The document discusses how brands can use archetypes to connect with customers on a deeper level. It introduces 12 common brand archetypes like Innocent, Hero, Explorer, and explains how brands can identify their own archetype. The document then provides tips on how to leverage a brand's archetype, including how to incorporate it into marketing messages, website content, social media, and more. It emphasizes the importance of consistency and staying true to the brand's core values and purpose. The document encourages brands to conduct an "archetype audit" to ensure all aspects of the brand are aligned and conveying the same personality.

1. Use Your Brand Archetype to Win
Fans and Customers

2. Thanks for being awesome.
and taking time with me today!
Allow me to introduce myself…
Kaye Putnam!
@marketingkaye!
#brandality

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. 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. “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

7. /
WHAT’S THE DIFFERENCE?

8. /
WHAT’S THE DIFFERENCE?

9. /
WHAT’S THE DIFFERENCE?

10. /
WHAT’S THE DIFFERENCE?

11. 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

12. 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

13. 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

14. 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

15. 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)

16. 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.

17. 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?

18. 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.
!

19. 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?

20. Q + A
let’s have a chat
15 minutes
Ask a question!