In between your business and marketing is your brand. A brand strategy is needed to inform and direct what you’ll say in your advertising and messaging. Gerald Zaltman, a professor at Harvard University School of Business says 95% of decisions are made subconsciously. So, there’s no question you need a brand strategy.
Your brand defines who you are and informs and directs what to say in your advertising and messaging. So, how do you create a brand strategy?
Brand Archetypes: The Path to Brand Self-knowledge
An innovative approach to developing your brand is through the use of archetypal models. These are pre-existing unconscious cultural ideals that determine why people buy. If you’ve never heard of archetypes, you are probably familiar with famous people and what they are known for. For example – Steve Jobs the Creator, Albert Einstein the Sage, or Christopher Columbus the Explorer.
There’s no doubt these people accomplished great things. But there are many others like them who aren’t continuously quoted, or even remembered. Why do these ones stand out? It’s because they embody an archetypal ideal. And your business can too, through your brand – or your personal brand.
Take the Quiz:
Take our 2-Minute B2B Brand Strategy Quiz and in less than a few minutes you’ll have identified your primary brand archetype. If you want a Custom Brand Strategy Report for your primary brand archetype, or are interested in developing your own Brand Book, Contact Us.
You Know You Need a Brand Strategy When ...
You want to create a marketing asset but you have questions. What content should it include? What should the headline be? What should the design look like? Don’t expect a writer or designer to know either. What they create is based on your brand strategy. Contact us for a Custom Brand Strategy Report. It will help you get started developing your unique brand presence. Here’s what it will cover:
Details on your primary brand archetype
What emotions to evoke
Your worldview and beliefs
Your brand villians
Stories and content types
Visual design, colors, and images
Themes and metaphors
How to Create a Brand Book
Your Brand Book is a single source of truth about how to best market your business. Trailblazer New Media also works with clients on a self-paced Coaching/Consulting basis to help you develop the four main components of your Brand Strategy – Product, Proof, Position, and Personality. This infographic explains the four main problems a Brand Book will solve, and some of the questions you need to start asking.