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

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