Captivate,
Show
&Tell
Average consumers glance at an image for only
Is your brand powerful enough to engage them longer?
1-3 seconds
With a custom crafted elixer of
Consumer Psychology +
Strategic Storytelling +
Impactful Imagery —
it can be.
A logo, colour pallet & font library is not enough to build a competitive brand.
While an identity system is a useful toolkit to maintain your mark consistently across various media, products & packaging, it does not fully consider what you need to engage consumers & create a memorable experience. Nor does it guide your creative team on how to best produce effective advertising.
If you've struggled with any of these questions, building a strategic brand based on consumer psychology can provide a guiding light. Let's take a look at a solution that is more effective than just assets & copy alone.
Dive below the surface to increase your competitive brand value.
[Conscious: what the customer sees]
Comparisons of cost, quality, value, & features. Sales marketing tactics. Promotion of a product or service consistently across various channels.
MARKETING | Tactical
Emotional value of belonging, connection & alignment of psychological needs that shapes perception & leads to brand loyalty.
BRANDING | Strategic
[Unconscious: what the customer feels]
Perception is powerful and once established is difficult to change.
True branding creates an intangible emotional connection with your customers & consumers.
People do not feel loyal to products, price points, features, or benefits.
When your competition is matching your products & services, the best way to increase the bottom line is to increase brand loyalty with emotional value.
By better understanding the use of consumer psychology to create emotional attachment — we can engage, connect & retain lasting relationships.
We fall in love with a brand because of how it makes us feel about ourselves, aligns with our values & enhances our own image by relation.
I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.
MAYA ANGELOU
How do we best create emotional brand value?
Using archetypes, we'll discover your company's unique essence, align it with the psychological & emotional needs of your consumers & individuate from competitors.
What are archetypes?
Carl Jung's was a Swiss psychiatrist, psychotherapist & psychologist who founded the school of analytical psychology. He believed there are universal experiences inherent to the human experience, such as belonging, love, death, and fear which create unconscious motivational drives in each and every one of us.
Jungian archetypes refer to universal, inherited ideas, pattern of thoughts, or images that are present in the collective unconscious of all human beings. These inborn universal symbols represent human behaviors, personalities, and experiences that shape our understanding of the world and how we relate to each other.
Archetypes are the reason we find meaning in images & stories as represented in art, film & literature:
HORSE:
Power &
Freedom
WARRIOR:
Courage &
Bravery
DRAGON:
Chaos &
Transformation
There are 12 Major Archetypes.
Each motivated by specific values, beliefs, & practices that play a role in fulfilling our 4 basic human needs of Independence, Mastery, Belonging & Stability.
By striving for realization within their environment, archetypes experience a personal transformative journey of self-discovery & growth. This process of actualization develops the individual's unique identity.
The power of Brand Archetypes...
Archetypes are a universal language that we all innately understand and are drawn to on a subconscious level.
Each Archetype has specific values, beliefs, & practices that play a role in fulfilling our 4 basic human needs of Independence, Mastery, Belonging & Stability.
Building a strategic brand platform based on your unique persona can provide a guiding light.
A rock solid platform acts an essential guide to maintaining consistency & clarity of communication throughout all employee, client & consumer touch-points while shining a unified message out to the world.
How do we discover our own unique Brand Persona?
By understanding your brand archetype, we can build a solid platform through the voice of your unique persona that speaks to the hearts of your clients & consumers.
We conduct research to define the unique differences & core values of our brand.
1
We connect those findings with our targeted customers subconscious drivers.
2
We make sure the archetype is distinguished from our competitors.
3
We create a defined path for us to follow into the future.
4
20 QUESTION
WITH A UNIQUELY CRAFTED
We can transform your brand together.
CREATIVE BRAND ANALYSIS & COMPETITOR ANALYSIS
This process involves your organization as a team. There is more than meets the eye to this research & often your best competitive archetype may surprise you. Once determined, how you use this to build your brand is a very specific process.
To discover your unique brand persona, build or rejuvenate a strategic brand platform and generate works based on this — contact me for a concentrated elixer custom-made specifically for you.
What inspired you to help companies build brands?
I decided to offer branding services after working for corporations that didn't have a solid brand strategy. Basing their marketing, design & advertising efforts around just a logo, font set & colour pallet made it extremely difficult for their creative teams to do an effective job without a tangible way to choose imagery or write copy. Consequently their advertising, design & interactive efforts (especially social) were disjointed for consumers and generally a frustrating, time consuming experience for different departments & contractors to work together with so many contrasting ideas. Add in a sub-brand & it was even more confusing. I started building brand platforms as a way to make my own work easier over the years & found it extremely valuable for my clients. I've now extended that to helping companies strengthen their brands from the inside out.
