Archetypes-Coraggio

Brand PersonalityEnabling better customer experiences by understanding brand archetypesCoraggio C2Friday 9 September 2011

AGENDA

9:30 - 9:50 Stimulation Keynote

9:50 - 11:00 Working session

11:00 - 11:30 Break

11:30 - 12:30 Stump the Strategist session. Your chewiest marketing challenge solved live in 9 minutes.

Link to me on LinkedIn (Ashton Bishop) and you can download this presentation

RECAP MODULAR QUESTIONNAIRE

Research can be a relationship builder

Always start with those closest to your brand

Download from my LinkedIn profile

Brands with personality

Archetypes

Karl Jung didnʼt invent archetypes, but he gets the credit for distinguishing them.

He discovered that every society ever created shared knowledge via stories.

In the stories were characters. The interesting thing is the characters were the SAME.It didnʼt matter if it was a hollywood movie or an indonesian pigmy hill-tribe, the same characters keep on popping up.

Why? As humans we have an innate filing cabinet. A way we store and sort characters and their attributes.

So if a brandʼs role is to be remembered; then attaching into this filing system is a massive head start...

Our model has 12 archetypes

Archetypes are historic truths that capture different types of human characteristics

Since humans started telling stories archetypes have existed

Archetypes are personified symbols that allow the conscious mind to identify with, or access, subconscious desires, meanings and truths

Brand archetypes go beyond stating product features and benefits to connect with the customer in a deep and profoundly meaningful way

Archetypes

Brands as stereotype and archetype

Brands rooted in cultural-specificnorms are simplistic and undefined

StereotypeEG: SNAGS

1980’s Sensitive New Age Guy.

He’s long gone and the metrosexual now reigns

Brands rooted in universal and eternal truths are rich and distinctive

ArchetypeEG: Hero - Virgin/ Domestos

The 12 Archetypes

The Innocent• Wholesome, pure• Forgiving, trusting• Happy, optimistic• SImple pleasures

The Explorer• Searcher, seeker• Adventurous• Independent• Self-sufficient

The Sage• Thinker, reflective• Expert, advisor• Confident, credible• In-control

The Hero• Warrior, competitive• Principled, idealist• Challenge ‘wrongs’• Proud, brave,courageous

The Outlaw• Rebellious, shocking• Outrageous, disruptive• Feared, powerful• Countercultural, liberated

The Magician• Shaman, healer, intuitive• Value magical moments• Catalyst for change• Charismatic

The Regular Guy/Girl• Not pretentious• Reliable, dependable• Value routines, practical• Predictability

The Lover• Seek true love• Passionate, sexy, erotic• Seek pleasure, to indulge,• Follow emotions

The Jester• Clown, trickster• Playful, take things lightly• Impulsive, spontaneous• Lives in the moment

The Caregiver• Altruistic, selfless• Nurturing, compassionate• Empathetic• Supportive, generous

The Creator• Innovative, imaginative• Experimental, take risks• Ambitious, desire to turn ideas into

reality

The Ruler• Manager, organiser• Efficient, productive• Confident, responsible• Role model, take charge

NB: Virgin is both Outlaw & Hero

Leadership Confidence

Trust Partnership

Knowledge

Re-assurance

Anti- Establishment

Excitement



Trust Partnership

Knowledge

Re-assurance

Anti- Establishment

Excitement

3 Step Archetype Tool

Find Iconic Archetype

Define Nuances and

refine

Continually Con-temporise

1 2 3

1. Find archetype(s) that you want to project yourself as. You can have up to 3. Think about Historic/ Credibility. Core - your essence. Future - the influencer that will shape you as you evolve.

2. Make sure you have no more than 4 words around any one archetype. Make sure the words are not inconsistent with the essence of that archetype.

3. Review at least once a year and look at the language, cues, associations, celebrities that best represent your archetype. You want to be contemporary as society evolves the expression of our archetype might change; whilst the underlying values and nature probably shouldn’t.

Core Archetype

Influencer

clarifier

clarifier

clar

ifier

clarifier

Influencer

Brand Archetype Refined

WHAT IT SAYS ABOUT

THEM?

That they back themselves

That they are committed to

their business growth

That personal growth and

development is important

to them

HOW DOES IT MAKE THEM FEEL?

Like they know the big secret

Reassured that they’ve got

the best

Smart, canny and special

07: CUSTOMER EXPERIENCE

WHY YOU NEED IT AND HOW TO USE IT

The magic of great brands is how

they make their customers feel. The

same is true for a smaller business

growing into a great brand.

Your customers' experience will

ultimately be your greatest tool in getting

repeat business and, better still, referrals.

Business relies on the power of

word-of-mouth and today’s world,

with its unprecedented level of social

connectivity, magnifies this power

with ‘word-of-mouse’.

So, how does interacting

with your business make

your customers feel?

What would be their ideal

experience?

How does this generate repeat

purchase and referrals?

OUR EXAMPLE:

I N S P I R AT I O NA hair dresser that serves champagne whilst she cuts hair.

This makes her customers feel like a star, pampered, special and valued.

