archetype profile - brandonian...also gain market share and increase shareholder value. it is the...

Archetype ProfileYour Brand Archetype

Profile Insights.

brandonian.com

EXPLORERGuide

2 ©Brandonian P/L | All concepts presented remain copyright of Brandonian.

Copyright Statement

© Copyright Brandonian Pty Ltd – All IP, ideas, concepts

and supporting materials are the property of Brandonian

Pty Ltd until final payment is received in full.

CONTENTS

Discovery

How we define your future brand .................4

How Archetypal Theory is applied ...............5

Your Archetype ..................................................6

Brandonian

Who we are ........................................................ 13

Awakening Your Archetype .......................... 14

Summary

In summary ........................................................ 15

What’s next ........................................................ 15

This is your Brand Archetype Profile, it captures the essence of your Brand Archetype and can be used as a basis for building your future brand. From here you can flesh out your brand strategy further to include all your future business and marketing activities. We offer workshops to take this to the next level and develop a thorough plan and guidance. For more information, please contact us through brandonian.com/workshopenquiry

Always ask:

“Are our plans being built from our Brand Archetype as defined in this Brand Archetype Profile?”

BRAND DISCOVERYExploring the direction for your new

brand is based on a clearly defined mapping methodology.

HOW WE DEFINE YOUR FUTURE BRAND

Let’s discuss the most ancient grooves in our mental architecture,

which Swiss psychiatrist Carl Jung described as ‘archetypes’.

Understanding and leveraging archetypal meanings to define

the soul of your brand and then expressing it in ways that tap into

universal feelings and instincts are the key prerequisites

to effective marketing in today’s intensely competitive and

complex environment.

We believe that when these deep psychic imprints are understood

and employed, brands not only gain meaning, but companies can

also gain market share and increase shareholder value.

It is the intention of this document to build up the story that you can

tell about your brand and your key people that is based around your

chosen archetype.


ARCHETYPES AND MOTIVATIONAL THEORY

Archetypes are symbolic images we unconsciously understand.

HOW ARCHETYPAL THEORY IS APPLIED

There are many layers and approaches

to archetypal theory, but ultimately this

approach is a process of discovery,

where we investigate how your

business works and identify the

underlying motivations that explain why

you do what you do. Simon Sinek said

it best when he said ‘People don’t buy

what you do, they buy why you do it’.

The ability to apply the innate traits of an archetype to marketing campaigns and a strong positioning

statement or strap line is imperative to the success of any business. The goal of this whole approach

is to set your business apart from your competitors and bring your brand story to life.

Wish The freedom to find out who you are by exploring the world

Focus To experience a better, more authentic, more fulfilling life

Fear Getting trapped, conforming, inner emptiness, non-existence

Strategy Journey, seek out and experience new things, escape from entrapment

and boredom

Trap Endlessly searching without purpose

Purpose Autonomy, ambition, ability to be true to one’s own soul

YOUR ARCHETYPEYour Future Brand promises new experiences and challenges us to

give them a go. By trying them, we create the possibility to learn a little

more about ourselves.

“Somewhere something incredible is waiting to be known.”

– CARL SAGAN


On the previous page, we spoke about the fact that

people don’t buy what you do, they buy why you do it.

So it follows then that if you understand what motivates

an individual, or a collective (like a target market), then

you can strategically communicate and interact in ways

that are designed to trigger and leverage an underlying

motivation and unconscious drivers of your customers.

At its core, motivation is a theoretical construct

used to explain behaviour. It represents the reasons

for people’s actions, desires, and needs. Motivation

can also be defined as one’s direction to behaviour, or

what causes a person to want to repeat a behaviour

and vice versa.

Motivational theory can be refined down

to four major human drivers:

1. Belonging (People and Community)

2. Independence (Self Actualisation)

3. Stability (Control)

4. Mastery (Risk)

From our Brand Archetype Test, we established that

the actions your business performs on a daily basis are

the hallmarks of an Explorer.

Not only does an Explorer challenge convention at

every turn, they continually look for ways to ‘rock the

boat’ or ‘think outside the square’ in order to drive

change through action.

The Explorer isn’t afraid to stand up for what they

believe in and fight to change the areas of the system

that they believe no longer serve the greater good.

EXPLORERGuide

The Explorer sits in the right

quarter, in the section where

independence is the underlying

motivation behind decisions and

behaviours of your brand.

An Explorer brand is driven

by a need to be independent,

adventurous and daring in the

face of self discovery, trial

and challenge.

YOU ARE THE EXPLORER

S

M

B I

Stability

Ind

ep

en

de

nce

Mastery

Be

lon

gin

g

These are the primary tensionsfaced regularly in a person’s thinking

Life requires constantnegotiation along these poles


THE EXPLORER

The Explorer is characterised by being independent, adventurous and daring. He represents

self discovery, trial and challenge.

