Stand out from competition using your brand
Differentiation is an absolute must in today’s noisy market, but it’s hard to know where to start. Only through careful planning, and execution, can you truly set up your business for success. You may be wondering if your business is missing out. Let’s look at how you can differentiate yourself from the rest and stand out from competition.
Let’s start at the beginning with something called your brand archetype. Your brand archetype is the personality of your brand and this is important because we identify with people, not products.
Archetypes are a tried and trued method used in more than just branding. You can find these 12 standard archetypes, or a combination of them, in movies, books, and plays all over the word. All characters are based on archetypes.
Think about your audience and what they are like, what problem can you solve for them? Are they overworked? Under-paid? Or overwhelmed?
Once you know how they feel you can begin to think about how your brand can talk to them personally. The twelve distinct archetypes can help you better identify your audience and the best way to appeal to them with your brand.
The archetype line-up
- Is your brand Royal (like Lexus), a Caregiver (like Dove), or a Hero (like Nike)?
- Maybe your brand is more focused on speaking to everyone, the everyman/woman archetype (like Ikea or WalMart) is relatable, down-to-earth and strives to never leave anyone out.
- It could be that your brand is Innocent and that your customers really identify with a “be good, do good” message and love the idealism your brand represents (think, Innocent drinks).
- If your brand had a spokeswoman it would be the always chipper and encouraging like Glinda the Good Witch (from Wizard of Oz).
- If these don’t seem to be quite right, no worries! There’s still the Creator (Lego), Explorer (Jeep or The North Face), Maverick (Harley-Davidson), Entertainer (Dollar Shave Club), Lover (Hallmark), Sage (Google), and Magician (Apple).
Ready to stand out from competition?
So what’s your archetype? Do your business a favor and get a sense of direction on your brand’s style and motivation.
Who am I?
I'm Gina Dunn, Brand Strategist and CEO of iGina - and my mission is to help entrepreneurs to define and build brands. Let's bring your brand to life!
Did you know that brand-led businesses outperform their competition by 83%? Get started by mapping out your very own brand strategy yourself with our Brand Canvas - get it here.