Brands often seek to uncover their archetype as a way to define who they are and what they stand for – to the company itself and to outsiders. Your brand’s archetypal qualities will be the ones that are most developed and fundamental to your company. They’ll answer the big, mission-specific questions like, “Who are we?” and “What’s the purpose of what we do?” And when you do finally dig through archetype examples and unearth your brand’s true model, you can use what you define to guide everything you do. That includes creating marketing strategies and visuals to brainstorming products and helping customers.
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