Are we more likely to trust a person or a corporation?

There's a saying that people do business with those they know, like, and trust.

So, who are you more likely to know, like, and trust? A person or a corporation?

Right, because it's a lot easier to like and trust a person. We've seen the rise of the "personal brand" as a result. (Note: the personal brand thing is a whole shit show I will write about someday.)

Obviously, a complicated company cannot be a personal brand. 

But it can be a brand that's personal.

Brand archetypes allow people to give relatable human characteristics to something non-human, like your business. 

These human characteristics are one way big companies transform from something impersonal and faceless to something relatable. 

A brand archetype can also help reign in a wild mix of products 

and services 

and people 

and departments 

and regional offices 

and whatever it-just-kinda-happened-over-time incoherence you have to deal with on the regular.

At the very least, a brand archetype can act as a north star for big complicated companies.

And any guidance to be more likable, trustworthy, and consistent should not be ignored.

✌️

— Rvw