• The Source – Is It Your Brand Type?

  • The Source

    Some time ago, we started a discussion on the 12 character types in the article, Does YOUR Brand Take a Stand? – the Archetypes. Today we take a look at another of the 12 archetypes.

    Our third character type is The Source. Is this the archetype of your brand?

  • A thought leader is a Source as defined in The Four Pillars of Thought Leadership…

  • A thought leader is a person who is recognized by their circle of influence for their passion, knowledge and vision about a particular topic of expertise.

    They lend their voice to the ongoing conversation with a unique perspective that rises above the others because of its consistency and clarity.

    They regularly influence their clients, prospective clients, strategic partners, peers and competitors by providing them with a continuous feed of communication filled with their unique, valuable insights on their subject matter.

  • A trusted source who moves people with innovative ideas.

  • The Source is also called the Sage, the Wise Old Man, or the Shaman.

    So, is YOUR brand “looked to for advice”?
    Does it believe in educating the masses?
    Are its core values intellectual curiosity and expert knowledge?
    Does it take a stand for truth?

  • Sayings The Source Lives By

    These include:

    • “We owe it to ourselves to find the truth”
    • “Knowledge is power”

  • Values The Source Holds Dear

    A Source champions values such as:

    • Truth
    • Knowledge
    • Expertise
    • Intelligence
    • Rigor
    • Diligence
    • Objectivity
    • Commitment
    • Depth
    • Education
    • Discipline
    • Clarity

  • Attitudes The Source Hates

    A Source disdains:

    • Uncertainty
    • Deception
    • Falsehood

  • Qualities in Opposition to The Source

    These include:

    • Irrationality
    • Naiveté
    • Dishonesty
    • Ignorance
    • Impetuousness
    • Treachery
    • Bias

  • The Source in Personal Brands

    Some well-known personal Sources are:

    • Oprah Winfrey
    • Dr. Phil
    • Albert Einstein

    Some everyday people who are personal Sources:

    [I would like to add some everyday personal brands to this list. If you know of any that might fit into this category, please submit your suggestion via the comment section below. I will review them and determine whether or not they make suitable candidates to be added to the list. Thank you in advance.]

  • The Source in Business Brands

    Some well-known business brands that are Sources include:

    • Harvard
    • Bloomberg
    • McKinsey
    • Forrester
    • Wall Street Journal

    Here are some more Source-type businesses:

    It’s a well-known fact that your local Chamber of Commerce is a trusted source for information on local businesses and services, but here are some other trusted sources of information you may not yet know off.

    [I would like to add some more businesses, preferably small to mid-sized, to this list. If you know of any that might fit into this category, please submit your suggestion via the comment section below. I will review them and determine whether or not they make suitable candidates to be added to the list. Thank you in advance.]

  • Time for YOUR input

    • What other well-known people and businesses are Source brands?
    • As a personal brand, are you a Source?
    • Business Owners: If YOUR brand is a Source, please share what makes it so?

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