Archetype Profile

16 Pages·2017·4.13 MB·English

HERO
Archetype Profile
Your Brand Archetype
Insights.
brandonian.com
This is your Brand Archetype Profile
insights document. It captures the
essence of your Brand Archetype
and can be used as a basis for CONTENTS
building your future brand.
From here you can flesh out your
The Methodology
brand strategy further to include
How we define your future brand .................3
all your future business and
Meet all the Archetypes ..................................4
marketing activities.
How Archetypal Theory is applied ...............4
We offer workshops to take
Motivational Theory ..........................................5
this to the next level and
develop a thorough plan and
guidance. For more information, Meet Your Archetype
please contact us through
The Hero ..............................................................6
brandonian.com/workshopenquiry
Always ask: Using Your Archetype
“Are our plans being built Within business ................................................10
from our Brand Archetype
as defined in this Brand
The Hero Trap
Archetype Profile?” A need for there to be an enemy ................12
Hero Customers
What are the characteristics? .......................13
Awaken Your Archetype
How to present a Hero brand? ....................14
What’s Next?
Tell the world .....................................................15
Get some help ..................................................15
Copyright Statement
© Copyright Brandonian Pty Ltd – All IP, ideas,
concepts and supporting materials are the property
of Brandonian Pty Ltd.
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DISCOVER THE
METHODOLOGY
Exploring the direction for your
brand is based on a clearly defined
mapping methodology.
HOW WE DEFINE
YOUR FUTURE BRAND
We believe marketing is a method and consumer
buying behaviour is a science (neuro-marketing).
We developed our Brandonian system to combine
the two to make marketing a methodology.
Our Brandonian system is based on Swiss psychiatrist Carl
Jung’s theory of ‘archetypes’ or brand characters. Archetypes
allows us to define the soul of your brand and express it in
ways that tap into universal feelings and instincts we all have.
Jung stated we are all born with an understanding as to what
certain characters (archetypes) are. For example, think of a
mother figure (Caregiver). If I asked you to write a page of descriptors
as to what that means to you, you would have no trouble filling the
page and what you would write, would be very similar to many others.
This is why we align your brand with an archetype. When we start
telling stories and using language in the context of that character, your
customers can easily connect with your brand. It feels right, they know
you get them and you no longer need to compete on price or product
features. For example, Jeep are an Explorer brand. In their marketing
they talk about all the places you can go, and show the owners away
from home, in rugged landscapes escaping and discovering new things.
Ultimately, they are selling freedom, the vehicles just enable that feeling.
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MEET ALL THE ARCHETYPES
HOW ARCHETYPAL THEORY IS APPLIED
The online test you have just completed was a process of discovery, where
you had to think about what it is you are really selling and what emotional
response you want your customers to experience with your brand.
Simon Sinek said it best when he said,
‘People don’t buy what you do, they buy why you do it’.
Your brand’s emotional connection with your customers will be defined by your archetype.
You can tell your brand story from your business’s perspective as to why you created what you
have, or you will tell your brand story from a customer-focused perspective, telling them why
they need, or what they can expect from using your product or services.
For example, Mercedes Benz (Ruler) is a business whose main business focus is to produce
cars that are the best and most innovative on the market and continually demonstrate why
in all their marketing. Whereas Alfa Romeo (Lover) are selling with a customer focus, selling
customers an Italian love affair, encouraging new customers to experience the passion of
driving, to hear the engine, feel the leather and so on.
This insights document has been designed to help you, your team and any future employees
understand your archetype so you can attract the right customers and communicate your ‘why’
effectively, so your business can be seen and heard in a crowded market place.
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MOTIVATIONAL THEORY
We spoke about the fact that people don’t buy Motivational theory can be refined down
what you do, they buy why you do it (Simon Sinek). to four major human drivers:
So it follows then that if you understand what motivates
1. Belonging (Generosity)
an individual, or a collective (like a target market),
2. Independence (Self Actualisation)
then you can strategically communicate and interact
in ways that are designed to trigger and leverage an 3. Stability (Control)
underlying motivation and the unconscious drivers
4. Mastery (Risk)
of your customers.
From your Brand Archetype Insights Test, we
At its core, motivation is a theoretical construct
established that the actions your business performs
used to explain behaviour. It represents the reasons
on a daily basis are the hallmarks of a Hero.
for people’s actions, desires, and needs. Motivation
can also be defined as one’s direction to behaviour, or Let us tell you more about what this means for
what causes a person to want to repeat a behaviour your brand.
and vice versa.
Life requires constant
negotiation along these poles
HERO
Stability
The Hero sits in the
S
bottom quarter, in the
section where mastery is
I
g nd the underlying motivation
n e
ngi B I pen behind decisions and
o d behaviours of your brand.
le e
B cn
e A Hero brand is driven by
an inner power and strength
M
that is harnessed by mastery
for the benefit of others.
Mastery
These are the primary tensions
faced regularly in a person’s thinking
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The Hero
The hero exudes power and strength, but a
controlled strength, harnessed to the benefit of
the user.
‘Where there’s a will there’s a way’
Wish To help as many people as possible
Focus To use mastery in a way that improves the world
Fear Weakness, vulnerability and not delivering on your promise
Strategy To be as strong and dependable as you are capable of being
Trap Arrogance, developing a need for there always to be an enemy
Purpose Competence and courage
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The Hero
The Hero is strong, confident, disciplined and courageous. They are at the height
of their powers, fighting battles against evil forces and freeing the world
from oppression.
