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Episode
139

Archetypes in Branding

An interview with
Kaye Putnam

Introduction

Want to know the character traits that most accurately reflect a brand? Utilise the power of Brand Archetypes. In this interview Ian speaks to Psychology-Driven Brand Strategist, Kaye Putnam, to uncover the 12 types, and how they can be used when working on a brand, logo and supporting identity. We also discuss her Brand Personality quiz, as well as her process, Brand Clarity, and the power of having a propriety process.

Kaye Putnam Interview Transcription

Ian Paget: Something I'd like to start with doing the research for this interview. One of the first things I would obviously do is have a look at your website and your social, and see what you're all about. And one of the things that came up was that you describe yourself as a psychology driven brand strategist? I've not heard this term before, so I think a good question to start things off is what is that?

Kaye Putnam: I think this is actually the first time I've been asked and I am so thrilled to answer. And I'm going to answer in two parts. Firstly, I imagine those who are listening to this episode know what a brand strategist is, but I came to branding through the marketing world, I had a marketing degree and I realised that marketing wasn't the be all and end all. There was really something underneath the marketing strategy and campaign that was dictating if a business was going to succeed or not, and that was the brand.