The Step Change Blog

The latest thinking on business, strategy, marketing and sales

Subscribe Now
September 6, 2017

How to Define Your Brand to Make You Stand Out

Branding, Brand Archetypes, Marketing Strategy

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. 

Read More
July 13, 2017

Exploring Brand Archetypes: The Magician

Brand Archetypes, Branding

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

Read More
November 23, 2016

Exploring Brand Archetypes: The Jester

Brand Archetypes, Branding

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?

Read More
November 3, 2016

Exploring Brand Archetypes: The Lover

Brand Archetypes, Branding

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

Read More
October 26, 2016

Exploring Brand Archetypes: The Innocent

Brand Archetypes, Branding

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

Read More
October 20, 2016

Exploring Brand Archetypes: The Caregiver

Brand Archetypes, Branding

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

Read More
October 17, 2016

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

Brand Archetypes, Ashton Bishop, 2 Minutes On, Branding

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.

Read More
October 13, 2016

Exploring Brand Archetypes: The Creator

Brand Archetypes, Branding

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

Read More
October 4, 2016

Exploring Brand Archetypes: The Regular

Brand Archetypes, Branding

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

Read More
September 21, 2016

Exploring Brand Archetypes: The Outlaw

Brand Archetypes, Branding

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.

Read More
September 15, 2016

Exploring Brand Archetypes: The Explorer

Brand Archetypes, Branding

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

Read More
September 8, 2016

Exploring Brand Archetypes: The Hero

Brand Archetypes, Branding

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

Read More
August 23, 2016

Exploring Brand Archetypes: The Sage

Brand Archetypes, Branding

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?

Read More
August 11, 2016

Exploring Brand Archetypes: The Ruler

Brand Archetypes, Branding

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

Read More
July 28, 2016

What Are Brand Archetypes? How Do They Power the World’s Most Memorable Brands?

Step Change, Brand Archetypes, Branding, Popular Posts

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

Read More