Brand Archetypes

Naming a company can be a painful and laborious process. There is a lot of pressure to secure a good one — and you have to love it because you are going to be saying and writing it many thousands of times for years to come. It’s kind of like naming a child or, to a lesser degree, a pet.

Naming a Company Can Be Super Hard

This is why this podcast has 2 parts!  There’s simply a lot to consider.  Often, entrepreneurs don’t spend enough time or put enough thought into naming their business.  Your brand and chosen archetype should definitely be considered and factor into the name you choose.

In addition, have you confirmed if the URL and all the social media accounts are available for your name?

Kevin and Amy discuss how to choose a powerful name that will be easy to remember and defensible. There are definite pros and cons for naming a company. It is possible to be way too generic or way too complicated — both mistakes and will lead to a name that’s difficult to remember or not supportive of your brand strategy.

Check out Kevin’s Rules on “How to Find a Great Domain Name”

Does your company name pass the “Little old lady test?” Listen and FIND OUT!  (at 19:30)

 

 

People often confuse or interchange the terms tagline and slogan. We discuss the differences and the elements that make up great taglines.

In this episode we cover these topics related to taglines:

Lingo

Flows off the tongue

Subtle changes

Implied meaning

One word versions

The annual changes to the Coca Cola brand

The process of creating one for Brand Archetypes

Resources:

Taglines PDF

Next Episode: The Name GameWhether it’s your company name, a product, a service, a package, a program or your pet.  Everything you need to come up with a great name. 

Need help with your naming process? 

Contact Kevin and Amy for Some Guidance

What makes a great logo design? What are some examples of bad logos? What are some of the world’s best logos?

Kevin and Amy discuss the fascinating (and often frustrating) world of logo design.

We cover topics such as:

The three basic types of logos (see the “Logos 101” file in the resources section below)

Icon always attached to the logotype

Icon allowed to be detached from the logotype

No icon – logotype only

Elegantly simple

Scalable

Fundamental shapes

Colors

Font faces that support the brand strategy

Implied meaning

Variations

Resources:

“Logo 101” pdf

Adobe Color Picker – We will be creating a blog post in the near future on how to use this awesome tool.  If you can’t wait, it’s simple enough to use.  Feel free to just fiddle around with it!

What if your personal or business brand was so focused and so on target that it was easy for everyone in your organization to understand? What if you connected with your clients on an emotional level so deeply they never forgot you?

This is what the most successful brands in the world do. It’s not about ad budgets – it’s about developing a consistent brand no matter the industry, location or size of the company.

Discover your brand and create an amazing, fool-proof marketing strategy. This is the Brand Archetypes Podcast hosted by Kevin Skarritt and Amy Zander, owners of Brand Archetypes dot com. Join them on a journey to discover your most powerful, true brand.

Connect with Kevin Skarritt

Email: [email protected]

Twitter: @Skarritt

Website: http://FlockMarketing.com

Connect with Amy Zander

Email: [email protected]

Twitter: @AmyMZander

Website: http://ZeediaMedia.com

Next Episode: What is an Archetype?

Kevin and Amy discuss the often confused terms of Brand vs. Identity. For the purpose of clarity, Brand Archetypes defines these two terms as follows:

Brand: The powerful and emotional way that your business connects with clients, customers, fans, followers, and your own team. Emotion is the key element in any great brand. Without it, you don’t really have a brand.

Identity: All the elements that make up your brand. The things that your business is recognized by.

This includes:

name

logo

tag line

images

slogan(s)

fonts

color palette

textures

scents (yes, that is real for some brands)

sounds/music

taste

shapes

textures

packaging

and more

We briefly explore each one of these elements and how they related to your overall brand strategy.

The Take Away: Your identity (and each of the elements of it) should SUPPORT your brand strategy.

Next Episode: Logo Design

If you checked us out in Episode #1, you might still be asking yourself, “What is a Brand Archetype?”  Kevin and Amy introduce listeners to the concept of using Archetypes to create powerful, emotion-based brand strategies for any type of business.

What is an archetype?

How does a business choose one?

Once chosen, how do you implement it?

Find out the answers to these and many more branding questions in this podcast.

Your next steps…

Visit the Archetypes Page to learn about the 12 main Archetypes.

Take the Archetypes Questionnaire to see which one(s) match closest to your business culture. It’s FREE!

Thanks for listening.

Next episode: Brand vs. Identity