Fonts are more than just letters—they shape how people perceive your brand! In this episode of The Brandstanding Podcast, Brian and Emily Halley explore the fascinating world of typography. Learn how different font styles evoke emotions, how to match fonts to your brand archetype, and why readability matters. Plus, we break down the best and worst font choices in branding. Tune in to discover how the right typography can strengthen your brand’s identity! #Branding #Typography #Fonts #Design

Download "Fonts With Feelings" Chart

Color is more than just decoration—it’s a brand’s silent ambassador. In this episode of The Brandstanding Podcast, Brian and Emily Halley dive deep into the psychology of color and how it shapes brand perception.

You'll learn:
• The emotional impact of different colors and what they communicate.
• How to choose the right colors for your brand based on the 12 brand archetypes.
• Why color consistency is crucial for brand recognition (plus the difference between RGB, CMYK, and Pantone).

Is your brand sending the right message through its colors? Tune in to find out! And don’t forget to subscribe for next week’s episode on fonts and typography.

DOWNLOAD "COLOR MEANINGS" GUIDE HERE

In this episode of The Brandstanding Podcast, Brian and Emily Halley transition from the Message Phase to the Identity Phase of branding. They recap the four pillars—Purpose, Position, Promise, and Personality—and explain how the Brand Brief serves as a foundation for visual identity.

Discover how your brand’s messaging directly influences the choice of colors, fonts, and logos, shaping a strong and memorable brand image. Brian and Emily also preview upcoming deep dives into color psychology, typography, and logo design, equipping business owners with the knowledge to make intentional branding decisions.

Tune in to learn how to align your visual identity with your brand’s message for a cohesive and impactful presence!

Episode 13 – What’s in a Name? How to Choose the Perfect Brand Name

Your brand name is the first impression your business makes—so how do you choose the right one? In this special bonus episode of The Brandstanding Podcast, Brian and Emily Halley dive deep into the art and science of brand naming.

From iconic names like Apple, Nike, and Tesla to common pitfalls and practical brainstorming techniques, this episode will guide you through the key factors that make a name memorable, impactful, and future-proof. Whether you're launching a new brand or considering a rebrand, tune in for expert insights, real-life examples, and actionable strategies to craft a name that sets you apart.

Plus, don’t miss our "Bar Test"—a simple way to ensure your brand name is clear, catchy, and easy to remember!

Subscribe, leave a review, and join us next week as we explore the next phase of branding: Brand Identity—bringing your name to life through fonts, visuals, and colors.

Episode 12 – Pulling Your Messaging Together

In this episode ofThe Brandstanding Podcast, hosts Brian and Emily Halley tie together all the key branding concepts covered so far—Purpose, Positioning, Promise, and Personality. They’ll guide you through how to evaluate if your brand’s messaging is truly aligned, especially when it comes to choosing the right archetype. Can you mix archetypes? How do you know if you’ve picked the right one? They’ll answer these common questions and walk you through a practical checklist to ensure your brand story resonates with your audience.

Plus, Brian and Emily introduce theBrand Brief—a powerful tool that brings clarity, direction, and consistency to your brand strategy. Whether you're a business owner, marketer, or designer, you’ll learn how to use a brand brief to guide everything from sales and marketing to design decisions.

If you’re ready to move from scattered ideas to a cohesive brand message, this episode is for you. Subscribe, leave a review, and join us next week for a bonus episode on naming your brand!

In this episode, we explore three powerful archetypes—the Caregiver, the Ruler, and the Creator—each shaping the way we nurture, lead, and innovate.

🔹 The Caregiver embodies compassion and selflessness, always putting others first to create a safe, loving environment. From parents and healers to teachers and supporters, they find purpose in caring for those in need while often neglecting their own well-being.

🔹 The Ruler thrives on leadership, order, and control, using their power to build stability and success. Whether guiding a business, an organization, or a movement, they seek influence and responsibility, ensuring that things are done their way to maintain excellence and authority.

🔹 The Creator is driven by imagination, originality, and self-expression. They push boundaries to turn visions into reality—whether through art, design, or innovation. Fueled by an endless desire to create, they challenge norms and bring unique ideas to life.

We’ll dive into the motivations, strengths, and challenges of these archetypes, how they show up in our lives, and how brands can connect with each on a deeper level. Tune in to discover which archetype resonates with you the most!

Download Archetype Wheel

In this episode, we continue our exploration of the 12 archetypes, diving into the Lover, Everyman, and Jester archetypes. While these characters are vastly different, they all share the common goal of connecting with others—each in their unique way. We’ll discuss the Lover’s pursuit of intimacy and passion, the Everyman’s desire to belong and foster community, and the Jester’s mission to bring joy and laughter. Whether you’re considering an archetype for your brand or simply curious about these timeless stories, this episode will help you understand how to align these archetypes with your mission, culture, and audience values. Let’s get started!

In this episode, we dive into the fascinating world of brand archetypes, focusing on three powerful characters: the Hero, the Outlaw, and the Magician. Inspired by Margaret Mark and Carol S. Pearson’s book The Hero and the Outlaw, we explore how these archetypes align with brand missions, values, and customer goals.

Each of these archetypes shares a common purpose: to make a difference in the world—though they approach it in distinct ways. The Hero conquers challenges with discipline and courage, the Outlaw rebels against the status quo to seek freedom, and the Magician transforms dreams into reality with vision and innovation.

Whether you're looking to embody strength and resilience, challenge norms, or inspire transformation, we’ll help you understand how to choose an archetype that resonates authentically with your brand’s story. Tune in to learn how these archetypes can shape your messaging, marketing, and connection with your audience!

DOWNLOAD: The Archetype Wheel

Welcome to The Brandstanding Podcast! In this episode, hosts Brian and Emily Halley delve into the first three archetypes in their series on brand personality: the Innocent, the Explorer, and the Sage. Learn how these universally recognized character types can serve as powerful tools to connect your brand with your audience on a deep, emotional level.

Discover how:

• The Innocent seeks simplicity, optimism, and harmony.
• The Explorer thrives on freedom, individuality, and adventure.
• The Sage pursues wisdom, knowledge, and truth.

With actionable insights, examples, and relatable storytelling, this episode will help you identify which archetypal story aligns with your brand's mission and values. Don't miss the chance to refine your brand personality!

In this episode of Brandstanding, hosts Brian Halley and Emily dive into one of the most exciting and often overlooked pillars of brand strategy: Brand Personality. They explore how defining a brand's personality—whether adventurous, wise, or playful—helps shape customer perceptions, create emotional connections, and differentiate brands in a crowded market. But the real magic happens when brands tap into archetypes—universal, time-tested personas rooted in human psychology. Brian and Emily break down these 12 archetypes, from the Innocent to the Creator, and explain how aligning your brand with a specific archetype can simplify messaging, build loyalty, and accelerate brand growth. Tune in for actionable insights and discover how understanding your brand's personality and archetype can transform your business!

Archetype Wheel Download Link Below:

https://drive.google.com/file/d/14jJPuDnq8owLhGn8HSIEdOPPCG194Dx3/view?usp=drive_link