Looking at archetypes when approaching “branding” sounds intriguing and a very powerful approach. Because archetypes take us immmediately into a universally shared experience, we immediately have so much information – from a branding perspective we “get” the whole story.

Looking at personality types doesn’t have the same level of commonly accepted story. We all know what the HERO does but we may not have familiarity with the 16 types. What personality types does offer is an opportunity to understand the inner workings of how someone else processes and how they may contribute to the whole picture – for instance if some team members bring the logical rational analysis of the thinking preference – there will be times when the values based approach of those who have a feeling preference will “soften” the approach and contribute to things like employee retention.

Both archetypes and personality types add to our understanding of the whole puzzle of how to approach our work. Hope this makes sense. I am curious what you took from this book that you applied to your brand building.

Thanks for asking.