Have you ever noticed that certain movies, books,
or songs seem to instantly touch a cord in you? You naturally resonate
with the characters. Their story is one that in some way, you feel
you've lived yourself.
The same is true for your brand. It's not just a
fancy logo that sparks recognition. It's the emotional appeal it creates.
A brand rich with personality and magnetism tugs at our heart, stirs
our imagination or tickles our funny bone.
Doing good work and being reliable are worthy characteristics.
But let's face it, it's charisma and personality that make a person-and
their business-succeed. Which is why when I work with clients,
creating their brand using my signature branding system, I include
the ancient power of archetypes.
What is an archetype? Archetypes
are believed to be universal, mythic characters that live within the
collective unconscious of people all over the world. They symbolize
our core human desires and evoke strong, deep emotions.
There are dozens of different archetypes. I focus
on twelve in branding a business like yours.
What's important to know is that each archetype:
Innocent, Explorer, Wise One, Hero, Rebel, Alchemist, Jester, Just
Me, Romantic, Nurturer, Artist and Ruler
has it's own meaning,
values, personality, likes and dislikes, strengths, sense of mission,
and calling.
What this means for you is that when you brand your
business with the ancient power of archetypes, you immediately make
your marketing easier and incredibly exciting because you'll (finally!)
clearly communicate
who you are and
what
you're all
about to your audience.
Branding with Archetypes dives deep into the heart
and soul of who you are. We see this shining through in highly successful
people who have turned who they are into a brand we love.
Here are 3 examples to show you exactly
what I mean:
Example: Alexandria Brown, the 'Ezine Queen'
Can you guess which archetype Ali is? Why, the Ruler of course! And
she does it up beautifully! The Ruler archetype is about creating
order and hierarchy ("I'm up here on my throne."). If you
read any of Ali's sales emails or website, you'll see how she consistently
talks about the "keys to the kingdom" and her systems, plus
she'll often quote herself as "the Queen says..."
Ali also uses her lifestyle as a marketing tool,
talking about her beach house as her castle. Perfect-and classic-Ruler.
Example: Oprah Winfrey
What is Oprah all about? Transformation! Through her makeovers and
charitable works, she is focused on taking the raw material of life
and turning it into something spectacular. Her archetype is the Alchemist.
You'll even find profiles she calls "stories of change"
on her Angel Network website. Again, reminding us that change is magical.
Oprah's message is clear and consistent: with enough
gumption (and a little wave of a magic wand) ANYONE can live their
best life.
Example: ME! Kendall SummerHawk
One of my Weekly Marketing Wisdom readers wrote in to me, "Kendall,
I always count on you to blaze ahead on the marketing frontier!"
Those words were honey to the ears of this Explorer archetype.
Like the Alchemist, the Explorer archetype creates
change. But it isn't by waving a magic wand; it's by finding (and
following) our own unique path and discovering our true sense of our
self.
Which is why in my Brand
Authenticity program, we focus on how your brand is your Soul's
Divine Mission, expressed through your business. This message of individuality
and expression is so powerful that this program has nearly sold out
in just two weeks (there are ONLY 9 memberships still available).
Now THAT is the power of branding with archetypes!
It's personality that separates the ordinary
from the extraordinary. Archetypes give you a highly creative
yet easily structured way to create a brand rich with emotion and
personality, that's authentic for YOU.
