If this edition of inwords was forwarded to you and you'd like to receive your very own on the 12th of each month by subscribing here.
You can also read this edition
of inwords in your browser.
Comments? Just reply to this email ๐Ÿค—
Archetypes and adventures in Brand Voice discovery
from Andrew, Sumit, Konos and Jerry at How to Brand You
Dobrodoลกli (Welcome) to the October edition of inwords, coming to you from sunny Slovenia.

This month's archetyped enterprises are almost all change-makers that align with one or more of the UN's Sustainable Development Goals (SDGs).

Next month we're going to connect all 12 How to Brand You archetypes to the Global Goals โ€” not as mathematically challenging an exercise as you might think โ€” and nowhere near as confounding as Schrรถdinger's quantum superposition cat experiment.

You can get a head start on the SDGs (no previous quantum mechanics knowledge required) by listening to Kevin and James on the SDG Talks Podcast. You'll find them in their first place Innocent Archetype superposition๐Ÿ‘‡
๐Ÿ˜ฉ If you can't remember your brand archetype

...it's at an address in your browser that looks something like howtobrandyou.com/report/your-brand-name
(replace /report/how-to-brand-you with your brand)
If you can't remember the brand name you used just reply to this email and I'll have a look for you.

Twelve Archetyped Enterprises and Observations

Archetype Journey Icon 1 - The Innocent
An Innocent brand and an ancient (pre-Brexit) observation from Europe this month ๐Ÿ‘‰

The Innocent Archetype is proactively honest, transparent and wonder-ful.

READ MORE about The Innocent Archetype's brand voice

1. The SDG Talks Podcast

Kevin and James at the SDG Talks Podcast interview fascinating change-making individuals who are working to transform the world through the lens of the United Nations Sustainable Development Goals (SDGs).

Try one episode on for size and you just might start believing that we just might be able to save this planet from ourselves.
The September 23rd episode with Alainna Lynch and Helen Bond is a down to earth place to start listening if the SDGs seem like a too-big-UN-idea thing.
"Often, they sat in the evening together by the bank on the log, said nothing and both listened to the water, which was no water to them, but the voice of life, the voice of what exists, of what is eternally taking shape."
โ€” Hermann Hesse (Siddhartha)
Archetype Journey Icon 2 - The Everyperson
An Everyperson brand and an ancient (pre-Brexit) observation from Europe this month ๐Ÿ‘‰

The Everyperson Archetype is inclusive, individual and the salt of the earth. They can often be spotted wearing their striped socks inside out.

READ MORE about The Everyperson Archetype's brand voice

2. Project Everyone

Project Everyone is a not-for-profit creative communications agency that works with businesses, NGOs, UN Agencies and others to create campaigns, short films and events to promote the Global Goals.

Watch Project Everyone's work here.
โ€‹"The only way to make sense out of change is to plunge into it, move with it, and join the dance."
โ€” Alan Watts
Archetype Journey Icon 3 - The Hero
A Hero brand and an ancient (pre-Brexit) observation from Europe this month ๐Ÿ‘‰

The Hero Archetype is as humble and vulnerable as it is valiant.

READ MORE about The Hero Archetype's brand voice

3. Gjenge Makers

Nzambi and her company Gjenge Makers manufacturer construction materials in Nairobi โ€” not exactly what you might label a heroic endeavour until you realize that they do it by recycling plastics and have created more than 100 jobs for garbage collectors, women and youth.
โ€‹"The real hero is always a hero by mistake; he dreams of being an honest coward like everybody else. If it had been possible, he would have settled the matter otherwise, and without bloodshed. He doesnโ€™t boast of his own death or of othersโ€™. But he doesnโ€™t repent. He suffers and keeps his mouth shut; if anything, others then exploit him, making him a myth, while he, the man worthy of esteem, was only a poor creature who reacted with dignity and courage in an event bigger than he was."
โ€” Umberto Eco (Travels in Hyperreality)
Archetype Journey Icon 4 - The Caregiver
A Caregiver brand and an ancient (pre-Brexit) observation from Europe this month ๐Ÿ‘‰

As gutsy as The Hero Archetype, The Caregiver Archetype embraces compassion and empathy. The risk for this archetype is indifference in the face of hopelessness.

