http://www.stepchangemarketing.com/ In this Slideshare presentation: 1. Brand personality 2. Agenda 3. Recap modular questionare 4. Brands with personality 5. Blank 6. Blank 7. Lock 8. Brand archetypes 9. 12 Archetypes 10. Archetypes 11. Brands as stereotype and archetype 12. The 12 archetypes 13. Graph 14. Graph uncovered 15. Graph brands 16. 3 Step archetype tool 17. Brand archetype refined 18. Your turn 19. Customer experience 20. Questions 21. Brand personality 22. Notes 23. Thank you

1. Brand Personality
Enabling better customer experiences by
understanding brand archetypes
Coraggio C2
Friday 9 September 2011

2. AGENDA
9:30 - 9:50 Stimulation Keynote
9:50 - 11:00 Working session
11:00 - 11:30 Break
11:30 - 12:30 Stump the Strategist
session. Your chewiest marketing
challenge solved live in 9 minutes.
Link to me on LinkedIn
(Ashton Bishop) and
you can download this
presentation

3. RECAP MODULAR QUESTIONNAIRE
Research can be a
relationship builder
Always start with
those closest to your
brand
Download from my
LinkedIn profile

4. Brands with
personality

8. Archetypes

9. Karl Jung didnʼt invent archetypes, but he gets the credit for distinguishing them.
He discovered that every society ever created shared knowledge via stories.
In the stories were characters. The interesting thing is the characters were the SAME .
It didnʼt matter if it was a hollywood movie or an indonesian pigmy hill-tribe, the same characters
keep on popping up.
Why? As humans we have an innate filing cabinet. A way we store and sort characters
and their attributes.
So if a brandʼs role is to be remembered; then attaching into
this filing system is a massive head start...
Our model has 12 archetypes

10. Archetypes
Archetypes are historic truths that capture
different types of human characteristics
Since humans started telling stories
archetypes have existed
Archetypes are personified symbols that
allow the conscious mind to identify with, or
access, subconscious desires, meanings and
truths
Brand archetypes go beyond stating product
features and benefits to connect with the
customer in a deep and profoundly
meaningful way

11. Brands as stereotype
and archetype
Brands rooted in cultural-specific Brands rooted in universal and
norms are simplistic and undefined eternal truths are rich and distinctive
Stereotype Archetype
EG: SNAGS EG: Hero - Virgin/ Domestos
1980’s Sensitive New Age Guy.
He’s long gone and the metrosexual now reigns

12. The 12 Archetypes
The Innocent The Explorer The Sage The Hero
• Wholesome, pure • Searcher, seeker • Thinker, reflective • Warrior, competitive
• Forgiving, trusting • Adventurous • Expert, advisor • Principled, idealist
• Happy, optimistic • Independent • Confident, credible • Challenge ‘wrongs’
• SImple pleasures • Self-sufficient • In-control • Proud, brave,courageous
The Outlaw The Magician The Regular Guy/Girl The Lover
• Rebellious, shocking • Shaman, healer, intuitive • Not pretentious • Seek true love
• Outrageous, disruptive • Value magical moments • Reliable, dependable • Passionate, sexy, erotic
• Feared, powerful • Catalyst for change • Value routines, practical • Seek pleasure, to indulge,
• Countercultural, liberated • Charismatic • Predictability • Follow emotions
The Jester The Caregiver The Creator The Ruler
• Clown, trickster • Altruistic, selfless • Innovative, imaginative • Manager, organiser
• Playful, take things lightly • Nurturing, compassionate • Experimental, take risks • Efficient, productive
• Impulsive, spontaneous • Empathetic • Ambitious, desire to turn ideas into • Confident, responsible
• Lives in the moment • Supportive, generous reality • Role model, take charge
NB: Virgin is both Outlaw & Hero

