O'Reilly logo

Brand You by Mr. David Royston-Lee, Mr. John Purkiss

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 7

Using archetypes to develop your brand

By now you will have spent some time thinking about your talents, values and purpose. Our next topic is your brand identity, which expresses all of them. It consists of the symbols, signs, language, images and colours that distinguish you from other people in your line of work. This brings us back to what David Ogilvy said about advertisers. They should build ‘sharply defined personalities for their brands and stick to those personalities year after year. It is the total personality of the brand rather than any trivial product difference that decides its position in the market place’. A distinct, authentic brand identity will help you attract the right employers, clients and colleagues. It ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required