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 ...

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