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.

Or as Scott Ginsberg puts it in his six-part definition of a thought leader…

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:

• Michael Horner [a self-confessed truth-seeker and dispenser]
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[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.

• iBeFound International Ltd [seeks to level the advertising playing field through education]
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[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.]

In the Meantime…

For more on SOURCE, you might find the following resources interesting:

• What it takes to be a thought leader today
• 21 Definitions of Thought Leadership

Be sure to visit our “Who and What of Business Branding” board on Pinterest for some more insights.

Follow iBeFound International Ltd’s board Who and What of Business Branding… on Pinterest.

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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