SOUK IN THE CITY

The owner shouts "Welcome to my kingdom" and showers you in rose

petals on arrival

HIQ TYRES

A no-fuss, premium tyre-fitter that prides itself on transparency. Its shop

fitouts scream these qualities

RED BALLOON DAYS

Naomi Simson, the Chief Experience Officer (CEO), reviews all customer

feedback personally

SINGLE ORIGIN ROASTERS

They randomly award complimentary

coffees to regulars - rather than a loyalty card. The surprise delights more than the reward alone

HOT MILK

Delivering “sexy” to pregnant and nursing women through lingerie

Free mens' sample: “The milkman” “Delivering daily where you need it most”

16

1

2

3

4

HOW DOES THE EXPERIENCE OF DEALING WITH YOUR BUSINESS MAKE YOUR CUSTOMERS FEEL?

HOW IT MAKES THEM FEEL

WHAT IT SAYS ABOUT THEM

FO

OT

NO

TE

S HOW IT MAKES THEM FEEL:

What are the emotional benefits from buying

and using your product or service? E.g. Safe,

secure, smart, canny, “an individual”, powerful,

superior, supported, free, sexy, etc.

WHAT IT SAYS ABOUT THEM:

What are the public and aspirational benefits,

above and beyond the emotional benefits of “how

it makes them feel”? E.g. Wealthy and

successful, they care, they’re in control, they’re

ahead-of-the-game, they’re a good mother,

they’re a loving partner etc.

1

2

3

4

BRAND PERSONALITY

VISUALIDENTITY

CUSTOMER VALUE PROPOSITION08 09 10 ADDING

THE POLISH11 1312 BUSINESS GROWTH PLAN

PREDATORY POSITIONING07

CUSTOMER EXPERIENCE

08: BRAND PERSONALITY

I N S P I R AT I O NWHY YOU NEED IT AND HOW TO USE IT

We buy from people that we like and we like people for different reasons. What’s important is that as a business you stand for something and then act consistently within that over time.

That doesn’t mean you don’t evolve or change.

Take Madonna for example: we know her as the person who reinvents herself every few years - we rely on her, and expect her to change.

This is different to your favourite fine dining restaurant that you expect to have impeccable and dependable service – you’re probably not after radical changes or surprises there.

In today’s highly competitive, global market place, the ‘how’ we do things is becoming increasingly important. As real points of difference in products become harder to find, and sustain, a clear character and personality can be the reason customers will choose you

“

”It's the foundation of your

Emotional Selling Proposition

COMMENTARY

Think about how you need to act moving forward to build a relationship with your customers.

Although you don’t want to lose what’s great from the past, you’ll need some space to create a personality that works for you and your customers.

Consider your competitors: what personality do they have? How can you differentiate yourself for clarity and relevance?

Don’t be over-the-top or too bland. At either extreme you’ll alienate or be so dull you won’t appeal to anybody.

You also want fewer, clearer and more differentiating values.

Try to find personality traits that are both consistent with each other and which you feel you can deliver on consistently over time. It should feel natural for you and your business. ‘Acting’ becomes hard work or can come across false.

Don’t be afraid to stretch yourself a little, you can grow into your new personality over time.

Your character is used to guide how you deliver your product or service. It’s your tone-of-voice when communicating with customers in written and verbal form. Check to see whether the way you currently speak or write fits your personality and make changes as appropriate. It will also guide the sorts of things you do when it comes to marketing.

OUR EXAMPLEWE ARE WHERE THIS STOPS

Professional IBM suit wearers

Optimistic Blind faith

Passionate Evangelistic

Clever Einstein

Experienced Focused on the past

Challengers Anti-establishment

Competitive Win at all costs

Innovative Bleeding-edge

Strategic Data-driven

THE RULER Confident, takes charge;

a role model.

THE HERO A warrior; competitive,

principled, proud, brave and courageous.

THE OUTLAW Rebellious, shocking,

disruptive, feared, powerful and liberated.

THE CREATOR Innovative, imaginative,

experimental, takes risks and turns ideas

into reality.

THE JESTER A clown, a trickster; playful,

takes things lightly, impulsive and

spontaneous.

THE LOVER Passionate, sexy, erotic;

seeks pleasure and to indulge; follows

their emotions.

THE SAGE A real thinker, an expert, an

advisor; confident, credible and in

control.

THE EXPLORER Seeks new things, is

adventurous, independent and self-

sufficient.

THE REGULAR GUY Unpretentious,

reliable, dependable, values routine

and is predictable.

THE INNOCENT Wholesome, pure,

forgiving, trusting, happy and optimistic.

THE CAREGIVER Altruistic, selfless,

nurturing, supportive, compassionate

and empathetic.

THE MAGICIAN Healer, intuitive, values

magical moments, likes change and is

charismatic.

18As a character: The creator

WE ARE WHERE THIS STOPS

AS A CHARACTER:

FO

OT

NO

TE

S WHERE THIS STOPS:

Gives clarity to the personality trait. For example we all know there are a lot of different types of funny e.g. quirky, quick-witted, sarcastic, wacky etc

Try to always stop in the positive e.g. “we are caring but we’re not brash", doesn’t add anything to “caring”, BUT, "we are caring but we’re not your mother"gives a context to “caring”

BRAND PERSONALITY

VISUALIDENTITY

CUSTOMER VALUE PROPOSITION08 09 10 ADDING

THE POLISH11 1312 BUSINESS GROWTH PLAN

PREDATORY POSITIONING07

CUSTOMER EXPERIENCE

Archetypes-Coraggio

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