Brand Archetypes

Kevin and Amy climb great heights and brave steep mountains to talk to the wise and experienced Guru Archetype. Is your business known for “knowing things?” Do numbers, stats, research and lots and lots of data turn you on? Do you want people to trust your company because you can back up your claims with…

Let’s talk about our neighbors. You know, the ones that you know so well so you’ve given them a key to your house. They feed your goldfish and water your plants while you are away. Yeah, those people. The Neighbor Archetype is a popular one because it is low-key, friendly and trustworthy based on familiarity.…

Things get steamy as Kevin and Amy dive into the passion of the Lover Archetype. Sex sells, but that is not the only thing powers this archetype. Passion for your business, products, and services is the real key! Discover the sizzle and excitement of The Lover Archetype as you explore the strengths, weaknesses and the…

The Mother Archetype is one of the easiest to recognize and relate to. It instills feelings of comfort and being cared for. No one supports you and loves you like your mama does! Customer service is crucial to this brand, as is trust and understanding. The energy is low but the love flows freely. This…

Everybody likes to feel like the Hero once in awhile. But does your company truly “save the day” for you clients? Do you encourage people to feel like they can accomplish anything? Amy and Kevin don their capes and accomplish great feats while discussing what it takes to be the Hero Archetype. Discover the essentials…

The Outlaw Archetype doesn’t do anything in a traditional way. But it’s not all about bikers and criminals and being in your face. Well, maybe a little in your face. Remember, Robin Hood was an Outlaw too! Find out what makes Amy’s company, Zeedia Media the outlaw that is going to tempt you to elevate your…

Laugh along with Kevin and Amy as they discuss the Jester Archetype. Kevin is a self-proclaimed life-long jester. Amy says he’s “The king of bad dad jokes.” Discover the essentials of being a Jester brand, examples of other companies who embrace this wacky archetype and do it well, and take heed of potential pitfalls as…

Embark on a journey with Kevin and Amy as they discover that makes the Explorer brand so powerful. You explore the world (Jeep, Cannondale) or you can explore and idea and a experience because you deserve it (Starbucks, Brand Archetypes.)

The next few episodes dive into each archetypes. Kevin and Amy started with the Explorer archetype because that is the archetype they chose for the BrandArchetype.com company.

Discover the the high-level ideas behind the Explorer Archetype and what it means to be a true explorer brand.

If you’ve been to their website, you have seen the video on the homepage of a man and woman gleefully driving down a scenic road in a convertible. They are exploring the world and all it has to offer.

The Explorer Archetype might be right for you…

Do your customers feel adventurous, cultured, amazed, alive?

Are you customers willing to pay more for your product or services because of how it makes them feel.?If you can hear your customers say, “I have no limits”

Are your products and services exciting and daring?

Are your product or service of a higher caliber than your competitors?

Do people buy your products and service because “they deserve it?”

 Take the Questionnaire to Find Out

Next Up: Episode 11 – The Jester

In this episode, Kevin and Amy talk about what style guides are, why they are important, and what exactly goes into a style guide. A style guide can be the next most important document for a business after the business plan.

If you have a great style guide then all creative people who work for or with your business will know exactly how to (and how not to) represent your brand.  All style guides, not surprisingly, should start by defining the company’s brand archetype and emotional messaging.

Need Help With YOUR Style Guide?

If you need help creating a style guide or just want the Brand experts to take a look at yours and give you feedback, contact Kevin and Amy at [email protected].

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Take our Brand Archetypes Questionnaire and discover your archetype today!

 

Fair warning: Put on your thick skin. This just might hurt a bit. This process is going to be long. It is rare that naming your company happens quickly or easily.

Kevin and Amy dive even deeper into the process of creating an amazing and powerful name that is on brand. They discuss the importance of NOT rushing through this process.

Here is what is included:

Play around with “nyms”: synonyms, antonyms, and homonyms.

Create new words out of other words. All good ideas are two things combined together. You can do this with words. If you take two words and combined then to create an entirely new meaning.

The Phoenix Effect or “just sleep on it!”

The Consignment Shop Strategy using JustDropped

Don’t lock yourself into a concept that isn’t too restricted

Don’t eliminate ideas

Keep your brand emotional connection in mind at all times!

Additional Resources mentioned in this episode:

Idioms 

Robo Bunny 

Check out Kevin’s blog Names for Social Networks where he discusses the process of coming up with the name Flock Marketing for his business.

United States Patent And Trademark Office — Type the name or word that you are considering in the the search field at the top right of the page and see what comes up.

Need Help With Naming Your Company?  We can Help!