The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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September 6, 2017

How to Define Your Brand to Make You Stand Out

Branding, Marketing Strategy, Brand Archetypes

Your brand is anything that comes from your company as a specific source. To the consumer, it symbolises what they can expect when they do business with you. And in today’s crowded marketplace, it’s more important than ever to ensure that your brand stands out from the crowd. 

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July 13, 2017

Exploring Brand Archetypes: The Magician

Branding, Brand Archetypes

This blog post features the 12th brand archetype in the series, which explores how brands use literary archetypes to stand out and be remembered.

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November 23, 2016

Exploring Brand Archetypes: The Jester

Branding, Brand Archetypes

If you're not having fun, you're doing something wrong, says the Jester. Does your business love having fun and living in the moment?

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November 3, 2016

Exploring Brand Archetypes: The Lover

Branding, Brand Archetypes

Does your business create products or provide services that help make a person more attractive, enjoy intimacy, or build relationships? Read on.

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October 26, 2016

Exploring Brand Archetypes: The Innocent

Branding, Brand Archetypes

The Innocent customer looks for products that will make living life simple and good. Does your business offer this?

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October 20, 2016

Exploring Brand Archetypes: The Caregiver

Branding, Brand Archetypes

The nurturer, the supporter, the parent, the saint — this is the Caregiver archetype. Find out if this suits your brand.

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October 17, 2016

2 Minutes on Archetypes: Why Do I Need an Archetype, and How Do They Work?

Ashton Bishop, Branding, Brand Archetypes, 2 Minutes On

When brands identify with archetypes, customers are drawn to them. No wonder archetypal marketing is now a prerequisite to effective marketing. Discover how you can use the brand archetypes in your own business.

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October 13, 2016

Exploring Brand Archetypes: The Creator

Branding, Brand Archetypes

This blog post features the 7th brand archetype in the series, which explores how brands use literary archetypes to stand out and be remembered.

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October 4, 2016

Exploring Brand Archetypes: The Regular

Branding, Brand Archetypes

This is the 6th brand archetype in the series, which explores how brands use literary archetypes to stand out and be remembered.

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September 21, 2016

Exploring Brand Archetypes: The Outlaw

Branding, Brand Archetypes

This is the brand archetype for the revolutionaries, the misfits, and the radicals. Think: Harley Davidson. Richard Branson and his Virgin empire. The Australian bushranger Ned Kelly. Does your brand define the Outlaw? Find out here.

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September 15, 2016

Exploring Brand Archetypes: The Explorer

Branding, Brand Archetypes

Do your products or services gratify the desire for freedom and adventure? The Explorer could be your brand’s archetype. Find out here.

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September 8, 2016

Exploring Brand Archetypes: The Hero

Branding, Brand Archetypes

Hero brands help people achieve their ambitions. They help people solve social, environmental and other major issues. Is your business a hero brand?

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August 23, 2016

Exploring Brand Archetypes: The Sage

Branding, Brand Archetypes

Known as the truth seekers, Sages bring life to their brand through facts, higher-level vocabulary and deep imagery — does this sound like your business?

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August 11, 2016

Exploring Brand Archetypes: The Ruler

Branding, Brand Archetypes

Discover the Ruler archetype, and find out if this is the core archetype best suited for your business.

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July 28, 2016

How Archetypes Power the World’s Most Memorable Brands

Step Change, Branding, Brand Archetypes, Popular Posts

Discover the 12 famous archetypes and how they can make your brand top-of-mind for your consumers.

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