READ MORE about The Caregiver Archetype's brand voice

4. Tusk Trust

Tusk Trust projects provide vital protection, restoration and reforestation for more than 10 million African acres along with conservation of the vital habitat corridors that link wildlife areas, and not just for tusked creatures.

Here's a look at its work with the Rwanda Wildlife Conservation Authority to protect the endangered Grey Crowned Crane.
โ€‹"You are what you do, not what you say you'll do."
โ€” Carl Jung
Archetype Journey Icon 5 - The Explorer
An Explorer brand and an ancient (pre-Brexit) observation from Europe this month ๐Ÿ‘‰

Explorer Archetype thinking is synonymous with bucking mainstream mores and myopic thinking โ€” like an albatross and not unlike The Outlaw Archetype.

READ MORE about The Explorer Archetype's brand voice

5. Unsplash

From humble Canadian beginnings in 2013 as a kind of dumping ground for an agency's leftover images, Unsplash has grown to more than 2,000,000 free-to-use any way you like images that include the New York Public Library, inspire Deepak Chopra and helped us brainstorm the look and landscape for Konos, Dalmatian Pelican-in-Chief at How to Brand You.

This October, The Unsplash Awards celebrate open photography with guest judges from Calm to National Geographic.โ€‹
โ€‹"Obeฬissance aฬ€ la pesanteur. Le plus grand peฬcheฬ."
(Obedience to gravity. The greatest sin.)

โ€” French philosopher and mystic Simone Weil
Archetype Journey Icon 6 - The Outlaw
An Outlaw brand and an ancient (pre-Brexit) observation from Europe this month ๐Ÿ‘‰

Although The Outlaw Archetype is challenging, confronting and sometimes disruptive, it's inherently honourable.

READ MORE about The Outlaw Archetype's brand voice

6. Gripping Films

are pioneers of low-carbon high-impact film-making, voiced by the likes of Greta Thunberg and David Attenborough, and watched more than 60 million times โ€” for free. "We only make films that we hope will make the world better, with a footprint that doesn't make it worse."

Watch Gripping Films' Work on Vimeoโ€‹
โ€‹"The invention of the ship was also the invention of the shipwreck."
โ€” Paul Virilio
Archetype Journey Icon 7 - The Lover
A Lover brand and an ancient (pre-Brexit) observation from Europe this month ๐Ÿ‘‰

The Lover Archetype seeks union (not Union, the Slovenian beer brand), is comfortable in surrender, dedicated, and powered by passion and tenderness.

READ MORE about The Lover Archetype's brand voice

7. Some Kind Words

I've yet to get the Some Kind Words website to do what it says it does but I'm trying to be a kinder, more patient person, so I wait, in part, because just like How to Brand You, it's funded in part by Buy Me a Coffee donations.
โ€‹"jung ftak (n.), a Persian bird, the male of which had only one wing, on the right side, and the female only one wing, on the left side; instead of the missing wings, the male had a hook of bone, and the female an eyelet of bone, and it was by uniting hook and eye that they were enabled to fly โ€“ each, when alone, had to remain on the ground. [from Webster's Twentieth Century Dictionary of the English Language (1943)]"
โ€” Excerpt from The Liar's Dictionary by Eley Williams
Archetype Journey Icon 8 - The Creator
A Creator brand and an ancient (pre-Brexit) observation from Europe this month ๐Ÿ‘‰

The Creator Archetype is imaginative, artistic and visionary. It loathes inactivity, occasionally to the point of workaholism.

READ MORE about The Creator Archetype's brand voice

8. Encycolorpedia.com

Encycolorpedia is the brainchild of Martin Gallagher from Lancashire in the UK. I like it for getting unstuck when I need my colourful language to go from unprintable to printable. For those of you with color-colour spelling issues, it also very considerately exists as encycolourpedia.com as well.
โ€‹"You do not need to leave your room. Remain sitting at your table and listen. Do not even listen, simply wait, be quiet, still and solitary. The world will freely offer itself to you to be unmasked, it has no choice, it will roll in ecstasy at your feet."
โ€” Franz Kafka
Archetype Journey Icon 9 - The Ruler
A Ruler brand and an ancient (pre-Brexit) observation from Europe this month ๐Ÿ‘‰

The Ruler Archetype's Brand Voice is challenged to temper ego with understanding, and to distinguish majesty from bravado.

