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Use Your Brand Archetype to Win Fans and Customers
Thanks for being awesome.and taking time with me today!
Allow me to introduce myself… Kaye Putnam!@marketingkaye!#brandality
Pretty interesting work here from @marketingkaye about brand archetypes and more: http://t.co/rRlkaONFxG!— Chris Brogan (@chrisbrogan)
Honored to be included! TY! | My BRANDALITY (brand personality) by @marketingkaye is the INNOCENT. Find out yours >> http://t.co/GX0YDw6U5Y!— Kim Garst ツ (@kimgarst)
BRANDALITY featured me as a Hero brand archetype w/ @LewisHowes, @TheRiseToTheTop & Hunger Games’ Katniss. Neat! http://t.co/aqDA9wJiXN!— Natalie MacNeil (@nataliemacneil)
Oooo la – TMfproject is listed up there with Harley Davidson in the MAVERICK brand category. I can live with that. ;) http://t.co/lJz258quxd!— Ashley Ambirge (@TMFproject)
BRANDALITY BUZZ
1 What your archetype REALLY means for your business
2 How to leverage your archetype consistently for max impact
3 The keys to building a brand that people love
4 The top places to showcase your brand archetype online
5 How to create an “about” page that wins fans and supporters
6 Create website copy and content that people will actually enjoy
DURING THIS FREE WEBINAR YOU WILL LEARN:
“You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.”!!- David Ogilvy
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WHAT’S THE DIFFERENCE?
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WHAT’S THE DIFFERENCE?
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WHAT’S THE DIFFERENCE?
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WHAT’S THE DIFFERENCE?
WHY BRAND ARCHETYPES?
Brand archetypes connect your brand.
Give your business wingsYour archetype means
you stand behind a larger movement,
purpose + set of values
DifferentiateStand out in a sea of
sameness + boring ‘me too’ businesses
FocusThe framework gives you a space to OWN
VALUESto align your brand around
Innocent >> Simplicity!Caregiver >> Helping!Girl Next Door >> Community!Hero >> Greatness!Explorer >> Discovery!Maverick >> Freedom!Entertainer >> Fun!Sage >> Truth!Royalty >> Excellence!Lover >> Passion!Creator >> Inspiration!Magician >> Dreams
WHERE IS YOUR BRAND ARCHETYPE?
MARKETING!MESSAGES!
- copy + content!- graphics
HOW CUSTOMERS !FEEL ABOUT YOUR BRAND!- emotional response!- their experience
YOUR BIG “WHY”!
- story!- actions
$ ALIGNMENT = POWERFUL brand archetype
WHERE TO USE ITnitty gritty tactics
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Once you define it, own it. !Give your business an Archetype Audit to see if all of the pieces are speaking the same language.
HEADLINES type click bait, word choice
CUSTOMER TOUCH POINTS number, type, transaction points
LANGUAGE word choice, metaphors, slang
SALES PAGES emotion vs. logic, theme
DESIGN color, style, photography
YOUR STORY brand WHY, history, origin
PRODUCTS names, price position,
SOCIAL MEDIA relationship type, tone
AD CONCEPTS!story, aesthetic
YOUR ARCHETYPAL ABOUT PAGE(it’s not really about you)
Archetype Approach
!Bottom: how will you make people feel? how will you improve their lives? what problem do you solve? (focus on the bigger value instead of small tactics)!!Middle: what does your brand believe? (what’s your ‘why’ and movement?)!!Upper: what’s your approach? (how does this actually happen?)!!Top: about you (your history/origin story)
STORY TELLING !with your archetype
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I’m not maximizing my
talents here.
This isn’t true to me.I have a
corporate job I don’t like.
I need to ESCAPE to
freedom!
I can help more in other places.
There are going to be a lot of challenges, but I’ve got this.
I’m bored… this isn’t fun.
I’m destined for greater things.
I’m not passionate about it anymore.
I found a different!way of doing things.
WEBSITE CONTENT PEOPLE ACTUALLY LIKE
Don’t be lazyUsing tired words and metaphors that don’t fit your brand will hurt you. Transform your brand
thoughtfully.
It’s bigger than youStay connected to your
larger message.
StoriesNike keeps telling the
“HERO” story over and over. How can you tell
your story?
HOMEWORKPay attention to ads, and try to identify which archetype it’s using. !With each business decision, ask yourself, “Am I communicating _________?” (insert archetype value) !Stop trying to emulate other brands that are a different archetype than yours. !
You’re Great.WANT TO CHAT?
wonders of the
internet !kayeputnam@
gmail.com
WHERE I AM
get more !Are you in the FB
group yet?
SOCIALIZE
on social !#brandality!!
@marketingkaye!!FB/marketingkaye
LET’S TALK?
Q + A let’s have a chat
15 minutes
Ask a question!