Have you ever felt that the people you are
marketing to don't "get you" or understand you?
Or, maybe you know you're not communicating the "right" message to your
target audience, but you're not sure how to change your message, or
what it should be.
The problem in both above instances could be your're not harnessing and
using the power of ancient archetypes in your personal branding
strategy.
To help explain the concept of ancient archetypes...
Have you ever noticed certain brands, advertisements, movies, or
celebrity personalities seem to instantly connect with you? Without you
even realizing it, these brands are communciating a story and meaning
to your soul it is already deeply familiar with.
Research in the marketing field indicates that the most powerful brands
consistently embody the persona of ancient archetypes. Which ancient
archetype you embody is the first thing you must do before you begin
developing a personal brand identity.
So, what is an ancient archetype?
Archetypes are believed to be universal, mythical characters that live
within the collective unconscious of people all over the world. By
symbolizing our core human desires, archetypes can evoke strong, deep
emotions that everyone can connect to, and understand.
Examples of powerful brands that stir our emotions are Coke, Nike,
Marlboro; movies such as Star Wars, and E.T. The Extra Terrestrial; and
personalities like Jackie O., John Wayne, and Lady Di. These "brands"
have captured and held the imagination of the public. Why? Because they
represent something soulfully and deeply familiar to us.
The twelve ancient archetypes are the:
1. Creator
2. Caregiver
3. Ruler
4. Jester
5. Regular Guy/Gal
6. Lover
7. Hero
8. Outlaw
9. Magician
10. Innocent
11. Explorer
12. Sage
Each of these archetypes possess powerful identities that signal the
fulfillment of basic human desires and emotions, and releases deep
emotions and yearnings within us. Scientific research signals the
missing link in successful marketing and branding is a lack of
understanding of archetypes, and the power they possess.
During the recent development of my own personal branding strategy, I
focused on researching and studying the twelve ancient archetypes to
determine which one resonated with me most. After my study, I
determined the ancient archetype that best describes me is the Ruler.
Well-known Ruler brands are Saab, Ralph Lauren, Fortune, and Microsoft.
The Ruler archetype is known as the leader, and desires control; it
also seeks to create prosperity and success, and to make order out of
chaos. The ruler identity is right for a brand if it is:
- A high status product
- A product to help people get more organized
- A product at the moderate to high price range
Knowing this type of information helps to create a personal branding
strategy that is consistent with the attributes and values of the
brand, as well as identify the words to use to market the brand.
By using the ancient power of archetypes when branding your business,
you will immediately make your marketing easier, and you'll feel more
confident because you're authentically communicating who you are. This
message of individuality and expression is so powerful, your ideal
client will intuitively understand you, and be attracted to you.
A branding strategy, using archetypes, allows your audience to dive
deep into the heart and soul of who you really are.
Whether you are developing your personal branding strategy for the
first time, or rebranding, using ancient archetypes will separate the
ordinary brands from you---the extraordinary brand. Use the power of
ancient archetype to develop a powerful personal branding strategy to
tell your brand's story.
Copyright 2008, Bonita L. Richter
Article Source: http://www.articlesbase.com/business-articles/
personal-branding-strategy-create-a-powerful-brand-using-the-ancient-power-of-
brand-archetypes-611601.html About the Author
Bonita L. Richter, MBA, teaches coaches,
consultants, and solo professionals how to market their businesses to
increase sales , income, and generate wealth. To download her popular
and *FREE* Money and Marketing spreadsheet tools, and BONUS gifts visit
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