How can Brand Archetypes help you to attract the right customers (and repel the wrong ones)?

How can Brand Archetypes help you to attract the right customers (and repel the wrong ones)?

Yesterday I explained what brand personality is and why it’s so important for your business to know what your primary brand archetype is.

Today, we will talk about your brand archetype, its tone of voice, messaging and target audience. So, if you don’t know your archetype mix yet, go find it out, it takes less than 5 minutes! >> Take the Brand Personality Quiz NOW!

Your brand archetype mix.

First of all, stop the assumptions! It’s not WHAT you do that matters!

Almost everyone chooses the archetype that describes “what” they do (design studios will always choose the Creator archetype, obviously). And even if your business most likely has common traits with this archetype and it really may be your primary one, it will not differentiate your business from your competitors in any way. What you need is something different, something new.

That is why we are are choosing a mix of 2-3 archetypes where one is the primary one and second and third are the ones that set you apart from your competitor. Let me explain how…

1) Personal vs business brand If you have a personal brand or running a small business, your own personality will be hugely imprinted into your brand. And there is nothing bad about that. It actually makes sense because if you follow your natural behavior, you can feel really comfortable in what you are doing, the way you talk, write and generally communicate.

Even if you run a bigger business though, you need to take a look at the people who are in executive positions and consider their personalities and how it will affect the brand picture itself. If you select archetypes that don’t match their behavior, you run the risk of selecting an archetype that’s not authentic and coming off as fake or dishonest.

2) The right archetypes The archetypes you choose for your mix should have a common ground. You don’t want to mix an Innocent (always optimistic and happy archetype) with Maverick (the swearing type that can be brutally honest). The combination could be not only confusing for your audience but even for you.

Most importantly though, the archetypes you choose need to be a true representation of your brand (even if personal brand), not what you think it should be or wish it were.


Which is where your audience comes in the picture.

Your audience is what matters.

Chances are you already know who your clients and customers are and what they like. Or…you think you know.

What you probably don’t care about (yet) is what they say about your brand, the way THEY see it. Because in the end no matter what you say about your business, the brand is what your audience says about your business.

You know the familiar saying “opposites attract” but you also heard “like attracts like.” Which one is the truth then?

The answer? It depends.

Your archetype should be similar to the archetype of your customers. Most importantly, your brand archetype will also attract those that want to become who you are, want to have what you have. Take a look at Nike and their dominant Hero archetype known for its ‘Just Do It’ campaigns. Nike encourages regular people to step into the shoes of their athlete idols. It attracts customers that are ready to get off the couch and become these heroes themselves. >> Read more about Hero Archetype.

As I mentioned, it works similarly to the real-life relationships. You either attract people that think/behave in a similar way or those that are inspired by your story. And you repel people that don’t want to hear what you are saying.

What this means for your own audience segmentation:

Most likely you will have your brand primary archetype will be the same as the archetype of your primary audience. If you have a secondary or tertiary archetype, you will also heavily attract those archetypes.

Don’t focus on the “opposites” too much though, they are not your core audience anyway. Those are the ones that are inspired by what you do even if they don’t share the same values and missions. After you are crystal clear on your messaging and values, they will come naturally.

Because I am guessing you are not a well established and known brand just yet, do not try to reach more segments than what is natural to your archetype. You could lose integrity and focus. After all, being authentic in your archetype is what really attracts.

To be sure what the values and needs of YOUR AUDIENCE are, ask yourself these questions first. And if you really are not sure, ask around (use surveys, facebook groups etc):

1) What values are the most important for them? 2) What kind of language appeals to them? 3) What motivation work for them? Do they need to be encouraged or rather quietly supported? 4) What do they admire the most in your brand or any brand in general? 5) What would they like to improve? What are their painpoints?

After (and only after) you have all these, then you can create ideal customer personas based on gender, age, hobbies, location (and other data from your analytics).

And that’s all for today!

In the third and last part of this mini-series about brand personality I will answer what the next steps are and how can you use your brand personality in real life.

In the meantime, do you have a burning question about brand archetypes? Want to dig deep and explore the hidden potential of your brand’s personality? Let me know in the comments!  

