Archetype Profile

LOVER

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 marketing activities. Meet all the Archetypes...... 4 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 Lover...... 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 Lover Trap Archetype Profile?” Doing anything to please...... 12

Lover Customers What are the characteristics?...... 13

Awaken Your Archetype How to present a Lover brand?...... 14

What’s Next? Tell the world...... 15 Get some help...... 15

2 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com 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.

3 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com 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.

4 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com 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), then you can strategically communicate and interact 2. Independence (Self Actualisation) 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 Lover. 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

Stability LOVER The Lover sits in the left S hand quarter in the section

I n where belonging is the

d g e underlying motivation behind

p n i

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n decisions and behaviours

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l of your brand.

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c B e A Lover brand is driven by a need to be loved by others, M and to have others fall in love with them to feel part of a Mastery larger collective.

These are the primary tensions faced regularly in a person’s thinking

5 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com The Lover

Lovers are a romantic and glamorous lot. They have a dreamlike quality and are easy to fall in love with.

‘Don’t worry, be happy’

Wish To experience paradise Focus To be happy Fear Doing something wrong or bad that will provoke punishment Strategy Do things right Trap To deny or suppress problems Purpose Faith, purity and honesty

6 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com The Lover

Lovers are dashing, chivalrous and romantic figures. They represent all that is dreamy and glamorous about life. Love is at the heart of Lover brands – love of life, of the product and of each other. Lover brands tend to be those that focus on the senses and create a multi-sensory experience for consumers.

The Lover Business: The archetype results in camaraderie, beautiful surroundings and attention to the feeling dimension of work life. A sense of cohesion comes out of a sense of being special.

The Lover Culture: When the Lover archetype is active in a culture, there is a motivation to attract, give and receive nuture and support. There is also a strong love for the work being done through the collaboration of the team.

Examples of The Lover Brands: The Lover is seen in many food categories, such as wine and gourmet foods, in which sensuality and indulgence are essential parts of the consumption experience. Lover movies: ‘Chick Flicks’ where the hero gets the girl at the end of the movie, live happily ever after or are torn apart by death (Titanic or Romeo and Juliet). Famous Lovers: Cinematic heartthrobs like Clark Gable, Cary Grant, Sophia Loren, or Elizabeth Taylor. Lover brands: Revlon (feel like a woman), Chanel, Alfa Romeo, Tiffany and Co.

The Lover is a promising identity for a brand: • Whose use helps people find love or friendship • Whose function fosters beauty, communication, or closeness between people or is associated with sexuality or romance • With pricing that is moderate to high • If it is produced or sold by a company with an intimate, elegant organisational culture, as opposed to a massive ruler hierarchy • That needs to differentiate itself in a positive way from lower priced brands

Pleasure Seeker | Romantic | Companion

@mybrandonian [email protected] Discover your brand at brandonian.com ©Brandonian P/L | All concepts presented remain copyright of Brandonian. DISCOVERING BRANDS

DISCOVERING BRANDS

7 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com THE EXPLORER YOURYour Future ARCHETYPE Brand promises new experiences and challenges us to Yourgive them Future a go.Brand By tryingis romantic them, and we createglamorous. the possibility You have to a learndream-like a little quality,more andabout are ourselves. easy to fall in love with.

8 ©Brandonian©Brandonian P/L P/L | All | conceptsAll concepts presented presented remain remain copyright copyright of of Brandonian Brandonian www.brandonian.com www.brandonian.com MEET YOUR ARCHETYPE