13. Leadership Confidence
Knowledge Anti- Establishment
Re-assurance Excitement
Trust Partnership

14. Leadership Confidence
Knowledge Anti- Establishment
Re-assurance Excitement
Trust Partnership

15. Leadership Confidence
Leadership Confidence
Knowledge Anti- Establishment
Re-assurance Excitement
Trust Partnership

16. 3 Step Archetype Tool
1 2 3
Find Iconic Define Continually Con-
Archetype Nuances and temporise
refine
1. Find archetype(s) that you want to project yourself as.
You can have up to 3.
Think about Historic/ Credibility. Core - your essence.
Future - the influencer that will shape you as you evolve.
2. Make sure you have no more than 4 words around any
one archetype. Make sure the words are not inconsistent
with the essence of that archetype.
3. Review at least once a year and look at the language,
cues, associations, celebrities that best represent your
archetype. You want to be contemporary as society
evolves the expression of our archetype might change;
whilst the underlying values and nature probably shouldn’t.

17. Brand Archetype Refined
Influencer Influencer
clarifier
clarifier
clarifier
Core
Archetype
clarifier

18. Your
turn!
© Copyright 2010 All rights r eser ved by St ep Change Marketing in perpetuit y

19. 07: C USTOM E R E XPE RIENCE
WHY YOU NEED IT
AND HOW TO USE IT OUR EXAMPLE:
The magic of great brands is how
they make their customers feel. The
HOW DOES IT MAKE THEM FEEL?
I N S P I R AT I O N
same is true for a smaller business A hair dresser that serves champagne whilst she cuts hair.
growing into a great brand. This makes her customers feel like a star, pampered, special and valued.
Your customers' experience will Like they know the big secret
ultimately be your greatest tool in getting
repeat business and, better still, referrals.
Business relies on the power of Reassured that they’ve got
word-of-mouth and today’s world,
the best SOUK IN THE CITY
with its unprecedented level of social
The owner shouts "Welcome to my
connectivity, magnifies this power
kingdom" and showers you in rose
with ‘word-of-mouse’.
Smart, canny and special petals on arrival SINGLE ORIGIN ROASTERS
They randomly award
WHAT IT SAYS ABOUT complimentary
So, how does interacting
THEM? coffees to regulars -
with your business make
rather than a loyalty
your customers feel? card. The surprise
HIQ TYRES
delights more than
That they back themselves the reward alone
What would be their ideal A no-fuss, premium tyre-fitter that
experience? prides itself on transparency. Its shop
fitouts scream these qualities
How does this generate repeat That they are committed to
purchase and referrals? their business growth
HOT MILK
Delivering “sexy” to pregnant
That personal growth and RED BALLOON DAYS and nursing women through lingerie
development is important Naomi Simson, the Chief Experience
Free mens' sample: “The milkman”
to them Officer (CEO), reviews all customer
“Delivering daily where you need it most”
feedback personally
16

20. HOW DOES THE EXPERIENCE OF DEALING WITH YOUR BUSINESS MAKE YOUR CUSTOMERS FEEL?
HOW IT MAKES THEM FEEL
1
2
3
4
WHAT IT SAYS ABOUT THEM
1
2
3
4
WHAT IT SAYS ABOUT THEM:
HOW IT MAKES THEM FEEL:
FOOT
NOTES
What are the public and aspirational benefits,
What are the emotional benefits from buying
above and beyond the emotional benefits of “how
and using your product or service? E.g. Safe,
it makes them feel”? E.g. Wealthy and
secure, smart, canny, “an individual”, powerful,
successful, they care, they’re in control, they’re
superior, supported, free, sexy, etc.
ahead-of-the-game, they’re a good mother,
they’re a loving partner etc.
07 CUSTOMER
EXPERIENCE 08 BRAND
PERSONALITY 09 VISUAL
IDENTITY 10 CUSTOMER VALUE 11 ADDING
PROPOSITION THE POLISH 12 PREDATORY
POSITIONING 13 BUSINESSPLAN
GROWTH