Why Knowing Your Brand Personality Gives You The Advantage You Were Looking For

Why Knowing Your Brand Personality Gives You The Advantage You Were Looking For

We all want followers. Actually, scratch that.

We all want a loyal following.
Yeah, that’s it.

We are looking for some magical marketing strategy that will bring us more sales while forgetting about why people buy in the first place.

Take yourself as an example. If you really want to buy something, there probably is some psychological trigger behind. It’s because you are attracted to something very specific.

What is it though?

Most likely, the brand personality.

The way the brand tells its story, share passions, the way they write and talk. Simply the way they connect. And what we often fail to realize is that connections = relationships.

This week, I’ll teach you:

– What is a brand personality and how can you discover yours;

– How to use Brand Archetypes to help you to attract the right customers;

– And finally, what to do after you find out what your brand personality is.

What is a brand personality?

First of all, let’s talk about the elephant in the room.

Why SHOULD your brand even HAVE a personality?

The simple answer: To give your business a friendly face that resonates with people.

The advanced answer: People are emotional beings that are capable of creating an unconscious connection between themselves and your brand. You know, the bond that forces them to stand in the long line for the newest iPhone even though they know there are the same quality phones for half of the price available in the nearest BestBuy.

And if you ask them why?

Because it is Apple. And people love Apple.

The thing though is, that it is not the product attracting them.
It is the marketing. The tone of voice. The message behind the product. The personality.

Something relatable.

Brand personality is an identity that your customers are interacting with. It’s all about turning something impersonal (small business, bigger company, even a big corporation) that would probably come across as cold and impersonal into something that people can relate to. Into something with obvious passions, missions, values, and even fears. Something with a story. Something…personal.

Personifying your brand can allow your customers to relate to your brand in the same way they would relate to another person.

And if they fall in love with this personality, it makes them think, it amuses them or encourages them to be better versions of themselves…that is what makes the brand truly  irresistible.

The magic of Brand Archetypes.

The first step on this brand personality journey is selecting a mix of brand archetypes for your brand.

Archetypes, in general, are nothing new, as they are universal characters that can be traced back to Ancient Greece.

The modern archetypes are based on Swiss psychologist Carl Jung’s theory saying that humans have a basic tendency to use symbolism to understand concepts.

Jung identified 12 main archetypes/personalities, each with a powerful identity and its own set of characteristics, values, fears, and behaviors.

Basically, everything fits into some archetype.
Well ok, anything that can have a personality. Like…

– Regular people (Yes, you have an archetype!)
– Celebrities
– The hot guy from the Netflix series.
– Possibly your cute dog.

(I am sure you know where I am going with this….)

– Yes, even brands can have personality!

How to find out your Brand Archetype?.

1) Take our Brand Personality Quiz where we will ask you the right questions, so you can find out your Archetype mix under 5 minutes.

2) Then, study your archetype values, goals and missions. Do you identify with them?

3) Look at the brand and entrepreneur examples and their tone of voice and visual messaging. How can you apply the same techniques to your brand voice/identity?

4) Thoughtfully consider your company’s image and how its perceived by your current customers. What is the look and feel your customers see, how do they interact with your brand, what do they say about you?

And that’s all for today!

Tomorrow we’ll talk about how to use Brand Archetypes to attract the right customers for YOUR business. We will talk about your unique brand voice and core message. We will also talk about your customer’s feelings and how they see your brand. And finally, we will bring some big brand examples to the table.

Do People Care About Your Brand? How To Make Sure They Will.

Do People Care About Your Brand? How To Make Sure They Will.

“We want a rebrand because we don’t connect with our customers the way we would want. Something is off.”

This is one of the reasons our potential clients want to do a rebrand of their business, and as much as we would like to take the job and start with the designing, there is often much more hidden behind this statement.

– How do they know the problem is in the visual identity and that rebranding will help?
– What steps are they doing to connect with their customers, to build the relationships?
– Why do they think they are not making connections in the first place?
– Is their engagement low? Are they not converting? Are they not growing?
– And most importantly – do they have any data or do they just “feel” it is the truth?

