Chalk Talk

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Red Chalk Studios creative team


Brand Archetypes: The Sage

Is your business one that dispenses wisdom? Is its brand persona one of thoughtful contemplation and compassion? If so, your brand reflects the qualities of the Sage. It embraces truth seeking and shares the kind of knowledge that comes from experience. Not to sound too much like the proverbial “elder on top of the mountain,” […]

Brand Archetypes: What kind of Sage are you?

Are you a truth seeker and a giver of Sage advice? If your business brand is one that thrives on knowledge, one that thrives on sharing information and discovery, then you might very well be the Sage. Businesses that identify as the Sage archetype share traits that include excellent communication and a love of education. […]

Brand Archetypes: The Innocent

Joyful. Trusting. Optimistic. If these are the traits of your business, your brand archetype is the Innocent. Of course (and, perhaps, obviously), if your business is described as “innocent,” it exudes purity and wholesomeness. It may also embrace wonder and simplicity, and there is emphasis on inner peace, acceptance and renewal. As a brand, the […]

Brand Archetypes: What kind of Innocent are you?

Is your brand as innocent as it seems? What does it mean to be innocent? Does it simply mean that you’re not guilty? Oh, no, it’s so much more than that. As your business’s brand archetype, being Innocent (now with a capital “I”) means that your business is about wonder and honesty. Maybe your products […]

Brand Archetypes: The Rebel

“Don’t tell me what to do.” Your business’s brand persona questions authority. You break the rules. You crave rebellion and revolution. Your brand, my friend, is that of a Rebel. As a “Rebel” business, you question the status quo and encourage—nay—demand change. In that leadership position, the Rebel is a rabble rouser, raising awareness, stirring […]

Brand Archetypes: What kind of Rebel are you?

Is the rebel in you bursting out? Does your business’s personality seem to always go against the grain? Do you (as a company) make the risky choice, going left instead of right? Are you attracted to change itself or to the drama and chaos that surrounds change? So many ways to be, well, rebellious. And […]

Brand Archetypes: The Lover

Cue Cheap Trick singing “I want you to want me, I need you to need me, I’d love you to love me…” Indeed. A clear case of the Lover, desiring to be desired. As an archetype, the Lover is motivated to become more physically and emotionally appealing in order to increase their ability to attract […]

Brand Archetypes: What kind of Lover are you?

Not to be too suggestive… Well, forget that, we DO want to be suggestive. Were you attracted, even titillated, by that headline? We hope so, and it’s in keeping with this month’s focus on the Lover archetypal family. In general, the five personas that make up the Lover archetypal family share shades of love and […]

Intro to Brand Archetypes: 1 of 3

Quick. When we say “Harley-Davidson,” what do you think of?  <pause> Motorcycles aside, if you thought “freedom” or “loud” or “badass wearing a leather jacket,” then the Harley-Davidson company would be quite happy. Why? Because you have understood and clearly identified their brand personality, which is reflective of their primary brand archetype: the Rebel. An […]

Five Compelling Reasons Your Business Needs to Use Brand Archetypes: 2 of 3

We introduced archetypes in An Intro to Brand Archetypes, listing the twelve fundamental archetype families and their extension archetypes, for a total of sixty archetypes. Red Chalk Studios uses all sixty to help businesses discover their brand archetypes. And yes, we said archetypes, plural.   Why should businesses use brand archetypes? Harnessing the power of […]

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