READ MORE about The Ruler Archetype's brand voice

9. Our World in Data

"Many of us donโ€™t have a good understanding of global problems and change. This is not because the evidence isnโ€™t available. Many of the relevant questions are very well-studied by thousands of researchers in the environmental and social sciences. But unfortunately it is very poorly communicated, with the research hidden behind paywalls and the data stored in dull, inaccessible databases."

Our World in Data's goal is to make understanding those big problems โ€” well, understandable.Max's bi-weekly email is โ€” well, sometimes shorter than this one.
โ€‹""Preventing conflicts is the work of politics; establishing peace is the work of education."
โ€” Maria Montessori
Archetype Journey Icon 10 - The Magician
A Magician brand and an ancient (pre-Brexit) observation from Europe this month ๐Ÿ‘‰

A Magician brand voice โ€” must strive for delight in its vision and intuition, otherwise it overruling its ' abilities in its expectations of colleagues and customers to read its mind.

READ MORE about The Magician Archetype's brand voice

10. frankensaurus.com

Not unlike encycolorpedia (๐Ÿ‘†The Creator: two archetypes up), frankensaurus.com is a dangerously enormous, potentially time-sucking similarity rabbit hole. But it's freakishly magical.
โ€‹"Do you know how magic works? The kind of magic that gets reindeer to fly in the sky? The kind that helps Father Christmas travel around the world in a single night? The kind that can stop time and make dreams come true? Hope. That's how. Without hope, there would be no magic."
โ€” Matt Haig
Archetype Journey Icon 11 - The Sage
A Sage brand and an ancient (pre-Brexit) observation from Europe this month ๐Ÿ‘‰

The Sage Archetype is wise and the only archetype whose name is the same as its colour. The Sage is forever seeking balance; it struggles with idealism and its inability to compromise. "Listen more attentively" is sage advice for this archetype.

READ MORE about The Sage Archetype's brand voice

11. bookshop.org

Just as Star Wars' Rebel Alliance is to the Evil Galactic Empire, so bookshop.org is to Amazon. It's an an online bookstore that operates in the US, UK and Spain on a mission to support local, independent bookstores. Canadian readers looking for a way to support local independent bookseller can shop at Curiosity House Books in Creemore, Ontario.
โ€‹"I am quite certain that I am the only man in the Pacific to have read 'All the Pretty Horses' three times, which might be why in my own prose I found myself writing sentences that were approximately four pages long, describing the sad yet inevitable descent of a leaf."
โ€” J. Maarten Troost
Archetype Journey Icon 12 - The Jester
A Jester brand and an ancient (pre-Brexit) observation from Europe this month ๐Ÿ‘‰

The Jester Archetype lives for the experience; it is naturally compelling, entertaining and delightful, and is challenged by the tripartite trap of self-importance, disingenuity and indifference.

READ MORE about The Jester's brand voice

12. namy.ai

Namy.ai generates domain names from words you give it, but don't poo-poo it just because you're not in the market for a domain name today.
I searched for "best archetype newsletter" and discovered that arcology is "a field of creating architectural design principles for very densely populated and ecologically low-impact human habitats."
Very cool.
โ€‹"Misce stultitiam consiliis brevem: Dulce est desipere in loco." โ€” Horace (Quintus Horatius Flaccus 65 BCE - 8 BCE)

and, in English, centuries laterโ€ฆ

โ€‹"A little nonsense now and then, is cherished by the wisest men." โ€” Willy Wonka
Thanks to all 342 of you for sticking around while I weave more magic, heroics and jest into this inwords magazine.

Namaste, Andrew
How to Brand You Pelicon graphic
twitterย linkedinย 
Konos, our Pelican-in-Chief (a Dalmatian Pelican from Lake Prespa in Greece), and Jerry, our Chief Algorithm Officer (a Jerdon's Courser from Andhra Pradesh, India) are difficult or nearly impossible to find.

However that's not the case with our ๐ŸŠ unsubscribe button, because unlike the 37,400+ other species like Konos and Jerry that are threatened with extinction, it's not the end of the world. You can read more about birds like Konos and Jerry on the IUCN's Red List

You can click the orange to unsubscribe.