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How Good is Your Identity - Brand Archetypes Skip to content

How Good is Your Identity?

What IS Identity?

The first step we need to make is to be sure we're singing from the same song sheet.  Let's define what we mean by the word "identity" ... THEN we can explore how good your identity is and what you might need to do to make it better.

The simple definition is, "everything a viewer uses to recognize who you are."  The key word in that short description is "recognize."  Notice that we didn't mention the strategy of establishing an emotional connection — that's "brand."

In the rows below, we will give you a brief rundown of each of the main elements.  If you'd like to find out more about any one piece or would like to explore revamping your entire identity, give us a call!

Here's a list of some of the main pieces:

  • Company Name
  • Logo
  • Tagline
  • Fonts
  • Colors
  • Images
  • Sounds/Music
  • Textures/Shapes
  • Smells
  • Tone of Voice
  • ... and many more


Want to find out more about the difference between "Brand" and "Identity?"


"Finding my Brand Archetype over 14 years ago completely changed my company's identity and was a game-changer in how I market my products and services. This could very well have been the most important decision I've ever made in my business. The impact is almost incalculable. Kevin and Amy are the 'real deal' and will not steer your brand wrong!"

Dana Ritchie CEO/Owner, PaladinID, LLC April 15, 2019


Your name is the cornerstone of your identity.  Does your name flow off the tongue. Is it easy to remember? Is it easy to spell?  Does it powerfully support your brand strategy?  Is it visual? Do you own the .com?  Have you secured all social vanity URLs?

There are a LOT of things to consider when naming your company.  Sadly, most companies "settle" on a bad company name after going through a short and painful search for a great name. #BigMistake! 

If you're feeling like your name is a little lack luster, or if you'd like to find out more about all the factors that go into a GREAT name, contact us and we can point you in the right direction. This is so important, we committed an entire podcast episode to the topic...


A very close second in importance is your logo.  Again, many, if not most, company owners short-change themselves on the time and energy needed to create an awesome logo that will adequately support their identity the way they need.

Is your logo elegantly simple? Is it scalable – from a ball point pen, all the way up to a billboard?  Is it flexible?  Is it memorable?  Does it fit within your brand strategy?  Is it not cliché?  Can you defend it in a trademark dispute?

For sure, there are a LOT of moving parts.  Having a powerful logo is critically important and acquiring one that meets all these needs is no small feat. Again, the complexity of creating a great logo is SO VERY IMPORTANT, we recorded an entire podcast dedicated to the topic...


Having a great tagline is your opportunity to powerfully convey the emotion behind your brand strategy.  A tagline is not a long, descriptive sentence describing your company or products/services.  

Is your tagline short? Easy to remember?  Is your tagline all about your brand's emotional connections, and NOT about you and your product?  Is your tagline memorable?

If you said no to any of these, feel free to contact us to find out how we can help.