Branding with Archetypes
© 2006 - 2009 Kendall SummerHawk
Have you ever noticed that certain movies, books, or songs seem to instantly touch a cord in you? You naturally resonate with the characters. Their story is one that in some way, you feel you've lived yourself.
The same is true for your brand. It's not just a fancy logo that sparks recognition. It's the emotional appeal it creates. A brand rich with personality and magnetism tugs at our heart, stirs our imagination or tickles our funny bone.
Doing good work and being reliable are worthy characteristics. But let's face it, it's charisma and personality that make a person—and their business—succeed. Which is why when I work with clients, creating their brand using my signature branding system, I include the ancient power of archetypes.
What is an archetype? Archetypes are believed to be universal, mythic characters that live within the collective unconscious of people all over the world. They symbolize our core human desires and evoke strong, deep emotions.
There are dozens of different archetypes. I focus on twelve in branding a business like yours.
What's important to know is that each archetype: Innocent, Explorer, Wise One, Hero, Rebel, Alchemist, Jester, Just Me, Romantic, Nurturer, Artist and Ruler has it's own meaning, values, personality, likes and dislikes, strengths, sense of mission, and calling.
What this means for you is that when you brand your business with the ancient power of archetypes, you immediately make your marketing easier and incredibly exciting because you'll (finally!) clearly communicate who you are and what you're all about to your audience.
Branding with Archetypes dives deep into the heart and soul of who you are. We see this shining through in highly successful people who have turned who they are into a brand we love.
Here are 3 examples to show you exactly what I mean:
Example: Alexandria Brown, the 'Ezine Queen'
Can you guess which archetype Ali is? Why, the Ruler of course! And
she does it up beautifully! The Ruler archetype is about creating
order and hierarchy ("I'm up here on my throne."). If you
read any of Ali's sales emails or website, you'll see how she consistently
talks about the "keys to the kingdom" and her systems, plus
she'll often quote herself as "the Queen says..."
Ali also uses her lifestyle as a marketing tool, talking about her beach house as her castle. Perfect—and classic—Ruler.
Example: Oprah Winfrey
What is Oprah all about? Transformation! Through her makeovers and
charitable works, she is focused on taking the raw material of life
and turning it into something spectacular. Her archetype is the Alchemist.
You'll even find profiles she calls "stories of change"
on her Angel Network website. Again, reminding us that change is magical.
Oprah's message is clear and consistent: with enough gumption (and a little wave of a magic wand) ANYONE can live their best life.
Example: ME! Kendall SummerHawk
One of my Weekly Marketing Wisdom readers wrote in to me, "Kendall,
I always count on you to blaze ahead on the marketing frontier!"
Those words were honey to the ears of this Explorer archetype.
Like the Alchemist, the Explorer archetype creates change. But it isn't by waving a magic wand; it's by finding (and following) our own unique path and discovering our true sense of our self.
Which is why in my Brand Authenticity program, we focus on how your brand is your Soul's Divine Mission, expressed through your business. This message of individuality and expression is so powerful that this program has nearly sold out in just two weeks (there are ONLY 9 memberships still available). Now THAT is the power of branding with archetypes!
It's personality that separates the ordinary from the extraordinary. Archetypes give you a highly creative yet easily structured way to create a brand rich with emotion and personality, that's authentic for YOU.
About the author:
Kendall SummerHawk, the "Horse Whisperer for Business" delivers smart, savvy ways entrepreneurs can turn their hectic business into a smooth-running, fun, 6-figure money-making dream. To learn more about her book, Brilliance Unbridled, and sign up for more FREE tips like these, visit her site at http://www.kendallsummerhawk.com
NOTE: You are welcome to “reprint” this article online as long as it remains complete and unaltered (including the “about the author” info at the end). I would also appreciate a copy of your reprint sent to kendall@kendallsummerhawk.com