Build a client-attracting brand using Brand Archetypes.

"If you want your audience to know who you are as a brand, your brand needs to know who IT is." (iconicfox.com)

You must use psychology to influence your potential customers behavior. This is not a bad thing. It is simply the smartest strategy you can employ because it forces you to go deeper into your SPECIALTY to determine the audience you are trying to attract. You have to understand who you want to attract and to get them to see YOU as their solution to their pain. In business, it is not truly about the product or the service, as it is more about the experience, the connection, and how they FEEL & PERCEIVE your brand.

This is called BRAND EQUITY.

You cannot define your brand equity because it is defined by the customer.

Do they have an emotional, subconscious connection to your brand? When you answer this definitively, and you can convert your target audience into paying & loyal customers, you have MASTERED YOUR BRANDING & will be able to market effectively.

There is a way for you to build an attractive brand by using a proven, jungian tool called Archetypes.

Carl Jung (July 26, 1875 – June 6, 1961) is one of the most influential psychiatrists of his time who developed the theory of archetypes in the context of personalities. It has been adopted by the marketplace with smart marketers & brand strategists who use this ideology successfully because it has been shaped by time, culture, & experience & yields unprecedented results.

Have you ever watched certain commercials that evoke a specific emotion? It doesn't matter what the emotion is, whether it was feeling rebellious, or compassionate, or sad, happy, or funny. The strategists behind that commercial is purposely doing psychological work on you without you being aware. Masterful branding is an art and a science. The art is in the storytelling, the brand voice, and the usage of imagery & media. The science is in the archetype that the brand was built upon.

As an emerging Kingdom entrepreneur who desires to put HERSELF on the market as a PERSONAL BRAND, most times, the archetype of your brand is going to reflect your own human desires & personality.

It is God who is using YOU to reveal your authentic expression, to deliver an authentic message to a specific audience, & to utilize the gifts He has given you to compliment your marketplace ministry.

You are not called to everybody. You are a specialist! Being a successful brand is about being EXCLUSIVE.

Paul was exclusive to the Gentiles while Peter was exclusive to the Jews. Moses was exclusive to the children of Israel who were under Pharoah. Esther was exclusive to the Jews in her time.

Who are you exclusive to?

By divine nature & design, you are different & the moment that you try to copy or mimic someone else, you become a second COPY of them instead of being the ORIGINAL VERSION OF YOU.

It is important to get to know who YOU ARE, so that an AUTHENTIC BRAND can come FROM YOU.

Now, you are here because you have taken my Brand Archetype Discovery Quiz.

What were the results? Check out your archetype below & then begin to analyze if the results match the audience you are trying to attract.

WHICH BRAND ARCHETYPE ARE YOU?

They Live For: Liberation and Independence
Traits: Outlaws, Mavericks, and Revolutionaries
Brand Types: MTV, Harley Davidson, Urban Outfitters, Liquid Death Water
Celebrity Types/Icons: Robin Hood, Jack Sparrow, Lady Gaga, Bob Marley
Motto: Rules are made to be broken.
Emotional Drivers: Independence, innovation, trailblazing
Emotional Fears: Complacency, Powerlessness, Ineffectiveness
Strategy: Challenge the Norms
Mantra: Disrupt the status quo.
Industries: Music, Film, & Entertainment, Motorcycles, Apparel
Synopsis
The rebels aka the outlaws are free-spirited, unconventional people. They are disruptive, apt to create revolutions & want to challenge the norm. They believe rules are made to be broken. They are independent, hates complacency & conformity, desire to disrupt, create movements, enact change, & thrives in being the minority. They are most likely trailblazers, & could overthrow any form of government if they had the resources.

They Live For: Mastery & Courage
Traits: Honest, Candid, Brave, Strong
BrandTypes: Adidas, Nike, Fedex, Red Cross
Celebrity Types/Icons: Katniss Everdeen (Hunger Games), Serena Williams, Michelle Obama
Motto: "Impossible is Nothing" (Adidas Tagline)
EmotionalDrivers: Courageousness, Growth, Development, Defense
EmotionalFears: Incompetence, Cowardice, Downfall, Incapability, fear
Strategy: Become stronger and better.
Mantra: I want to prove people wrong.
Industries: Sportswear, Sports Equipment, Outdoor/Tactical Equipment
Synopsis
Heroes are naturally determined & focused, brave, & courageous. They can endure pain but they cannot tolerate incompetence or failure. They have to challenge limits. They have to master what they set their minds to do, & they can easily overcome adversity. They use their heroism for socialism by addressing problems & empowering people to take action to improve the world. Heros believe in being candid, honest, & strong. They are most likely to be courageous, testing the boundaries, loves to be challenged. They fear incapability & cowardice.

