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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 Copyright Statement © Copyright Brandonian Pty Ltd – All IP, ideas, concepts and supporting materials are the property of Brandonian Pty Ltd. 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 e g I n decisions and behaviours n d B o e l of your brand. n e 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.
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