- The Punch Up
- 🧐 Who are you? A hero? Magician? Lover? The Power of Brand Archetypes + New Good Jobs
🧐 Who are you? A hero? Magician? Lover? The Power of Brand Archetypes + New Good Jobs
In this Issue…
The importance of brand
Discovering your own brand archetype
News: Op-Ed by Ford Foundation’s Darren Walker; More on Affirmative Action Ruling; Irvine Foundation Gives $31M in grants; and Two Bay Area Orgs giving young people a voice
5 Good Jobs
In today's edition of The Punch Up, we cover branding. Brand encompasses many ideas, so let's narrow it down and focus on a framework I love -- archetypes.
An archetype is,
Archetypes allow companies to harness universal human traits, creating a strong connection with their audience. However, beyond the business realm, identifying your personal brand archetype can be a worthwhile exercise in self-discovery. Knowing and embodying our authentic selves enables us to forge genuine connections with others and align with meaningful causes. Join me as we explore some intriguing brand archetypes and their influential impact.
Brand archetypes influence consumers' perceptions and connections with a company or individual. By embracing archetypes that resonate with our values and aspirations, we can effectively communicate who we are and what we stand for. Authenticity becomes a driving force, allowing us to connect with others on a deeper level. As Hillary Sawchuk puts it, "You create a credible brand by staying true to who you are." Let us embark on this journey of self-discovery and learn how various brand archetypes can shape our personal and professional lives.
Here are a few examples to dig into:
The Hero Archetype:
One archetype that frequently emerges among the people in my life is the hero archetype. Heroes are characterized by their unwavering courage, determination, and ability to overcome obstacles. They are motivated to protect what they hold dear, whether people, values, or ideas. Brands like Nike, the US Army, and Greenpeace embody this archetype, while individuals like Robert R. Rein, Michael Jordan, and Wonder Woman personify its qualities. The hero's voice is motivational, confident, and empowering, inspiring others through bravery and self-sacrifice.
The Lover Archetype:
The lover archetype governs all forms of love, but it is most commonly associated with romance. Lovers strive to experience pleasure, achieve intimacy, and pursue bliss. Their passion, ability to connect with others and appreciation for beauty define their strengths. Brands like Victoria's Secret, BMW, and Godiva evoke the lover archetype, while Madonna, Jane Austen, and Marilyn Monroe exemplify its qualities. The lover's voice is affectionate, sensory, and emotional, seeking perfect enjoyment through physical experiences.
The Rebel Archetype:
I am naturally drawn to the rebel archetype in my professional and personal life. Rebels challenge the status quo, catalyzing social change and revolution. Although bold and gutsy, they disrupt existing norms to pave the way for new growth. Brands like Virgin, Harley Davidson, and Apple embrace this archetype, while James Dean, Pink, and Che Guevara personify its qualities. The rebel aims to rise against opposition and inspire others to challenge conventional thinking.
The Creator Archetype:
The creator archetype fuels imaginative endeavors, from the loftiest forms of art to the smallest innovations in lifestyle or work. Creators despise mediocrity and strive to bring forth enduring beauty and value. Brands like Adobe, Crayola, and Lego embody this archetype, while individuals like Martha Stewart, Tim Burton, and Leonardo da Vinci exemplify its qualities. The creator's voice is driven by a desire to realize a grand vision, expressing their unique perspective and rejecting stagnation.
By understanding our own brand archetypes, we can align ourselves with values that resonate deeply within us. This self-discovery exercise allows us to become credible and trustworthy individuals, staying true to ourselves. Remember that embracing your personal brand archetype empowers you to forge meaningful connections and stand for what you believe in. Good luck!
In the next section, I'll share one of my favorite exercises to give you a starting point for discovering your brand.
Today, I'm sharing a resource I've used to help clients articulate brand archetypes. This PDF features a variety of brand exercises, but I encourage you to check out the archetypes section. It will give you a starting point to explore and identify the archetype that resonates most with you.
Hopefully, you will gain some clarity on the values that truly define you and the direction you want to grow.
Even the name of this newsletter, "The Punch Up," reflects the impact of brand archetypes. When working on this brand, the archetype I wanted the brand to embody was somewhere between the Rebel and the Magician. A promise to be inspiring and encouraging, yet use unconventional methods when needed. It's all a work in progress, but the exercise can be grounding and thought-provoking. I want The Punch Up to help others explore ways to transform themselves and their organizations to become more competitive, authentic, and interesting.
Brand Archetypes Exercise - Click Here
In the news
Repeal of Affirmative Action Is Only the Beginning, NY Times Opinion An op-ed by President of the Ford Foundation, Darren Walker. He shares his personal experiences growing up in a segregated society, and leaves us with a call to action to recommit to the values of justice and equality.
Irvine Foundation awards $31.4 million in grants, Philanthropy News Digest. The James Irvine Foundation has announced 10 grants totaling $31.4 million in support of four initiatives focused on supporting working Californians and housing affordability.
Supreme Court’s Ruling Striking Down Race-Conscious College Admissions Could Have Sweeping Impact on Nonprofits and Philanthropy, Chronicle of Philanthropy. The U.S. Supreme Court ruled against university admissions policies considering race, potentially impacting diversity efforts by foundations and charities, leading to concerns and pledges of support from philanthropic organizations.
These two Bay Area orgs are investing in the ‘unparalleled power of youth voice’, Fast Company. 826 Valencia and YR Media teach kids whose voices often go unheard how to create their own powerful stories.
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