Why a black shell made me think of branding
Building a Brand That Stands Out
A few days ago, as the sun was setting, I went for a walk along the beach. The sky transformed from light blue to warm pinks and soft purples, casting a beautiful glow across the sand and water. The waves were gentle, occasionally rolling over my feet as I strolled along, taking in the peaceful, rhythmic sounds of the surf. As I looked down, I noticed countless small, white shells scattered all over the sand, each one nearly identical to the next. But then something unusual caught my eye. Among the sea of white shells, I spotted one that was jet black. Same size, same shape, yet it stood out against the rest.
I stopped and picked it up. There was nothing particularly special about its texture or weight, but it was different. I felt drawn to it and decided to keep it, appreciating its uniqueness and the way it had captured my attention. As I held that black shell, I realised that what I had just experienced was exactly what we’re all trying to achieve with our brands.
Creating a Memorable Brand Presence
In branding, we want to be like that black shell—a standout in a crowded space. In a world filled with options that look and feel so similar, it’s often hard to capture anyone’s attention, let alone make a lasting impression. Yet, as with that shell, small differences can be transformative. What made the black shell memorable wasn’t its size, shape, or texture but its unexpected colour and uniqueness amongst the sameness. This is what successful brands accomplish: they stop potential customers in their tracks, prompting them to pause, engage, and ultimately want to connect.
When it comes to branding, this memorable presence doesn’t happen by accident. It starts with a solid foundation, and for a brand, I strongly believe that foundation is understanding your Brand Archetype—your brand’s personality. Just as individuals have distinct personalities, so can brands, and knowing your brand’s archetype allows you to create an identity that not only stands out but also resonates deeply with your target audience.
Why Brand Archetypes Matter
In branding, archetypes serve as guideposts that define how a brand communicates, interacts, and is perceived. They help to establish consistency, clarity, and direction. Archetypes like the Caregiver, the Sage, or the Rebel each carry distinct attributes, values, and tones, which allow brands to build a connection with customers in ways that are natural and impactful.
Imagine a brand as the black shell in a sea of white shells, representing common, undifferentiated brands that follow trends or simply mimic their competitors. A brand with a strong archetype breaks away from that sea, drawing customers to it with a unique appeal. If you’re building a brand, your archetype becomes the framework that ensures your identity, values, and messaging are memorable. It shapes how your brand makes people feel, how it stands out, and most importantly, how it’s remembered.
Making Clients Stop in Their Tracks
When we think about building brands, it’s tempting to focus first on what our products and services can do. And while that’s essential, customers are more often motivated by emotions more than pure functionality. Brand archetypes appeal to these deeper motivations. Consider some of the most iconic brands—they don’t just sell products; they represent a feeling, a way of life, a belief, or an aspiration. This is what makes them unforgettable.
Just as I stopped to pick up the black shell, a well-built brand captures attention by representing something more than the obvious. It has a voice, a personality, and a story. People are drawn to it because they see something unique, and they want to know more. Your brand archetype shapes this personality, helping you craft an identity that resonates and compels people to take a second look.
Creating Engagement and Connection
Once you’ve captured someone’s attention, the goal is to engage and connect with them in a meaningful way. A clear brand personality creates consistency, helping customers feel like they “know” you. Archetypes provide a ready-made template for this. A brand that embodies the Explorer archetype, for example, may appeal to adventurous spirits and curiosity, while the Entertainer archetype speaks to those who value fun and laughter.
Understanding your archetype helps guide not only your tone of voice but also how you communicate and build relationships. This clarity instills trust, and customers are more likely to engage with a brand that feels authentic and aligned with their own values. They are more likely to follow, interact, and eventually become loyal customers.
Building a Brand That Gets Noticed and Remembered
Our ultimate goal in branding isn’t just to get attention but to be memorable, to make a lasting impression that keeps people coming back. Like the black shell that now sits on my desk as a small reminder of that walk, we want customers to think of us even when they’re not actively using our products or services. This kind of impact is achieved by consistently embodying your brand’s personality and building a relationship based on familiarity, trust, and emotional connection.
In a world overflowing with choices, an unforgettable brand feels like a rare find. People remember how you made them feel, how they connected with your brand’s personality, and how it stood out from others in its space. A brand that’s been crafted with intention and clarity—like a carefully chosen, unique shell on the beach—is a brand that leaves a lasting impression.
The Black Shell Moment: Your Brand’s Journey Begins
Finding that black shell taught me that standing out doesn’t mean being flashy or extravagant. It’s often subtle, authentic differences that create the biggest impact. For your brand, understanding and embracing a specific archetype offers the same effect. It’s a way to ensure that when a potential client stumbles upon your brand, they feel compelled to stop, engage, and remember you long after that first interaction.
So, as you build your brand, think about the unique qualities that can turn it into someone’s “black shell.” It could be in the way you speak, the values you stand for, or the consistency in how you show up. Remember, it’s not just about being different—it’s about being distinct, memorable, and deeply resonant. And with a solid understanding of your brand archetype, you can create a brand that truly leaves a mark.
Take the Brand Personality Test.
