By the end of the session, participants will have learned and used professional communication forms. They will identify, assess, and evaluate branding techniques to project a professional personal image. The document discusses what brands are, introducing brand archetypes as collective images that provide shortcuts to meaning. It analyzes E4 television's jester archetype and Apple's association with Steve Jobs and the magician archetype. Participants brainstorm that the hero and sage archetypes best represent Team Up for focusing on creating positive change and research-backed solutions. Personal branding with hero and sage words is discussed. Participants are asked to write a 150-word personal profile reflecting Team Up's brand identity and follow its social media.

2. By the end of the session, you will
have…
• Learnt and used professional forms of
communication
You will be required to:
Identify, assess and evaluate branding
techniques to project a professional
personal image

3. If these are brands…

4. …surely so are these!

5. And these!

6. Brainstorm
What is a brand?

7. What we said
• A coherent set of ideas in the mind of the
consumer
– E.g. what comes into your mind when you
think of [X]?
• Something that personifies an
product, service or entire organisation or
company
• Our relationships with brands are mostly
emotional, not rational/logical

8. Introduction to Brand
Archetypes
• Archetypes are collective images that
provide a shortcut to meaning
• Helpful in understanding the context in
which a brand is perceived by others
• Relevant question for us: “What comes to
your mind when you think of Team Up?”

9. Case study: E4 as Jester archetype
• Jester brands are
characterised by
fun, originality and
irreverence
• E4 reflects this in
eccentric and quirky
idents
• Captures 16-34
audience, for whom
jester brand identity is
most likely to appeal

10. Case study: Contribution of
individuals to brands - Apple
• Steve Jobs, former
CEO of Apple, most
example
• Jobs‟s iconic product
launches - reinforced
cutting-edge, „cool‟
brand identity
• Fits with Magician
archetype –
mystery, transformatio
n

11. Brainstorm
What archetype(s) best fit Team Up?
Using the brand archetype handout
for guidance, come up with at least
two that best fit

12. We are…
Hero Sag
e

13. Team Up – Why Hero and
Sage?
• Hero brands DO something special that
MEANS something to people
– Active participants in creating positive change
= our tutors and committee members
• Sage brands place focus on research and
measurable, objective solutions
– Our aims are supported by proven research
on how positive educational impact is made

14. Personal branding – heroes and
sages
‘Hero’ words or
phrases
• Transforming lives
• Aspiration
• Making a difference
• Positive change
• Active
• Inspire the next
generation
‘Sage’ words or
phrases
• Impact
• Social mobility
• Effectiveness
• Equality of
opportunity
• Academic progress
• Development

15. Over to you!
Write your personal profile with
our brand identity in mind – no
more than 150 words.

16. Team Up on social media
• Follow us on Twitter: @TeamUpHub
• Like us on Facebook:
facebook.com/TeamUpHub
• Follow us on LinkedIn: Search „Team
Up, social enterprise‟
If you‟ve done so already, fantastic!

17. Say cheese!