The Lover makes you feel special Lover brands make love not war

The Lover influences our human instinct for affection, There is great fun to be had with the Lover archetype beauty, closeness and collaboration. These human simply because Eros (the god of love) from a pleasure connections can be found in parental love, friendship, seeking perspective, enriches life. Eros is always spiritual beliefs and, most importantly, romantic love. present in Lover brands and we can use that to our advantage by linking acts of love to unemotional The Lover is activated deep in our emotions that transcend products or services. In doing this we can help time and live within our senses and physical being. people attract love or show their love for something. There are five keys ways you can do this with your Lover brands allow us to experience an emotional marketing messages, where your goal is to formulate connection, and a feeling of being special that can romantic attachment. only come from a feeling of being loved. The Lover represents all that is dreamy and glamorous about life; 1. Attraction (purely physical) it’s the man or woman you know who loves their job, 2. Lust (sexual attraction and desire) loves their partner and takes pleasure in everything they do. Lover brands are not only attractive to 3. Crush (liking someone) their audience (both physically and emotionally as 4. Love (commitment) a product or service), but they also help others love 5. True Love (soul mates) what they do by bringing a new found appreciation to their lives or work.

Relating the Lover archetype to the world of today

Pleasure Seeker – Häagen-Dazs’ ambition was to create the world’s best tasting ice-cream, and his devotion to the highest standards changed the way people thought about ice-cream. The Häagen-Dazs philosophy remains the same to this day. They believe that everyone deserves to experience pleasure that is fulfilling and real, and this guides everything that they do.

Romantic – Since its creation 105 years ago, the Alfa Romeo name has become legendary. It evokes passion for motoring like no other – a passion built on the championships, drivers and mechanics that have been the machine behind its success. In every Alfa Romeo, technology and emotion converge to produce a true work of art – every detail essential and every design is the perfect harmony between beauty and purpose.

Companion – The very nature of the role that Guide Dogs Australia plays in the lives of those they help is the epitome of a Companion Lover brand. They are selfless in their service, and they are with you through the good times and the bad, helping out as needed.

Pleasure Seeker Romantic Companion

9 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com USING YOUR ARCHETYPE WITHIN YOUR BUSINESS

What does the Lover stand for?

Lovers are dashing, chivalrous and romantic figures. They represent all that is dreamy and glamorous about life.

Lover brands tend to be those that focus on the senses, and create a multisensory experience for customers that ultimately makes them fall in love or feel loved by the brand and the products or services being delivered by the brand.

Lover audiences want a deeper kind of connection – one that is intimate, genuine and personal and even a bit sensual at times. These connections, whether they are with lovers, friends or family members are built on knowledge, honesty and vulnerability that result in special, rare and deep moments being experienced.

What is the ideal world for your brand to operate in?

The ideal world for a Lover brand is to play a role in our everyday life where we just want to experience and be seen as successful. Think about the aspirations you have for your children, family, friends and yourself. There is a vision for what success looks like, and in most cases there is a desire to see it achieved for the chance to live happily ever after. The Lover is active in all of us throughout our lives as we work on keeping the love we have alive or looking for new people to love.

A mantra for the ideal world for a Lover brand can be summed up as the following:

Fall in Love. Be passionate and fearless. Listen to your heart be thoughtful and generous. Believe in love at first sight. Hold hands, laugh nervously, write love letters and make handmade gifts. Get dressed up for a date. Feel butterflies in your stomach. Run away together. Stay in bed all day. Create memories you will tell your grandchildren about. Cuddle. Learn from each other. Be patient and kind with your words. Grow old together. Be spontaneous and impulsive. Kiss each other goodnight. Remember why you fell in love...This is your happily ever after.

The Lover archetype allows us to awaken people’s aesthetic appreciation – that natural beauty we stand in; the gourmet food served so elegantly; the taste of aged whiskey sipped for a special occasion; and the sounds of the music played so gently as we eat dinner in a seaside restaurant. Lover brands encourage this special connection to be absorbed by our senses. Capture as many of the five sense as possible (hearing, sight, touch, smell, and taste) in your communication with customers.

10 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com How to stay motivated, disciplined and focused?

The Lover brand fears being cast as a wallflower or being rejected by their ‘lover’ (customer). Fundamentally, the Lover brand fears not being lovable, but your focus needs to be deeper than this!

Consider how your product and/or service will reveal the true beauty of the person or about themselves, or the environment in which they frequent. Connect with them on the truth of what they fear (rejection), desire (unconditional love) and what they have to give. It is the importance of what this realisation will mean to them that you are actually selling as a Lover brand.

