an Integral Element of a Successful Marketing Strategy


It requires a deliberate approach, carefully planned and executed by astute entrepreneurs. However, an unintentional approach to branding can lead to insignificance at best. Failure to grasp the significance of this strategy can have dire consequences, as it may result in a generic and forgettable brand image.

In the realm of business jargon, there is often confusion and misuse of branding and marketing terms. These terms are often used interchangeably, obscuring their true meanings. To provide clarity and distinction, below are my definitions and interpretations of basic brand terminologies.


Brand ~ the spirit of your client experience. The essence of what your business stands for and its promises. The unique assets/value your biz brings to the table—the vibe of your biz. Your brand is not one or some, but all of these things.


Personal Brand ~  What you are known for as a person. Your personal style. The way you do things and how you come across. Your unique set of values and gifts that you offer the world. If you are an entrepreneur, your business is an extension/expansion of who you are, so it is essential that these attributes be infused into your Biz Brand, to maintain consistency and authenticity all the way around.


Brand Image ~ How your brand looks and feels to your prospects and clients. The way you show up, in the perception of your audience.


Brand Identity ~ The group/package of symbols that represent your brand i.e.: colors, iconography, logo, keywords, etc. The deliberate design is intended to influence how your Brand Image is perceived.


Personal Brand Image ~ Your style and how you show up with regard to the way you dress, act, and speak. Elements such as: wardrobe, accessories, colors, hairstyles, makeup, body art, etc communicate “who you are”, to yourself and to the world.


Archetype ~ The voice, the perspective. The personality of your brand. “Who” your brand would be if it were a person?


In my process of brand discovery and development, I go deeper than identifying only one Archetype in your brand, because there are usually at least 2 or 3 at play. In addition to the dominant Archetype, we (you and me) uncover your main Influencing archetype (the style, the flair in which you do things within your biz) and your Driving Archetype ~ the thing that fuels you, that helps you bring out your gifts- the reason you do what you do. I call it the Archetypal Fusion or Archetypal Triad, depending on whether there are 2 or 3 actively playing a role in a brand.


When choosing a Branding professional, you want to be sure they use a process that goes deep, so they can discover/uncover “who you are”, before creating your brand elements.
Your brand should reflect your essence, so it comes across in all your points of contact with your target market, your prospects, your clients, and yourself. It’s the only way to truly reflect the soul of your brand and resonate with the clients/customers/patients you are meant to serve.


Copyright © Cheryl Craig | Enchant Your Brand, LLC