Truth to be told, these questions are where the real problem mostly lies. Either they don’t have any actual data to show. Or they are not very clear about who their target audience is. Or they don’t have any brand strategy so they don’t really know what is working and what is not. And most often? It’s a combination of all these things.

Do you believe you have a similar problem?
Keep reading because some real help is coming!

1. Focus on your audience.

It really does not matter how you think other people see your brand — what matters is what your target audience thinks of it…and the “target audience” here is the most important part.

Every product or service needs to have its ideal customers. And you need to know who they are. Age, gender, and location are not enough though.

You need to dig much deeper.

Find out who these people really are, why are they interested in your product/service and what problems it solves for them. Instead of thinking about marketing to a mass of people, think about how you can market to that one person.

The really best way how to do that is if you create a “persona” that will perfectly describe your customers like it was a real person.

You are a health coach selling e-book “How to stay healthy and fit while raising 3 kids.”

Ask any relevant questions, for example:
– Who will rather use this book, a mom, dad or both?
– Is it a single parent or do they have a spouse?
– Does this person has a job or is she/he stay at home parent?
– Should you target them during the day, or in the morning/evening only)?
– Do they have previous experience with a healthy lifestyle or are they just starting out?

Once you have all the answers necessary, create this “real” person (or multiple persons if you target different groups). You should give them a name, age, hobbies. You should be able to tell what social media do they use, what habits they have, what problems they may be dealing with.

Note: If you find out your product/service has no ideal customer…well then you should start focusing on some other product/service right now

2. Be Intentional.

When you build your brand awareness intentionally, it means you are not being passive in how others perceive you. It means that everything you do or say about your business has its purpose. It also means you won’t market your business anywhere and everywhere, saying things just for the sake of posting something.

Not only you need a strategy to help you with consistent messaging, it will also give you a better overview of what is working and what is not. Because why doing things that don’t work? Wouldnt you rather know what is working so you can focus more time on that?

So, how do you intentionally create a strategy that gets you noticed and creates better opportunities for your small business?

3. Be Present.

No matter if you are just starting out or if you are in the market for a while now, you should always collect feedback, evaluate what your customers say about your business and fix what needs to be fixed.

Even if you don’t have an email list, followers on social media or any real traffic yet, there are ways how to ask people for their genuine opinion. First of all though, don’t ask just anyone. Opinions from your spouse/friends/family are NOT relevant unless they fit your target audience group. So if they don’t, don’t even go there!

So where to go instead?

a) Facebook groups.
Look for those with the audience close to people you target customers. Don’t try to sell them anything though!
Ask if there is anyone willing to fill out a short questionnaire. You can even promise them something in return. After all, they are spending their free time and answering your questions.

You can also search the groups by keywords and find out every question anyone ever asked connected to this keyword. This can be a very useful info for you because you can see exactly what topics people are interested in and what they think about the topic.

b) Previous clients.
They are most likely already your target audience, and especially if you have good relationships with them they may be fine with answering more detailed questions.

“People don’t buy what you do, they buy why you do it.”

– Simon Sinek

4. Share Your Opinion.

We get it. When you’re trying to get people to like and care about your brand, you are afraid that you would say something controversial so you rather don’t really say anything.

And even though we don’t encourage you to be offensive or rude, your unique opinion matters and if you share a relevant point of view, people will notice and relate. Be the authority that is not afraid to speak up only because someone could disagree.

Trying to get everyone to like you doesn’t work anyway. But that’s okay because not everyone is the right customer for your brand.

Most importantly though, sharing your opinion reveals your brand’s values and allows your audience either to agree or disagree with you. This is also a great way how to find your true audience, the ones who really believe in your brand.

5. Be Visual.

Make sure your branding has personality. That is the #1 strategy that really sells and most importantly what makes you different from your competitors.

Investing in your visual identity is never a bad choice, especially if you believe you need some improvements in order to send the right visual message to your audience.

People are visual beings and having authentic professional looking branding makes people truly remember you. It does not mean you should hire a random designer to create some pretty logo though. Branding should be based on an initial strategy and should reflect your brand core message. It should be based on why you do what you do and it should evoke the right feelings in your customers.

Now it’s your turn – are you clear on who your target audience is and how to reach them? Do you want more advice on this topic? I am all ears!


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