chapter 9
Using archetypes to develop your brand
By now, you will have spent some time thinking about your purpose, values and talents. Our next task is to enhance your brand identity, which brings them all together. It consists of the symbols, signs, language, images and colours that distinguish you from other people in your line of work.
In Chapter 2, we discussed using the concept of archetypes, extensively used in product marketing, where it is used to create an immediate sense of familiarity with customers.
Archetypes are used to connect with people on a deeper level, tapping into their emotions and getting them excited about you.
Customers ...
Get Brand You, 3rd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
