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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!
#brand...
Pretty interesting work here from @marketingkaye about brand archetypes and more:
http://t.co/rRlkaONFxG!
— Chris Brogan (...
1 What your archetype REALLY means for your business
2 How to leverage your archetype consistently for max impact
3 The ke...
“You now have to
decide what ‘image’
you want for your
brand. Image means
personality. Products,
like people, have
persona...
/
WHAT’S THE DIFFERENCE?

/
WHAT’S THE DIFFERENCE?

/
WHAT’S THE DIFFERENCE?

/
WHAT’S THE DIFFERENCE?

WHY BRAND ARCHETYPES?
Brand archetypes connect your brand.
Give your business wings
Your archetype means
you stand behind ...
VALUES

to align your brand around
Innocent >> Simplicity!
Caregiver >> Helping!
Girl Next Door >> Community!
Hero >> Grea...
WHERE IS YOUR BRAND ARCHETYPE?
MARKETING!
MESSAGES!
- copy + content!
- graphics
HOW CUSTOMERS !
FEEL ABOUT YOUR BRAND!
- ...
WHERE TO USE IT

nitty gritty tactics
45
Once you define it, own it. !
Give your business an Archetype Audit to see if all...
YOUR ARCHETYPAL ABOUT PAGE

(it’s not really about you)
Archetype Approach
!
Bottom: how will you make people feel?
how wi...
STORY TELLING !
with your archetype
19
I’m not
maximizing my
talents here.
This isn’t true to me.
I have a
corporate job
I...
WEBSITE CONTENT PEOPLE ACTUALLY LIKE
Don’t be lazy
Using tired words and
metaphors that don’t fit
your brand will hurt you...
HOMEWORK
Pay attention to ads, and try to identify
which archetype it’s using.
!
With each business decision, ask
yourself...
You’re Great.WANT TO
CHAT?
wonders
of the
internet
!
kayeputnam@
gmail.com
WHERE I AM
get more
!
Are you in the FB
group y...
Q + A

let’s have a chat
15 minutes
Ask a question!
Brand Archetype Webinar
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Brand Archetype Webinar

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Brand Archetype Webinar

  1. 1. Use Your Brand Archetype to Win Fans and Customers
  2. 2. Thanks for being awesome. and taking time with me today! Allow me to introduce myself… Kaye Putnam! @marketingkaye! #brandality
  3. 3. 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
  4. 4. 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:
  5. 5. “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
  6. 6. / WHAT’S THE DIFFERENCE?

  7. 7. / WHAT’S THE DIFFERENCE?

  8. 8. / WHAT’S THE DIFFERENCE?

  9. 9. / WHAT’S THE DIFFERENCE?

  10. 10. WHY BRAND ARCHETYPES? Brand archetypes connect your brand. Give your business wings Your archetype means you stand behind a larger movement, purpose + set of values Differentiate Stand out in a sea of sameness + boring ‘me too’ businesses Focus The framework gives you a space to OWN
  11. 11. VALUES
 to 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
  12. 12. 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
  13. 13. WHERE TO USE IT
 nitty gritty tactics 45 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
  14. 14. 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)
  15. 15. STORY TELLING ! with your archetype 19 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.
  16. 16. WEBSITE CONTENT PEOPLE ACTUALLY LIKE Don’t be lazy Using tired words and metaphors that don’t fit your brand will hurt you. Transform your brand thoughtfully. It’s bigger than you Stay connected to your larger message. Stories Nike keeps telling the “HERO” story over and over. How can you tell your story?
  17. 17. HOMEWORK Pay 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. !
  18. 18. 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 LET’S TALK?
  19. 19. Q + A
 let’s have a chat 15 minutes Ask a question!

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