EP023 | Managing Your Brand Bank

The Brand Compass

07-07-2023 • 19 mins

In this episode:

I introduce the concept of Brand Banking to you by explaining an example of how I choose what I share openly and what I don’t.

This concept was brought to my attention by the talented Margaret Mark, who co-authored the book ‘The Hero and The Outlaw’ with Carol Pearson. Together they were the birth mothers of the 12 Brand Archetypes which are used extensively today by brand strategists.

I use the Brand Archetype Framework in my group programme to help service-based professionals identify and articulate their brand personality. The archetypes help to give them “permission” to be the diverse human they are, as well as a focussed professional communicating their competency and humanity in a way that lights them up and is highly engaging and attractive to their ideal clients.

Join me in this conversation where I share how you can use the concept of Brand Banking to effectively manage the treasure of value and meaning you hold in your business.

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Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.

South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.


All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).