The psychologist Carl Jung posited that all humans share in the unconscious portion of our minds what he termed “archetypes”: images of mythological importance that we instantly recognize in stories and the events of day to day life. According to Jung’s theories, our mind responds to situations influenced by those same archetypes. Thus, in some leaders we see the “King” or “Hero” archetypes. Characters on television and in the movies are often very intentionally developed to mirror particular archetypes like the “Magician” or the “Warrior”.
This too brief and painfully inadequate introduction to Jung’s archetypes suggests that the persona of our business will be better articulated, more imaginative and forceful if we pay attention to the archetype it mirrors. The stories we read in novels, plays, movies and even our personal histories are all told in a narrative fashion, influenced by shared archetypes. Jung and his followers called these stories the “hero’s journey,” and it explains why we are captivated by a good story.
So what’s your story? Read the rest of this entry »
It is very easy to read a marketing article on Branding and to think that the article addresses “the company”. Certainly every company has it’s archetype – an image of its brand that sits at the core of the company and gives the company a personality with which people can identify. Based on core values and philosophy about life, travel and business, a company archetype fills out the corporate personality and makes it attractive to consumers. The more clearly defined a company’s archetype, the more clear it’s brand.
The most important asset of any company, however, is its people. Branding, ultimately, comes back to the people who make up the company. Especially in a service industry, there is no more critical aspect to the brand than the people who represent it. Read the rest of this entry »
Are you recognizable? Take a look at the items within your line of sight. Recognize any brands? Who made the phone, the computer you are working on, the printer sitting on its stand? The chances are pretty good on each is a logo which acts as a symbol for the company’s brand. When you see the apple with a bite taken out of its right side, you know it’s not an apple – it’s an Apple.
As I indicated in my Publisher’s Corner article today, a company’s visual system is a very important aspect of marketing. Most visible is the company’s logo, but the type face, the colors you use and the layout are all key components of making the whole work. We tend to pay the most attention to the logo, but over time the elements may begin to drift away from the standard you originally set. Read the rest of this entry »