Psychology-driven brand design. Creating and refining remarkable brand identities.

Design - from all angles

A blog about design, though not in the strictest sense of the word. Marketing / branding resources and musings of a web and graphic designer who sees the world through Pantone-colored glasses and a 12-column responsive grid. {Subscribe to the RSS feed here: RSS}

Brand Archetype FAQ: We had multiple people in our organization take the brand personality quiz, and we got different results. What does this mean?”

Nyla Smith | Tuesday, February 27, 2018

Many times, when we talk about brand, we focus on the experience of your customers in relation to their interactions with you. But brand is also critical internally. The culture of your organization has everything to do with how your brand is perceived externally, so it’s important for it to be well established. Read Article »

Who Should You Hire to Build Your Website?

Nyla Smith | Tuesday, January 30, 2018

who does web designThese days, it seems everybody “does web design”. How do you know the best option for you? Read Article »

The Brand Story of Betty Crocker (And What We Can Learn From It)

Nyla Smith | Friday, November 24, 2017

The year is 1950. Scarcely a kitchen in America is immune from the allure of Betty. Fast forward nearly seventy years, and Betty Crocker is still a staple in U.S. homes. What can we learn from this iconic brand? Read Article »

Brand Archetype FAQ: "Will my brand archetype ever change?"

Nyla Smith | Monday, October 30, 2017

The strongest brands thrive due to three important factors: authenticity, visibility, and… consistency. Yet, in life it seems the only constant is change. How does a brand's archetype fit into this? Read Article »

Brand Archetype FAQ: "Do my target customers have the same archetype as my brand?"

Nyla Smith | Thursday, August 31, 2017

We’ve heard the familiar saying “opposites attract” but we've also heard “like attracts like.” When it comes to brand archetypes, which is true regarding our target audience? Read Article »

Brand Archetype FAQ: I’m a solopreneur. Is there a difference between my personal brand and the brand archetype of my business?

Nyla Smith | Monday, July 31, 2017

Whether you’re a solopreneur or a CEO, you may have wondered at some point where the line is between your personal brand and the business you represent. How do you separate the two? Read Article »

Brand Archetype FAQ:“How can I stand out from my competition if we’re the same brand archetype?"

Nyla Smith | Tuesday, June 27, 2017

So this is a pretty frequent question, because, well, do the math, right? There are only 12 brand archetypes and…. hundreds (thousands?) of others in your industry. So, how do you differentiate from your competitors who may also be the same archetype as you? Read Article »

Brand Archetype FAQ:“The what, the why, or the how – which determines my archetype?”

Nyla Smith | Friday, May 26, 2017

The brand archetype quiz gives you your top three results. Inevitably, it will be some combination of your what, how, and why. How do you make sense of this? Read Article »

Brand Archetype FAQ: “How do I know my brand archetype is accurate?”

Nyla Smith | Thursday, April 27, 2017

The brand personality quiz is a great starting point for determining your brand archetype. However, since it’s you taking the quiz, that means your results are sometimes skewed to your “insider” perspective or your personal whims. To confirm your results for your brand, you need to go a step further. Read Article »

Brand Archetype FAQ: “What if I identify with more than one brand archetype?”

Nyla Smith | Wednesday, March 29, 2017

You've been introduced to brand archetypes and are trying to determine which one you are, yet you see more than one archetype that your business could align with. How can this be? What gives? Read Article »


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