When defining a brand personality, agencies often refer to a set of character traits, called brand archetypes, to help their clients. Here's how they work.
About the Author
Samantha Langdorf is the Director of Creative Strategy at Briteweb, a social impact agency delivering strategy, branding and digital services for nonprofits, foundations and social ventures. She is an entrepreneur, digital strategist and feminist who is passionate about community building and social impact. Samantha and her team at Briteweb have led breakthrough creative, strategic and fundraising work for international organizations and government institutions, including UN Women, He For She, Acumen, Black Economic Alliance and The Rockefeller Foundation.
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