The 5 Powerful Brand Values In 2020
1. The 12 Brand Archetypes
Now, if you know anything about branding or if you’ve even done a decent amount of research and figuring out your personal brand, you have landed upon the 12 Brand Archetypes visualized by the Iconic Fox, however initially coined by Carl Jung, really the second coming of Sigmund Freud, who many consider the father of modern psychology.
2. The Enneagram
I personally went to university and got my degree in psychology, which actually made it super easy for me to excel at marketing and business courses in college. However, I never learned about branding archetypes in college and the roots of these archetypes, which are strongly linked to the Enneagram.
The Enneagram is known as a personality measure these days which has long derived from 9 archetypes of personality. While Carl Jung’s model is focused on 12 archetypes and the Enneagram is focused on 9, you can actually see the overlaps with many of the archetypes and even how the extra archetypes of Carl Jung that the Enneagram doesn’t include can actually fit into the Enneagram or potentially expand on the Enneagram which Carl Jung may even have been aware of.
The study of personality and psychology is key if you’re going to be doing any branding or marketing because you are on a journey to understand your customers and clients as much as possible.
Here’s how you would overlap the Enneagram with the brand archetyping by Iconic Fox: So when you think about the Enneagram, you can really notice the tri-types, or an Enneatype‘s decision-making center: the head, heart, or gut.
For example, as an Enneatype 3 or “The Achiever” myself, I am a heart-type, along with a The Nurturer and The Romantic. This mirrors the brand archetypes pursuing connection AND providing structure, known as The Everyman, Jester, and the Lover AND the Caregiver, Ruler and Creator.
Head types of the Enneagram include The Enthusiast, The Loyalist and The Observer which mirror the brand archetypes wanting to EXPLORE and specifically explore spirituality: the Innocent, Sage, and Explorer.
The gut types of the Enneagram include The Challenger, The Peacekeeper, and The Idealist, which mirrors the archetypes most leaving a legacy, including the Outlaw, Magician and the Hero.
So you see, with these two oldest known archetypal categorization, branding and marketing have old roots in psychology and psychology has old roots in archetypes and myth of human civilization. This is key to know when wondering about the validity or legitimacy of why branding is so important.
Now, a lot of branding videos talk about the 12 Brand Archetypes, however, I want to take it a step further for you and actually show you how I found out my brand archetype and how I use it to leverage my brand and essentially create an iconic platform for me to launch from.
This whole process sets the stage for brand consistency. Or, how you figure out YOUR brand archetypes and brand consistently from there based on what your archetype dictates. Take a load off and let the archetypes do the work for you visually, messaging wise, and wordsmithing.
So, how I found out my brand archetype (as a Branding Coach, of all confusing things!), is that I actually conducted market research. In a survey of my ideal clients, which are female wellness entrepreneurs or women wellness businesses, I found out in most of the responses that what female wellness entrepreneurs (maybe just like you, if you are one and reading this) is that the end goal or most desired result typically is a chain of healing wellness retreats or healing, heart-centered work and a thriving, booming successful business that incorporates traveling, connecting with people, and ultimately healing people in profound connective ways.
From there, it was easy to deduce that out of the four ultimate desires of customers to my brand (providing structure, connecting with spirituality, connecting with others and leaving a legacy) that even though all of my clients may want to do all of these things, leaving a legacy was the primary motivation and when I looked at the three different archetypes connected into that, I found that my primary archetype was The Magician because my ambitious, heart centred and driven women that are typically drawn to work with me want more power. This makes sense, because along the same lines of other magical companies like Disney, people are attracted to my brand because I give this sense of dreaming, potential, and evolution of the human spirit to put a vision of your brand into reality so that you can get the business that you’ve always dreamed of.
Now, the primary archetype is designed to be 75% of your brand. The next thing to think about is the secondary archetype, which dictates 25% of your brand.
When I analyzed my market research results, I also found that most of my respondents or ideal clientele also had a keen interest to explore spirituality. So, when I looked at all of the archetypes that are interested in spirituality, safety was really key and so the innocent archetype perfectly fit with that. This also makes a lot of sense, because innocence-based companies like Dove or Aveeno really capitalize on simplicity and health and organic or natural products, which a lot of my ideal clients actually market.
4. Niche Inwards
So, there’s something you must do because no one buys from an uncertain company or hires a wishy-washy service provider: niche inwards. I don’t say niche down, I say niche IN. If you’re worried about not getting a big enough piece of the pie by doing this or depriving audiences of your gift, remember this: if you try to serve everybody, you end up serving nobody.
Make sure your audience is specific, your process is crystal clear, and your result or desires goal aligns with your audience’s true desires. For example, I empower female wellness entrepreneurs with uncertainty on social media to build a thriving, healing business using powerful personal branding.
This is why a brand is important for every single kind of person and business. A personal brand is only as powerful as it actually is a strong business and a strong business provides value and providing value shows up in stability: a team, positive cash flow, and leadership.
A profitable brand is marketable and in-demand. A way for you to assess if your brand is marketable and in-demand is by simply researching if there is a market for it. This doesn’t need to be the case, but it certainly helps! You can figure this out by looking at Google Shopping or Clickbanks sells products like yours, if therapists market services like yours, or even if Coursera or universities are teaching courses that you want to teach. Look at the market and start there. This will help you also see if it’s scalable!
For example, I know that powerful personal branding is in demand, marketable, and scalable. I also figured out that my target audience, female wellness entrepreneurs, want to build chains of wellness centers worldwide and what stops them in making this a reality for themselves. I love it and would do it happily even for free! This makes it a WINNING niche. Knowing this allows people to know exactly who I am, what I do, and how to recommend me to others so that I am the perfect solution for them.
In fact, as I type this, I’m technically on vacation. By setting up a life where I can work from anywhere and make anything my office, sometimes I work from the beach, the forest, and basically anywhere beautiful I want as long as I have data. When people are looking for me is their perfect solution to the uncertainty in their brand, my solution and results based approach gets me reviews.
This has allowed me to be featured in magazines, be selected to be a speaker as well because specialists only really get speaking events, and also be asked or invited to be on podcasts and get my message out to a huge audience by spending nothing.
I firmly believe there are no competitors to what you do. You have your own story, your own gift, expressed in your own unique way, to a certain group of people. No one can compete with that.
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PS: If you want to learn more about HOW to make your own market research survey and RECEIVE the guidelines on how to develop an airtight niche that can develop into a household name and iconic brand from there, I invite you to apply for my Wholistic Wellness Brand Coaching Program. Book your FREE Brand Game Plan call with me here: https://calendly.com/miacosco/brandgameplan.