Brand archetypes, universal truths

During brand strategy, our partners will sometimes ask for the best way to tell a compelling brand story. There's no single answer to this question, but we find that behind that desire for storytelling is usually a desire to create connection.

One way to do that is to think about your brand through the lens of archetypes. By identifying a universal narrative and experience, brands can begin articulating themselves to the world. When used to guide both the visual and verbal sides of an identity, archetypes support brands in forging deeper connections with their audiences and strengthening their competitive advantage.

A consistent, clear brand story is powerful. Brand archetypes are a tool in first crafting yours.

New blog post alert! Read it here: https://focuslab.agency/blog/brand-archetypes
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