Earning trust and building relationships are everything when your aim is to build meaningful connections with your customers—and why would you not be aiming for this?! Brand archetypes use human psychology to understand different types of people and predict how they might act. It’s not without its flaws, but it can be helpful to look at as a part of a brand journey.

So, what’s all this about story-telling? I’m always on about telling your brand story, but why is it so important now more than ever and how can I help you tell yours? Storytelling is a natural, human exercise and if your brand comes across with that authentic, humanistic quality, that will really help to connect you with your customers.