Welcome back to another episode of Incorporating SuperPowers. My guest today is Yamilca Rodriguez. I’m looking forward to this conversation because before the show, we were talking about business entities as their own individual personas. And what immediately comes into mind is archetypes. As human beings, we’ve got all these different archetypes. So Yamilca is a branding expert and she uses a specific methodology to help businesses leverage their brand by creating a brand that’s in alignment with their archetype. And so we’re going to be talking today about how to understand your business or your brand archetype. What does that look like? What does that even mean? Some of you out there you’re going to listen to this, going, “My business has an archetype? It’s just a business.” No. It’s so much more than that. Yamilca, welcome to the show today.
Oh. Thank you so much. I’m so excited.
This is good stuff. So talk to me a little bit about what’s your background in branding? To kind of set the framework, what’s your background in branding? And what are you doing today?
Yeah. So I started my brand work at Proctor & Gamble. So I worked for a huge corporation and really that’s where I got my feet wet. I started in Innovation, so I was doing a lot of new to the market brands. And then I moved to Brand Identity where I got to really work with all the agencies around the world, because we do have global brands, and really understand human behavior.
Understanding that human behavior, understanding the persona of just an individual, is so important. And when you look at your business entity, it’s not just you that you’ve poured yourself into it. It’s not just the people that are a part of it. They all make part of that out. But the entity itself has its own personality. It’s got its own flair. It’s got its own feel. And this is important to understand your branding, because oftentimes, especially for startups or new entrepreneurs, they try to translate their archetype into the business, but it’s not necessarily the archetype of the business. And it shows. Your brand is a logo. It’s so much bigger than that. So tell me, what are some of the things that people can be looking at when they’re looking at their businesses? How do they start understanding the archetype of their business?
Yeah. So I love what you just said because it’s so pointed on. Actually, at Procter & Gamble, when I worked there, it’s so funny, because every brand had the same. They would pick the same archetype. And I was like, “No.” And it was really interesting to see that the way that they recruit is actually through that archetype. And so everybody wanted to bring that through every single brand. And you know that when you look at personalities, you start not finding differentiation, and so then everything looks the same. So that is a really important point.

But when you look at your particular personality, one of the things that we tend not to do well is consistent around it. We want to try this and try that and try this other look, and that doesn’t bring trust either. So there’s this lack of trust with the customer as well. And so really understanding who your brand archetype is and making sure that everybody else in the company, if you have a company bigger than one person, that everybody else knows what that brand archetype is so they can all be consistent around the same message, the same look, the same everything that the consumer sees, touches, feels, smells all those five senses.