In a COVID world, speaking to your customer with sincerity and authenticity is more important than ever. Archetypes are universally familiar character types that transcend time, place, culture, gender and age. They are hard-wired into our psyche. We inherently know them. By choosing the Archetype that best represents your brand personality, company values and the expectations of your target customer, your brand will be more authentic and connect on a much deeper level. This presentation will introduce you to Archetypes, how they work and how to find your authentic voice.

To submit a question in advance, please email it to webinar@barriechamber.com.

About Our Expert:

Paul Larche, President and CEO of Larche Communications Inc. (LCI)

Paul Larche is President and CEO of Larche Communications Inc. (LCI), a media company and digital branding agency.

He has been working in the broadcasting and marketing business for over 40 years.

Paul is originally from Timmins, Ontario where he started his radio career at CKGB and CFTI FM at the age of 15. Within a few years, he moved from announcing to program director, sales representative and eventually station manager.

Paul was transferred to Sudbury in 1986 as General Manager for CKSO and CIGM FM.

In 1990, Paul was promoted to general manager of Telemedia Network Radio (TNR) in Toronto. TNR provided syndicated entertainment and sports programming across Canada, including live play-by-play of the Toronto Blue Jays and Toronto Maple Leafs. During this time, Paul also worked extensively with some of Canada’s top advertisers and advertising agencies.

In 1996, Paul finally set out on his own and purchased KICX 104 in Midland. Over the next 15 years, the company expanded to five radio stations in Ontario.

In 2008, Larche sold CIKZ FM (Kitchener) to Rogers Media. In 2018, he sold the remaining radio assets, with a staff of 80 employees, to Bell Media.

In 2014, Paul and his daughter Jessica launched Larche Digital, providing digital and branding services to companies throughout Ontario. This is now Paul’s main focus, providing branding strategy services, branding workshops, web, SEO, design and video/photography services. They currently have 16 employees and an office/studio in south Barrie.

Paul’s P6 Branding Framework Strategy has been implemented by several companies, from start-ups to multi-nationals.

Paul remains an entrepreneur at heart and is an active angel investor with investments in 10 companies to date.