Margaret Hartwell is the author and co-producer of "Archetypes in Branding: A Toolkit for Creatives and Strategists." She joins the Business of Story Podcast to reveal how implementing character archetypes will humanize brands. The Business of Story is sponsored by ACT!, Sigstr, Emma, Convince & Convert, and Zignal Labs. ACT! helps individuals, small businesses, and sales teams organize prospect and customer details in just one place, ultimately driving sales. Visit http://actstory.com and enter to win a pair of BOSE noise-cancelling headphones. A company of just 100 employees sends 1,000,000 emails per year on average. What if you had a million new opportunities to engage your key customers and prospects? Sigstr opens up the marketing potential of employee emails. Learn 3 creative ways to unlock the power of email signatures: http://bit.ly/1P0bE9A. Emma helps marketers everywhere send smart, stylish email newsletters, promotions, and automated campaigns, and help us all rest a little easier knowing our marketing emailing is doing its job. Check out their newest publication at Myemma.com/click. Each day the team at Convince & Convert picks a topic and sends you the three best resources ever created about that topic. It's topical, it's timely, it's useful, so go to definitivedigest.com and subscribe to their email newsletter now. Zignal Labs is a real-time cross-media story tracking platform to make your life easier to see relevant data and reach your customers where they are. Stay ahead of what the world thinks with a free trial at http://zignallabs.com/story.   In This Episode Brand archetypes and personality archetypes based in Jungian psychology Why archetyping is so important to business How to use archetypes to understand where your brand gets authentically positioned in the marketplace How business leaders can use archetypes to help set company vision and mission The four primary archetypes Resources Archetypesinbranding.com Margaret's Archetype Cards “Archetypes in Branding: A Toolkit for Creatives and Strategists,” by Margaret Hartwell "The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes,” by Margaret Mark and Carol Pearson Chipotle's "The Scarecrow" Apple's 1984 Spot Carl Jung Jean Shinoda Bolen James Hillman “Women Who Run With the Wolves," by Clarissa Pinkola Estés "Sacred Contracts," by Caroline Myss "The Book of Symbols," by Taschen "The Neurobiology of the Gods," by Erik D. Goodwyn Livework Coaching "Building Trust Through Story," with Dr. Paul Zak Visit http://bit.ly/BizofStory for more insights from your favorite storytellers.