You’ve got a business plan.

You know who your customers are.

But, do you know what tone of voice will engineer trust and influence sales?

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A well defined brand voice becomes timeless, universally recognized, and a part of pop culture. Think about

show up throughout history, legend, art, and popular culture?

These are archetypes: Universally recognized figures that stand for certain basic human motivations and emotions.

Archetypes make sense to us. Our brains naturally organize ideas by grouping like things, and by seeing patterns. Recognizing common traits in people and symbols helps us to process and understand a story. Those commonalities cue us to feel particular emotions. And they trigger certain gut-level responses.

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