The Archetypes
On the McSignpost Up Ahead …
When I started consulting with clients 15 years ago on the topic of logo design (in the context of brand identity), I found that the projects went more smoothly if I taught the client about all that goes into “good” logo design. The training included things like: Elegant simplicity Scalability Balance of positive/negative space Implied…
Read MoreEpisode 21 – The Ruler
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…
Read MoreEpisode 20 – The Innocent (or Angel)
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…
Read MoreEpisode 19 – 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.…
Read MoreEpisode – 18: 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…
Read MoreEpisode 17 – The Guru Archetype
Kevin and Amy climb great heights and brave steep mountains to talk to the wise and experienced Guru Archetype. Is your business known for “knowing things?” Do numbers, stats, research and lots and lots of data turn you on? Do you want people to trust your company because you can back up your claims with…
Read MoreEpisode 16 – The Neighbor Archetype
Let’s talk about our neighbors. You know, the ones that you know so well so you’ve given them a key to your house. They feed your goldfish and water your plants while you are away. Yeah, those people. The Neighbor Archetype is a popular one because it is low-key, friendly and trustworthy based on familiarity.…
Read MoreEpisode 15 – The Lover Archetype
Things get steamy as Kevin and Amy dive into the passion of the Lover Archetype. Sex sells, but that is not the only thing powers this archetype. Passion for your business, products, and services is the real key! Discover the sizzle and excitement of The Lover Archetype as you explore the strengths, weaknesses and the…
Read MoreEpisode 14 – The Mother Archetype
The Mother Archetype is one of the easiest to recognize and relate to. It instills feelings of comfort and being cared for. No one supports you and loves you like your mama does! Customer service is crucial to this brand, as is trust and understanding. The energy is low but the love flows freely. This…
Read MoreEpisode 13 – The Hero Archetype
Everybody likes to feel like the Hero once in awhile. But does your company truly “save the day” for you clients? Do you encourage people to feel like they can accomplish anything? Amy and Kevin don their capes and accomplish great feats while discussing what it takes to be the Hero Archetype. Discover the essentials…
Read More