September 12, 2022

10 Minutes on Brand: Brand Archetypes

10 minutes

Archetypes are iconic narratives representing a prevailing experience, developed by psychologist Carl Jung. This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and brand writer Idoia Gkikas discuss archetypes as they apply to brands.

0:00 - Intro

0:58 - What are brand archetypes?

1:51 - Do we help our clients land on what their archetypes should be?

2:42 - What are some examples of companies and their associated archetypes?

4:04 - How do you use brand archetypes in your brand communications work?

5:10 - Are there any archetypes that people should avoid since they’re overused and cliche?

6:44 - Should you stay away from choosing the same archetype as one of your competitors?

7:55 - Do you have any favorite archetypes?

Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

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