Get Freedom From The Burden Of Marketing With Amy Zander

Get Freedom From The Burden Of Marketing With Amy Zander

Using Archetypes To Clarify Your Brand Message

An archetype is a universally understood concept that is powerful and evokes emotion which is exactly what all of us want our brands to do so archetypes have been defined over the centuries by very smart people like Carl Jung.

There are 12 main archetypes that have been defined throughout all cultures because they exist in all cultures.

The 12 Archetypes

  1. Ruler
  2. Creator/Artist
  3. Sage
  4. Innocent
  5. Explorer
  6. Rebel
  7. Hero
  8. Wizard
  9. Jester
  10. Everyman
  11. Lover
  12. Caregiver

Nike Example – The Hero

Origin

In Greek mythology, Nike was a goddess who personified victory in any field including art, music, war, and athletics. She is often portrayed in Greek art as Winged Victory in the motion of flight.

Just Do It

The eponymous slogan refers to bold action. A hero is one who takes action despite the odds.

How Nike Speaks To Customers Through Branding

  • You Can Become The Hero
  • You Can Change
  • Great Things Are Possible
  • Keep Going

How To Develop Your Own Brand Based On An Archetype

At brandarchetypes.com, Amy has a questionnaire that is designed to provide clarity as to which archetype will be suitable for you to build your own brand around.

Amy’s process is to take all members of the organization through that questionnaire independently of each other.

Then they schedule a 90-minute brand session which is a giant brainstorming session where they go through all different aspects of their business.

A lot of words get put up on the board and are color coded.

99% of the time the archetype magically reveals itself at the end of that. 

About This Guest

Amy Zander

Amy has over 20 years of experience as a writer, editor, blogger, and social media content creator and manager. She worked as the editor-in-chief of a Lansing area health magazine, and has written for several Michigan area publications including Capital Area Women’s Lifestyle Magazine, Healthy & Fit, Capital Gains, Breaking Breads, City Pulse, and several community and business newsletters.

In addition to writing and marketing, Amy has management and event planning experience and has owned and operated her own cafe and bakery.

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About This Guest

Amy Zander

Amy has over 20 years of experience as a writer, editor, blogger, and social media content creator and manager. She worked as the editor-in-chief of a Lansing area health magazine, and has written for several Michigan area publications including Capital Area Women’s Lifestyle Magazine, Healthy & Fit, Capital Gains, Breaking Breads, City Pulse, and several community and business newsletters.

In addition to writing and marketing, Amy has management and event planning experience and has owned and operated her own cafe and bakery.

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