Branding for the collective unconscious

CanStockPhoto | by focalpoint

It is important to remember that a brand is not what a company says it is — it is what the people believe it is. As designers and marketers, we are responsible for tapping into this invisible layer of meaning surrounding a product or service.

When designing a brand, we must consider the various elements of the collective unconscious, such as archetypes, values, and symbols. These characteristics create a narrative that resonates with consumers and connects them to brands more meaningfully.

–Michael F. Buckley for Medium