They Live For: Service & Sacrifice
Traits: Caring, Nurturing, Reassuring
BrandTypes: Unicef, WWF, TOMS, Campbells, Salvation Army
Celebrity Types/Icons: Angelina Jolie, Princess Kate Middleton, Hugh Jackman
Motto: "Unite For Children" (Unicef Tagline)
EmotionalDrivers: Support, Help, Recognition, Service
EmotionalFears: Helplessness, Neglect, Blame, Anguish
Strategy: Others Before Self
Mantra: I want to sacrifice myself for others.
Industries: Health & Aged Care, Non-Profits, Hospitals, Education
Synopsis
The Caregivers protect & heal people who have a need. Caregivers are service providers. They are the most caring & reassuring people in the world. They believe in loving your neighbor & doing good for all. They are very supportive & love to recognize others. They hate when someone is neglected, in anguish, or disenfranchised.

They Live For: Enjoyment & Good Times
Traits: Fun loving, playful, optimistic, spontaneous, humourous
BrandTypes: M&M's, Old Spice, Dollar Shave Club
Celebrity Types/Icons: Robin Williams, Jim Carey, Kevin Hart
Motto: "Shave time, shave money" (Dollar Shave Club Tagline)
EmotionalDrivers: Fun, Happiness, Laughter, Togetherness
EmotionalFears: Boredom, Loneliness, Negativity, Gloom
Strategy: Promote Good-Times
Mantra: I want to make them laugh.
Industries: Confectionary, Professional Services, Beer, Child Services
Synopsis
Jesters live in the moment. They are most likely class clowns. They love to have fun, be playful, and most likely have an optimistic view. They love to laugh and make others laugh. They want to bring happiness to the world. They hate boredom, negativity, & loneliness. They want to create amazing memories.

They Live For: Safety & Happiness
Traits: Optimistic, Honest, Humble, Idealistic
Brand Types: Aveeno, Dove, Volkswagon, Whole Foods, Fresh Market, Honey Pot
Celebrity Types/Icons: Tom Hanks, Dakota Fanning,
Motto: "Better Ingredients. Better Skincare: Aveeno" (Aveeno Tagline)
Emotional Drivers: Happiness, Morality, Simplicity, Honesty
Emotional Fears: Depravity, Deceit, Negativity, Complexity
Strategy: Display Wholesome Virtues
Mantra: I want to make you feel good.
Industries: Beauty & Skin Products, Organic, Cleaning, Fresh Food
Synopsis
The Innocents are known for love, peace, & happiness. They can sometimes have a nostalgic feel to them. They believe that everyone can experience paradise, but it has to be at the cost of going back to what is simple, honest, transparent, & true. The innocent archetypes are very optimistic, humble, & honest human beings. The believe life should be simple and transparent. They believe in morality, simplicity, & happiness. They hate depravity, complexity, & especially deceit.

They Live For: Control & Leadership
Traits: Commanding, Refined, Articulate
BrandTypes: Louis Vuitton, Mercedez-Benz, Rolex, Verizon, Rolls Royce, Microsoft
Celebrity Types/Icons: Winston Churchill, Queen Elizabeth II, Bill Gates, Mufasa
Motto: "Can You Hear Me Now? Good." (Verizon Tagline)
EmotionalDrivers: Prosperity, Success, Wealth, Status
EmotionalFears: Weakness, Insignificance, Failure, Poverty, Dethroned
Strategy: Show Leadership
Mantra: I want to demonstrate leadership.
Industries: Watch Manufacturers, Luxury Automotives & Hotels
Synopsis
The Rulers are driven for success, prosperity, & leaving familial, financial, corporate legacies that are generational. They are very influential & will promote organization & stability. Rulers are very articulate people. They are refined & commanding. They feel power is everything because it brings order to the planet. They are driven to produce prosperity, success, wealth, & status & hates the face of poverty. Insignificance & failure are their fears.

