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b'\\u201cThe confused mind doesn\\u2019t buy.\\u201d As a psychology major \\u2014 I know enough to be dangerous \\u2014 I couldn\\u2019t wait to talk with Kaye Putnam. A psychology-driven brand strategist, she works with entrepreneurs from startup to high-growth. Creating a standout brand is harder than ever today. Brand builders need to understand how to appeal to customers\\u2019 hearts and minds. We discussed brand archetypes and critical questions on this week\\u2019s episode of the On Brand podcast presented by\\xa0Twenty20.\\nAbout Kaye Putnam\\nKaye Putnam\\xa0is a psychology-driven brand strategist for entrepreneurs. Through work with hundreds of clients from global brands to solo business owners, she developed The Clarity Code. She believes in pursuing audacious dreams and that there is genius that lives inside every entrepreneur. When you have a clear brand, your clients love, respect, and are willing to pay premium prices for your work. It gives you the clarity and confidence to scale your impact and income.\\nShe works with students in her Brand New Brand incubation program and with clients 1-on-1. When she\\u2019s not transforming brands, she\\u2019s exploring the world with her husband and two little ones. They love eating their way across their home of Naples, Italy.\\nEpisode Highlights\\nThe biggest misconception about branding.\\xa0\\u201cThere\\u2019s a big misconception with entrepreneurs about branding. They think it equals design. But it\\u2019s so much more than that \\u2026\\u201d\\n\\u201cYour brand is what believe about you \\u2014 it\\u2019s your heart and soul.\\u201d\\xa0With this strong definition, it\\u2019s surprising that so many create boring brands that don\\u2019t stand out. As Kaye cautions, \\u201cThe confused mind doesn\\u2019t buy.\\u201d The answer?\\nEmbrace the 12 brand archetypes.\\xa0Archetypes have been key story elements since Plato. If you look at some of the strongest brands today, they have found a way to build on established archetypes. Apple is \\u201cthe magician.\\u201d Harley Davidson is \\u201cthe rebel.\\u201d When brands do this, they get the added meaning from the archetypes consistent use over time. We know what a rebel does. If we know Harley Davidson is a rebel, we intrinsically know more about the brand.\\nThree key questions to ask.\\xa0\\u201cI always like to ask three questions when working with a new client. (1) What is your brand utopia? What are you working toward? (2) What do you believe? And, finally, (3) What is the flip side? Who are your brand enemies?\\u201d\\nBut it\\u2019s not enough to just ask these questions.\\xa0\\u201cYou have to document them so others know how to be the brand.\\u201d This is especially valuable as your brand grows over time.\\nWhat brand has made Kaye smile recently?\\xa0\\u201cThis morning when I was going to the bathroom \\u2026\\u201d is always a fun way to start a story! And what did Kaye find in her friend\\u2019s bathroom? Poo~Pourri. An innovative, standout brand if ever there was one.\\xa0Listen to Poo~Pourri Founder Suzy Batiz\\u2019s episode of the On Brand podcast.\\nTo learn more,\\xa0go to\\xa0kayeputnam.com\\xa0and take her brand archetype quiz!\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nThanks again to our sponsor\\xa0Twenty20.\\xa0Your source for on brand photography for your brand. You can get five photos with Twenty20\\u2019s one-week free trial at\\xa0Twenty20.com/OnBrand.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0iTunes,\\xa0Stitcher,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0iTunes\\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'