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Brand You by Mr. David Royston-Lee, Mr. John Purkiss

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Chapter 12

Your appearance, voice and behaviour

Some of the famous people we mentioned earlier communicated their purpose and their archetype through their appearance and surroundings. You can do the same.

Pierre

Pierre, a business development director, is a good example. He grew up on both sides of the Atlantic and speaks several languages. He is now based in London, where he works for a company that evokes the Ruler. His favourite archetype is the Explorer. It happens to fit his job, which is to explore European markets for opportunities to expand the business.

Most of his colleagues have dark leather briefcases that are consistent with the Ruler. Pierre, however, carries a brown leather shoulder bag with a large flap and a buckle. He ...

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