There are many reasons why the Golden Circle concept has become popular among marketers and brand strategists.

• Deeper Brand Understanding: The Golden Circle helps companies better understand themselves and their identity. It helps identify what makes the brand unique and sets it apart from competitors.
  

• Emotional Connection: Understanding the "Why" of a brand's existence helps create an emotional connection with the target audience. This allows for deeper interactions with customers and fosters loyalty.
  

• Conviction and Inspiration: When a brand clearly defines its "Why," it can inspire and convince both internal employees and external customers. This contributes to better alignment of actions and more effective communication.
  

In the end, the Golden Circle helps a brand go beyond simple product advertising and creates a deeper and more meaningful interaction with the audience, which can positively impact business metrics such as sales and customer loyalty.

Example: In the case of Shafran Agency, our "What" is the sum of our services that help brands and companies achieve their communication goals. Our "How" is the concept of "Principled Digital," describing our focus on building the right processes in business and communication. Finally, our "Why" is the aspiration for a society where these processes are taken for granted, for the benefit of global communication.

Describe your "What," "How," and "Why." Make sure that everyone in your company shares this vision. Discuss it if necessary. In the future, the results of the Golden Circle exercise will help you easily and concisely communicate your company's tasks and goals anywhere and to anyone.

There are multiple reasons for it:

• Unique Perception: An archetype helps create a unique perception of the brand in the market. When a brand associates itself with a specific archetype, it becomes more memorable and understandable to consumers.
  

• Development of Marketing Strategies: Knowing its archetype, a company can develop marketing strategies that align with this persona. For example, a brand with a "Magician" archetype may create mysterious and innovative campaigns, emphasizing its magic.
  

• Attracting the Target Audience: Different archetypes attract different types of consumers. By using an archetype in its strategy, a company can better meet the expectations and interests of its target audience.
  

• Creating a Consistent Brand Strategy: An archetype helps establish consistency in all aspects of the brand, including design, marketing, communications, and even the company's culture. This ensures a unified vision and message for the brand.
  

In the end, the Brand Archetype Matrix helps a company better understand its own identity and associate it with a recognizable archetype, which contributes to the development of a strong and recognizable brand strategy.

Example: At Shafran Agency, in our communication, we adhere to the "Sage" archetype. This means that we focus on implementing pragmatic and well-thought-out solutions. As "Sages," we strive to provide our clients with expert opinions and in-depth knowledge in the field of branding and digital communications. We value wisdom, experience, and a commitment to continuous learning, allowing us not only to address current tasks but also to envision long-term prospects. Our team aims to be a reliable and continuous source of knowledge and solutions for our clients, helping them achieve sustainable results in the world of branding.

Take the key values of your brand (from exercise 2) - following the Brand Archetype Matrix, try to understand which archetype your brand gravitates towards. This will allow you to define a more precise branding strategy that aligns with your unique identity and attracts your target audience more effectively.