They Live For: Innovation & Creative Expression
Traits: Inspirational, Daring, Provocative
Brand Types: Sony, Apple, Adobe, YouTube
Celebrity Types/Icons: Tony Stark, Adele, Pharrell Williams
Motto: "Think Differently" (Apple Tagline)
EmotionalDrivers: Expressive, Originality, Self-Expression, Imagination
EmotionalFears: Stagnation, Duplication, Familiarity, Indifference, Creative Block
Strategy: Inspire to Unlock Imagination
Mantra: I want to cast vision & authenticity.
Industries: Arts, Design, Information Technology, Marketing, Writing
Synopsis
Creators want to create something that is innovative, original, imaginative, & expressive. They move from imagination to manifestation. They use their creative minds to solve problems. Creators are the most inspirational people in the world. They dare to imagine. They believe in being the anomaly. They hate duplication, familiarity, & indifference.

They Live For: Belonging & Connection
Traits: Friendly, Humble, Authentic, Resilient
Brand Types: Ikea, Target, Lynx, Wrangler
Celebrity Types/Icons: Ben Afleck, Reese Witherspoon, Will Smith
Motto: "Creating a Better Everyday Life for the Many People" (IKEA Tagline)
Emotional Drivers: Connection, Togetherness, Equality/Inclusion, Fellowship
Emotional Fears: Exclusion, Being Left Out, Hostility, Disassociation
Strategy: Align with basic values
Mantra: I want to create a welcoming community.
Industries: Home/Family Life, Comfort Foods, Everyday Apparel, Everyday Family Vehicles (Subaru)
Synopsis
The Everyman's aka Regular Guys or Ordinary Citizens simply want to belong & connect. They are down-to-Earth, and desire nothing more than to make others feel like they are a part of a community. They desire belonging. They are most likely friendly, humble, & authentic. They believe that everyone is alike. Connection, togetherness, equality, inclusiveness, & fellowship is the only way to live life. They feel that these are basic values. They hate racism & biases, hostility, & disassociation.

They Live For: Knowledge & Insight
Traits: Intelligent, Assured, Reflective, Cerebral
Brand Types: Google, BBC, University of Oxford, Harvard University, Oprah Winfrey, New York Times
Celebrity Types/Icons: Albert Einstein, Oprah Winfrey, Prophet Lovy Elias
Motto:"The Next Right Decision" (Oprah Winfrey tagline)
Emotional Drivers: Wisdom, Intelligence, Expertise, Influence
Emotional Fears: Ignorance, Powerlessness, Misinformation, Inaccuracy
Strategy: Show the path to wisdom.
Mantra: I want to celebrate life-long learners
Industries: Media & News Networks, Schools & Universities
Synopsis
The Sages are on an endless pursuit of truth. They analyze the world around them, are most likely the most intelligent people in the world because of their desire & pursuit to discover knowledge and they use their influence to influence others to pursue knowledge. The sage archetypes are very knowledgeable, assured of themselves, & loves to guide people with knowledge. They believe the truth will set you free. They believe education is the most important thing. They celebrate life-long learners. They hate ignorance & misinformation because they feel inaccuracy is equals to ignorance.

They Live For: Power & Imagination
Traits: Mystical, Informed, Imaginative, Intuitive
Brand Types: Wizard of Oz, Disney
Celebrity Types/Icons: Walt Disney, Tony Robbins, Hayao Miyazaki
Motto: The Happiest Place On Earth" (Disney's Tagline)
Emotional Drivers: Transformation, Knowledge, Vision, Discovery
Emotional Fears: Stagnation, Doubt, Uncertainty, Ignorance
Strategy: Develop a vision and live by it.
Mantra: I want to transform the environment.
Industries: Entertainment, Beauty, Spa/Relaxation, Health
Synopsis
Magicians are spiritual in nature because they want to transform the environments, make dreams come true, & push the limits of the mind. Magicians are mystical, informed, & imaginative. They believe that anything can happen & that anything can be transformed. They believe in knowledge, vision, & discovery & they hate uncertainty and ignorance. They love to cast vision.