21. 0 8: BRA ND PERSONALIT Y
WHY YOU NEED IT COMMENTARY
AND HOW TO USE IT
Think about how you need to act
I N S P I R AT I O N
We buy from people that we like and we moving forward to build a
THE SAGE A real thinker, an expert, an
like people for different reasons. What’s relationship THE RULER Confident, takes charge;
with your customers. advisor; confident, credible and in
important is that as a business you stand a role model.
for something and then act consistently control.
Although you don’t want to lose
within that over time.
what’s great from the past, you’ll
need some space to create a THE HERO A warrior; competitive,
That doesn’t mean you don’t evolve THE EXPLORER Seeks new things, is
personality that works for you and principled, proud, brave and courageous.
or change. adventurous, independent and self-
your customers.
sufficient.
Take Madonna for example: we know her
Consider your competitors: what
as the person who reinvents herself every THE OUTLAW Rebellious, shocking,
personality do they have? How can THE REGULAR GUY Unpretentious,
few years - we rely on her, and expect
you differentiate yourself for clarity disruptive, feared, powerful and liberated.
her to change. reliable, dependable, values routine
and relevance?
and is predictable.
This is different to your favourite fine Don’t be over-the-top or too bland.
dining restaurant that you expect to have THE CREATOR Innovative, imaginative,
At either extreme you’ll alienate or
impeccable and dependable service experimental, takes risks and turns ideas
be so dull you won’t appeal to THE INNOCENT Wholesome, pure,
– you’re probably not after radical anybody. into reality.
forgiving, trusting, happy and optimistic.
changes
or surprises there. You also want fewer, clearer and
more differentiating values. THE JESTER A clown, a trickster; playful,
THE CAREGIVER Altruistic, selfless,
Try to find personality traits that are takes things lightly, impulsive and
nurturing, supportive, compassionate
“
both consistent with each other and spontaneous.
and empathetic.
which you feel you can deliver on
In today’s highly consistently over time. It should feel THE LOVER Passionate, sexy, erotic;
competitive, global natural for you and your business.
seeks pleasure and to indulge; follows THE MAGICIAN Healer, intuitive, values
market place, the ‘how’ ‘Acting’ becomes hard work or can
their emotions. magical moments, likes change and is
we do things is come across false.
charismatic.
becoming increasingly Don’t be afraid to stretch
important. As real yourself a little, you can grow
OUR EXAMPLE
points of difference in into your new personality over WE ARE WHERE THIS STOPS
products become time. Professional IBM suit wearers
harder to find, and Your character is used to guide how Optimistic Blind faith
sustain, a clear you deliver your product or service. Passionate Evangelistic
character It’s your tone-of-voice when Clever Einstein
and personality can be communicating with customers in
Experienced Focused on the past
written and verbal form. Check to
the reason customers Challengers Anti-establishment
see whether the way you currently
”
will speak or write fits your personality Competitive Win at all costs
choose you and make changes as appropriate.
It will also guide the sorts of things Innovative Bleeding-edge
It's the foundation of your you do when it comes to marketing. Strategic Data-driven
Emotional Selling Proposition
As a character: The creator
18

22. WE ARE WHERE THIS STOPS
AS A CHARACTER:
WHERE THIS STOPS:
FOOT
NOTES
Gives clarity to the personality trait. For example we all know there are a lot of different types of funny e.g. quirky, quick-witted, sarcastic, wacky etc
Try to always stop in the positive e.g. “we are caring but we’re not brash", doesn’t add anything to “caring”, BUT, "we are caring but we’re not your mother"
gives a context to “caring”
07 CUSTOMER
EXPERIENCE 08 BRAND
PERSONALITY 09 VISUAL
IDENTITY 10 CUSTOMER VALUE 11 ADDING
PROPOSITION THE POLISH 12 PREDATORY
POSITIONING 13 BUSINESSPLAN
GROWTH

23. Thank
you
© Copyright 2011 All rights r eser ved by St ep Change Marketing in perpetuit y