Ready to uncover your firm’s unique positioning? Start with these three exercises to get your team thinking about
what genuinely sets you apart from the competition.
1. Brand Archetype Exercise
Brand marketers recognize 12 universally accepted brand archetypes. These archetypes represent distinct groupings
of characters, aspirations, values and attitudes. The archetypes are typically presented in a wheel, which is broken into
four quadrants: stability, fulfillment, risk and enjoyment.
Many of the world’s most recognizable brands personify one of the archetypes. For example, Oprah is the Sage, Land
Rover is the Explorer, Nike is the Hero and Disney is the Magician.
Gather your leadership team together and walk them through each of the 12 archetypes. Where does your firm fit in?
Don’t be afraid to think outside the box. For example, many professional services firms want to be seen as the Sage.
But there are other ways to conceive of your brand’s identity. Perhaps you are the Magician because your work is
transformative in the lives of your clients. Or perhaps you are the Explorer because of the way you innovate at the
intersection of technology and service delivery.
See if you can reach consensus about which archetype best represents your firm—then spend some time
brainstorming what that means in terms of how you communicate your brand.
Discover Your Professional Services Firm’s
Unique Positioning with These 3 Exercises