They Live For: Sensuality & Affection
Traits: Empathetic, Compassionate, Sensual, Committed
Brand Types: Ferrero Rocher, Chanel, Victoria's Secret, Godiva, eHarmony, Hallmark
Celebrity Types/Icons: Marilyn Monroe, Beyonce, Ryan Gosling
Motto: "It's More Than Just Chocolate" (Godiva Tagline)
EmotionalDrivers: Closeness, Indulgence, Affection, Love
EmotionalFears: Rejection, Loneliness, Isolation, Invisibility, Abandonment
Strategy: Reaffirm Beauty
Mantra: I want to provide red carpet treatment & indulge the senses.
Industries: Fragrances, Wine, Indulgent Food, Travel, Cosmetics
Synopsis
Lovers desire intimacy, & not just in a romantic way. They desire connection and believe the entire world should be affectionate & connected, regardless of the type of relationship. They love to bring people together and use their sensual abilities to bridge the gap in connecting with others. Lovers are empathetic & compassionate. They want to provide red carpet, over-the-top experiences. They desire relationship & closeness and hates isolation, rejection, & not been seen.

They Live For: Freedom & Discovery
Traits: Exciting, Fearless, Daring, Independent, Curious
Brand Types: The North Face, Jeep, National Geographic
Celebrity Types/Icons: Harrison Ford (Indiana Jones), Angelina Jolie (Lara Croft),
Motto: "Go Anywhere. Do Anything." (Jeep Tagline)
EmotionalDrivers: Adventure, Exploration, Self Discovery, Liberation
EmotionalFears: Confinement, Entrapment, Cautiousness, Immobility
Strategy: Celebrate the Journey
Mantra: I want to break free.
Industries: Extreme Sports, Outdoor Equipment, SUV Autos, Adventure Travel
Synopsis
The Explorers are free-spirited, adventurous, & hates boundaries. They want to discover the world without restraint. They have a desire to experience life more fully & authentically & they use their explorer traits to show others how to be free to explore too. Explorers are very adventurous people. They thrive off of excitement. They are daring & fearless. They feel like they only live life once and making it count means to celebrate journeys and to discover oneself. They fear entrapment, bondage, & being confined to spaces & environments. They want to show others how to enjoy life.

What’s Next?

It’s time to analyze your archetype.

A Personal Brand is when YOU ARE the marketable product & you are delivering your message, skills, expertise, & knowledge as a service. These people are most likely coaches, consultants, creators, artists, etc. They usually have a small team, but the CEO is the focus of the brand. QUIANA J is my Personal Brand. Cindy Trimm & Oprah Winfrey are personal brands.

A Corporate Brand is when the focus is NOT on the CEO or Founder but is on the products & services. Starbucks, Walmart, Target, & Honey Pot are corporate brands.

So, analyze the type of brand you want to launch & see if the archetype revealed in the quiz matches the audience you are trying to attract. For example, I am the Creator archetype, so naturally, my personal brand takes on MY PERSONALITY and will attract other Creator archetypes. My brand messaging, images, tone & voice, etc will all speak to other Creators, women who want to discover their authentic expression & reveal that sophistication to the world to empower others with the use of creatives, content, & innovation. However, if I wanted to launch a corporate brand that delivers quality, organic candles, as an example, and my target audience is to naturalists who value honest, simple, ingredients, they are the INNOCENT archetype. This means the brand needs to take on the personality of the INNOCENT ARCHETYPE and express itself through all forms of branding & marketing.

Therefore, you have to analyze what you want to sell and to whom you want to sell it, then build your brand INTO THAT PERSONALITY so that they can attract the personality of your target audience. A part of building this personality requires identifying your audience’s attitude towards life, their issues related to the market/industry you are in, their pain points, where they hang out, what they like/dislike, etc.

NOTE: If the archetype revealed in the quiz doesn’t match the audience you are trying to attract, then you need to ask yourself if the brand you are building is a personal brand or a corporate brand or if you answered the questions based on what is reality & not what you desire to be which can skew the results.

YOU JUST TOOK

THIS QUIZ,

NOW WHAT?