The archetypes present in your branding affect the way your customers view your company. Take great care in choosing your symbols, making sure there is symmetry between your brand and the reality of your business.
Ideally these symbols should accurately depict who you are, what you stand for, and how you reach your goals. They can serve as a guideline when creating marketing content for your business, specifically the new trend in content marketing dubbed, Brand Journalism.
Brand Journalism is timely storytelling about your brand and how it relates to the world around it. It is not a product pitch. Instead, it frames your organization as one worthy of engagement. This story telling is done on multiple platforms: social media, videos, blog posts, articles etc.
A brand should work on an emotional level, and branded journalism helps consumers to connect with you in a personal and emotional way. Make sure your content is consistently authentic. Telling stories that your customers will want to hear is the essence of brand journalism.
Determining the archetype that best embodies your brand is the place to start before diving into brand journalism. You have to know what your story is before broadcasting it to the world.