Explorers have a strong need for self-sufficiency and tend to want to be free of rules and

traditions. They are driven by a desire for life-altering experiences. Explorer brands help their

customers to share in new experiences, to stretch and grow and ultimately to step out of their

daily routine.

Explorer brands represent this internal quest for authenticity and are often seen to help people

feel free, non-conformist or pioneering and helps people express their individuality. On a

deeper level the Explorer gains self understanding by discovering himself in the external world.

The Explorer Business:

They are driven to create new and exciting products or experiences and are often ahead of their time, willing to take tough stands for something they believe in.

The Explorer Culture:

In an Explorer culture the team is encouraged (and should have a drive for new

experiences) to discover new ways that will ‘stretch’ them to learn and grow.

Examples of the Explorer Brand:

Famous Explorers: Indiana Jones, Marco Polo, Huckleberry Finn and Burke and Wills.

Explorer Movies: The Secret Life of Walter Mitty, Erin Brockovich, Star Trek, Stargate.

Explorer Brands: Levi Jeans, National Geographic, Jeep, Intrepid and NASA.

The Explorer archetype provides a good identity for brands that:

• Your product helps people feel free, is non-conformist, or is pioneering in some way

• Your product is rugged and sturdy or is appropriate for use in nature, on the road, or in dangerous settings or occupations

• Your product can be purchased from a catalogue, the Internet, or another alternative source

• Your product helps people express their individuality

• Your product can be purchased and consumed ‘on the go’

PIONEER | GUIDE | SEEKER


WHAT MAKES AN EXPLORER?

The Explorer holds out the promise of new experiences and challenges consumers to try them in an effort to help them learn a little more about themselves.

Always ready and searching for a challenge, Explorers will do almost anything to avoid monotony and repetition.

They are innovative and ambitious, pushing the boundaries while searching for different perspectives and

expanded horizons.

Individual by nature, they encourage others to seek security and comfort in their own individuality, representing

self discovery, trial and challenge. This individuality is evident in a deep-seated desire or need for self-sufficiency,

wanting to be free of the establishment. Explorers don’t believe in limits, particularly with learning and developing,

and will help their audience to grow out of their daily routine.

The actions of an Explorer brand is often helping others to feel free, nonconformist or pioneering, feeling comfortable

to exist on the precipice of life. They provide autonomy, authenticity and equal opportunity through emerging trends

and technology.

There are 3 core types of Explorer – Pioneer, Guide, Seeker

An Explorer will help you discover what fits with your needs, preferences and hopes in order to have a more fulfilling life.

Whether it’s new experiences, products or services, the Explorer encourages you out of your comfort zone and instils a

feeling of freedom.

At a micro level, the Pioneer is a ground breaker, paving the way for others to follow in their tracks. They leave the known

for what could be, innovating with an adventurous spirit. The Guide understands the depth of the environment they

operate in, holding a seemingly bottomless wealth of knowledge and insatiable desire to spread that knowledge among

others. The Seeker is on the path to find wisdom and fulfil a higher calling. They are patient, persevering and tirelessly

motivated on a path for intellectual, emotional and spiritual knowledge.

Relating the Explorer archetype to the world of today

Pioneer - NASA. The world renowned space organisation searches far and beyond, discovering new planets and

developing initiatives to explore new worlds.

Guide - Tour Guides. Experts of a particular field or area, people turn to tour guides to better understand their

environment, relying on their knowledge to improve their experience.

Seeker - National Geographic. Driven to discover more, National Geographic takes its audience on a quest to

understand our planet, its inhabitants and environment.

Pioneer Guide Seeker


Using your brand archetype profile insight to chart a NEW course

Your Brand Archetype Profile Insight begins to create clarity, focus and a strong brand presence in all areas of

your business.

It is designed to help you, your team, and any future employees or suppliers that work with your brand to ensure the key

brand messages, tone of voice, visual approach and cultural behaviours align with your chosen archetype.

When you build a brand based on a ‘primitive mental image... present in the collective unconscious’, you can direct the

collective creative energies of your team and brand advocates to ensure your brand marketing and communications

activities are strategic and constructed in a way that is most likely to elicit the ‘right’ response from your target market.

To quote Simon Sinek for a second time...

‘Your goal is not to do business with everyone that wants what you have. Your goal is to do business with people who believe what you believe’.

What type of Explorer is your Brand?

Your Brand is primarily an Explorer Guide, meaning you are a brand that is persuasive but also a catalyst for

knowledge to be shared. As a Guide, the individuals within the business have already explored (they have been on

this journey before), and are now focused on expanding the minds and experiences of others who are also taking the

journey. Guiding Explorer brands spread knowledge through interactivity and passion.

It is interesting to note that individuals within Explorer brands are generally patient with complicated matters but

are easily infuriated and impatient when they have to replicate the mundane.

Explorer brands desire freedom

How does an explorer provide freedom for the target audience?

