until this mad strategist came along and everything went haywire.
Welcome to my brand lab.
Absolutely awesome things happen here.
Creating an enduring brand is about more than selling products or services. It’s about forging an emotional relationship with your audience. It’s a combination of words, images and experiences that tell a story and ignite passion.
Great brands are built like an emotional
heat-seeking-missile, primed to hit customers right in the sweet spot. And in the long run, they make more money, too.
So, what are the secrets to magnetic branding?
Know your audience so well you can practically build a model of their DNA. Get inside their thoughts, beliefs, and what drives their decisions.
Understand your market dynamics, and not just from behind your office desk. Get a birds’-eye view and select the position you want to own.
Use the age-old persuasive power of archetypes to become a recognizable brand entity. Whether you sell shoe insoles, SaaS, or data insights, your brand can be as compelling as Spartacus, Han Solo, or Mother Teresa.
What's your brand archetype?
(Cheat: the answer is not always obvious. I can help you figure it out.)
Jester
entertainment bordering on irreverence
Regular Guy/Girl
comfort, belonging & familiarity
Caregiver
heals, sustains & nurtures
Ruler
status, power & control
Creator
innovation & imagination
Innocent
wonder & purity
Sage
wisdom & truth are vital
Explorer
exists to break free
Rebel
rules are there to be broken
Magician
mysteriously transformative
Hero
leads with strength & courage
Lover
treasures closeness
Good branding works like good storytelling