There is a desire with a Lover brand to get to know people’s secrets, accepting their vulnerabilities and building a deeper relationship based on honesty. The steps in the table below will keep your Lover brand disciplined and focused to ensure you can celebrate as many anniversaries with your clients as possible.

Steps for lasting It’s all about the actions you take relationships

1. EXPLORE Take a genuine interest in your individual customers. Don’t just serve up generic ‘The first kiss’ compliments and processes. Go and see them personally and ask questions. Showing an interest and remembering small personal details lets them know that you’re thinking about them and that you’re interested in their life.

2. BUILD Explore your customers needs. Take the time to explore what is going on with the ‘The Proposal’ customer. Determine what ‘happy ever after’ looks like to them. Are they looking for shared love or have they just experienced a tragic love situation (see page 13)? Once you know what this is, it will be easy to determine how best to build a relationship and provide a solution to them.

3. ESTABLISH Build a foundation of honesty. People respond to honesty. In a world where people are ‘The Wedding’ often faced with scams and lies, honesty is a priority. The relationships you form with honesty as a foundation will be strong and powerful.

Apologise. If you’re wrong about anything or do something that offends or hurts someone, admit it. Everyone makes mistakes – after all, we’re all human. People respect you more if you are honest about your mistakes and apologise. Honesty strengthens your relationship with a customer.

4. NURTURE Stay in touch. Relationships require exchanges. In our world today, we have many ‘The Anniversary’ options to communicate and improve our relationships.

• Face to face is always the best. Enjoy coffee, lunch, or just stop in for a chat. Not only are you communicating, but you’re also fully devoting your time to them as well.

• Letters and cards are a good way to stay in touch, and they remain special in this computer age full of quick text messages and impersonal emails.

• Emails are also appreciated, particularly when you give it the personal touch, but nothing says, “You’re important to me” like meeting in-person or chatting on the phone.

Recognise accomplishments. Let people know that you notice even their small accomplishments. Everyone likes to be noticed and recognised. It fosters good feelings and builds on your relationship when you give someone a well-deserved compliment.

Doing ANYTHING to please others

Each archetype has a shadow side to their character that needs to be understood in order to become aware, and therefore, prevent a negative brand experience for your team or customers.

Have you ever met a people pleaser? These people are usually running around like a chicken with it’s head cut off trying desperately to please everyone around them and make their own lives very difficult in the process. The primary trap for a Lover brand is trying to please every customer in the market instead of focusing on the cross section of the market that are your perfect match! Take your time to fully understanding the needs of a client, build rapport and sell them what they need. If you don’t, it can be easy to take actions to impress them and risk losing sight of the solution they were actually after.

Remember the underlying desire of a Lover brand is to attract and belong, ultimately leading to the building of a meaningful relationship. When you try too hard to impress, you stop being special and the affection that was once appreciated is lost. At its worst you can come across as pathetically desperate. The measure is to have a strong sense of self so your Lover brand can be expressed without so much compulsion.

Lovers like to think of themselves as being wonderfully appreciative of others. However, they typically dislike people and competitors who threaten to rival them in their affections for others. Therefore another trap for a Lover brand is to be aware of the competitiveness that can lead to jealousy and mean-spirited behaviour.

What are the characteristics of Lover ‘type’ customers?

Audiences in which the Lover archetype is dominant in (the low hanging fruit for your brand to market to) all have a common desire to be singled out for attention. From here we then like to break these audiences down into two types that a Lover brand will appeal to:

• Shared Love: Live happily ever after. Marie and Pierre Curie are the embodiment of this audience type. Theirs is a story about partners in love and science. In 1898, they discovered polonium and radium. When Curie died in 1904, Marie pledged to carry on their work, driven by the memory of the man she loved.

• Tragic Love: Torn apart by tragedy. Many love stories have tragic endings. The lovers break up or, as with Marc Antony and Cleopatra, they are separated by circumstances that lead to both of their deaths. There is a real pulling at our heart strings when we hear stories like this.

