Archetypes originated from Swiss psychiatrist Carl Jung, who said that in all of the stories ever told by man, there are a number of familiar journeys or characters that are archetypal. This also applies to the world of business and branding. Here we outline the 12 different archetypes from a branding perspective.

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Having good branding is immensely valuable for a business. It goes beyond just creating a visually appealing logo or tagline. Branding encompasses the overall perception, image, and reputation of a business in the minds of its customers, employees, stakeholders, and the general public. Here are some key ways in which good branding adds value to a business:

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Soul-led entrepreneurship refers to a business approach that emphasises aligning one's work and business activities with their authentic self and deeper purpose. It involves integrating personal values, passions, and beliefs into the entrepreneurial journey, creating a meaningful and fulfilling experience.

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