I’ve always been a bit of a rebel. I like things a bit weird, a bit different. Maybe it’s my creative brain shining through, or maybe I’m just stubborn. Either way, there’s one thing I know for sure: Brand Archetypes are seriously limiting the creative potential of your brand. Your brand has SO. MUCH. POTENTIAL. But when you rely on brand archetypes, you’re boxing that potential in, and that’s where the magic gets lost. Insert sad emoji face here.

Before I dive too deep into my rant, let’s have a quick crash course on Brand Archetypes.

What Are Brand Archetypes?

Brand archetypes are essentially a set of 12 profiles that brands supposedly fit into. These profiles—like the Hero, the Outlaw, the Caregiver—are used by many brand designers as a (in my opinion) lazy way to categorise your brand. They slap on an archetype, tick a few boxes, spit out some generic guidelines, and send you on your way. Bob’s your uncle, pay your...

I’m here to sprinkle a little sunshine on your day. Although there is so much uncertainty, unease and upheaval circulating our business community at the moment, it’s not ALL doom and gloom. Even if your business is temporarily stalled, you CAN keep your brand healthy through uncertain times.

Some businesses are temporarily closing for the greater good, and the amazing people behind those businesses have my heartfelt gratitude for their selflessness and sacrifice.

Others have cut off their core service or product offering in favour of entirely different substitutes that still fill the needs of their customers, and these businesses deserve a medal for bravery!

There are some very brave souls who are pivoting quickly, adapting to the current climate either temporarily or for the long term. The inspiring owners of these businesses deserve our support and a massive pat on the back for thinking outside the box.

Some businesses are seemingly unaffected, but are perhaps feeling...