“Your goal is not to do business with everyone that wants what you have. Your goal is to do business with people who believe what you believe.” – Simon Sinek

Shared Love Tragic Love From an everyday perspective, shared Tragic Lovers are actively looking to be love is all about how love is maintained understood and be offered a chance or fuelled in a relationship. For Marie to re-build from the tragedy they have and Pierre Curie they continued to experienced with another product or bond through shared experiences. This service. They are wanting to connect is the key for this audience type, they with your brand on the promise that are looking for your brand to engage they too can enjoy a happy ending, and with them regularly about what you be able to live happily ever after. For both have in common, so they know these Lovers they have a fear around they are loved and respected. not ‘finding love’ again or worse, experiencing another tragedy.

How do you present a Lover Brand?

The Lover should shine in every environment and be placed against neutral finishes in order to highlight their natural beauty and capability. Colours are best kept to natural shades as found in nature. Use more of the warm colour tones than the cooler tones to evoke as sense of belonging.

Remember, Lovers are not wall flowers, so use bold colours (strategically) to catch the eye and attract others. Be careful to ensure that your surroundings represent your true style and are relevant in both client and team areas. These two areas may have a different approach but should be comfortable and attractive in their own way. Standout and be memorable in your own way to attract others you truly want to partner with.

Product and services should be high quality, and appear as one of a kind, unusual or tailored especially for the customer. Lover brands deliver quality – not for status, but for an enhanced and reliable pleasure in life. Think about how you offer this quality or reassurance to your customers. It could be as simple as a guarantee.

There are many symbols of love that are know around the world. Here are a few for reference:

Rose: Love Swan: Grace, love Maple Leaf: Ancient Cupid: Attraction Myrtle: Potent and romance and beauty symbol of love in China and affection aphrodisiac and Japan

Seashell: Protectiveness Dove: Peace and Harp: Artistic of love deep love symbol of love

As well as the universal symbols of love, imagery that evokes the senses of the audience are representative of a Lover brand. For example, subjects who have their eyes closed or lips parted suggest they are embracing their sense of smell or touch. Close ups of products shows the ‘love’ gone into the quality of the product. Here are some Lover brand image examples below:

1. Digest the information. Read through this document and take the time to digest the information. We want you to understand and think about all the content within this document. If you are unclear as to how you would use this information in your business, then we are here to help.

2. Create a brand update and marketing plan. Review your next actions, create a plan to implement your Brand Archetype Profile Insights.

3. Do you want help to expand and fully implement your Brand Archetype? Brandonian’s expert Strategists can workshop your brand with you in greater depth. We will work with you to fully realise the potential of your new brand by articulating your purpose. By creating a unique message and language to express your Brand Archetype, you can’t be replicated.

GET SOME HELP

If you are having trouble understanding or awakening your archetype, Brandonian can help. Our Online Test and this Archetypes Insights document has been designed to get you started and give you something you can work with to stand out and be heard in the crowd at price everyone can afford.

It is important to note that the process to determine the archetype most suited to your business is a four hour workshop with your key stakeholders present. We can only partially replicate that through an online quiz.

While any archetype can be used to create a language to consistently communicate with the world, this online quiz may not have arrived at the archetype best suited to your business. We would recommend further discussions with one of our strategists.

Our whole purpose and reason for being is to help small business be seen and be heard. We created this test and archetype system because we kept seeing so many businesses just like yours, with good people in them and a great product or service, but no one knew about them. We wanted to offer what big businesses with deep pockets pay big dollars for to give smaller businesses the same competitive advantage.

So if you are having trouble using what you have just discovered, but can see how this thinking can really help your business to be seen and heard and ultimately grow, we are here to help.

We can help you in many ways, from creating you a set of branded graphics and brand statements to setting up a number of different templates that you can use straight away and build off.

We can define for you a tagline and a why statement or write some website copy with brand language capturing your point of difference.

Just get in touch and we can chat about what will help you the most.

To inquire into how to successfully implement your new Brand Archetype Profile Insights, please contact us through brandonian.com/workshopenquiry