Coke inspires. Patagonia awakens the explorer and begs us to experience the natural world. Victoria’s Secret evokes the seductive lover when we buy sexy lingerie. Nike fuels greatness, and charity: water makes us want to donate our birthday money to help change lives.

To the casual consumer, the power that some brands hold seems like a mystery or stroke of luck. The force behind the world’s most influential brands is actually a science–an intentional positioning strategy grounded in years of psychological research. When you find yourself loyal to your favorite brands and inspired by new ones, you’re subconsciously forging a connection with that brand’s archetype. A brand archetype is a personification of a brand on a human level.

According to Dr. Carol Pearson, a leadership consultant, speaker and author, there are 12 individual brand archetypes, and each of them is associated with specific motivations, values, drivers and attributes.

 

The 12 archetypes are:

  • The Caregiver is moved by compassion, generosity and selflessness to help and serve others. eg., Campbell’s, Johnson & Johnson and TOMS shoes.
  • The Every Person believes in the inherent worth and dignity of all–expecting very little from life but committed to teaching through empathy, realism and street smarts. eg., Gap, Habitat for Humanity and Trader Joe’s.
  • The Hero is tough and courageous, overcomes tremendous obstacles and persists in difficult times. They are most fulfilled when they can rise to or overcome a challenge. eg., Nike, Robert Irvine and the U.S. Army.
  • The Innocent is a spontaneous, trusting child who always sees the bright side of a situation and is able to maintain an optimistic, spontaneous, trusting outlook. eg., Charmin, Avon and Hello Kitty.
  • The Explorer moves past the known to explore new, uncharted territories. When crowds go one way, explorers choose a completely different path, embracing the journey rather than the destination. eg., The North Face, Subaru and Starbucks.
  • The Rebel embodies rage about structures that no longer serve, even when these structures are supported by societies and our conscious choices. Rebels are rule breakers and catalysts for change. eg., Harley Davidson, Virgin and Diesel.
  • The Lover lives to experience pleasure, achieve intimacy and follow bliss. eg., Victoria’s Secret, BMW and Godiva.
  • The Creator fosters imaginative endeavors, aiming to express and turn away from mediocrity. eg., HGTV, Canon and Lego.
  • The Jester lives to have a good time, making the most mundane experiences something fun. eg., GEICO, Taco Bell and Skittles.
  • The Sage seeks the truths that will set us free in seeing the world objectively and providing course-corrective solutions based on objective analysis of our actions and choices. eg., CNN, Oprah and The Wall Street Journal.
  • The Magician seeks out the fundamental laws of science and metaphysics to understand how to transform situations, influence people, and transform visions into reality. eg., TED, Disney and AXE.
  • The Ruler inspires us to take responsibility for our own lives in our society and in the world at large by creating environments that invite gifts and perspectives of all concerned. eg., Rolex, Rolls Royce and American Express.

 

Reference: Changing Minds, We Are Motto

Branding goes way beyond just a logo or graphic element. When you think about your brand, you really want to think about your entire customer experience…everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff. When you look at this broad definition of branding, it can be a bit overwhelming to think about what is involved in your brand.

In short, your brand is the way your customer perceives you.

It is critical to be aware of your brand experience and have a plan to create the brand experience that you want to have… a good brand doesn’t just happen… it is a well thought out and strategic plan.

 

BRANDING PROMOTES RECOGNITION.

People tend to do business with companies they are familiar with. If your branding is consistent and easy to recognize, it can help people feel more at east purchasing your products or services.

 

YOUR BRAND HELPS SET YOU APART FROM THE COMPETITION.

In today’s global market, it is critical to stand apart from the crowd. You are no longer competing on a local stage, your organization now competes in the global economy. How do you stand out from the thousands or millions of similar organizations around the world?

 

YOUR BRAND TELLS PEOPLE ABOUT YOUR BUSINESS DNA.

Your full brand experience, from the visual elements like the logo to the way that your phones are answered, tell your customer about the kind of company that you are. Are all of these points of entry telling the right story?

 

YOUR BRAND PROVIDES MOTIVATION AND DIRECTION FOR YOUR STAFF.

A clear brand strategy provides the clarity that your staff needs to be successful. It tells them how to act, how to win, and how to meet the organization’s goals.

 

A STRONG BRAND GENERATES REFERRALS.

People love to tell others about the brands they like. People wear brands, eat brands, listen to brands, and they’re constantly telling others about the brands they love. On the flip side, you can’t tell someone about a brand you can’t remember. A strong brand is critical to generating referrals or viral traffic.

 

A STRONG BRAND HELPS CUSTOMERS KNOW WHAT TO EXPECT.

A brand that is consistent and clear puts the customer at ease, because they know exactly what to expect each and every time they experience the brand.

 

YOUR BRAND REPRESENTS YOU AND YOUR PROMISE TO YOUR CUSTOMER.

It is important to remember that your brand represents you…you are the brand, your staff is the brand, your marketing materials are the brand. What do they say about you, and what do they say about what you’re going to deliver (promise) to the customer?

 

YOUR BRAND HELPS YOU CREATE CLARITY AND STAY FOCUSED.

It’s very easy to wonder around from idea to idea with nothing to guide you…it doesn’t take long to be a long way from your original goals or plans. A clear brand strategy helps you stay focused on your mission and vision as an organization. Your brand can help you be strategic and will guide your marketing efforts saving time and money.

 

YOUR BRAND HELPS YOU CONNECT WITH YOUR CUSTOMERS EMOTIONALLY.

A good brand connects with people at an emotional level, they feel good when they buy the brand. Purchasing is an emotional experience and having a strong brand helps people feel good at an emotional level when they engage with the company.

 

A STRONG BRAND PROVIDES YOUR BUSINESS VALUE.

A strong brand will provide value to your organization well beyond your physical assets. Think about the brands that you purchase from (Coca-Cola, Wrangler, Apple, Ford, Chick-Fil-A, Quick Trip)… are these companies really worth their equipment, their products, their warehouses, or factories? No, these companies are worth much more than their physical assets…their brand has created a value that far exceeds their physical value.

 

WRAPPING IT UP

The best branding is built on a strong idea… an idea that you and your staff can hold on to, can commit to, and can deliver upon. Your brand needs to permeate your entire organization. When your organization is clear on the brand and can deliver on the promise of the brand, you will see tremendous fruit while building brand loyalty among your customer base.

 

Source : www.strategynewmedia.com

 

 

Building Brands People Love.