Your brand is more than just the face of your company. It’s more than your mission or vision. It’s personal. Your brand has a personality, complete with character, expected behaviors, and reputation.
Think about it: your brand can be considered warm, aggressive, dependable, opportunistic, commonplace, creative, or any other adjective you’d just as soon apply to a person. It is your brand’s personality, and with that personality comes an expectation of behavior or characteristic traits. Your target audience has a way of internally categorizing brands by these factors into what has been identified as 12 distinct brand archetypes, and you need to know into which one your brand falls. From there, you and your team can use that information to forge a deeper connection between your brand and your target audience.
To help you identify your archetype, Nxtbook Media is hosting a Lunch-N-Learn presentation on August 6th entitled “Who Do You Think You Are?” Marketing Director Marcus Grimm will be explaining the research behind the 12 archetypes as well as diving in to how brands can quickly identify personality and messaging hallmarks of each archetype. You’ll walk away knowing more about how easily recognized brands – such as Marlboro and Geico – use their archetypes to shape their messaging, giving their audiences an easy way to identify and connect with their brand.
The event itself is a part of our goal to provide business leaders with information to help maximize their marketing and sales efforts. Specifically, this lunch and learn will tackle topics such as:
- How archetypes create a shortcut to understanding your brand
- How to identify your brand archetype
- How to use archetypes to create a compelling brand personality
- How to align your messaging with your archetype to forge a deeper connection with your target buyer
- How understanding your archetype can stimulate new ideas as you explore how your brand would behave, talk, or interact with your ideal client
There’s power in knowing your brand’s archetype in developing compelling brand personality and effective messaging. We’ll be exploring who you are, how your audience sees you, and what that means for crafting your brand’s story for the future. We’ll also discuss the negatives of trying to run campaigns outside your brand archetype, and how that can create brand confusion and negatively affect campaign results.
The event is being held in our new offices in downtown Lancaster, on August 6th, from 11:30 a.m. – 1:00 p.m. Register to attend this groundbreaking event by clicking here and completing the registration and payment forms. (Sorry, this event is LIVE only and is not being simulcasted at this time.)
July 23rd, 2014 by Joy Beachy