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Branding Strategy
Have you ever noticed that certain movies, books, or songs seem to instantly touch a cord in you? You naturally resonate with the characters. Their story is one that in some way, you feel you've lived yourself.
The same is true for a successful brand. It's not just a fancy logo that sparks recognition. It's the emotional appeal that it creates. A brand rich with personality and magnetism tugs at our heart, stirs our imagination or tickles our funny bone.
Doing good work and being reliable are worthy characteristics. But let's face it, it's charisma and personality that make a person and their business succeed. That's why I include the ancient power of archetypes in my branding strategy to help my clients create their brand.
What is an archetype? Archetypes are believed to be universal, mythic 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.
There are dozens of different archetypes. What's important to know is that each archetype: Innocent, Explorer, Wise One, Hero, Rebel, Alchemist, Jester, Just Me, Romantic, Nurturer, Artist and Ruler has its own meaning, values, personality, likes and dislikes, strengths, sense of mission, and calling.
What does this means for you? By using the ancient power of an archetype when branding your business, you immediately make your marketing easier and incredibly exciting because you'll clearly communicate who you are and what you're all about to your audience.
A branding strategy using archetypes allows your audience to dive deep into the heart and soul of who you really are. We see this concept come shining through when highly successful people have turned "who they are" into "a brand we love."
Some business owners believe web branding is a simple matter of pasting a logo and positioning statement on a website and related promotional items. For others it is some ethereal method of bringing consumers to your website.
Many individuals who may involve themselves in affiliate revenue programs may feel that an identity brand is not needed. I suppose a case could be argued to this effect. However, if you are involved in list building strategies then the individual recipients are more concerned about your trustworthiness than they may be about the product you are pitching.
Because you have that branding you can always be updating your branding on that product or come out with new products on that type of scenario to generate income. If you are in the home based business industry, that is just another income stream. Now, in this industry when you lead people or jump from program to program, if a person did that, at least tell the people in the other program that you are in, hey I am moving on to another program, be honest with people. When you do not do that it just kills your branding and kills your business online. Pretty soon nobody is going to trust you and when you say I am going to do this, I am doing this opportunity right now nobody is going to trust you. They are going to think that you are just going to take my money, leave me there and move on to the next opportunity and do not really care about me anyway. You do not return my phone calls or emails or even do what you said you were going to do.
Whether you do everything you say you are going to do or follow through with everything, that becomes your branding. If you hop from program to program you become branded as a program hopper. If you send out emails twice a week you soon become branded on that email list. You send out two emails a week and you do that consistently every week, people expect it, you become branded for that. When you stop doing that people are like, are you going to send out anymore emails, that becomes your branding. These are unique things that can create business longevity for yourself. Without it you will not have a long lasting business. You will always be worried in your business where your next commission or sales is going to come from.
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