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Brand Archetypes Guide pdf
In the 1940s, Swiss psychologist Carl Jung developed a set of common personality archetypes. Jung believed these were innate and hereditary, representing a model image of a person that transcends language, culture and time. As individuals, we can all inherently recognise and relate to the archetypes. They play a role in influencing our behaviour on a subconscious level, leading to typical behavioural patterns, desires, values and motivations all driven by a single dominant goal.
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Brand Identity Guide pdf
Brand identity in many ways is the visual (symbol or illustration) aspect of a brand. Think of the Nike ‘swoosh’ or Apple’s apple—those are two instances where the identity of a brand is connected with a symbol or visual aspect. Building brand identity must have a strong visual image to link the brand. A brand identity is compiled of various branding elements. When you put them together, the identity in many ways is the mascot of your brand.
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