Some of you might be here because want to have a distinctive brand. You want to understand how to position your brand against competitors who you might perceive are smarter or sexier than you are. Or you feel like whenever you go to do marketing you start over: who are we? what are we trying to do here? what are we trying to be?
So opens Head of Tales / Marketing Director Marcus Grimm’s presentation, Who Do You Think You Are? held on Wednesday, August 6th. He goes on to talk about what stories exist in our conscious (brand) and subconscious (archetypes) and how to help them align to create the clearest, most engaging message for your target audience.
Brand archetypes work on a subconscious level, and they exist whether you’re prepared for them or not. They are a symbol or scheme of how your audience defines and categorizes your brand. The clearer you can make your brand archetype, the more powerful and consistent your marketing will be. Their power is in their ability to help your target audience know you better: the sooner your audience can understand your brand, the sooner they can decide to pursue knowing you deeper. Brand archetypes also play on shared understanding of your place in the market, and they provide context for communication. It answers why you speak the way you do, highlight the things you do, or present yourself graphically the way you do.
Brand archetypes affect every part of your brand, from your icons and logos, to your attitudes about the world around you, to market perceptions and even internal corporate culture. They work from the inside out, starting with how you understand yourselves, and moving toward how you want your audience to interact with you.
The presentation works to help audience members identify not only what a brand archetype is, but some of the archetypes in play now, including Coca-Cola, M&M, and Two Dudes brand. View the presentation slides on SlideShare to get a sense of what was covered.
The true value of the presentation was in the audience members’ access to the strategic team to ask questions and follow up with specifics about their own brand. While we don’t have a second presentation scheduled to date, you can still talk with one of our strategists to discover your brand archetype. We’ve developed some simple tools to start you on your journey, so you don’t have to ask “Who are we?” every time you need to start a new marketing campaign. Give us a call or fill out one of the forms on our website to get started.
August 13th, 2014 by Joy Beachy