The Hero represents power, honour, victory and ability to triumph over evil, adversity
or a major challenge. In doing so the Hero is an inspiration to us all, showing what is
possible if we believe.
The Hero Business:
They are often either committed to a worthwhile cause or devoted to helping their
customers and employees to ‘be all that you can be’. They often create innovations
that will have a major impact on the world and can solve a major social problem or
encourage others to do so.
The Hero Culture:
When the Hero archetype is active in a culture the team are ambitious and seek out
challenges – or they may be more reluctant Heroes who recognise the injustice or
problem and role they can play to do what needs to be done to remedy it.
Examples of Hero Brands:
Famous Heroes: Superman, Batman, Spiderman, Hercules.
Hero movie characters: John Wayne, Harry Potter, Luke Skywalker.
Hero brands: Australian Army, Nike, Red Cross, Federal Express, Duracell.
The Hero identity may be right for your brand if:
• You have an invention or innovation that will have a major impact on the world
• Your product helps people perform at their upper limit
• You are addressing a major social problem and asking people to step up to the
plate to help address it
• You have a clear opponent or competitor you want to beat
• You are the underdog and want to rival the competition
• You need to differentiate your product from one that has problems with
follow-through
• Your customer base identifies itself as good, moral citizens
Open | Reluctant | Unsung
@mybrandonian [email protected]
Discover your brand at brandonian.com
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DISCOVERING BRANDS
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THE EXPLORER
YOUR ARCHETYPE
Your Future Brand promises new
experiences and challenges us to
Your Future Brand is a natural
give them a go. By trying them, we
defender, using mastery for the
create the possibility to learn a little
benefit of others.
more about ourselves.
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MEET YOUR ARCHETYPE
Fundamentally, a Hero exudes power and a controlled strength to benefit others
Put simply, the Hero wants to make the world a better 2. Selflessness: True leaders always puts others first.
place. They will not admit to being a Hero as they Ironically, that kind of selflessness can often be
are only doing what is right, answering the call of strategic, because focusing on others’ needs often
the innocent and helping a worthwhile cause. Hero winds up helping you achieve your own goals. A heroic
brands are constantly proving their worth through leader helps others without any expectation of payback.
courageous and difficult actions, whether they are
3. Humility: Nothing makes a heroic leader seem a little
directly helping in a hands on situation or using new
less heroic than if he or she seems to want constant
technologies as a prop.
credit for his or her actions. True heroism can amaze us,
Heroes don’t think of themselves as Heroes because and it also often contains a component of modesty.
that would seem too arrogant. They just see
4. Patience: While heroism often requires quick thinking
themselves as doing their job and, as a result, Heroes
and decisiveness, truly heroic leaders often also display
have qualities that others admire. The secret for a Hero
an impressive amount of patience.
brand and the people within them lies in who they
are, not just what they do. They bring out the best in 5. Caring: Separate from selflessness, heroic leaders
everyone around them because of these qualities: display a sense of concern and kindness for others.
This can often manifest itself in strong but gentle
1. Courage: It’s difficult to achieve anything truly heroic
actions intended to improve the lives of others. These
unless you’re up against daunting odds and all you
are small acts of heroism that rarely attract any notice.
need in this instance is 10 seconds of courage to get
started with solving the problem. Like any Hero, you stick to your convictions, with a
strong belief that your clients can have it all.
Relating the Hero archetype to the world of today
Open Hero – Superman (the man of steel, proud and open about his strength, power and actions). Australian Red
Cross is an open Hero brand they believe in the power of humanity providing relief in times of crisis and care when it’s
needed most. Red Cross is there for people in need, no matter who you are, no matter where you live.
Reluctant Hero – Spiderman (upon receiving his powers he stands up for those who are oppressed, but is not at all
heroic beforehand. At times he quits being a hero but stands up for the city when no one else will). The same could be
said for Presbyterian minister, Reverend John Flynn who started the Royal Flying Doctors Service. Flynn initially worked
in rural and remote Australia setting up hostels and bush hospitals for pastoralists, miners, road workers, railwaymen
and other settlers. He witnessed the daily struggle of pioneers living in remote areas. When he received a large bequest
for ‘an aerial experiment’ from H.V. McKay, he knew he could provide a ‘mantle of safety’ for people of the bush.
Unsung Hero – Hawkeye (gets the job done without the need to be thanked). PayPal believe in a world that works for
people. That’s why everything they do revolves around the customer. They call this ‘The People Economy’. From its
first day in operation right through to present day, PayPal has been there with a solution for people across the globe
to think about and use money.
Open Hero Reluctant Hero Unsung Hero
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USING YOUR ARCHETYPE
WITHIN YOUR BUSINESS
Hero brands are ‘defenders’
New clients/leads can be obtained through four main channels, each connected to
the level of self awareness that the customer currently has in their life or situation. Each
customer (no matter which level they are at) has the same fundamental underlying need
for someone to help them. It is important to note that even though the underlying need
is the same, their individual requirements for knowledge and support through your
services will vary.
The below table outlines each channel we would target with individual marketing
messages and solutions.
Self
Lead Channel Defending Against How Supported
Awareness
Self help High Desire to be Early adopter who
better and find a know they need
‘flow’ state. to improve.
Absence of High An inability to Find a new way and
alternative conquer a challenge. fix what is broken.
Referral Mid Not being the best Fix what is broken.
they can be.
Dobbed in Low Not being the best Bring awareness of
they can be without a better way. Fix what
awareness of this. is broken.
Note: High self awareness means clients are open to being trusted and looking for
change and business opportunities. At this level, customers will have a high level of skill/
understanding but have hit a pain point in their world.
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