What's your personal brand archetype?

BRAND IMAGE You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. The personality of a product is an amalgam of many things – its name, its packaging, its price, the style of its advertising, and, above all, the nature of

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The Collector loves to gather and organise, enjoying activities like searching for rare plants, or rummaging around in archives or garage sales. The Competitor enjoys games and sports, and takes pleasure in trying their best and winning. The Explorer likes to wander, discovering new places and things they’ve never seen, through hiking, road trippin

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Your look, your style, your image is another pillar in the all-important B-word: branding. Your purpose in the world, your chosen mission and goals, should flow through every aspect of your life, whether it’s your appearance, your home or how you represent yourself on social media. If you meet someone who says they’re highly organised, but then the

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A brand is not a logo. A brand is a promise, a story and a shorthand. A brand tells us what to expect the next time we engage with you.

Being named Fred is not a brand. Fred is your name, not your promise. If you’re an unreliable, selfish hustler, that’s your brand.

These are grouped into five core dimensions: 1. Sincerity: domestic, honest, genuine and cheerful 2. Excitement: daring, spirited, imaginative, up to date 3. Competence: Reliable, responsible, dependable, efficient 4. Sophistication: glamorous, pretentious, charming, romantic 5. Ruggedness: tough, strong, outdoorsy This technique can be used to dis

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