Discovering and understanding your brand archetype is the key to unlocking a powerful marketing strategy that resonates with your target audience.
With over 33 million small businesses in the US, the idea of competing with all of those brands to get any individual customer’s attention can seem overwhelming.
When you start to see sinking sales and lower results from your marketing efforts, that feeling can get worse.
However, standing out in that sea of businesses doesn’t have to be as complicated as it sounds.
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90-MINUTE IN-PERSON WORKSHOP
At Full Sail Media, we have developed a brand positioning strategy and workshop that allows businesses a simple path toward highlighting what makes them unique, supercharging their marketing, and building real connections with their customers.
Today we’re revealing the signs that your marketing mix could use a boost, a better way to learn about your brand, and the secret sauce that should power all your marketing efforts going forward.
Our President Nelson Anderson and Chief Creative Officer Kevin Kuchar discuss these topics and more in our latest podcast. Be sure to check out, then keep reading after for a deeper dive into these strategies.
Business owners worrying about their marketing is a tale as old as time. Those worries, which could be phrased as “Am I doing enough marketing?” or “Am I doing the right kind of marketing?” can be broad and difficult to answer.
Instead, let’s look at five real metrics that will indicate that your marketing is not as strong as it could be.
- Decline in Sales – If your marketing strategies are not effectively attracting and retaining customers, it will result in a drop in sales.
- Lack of Customer Engagement – If your marketing strategies are not effectively engaging your target audience – if they’re not interacting with your emails, following up on your offers, returning for repeat services – it can be a sign that your marketing efforts are not working.
- Low Website Traffic – A website with low traffic means that your content is not connecting with your target audience (or your website’s SEO is not optimized properly).
- High Bounce Rate – If your website’s bounce rate is high – when visitors leave your website without taking any action – you’re not driving the right traffic to your website, or your website does not communicate the right message.
- Negative Customer Feedback – If you are receiving negative feedback from customers – be it anything from requests for refunds to literal bad reviews on public platforms – there is a disconnect that suggests your product or service is not meeting their needs.
If you see you and your company in any of the above points, it’s likely that something is off with your marketing.
Fortunately, finding your footing and advancing toward your business goals is possible with an idea called brand positioning.
Brand positioning is the idea of taking your company – the brand – and identifying your unique position in the market.
Doing so takes articulating your key attributes, benefits to your customers, and differentiators.
When you know these elements, you rediscover the missing link that makes it possible to connect with your ideal customer.
At Full Sail Media, we coordinate brand positioning workshops that are full of interesting conversations, probing questions, and good-natured debate with your whole team. The end result? We’re able to develop three brand positioning statements that are unique to you.
These statements are about who you are, as well as what you offer and do. More than a general platitude like “I service the customer well” it’s about being specific about what makes you different.
When we know just how it is you are in the world and how you serve your customer, it’s time to go after your brand archetype.
Archetypes are the traits, behaviors, and values that make up a personality. In the early 1900s, Swiss psychoanalyst Carl Jung developed 12 of these archetypes that cover the range of personalities.
When we apply them to a brand, we are able to easily encapsulate how that brand interacts with the world, what it stands for, and who its customers are likely to be.
Each of the 12 archetypes – Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage – can be applied to modern brands you know and interact with everyday.
From LEGO’s fun, playful values (Jester) to Southwest Airlines’ dependable, accessible ones (Everyman), the brand archetype reveals a great deal of information about the brand.
Just as important as what the archetype tells us about the brand is how your archetype empowers you to connect with your ideal buying persona.
- How your brand should market
- What is in your brand’s marketing mix
- When you should deliver your marketing messages
By taking the values of your archetype and connecting them with the values of your ideal customer, we can draw a line between them.
It’s a way of cutting through the clutter in a loud, noisy world and speaking straight to your customer.
That line and that connection then help to define your marketing mix, the tactics you’ll use to reach them, and the actions you’ll take to build relationships with your customers.
We know the concepts of brand archetype and buyer persona can be a lot to take in at first, but we are steadfast believers in their ability to transform the marketing for businesses of any size.
If you’re interested in improving your brand’s marketing and learning more about this process, we are offering a brand positioning workshop here at the Full Sail Media production office
Monday, April 17th, 2023 at 11 AM – 12:30 PM
This workshop will be hosted by our Chief Creative Officer Kevin Kuchar, and will last about 90 minutes. With a Q&A session and mixer at the end (with refreshments, of course!), plan for about two hours in total as you learn to identify your brand’s archetype and implement it in developing your marketing mix.
In order to ensure a quality experience for all of our participants, we are limiting this free workshop to 6 qualified businesses.
Get in touch with our team to find out more.