A reading to establish
What the business repeatedly does.
Conception / Brand DNANot started
Brand DNA
Fuse the business and audience archetypes into one Brand DNA, retaining the values and tensions each contributes.
A relationship,
not an average.
Your brand emerges where the business and its audience meet. Keep the contribution of each archetype, and examine what changes when they come together.
A reading to establish
What the people you serve value and need.
Establish both archetype decisions before endorsing the fusion. You can explore and save your thinking now.
From DNA to values
Bring forward values from both readings. Name where they agree, where they pull differently, and what your brand will do when those values are tested.
Develop Core Values