may be thinking of, it is none of the people described above. It could be you. It could be your co-worker. A brand ambassador is someone within a company who always has the business’s brand at the top of…

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Episode 34 – Personal Branding vs. Corporate Branding

By Kevin & Amy | September 10, 2020
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personal branding

A couple of episodes ago we mentioned personal branding. This is a topic worthy of its own episode, so here we are getting personal. People want to know if they should pick an archetype that is close to their personality. This question comes up a lot for solopreneurs or businesses that have a strong spokesperson or “front man or woman.”  While the Brand Archetypes strategy can be applied to any business situation, big or small, there are some things to consider when embarking on a personal branding adventure. What is really comes down to, for anyone, is how easily you…

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Episode 33 – Your Brand and That New Car Smell

By Kevin & Amy | September 3, 2020
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Your brand

Are you aware of the reputation and “truths” people hold about the industry you work in? Does your brand strategy include ways to manage this, either by using it to your advantage or combatting it? Very few industries have more variations or have reputations that are stronger than car dealerships. Join Kevin and Amy as they explore why certain industries have bad reputations and what you can do if faced with that dilemma, to make your brand stronger.  Whether you work in one of these more obvious industries or not, it is always good to know what people are thinking…

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Episode 32 – Your Brand and Covid-19

By Kevin & Amy | August 20, 2020
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YOUR BRAND AND COVID-19. Department store manikin with mask onwith

These are definitely strange times we are living in and it would be weird if we didn’t talk about how the worldwide Covid-19 pandemic has impacted how we are doing business AND how we are marketing our businesses. This is not a political discussion, but rather a look into how businesses are dealing with the pandemic from a marketing and operations standpoint. It is important to stay on brand while pivoting and alerting your clients and customers of any changes. Join Kevin & Amy as they discuss things to consider and be aware of, as well as avoiding “News Jacking.”…

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Episode 31 – Brand Architecture

By Kevin & Amy | August 13, 2020
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brand architecture. young girl stocking colorful blocks

The term “Brand Architecture” refers to how you brand has been built over time. You start with the foundation and go from there. With a large company that has multiple products or services, or even multiple divisions and sub-companies, their brand architecture can look like a sprawling neighborhood or towering skyscraper. Some of the different layers that can make up a brand include: Corporate brand Endorsed Brand Individual Product (or Service) Brand Ambassador Brands Piggyback Brands Parent/Child Brands Sibling Brands House of Brands Lifestyle Brands Aspiration Brands Join Kevin and Amy as they dive into each one of these and…

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Episode 30 – Getting Your Brand to Flow Freely

By Kevin & Amy | August 6, 2020
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30 - Getting your brand to flow Image of cement hands fountain with water flowing over it

How do you get your brand to flow and click along nicely? Well, it takes lots of work. With most things that seem effortless, there is actually a lot of effort behind the scenes. How much brand effort is going on behind the scenes at your business? Companies and organizations sometimes, simply get stuck (especially at the beginning of something new). This idea of “Brand Strategy” can feel foreign to many business owners. Because of that, sometimes good ideas are ignored or discounted.  Even when you’re open to the concept, sometimes it takes a bit of effort to get things moving…

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Episode 29 – Interview with Rafael Barbosa, Center Cut Marketing

By Kevin & Amy | July 16, 2020
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Center Cut Marketing

Kevin and Amy miraculously nailed down the elusive Rafael Barbosa, CEO of Center Cut Marketing at his world headquarters in Boston, MA. Tune in while the gang reminisces about working together back in the good ol’ days. Raf describes how he uses Brand Archetypes for his own company and his clients. Raf also explains his own addition to the brand package, the powerful 3-2-1 formula that we all still use today. Find out what Centercut is up to, what new adventure Rafael is launching and learn how your can apply our Brand Archetype formula to your business. If you are…

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Episode 28 – The Dark Side of Brand

By Kevin & Amy | July 9, 2020
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Dark side of brand

As the famous Chinese proverb (or curse) says, “May you live in interesting times.” We are definitely living in interesting times. In light of recent injustices and movements like Black Lives Matter, many companies are taking a good, long hard look at their brands to ensure they are not stereotyping or misrepresenting cultures. Many are making very good changes for very good reasons.  For example, many professional sports teams have changed their name over the past years due to lack of sensitivity in using Native American names and a symbols.  Very recently, Quaker Oats (a subsidiary of PepsiCo, a brand…

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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 struggled 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: Episode 28…

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