Each of your clients, depending on their individual requirements, will have varying needs for knowledge and

support. What all of them have in common is a desire for you to provide them with freedom in some form.

They are looking to you to guide them to make choices that will enable them to move forward without restriction.

From a prevention perspective, there is the freedom and peace of mind that is delivered from giving them control

over managing risks and threats to their future.

The below table outlines each channel we would target with individual marketing messages and solutions.

Lead Channel What Does Freedom Mean? Pace Emotion How Supported

Prevention Control over future. Slow. Control.Proactive – expertise to limit

risk to freedom.

Advocacy Continuation as before. Steady.Loss of control.

Fear.

Defend – careful preparation

and planned approach to

secure success for freedom.

Catastrophe

Choice over how to solve

problem and then move

forward without restriction.

Fast.Loss of

control. Fear.

Reactive – immediate action

to reverse risk to freedom.


EXPLORER BRANDS SEEK A BETTER WORLD

What is the ideal world for your brand to operate in?

Your ideal world is one of freedom and exploration, breaking down barriers to help

your clients realise a greater existence.

Clients are attracted to Explorer organisations because of the demonstrated

authenticity in service, which helps them to express their individuality. They are

better informed than in the past and generally like to be intimately involved in the

process with you. The clients you will attract will have some level of ‘restlessness’,

meaning they are easily distracted and short on time. Think about the ways the brand

can facilitate these clients restless desires to know everything now.

These clients generally like to critique what they hear and see through a lens of

suspicion. They will be extremely loyal if you can build trust and deliver on providing

them their version of ‘freedom’. It is interesting to note that your ideal clients will be

influenced by people who seem real.

Understanding the individual motivations

Audiences in which the Explorer archetype is dominant (the low hanging fruit

for your brand to market to) all have a common need for self-sufficiency and

tend to want to be free of the establishment. To market successfully to these

customers it is important to clearly outline who you are and what you do to

help your customers share in new experiences, to stretch and grow, step our

of their daily routine and ultimately feel free.

With this in mind, there are two types of emotions to inspire your ideal audience:• Pathfinder: Seeking to significantly

reform an out-dated idea.

• Trailblazer: Seeking to discover a

new and novel way.

In your sales process, listen for

how much detail the potential

client relates from their previous

experiences. Especially if unprovoked

by a question, those who re-tell

past mistakes and complaints about

previous advisors are more likely

to be Pathfinders requiring you to

compare and contrast your approach.

Prospects who gloss over the past

are more likely to be Trailblazers,

eager for you to dive into your

process sooner.

Pathfinder

The Pathfinder reflects upon

their previous experience and

finds it lacking – either because

of the inefficient process or how

it made them feel. They want to

understand how and why you are

different to that past experience,

and it’s important to listen well

to their historic grievances so

history is not repeated.

Trailblazer

The Trailblazer is more

energised by being rapidly

taken to a new emotional

space. If your on boarding

process looks and feels new

and novel to them, it will

overcome fears they may have

and more quickly build trust.


How will an Explorer brand stay motivated, disciplined and focused?

They stay motivated by finding new avenues to reach successful outcomes for clients.

For an Explorer brand and the individuals that make it up, there is an inner and an outer journey

that is always in play. Individuals are motivated by a deep desire, which is often unconscious to

find what in the outer world fits with their inner needs, preference and hopes. To put it simply,

what is each person on your team doing daily or weekly for clients that answers a deep desire

for the difference they are making, and the freedom they can deliver to that individual and

their family?

How can we capture the stories where freedom has been achieved due to a different

perspective being found or where boundaries have been pushed that has stemmed from

a ‘no limit’ or a ‘better way’ underlying philosophy (ahead of mainstream thinking)?

That is the personal reward that keeps each person in the business motivated and it is these

stories which should be shared regularly to motivate the whole business and to inform people

on the outside of Your Brand just what this brand stands for and who each person is on an

authentic level.

What is the environment you are seeking to improve?

You are a Guide in regards to forging a new and better way. With a more personalised approach, you go out of your way to find the best solution for your clients, guiding them through the process and providing support along the way. Although this approach is much more hands-on, you believe in its benefits. You are forging your own path and taking your clients with them.

Remember, clients are on their own personal journey in life. There are highs and lows in that journey that each of your clients face at some time. There will be times they get trapped and need help to regain their freedom again and there will be times that you will be able to put in place measures that will prevent them from becoming trapped and therefore helping them to maintain their freedom.

Here are some questions to ask as a way to check that you are providing a continually supportive and relevant environment for your clients as an Explorer brand:

• What are some innovations or technology based solutions that can be introduced for the purpose of helping to give or maintain freedom for your clients? (You are already addressing this question by working towards a hosting application in the cloud)

• What is the process you want clients to follow when they have a decision to make (or face a catastrophe) that you could create to streamline the process?

• Can you document interesting outcomes or experiences (where possible removing sensitive or distinguishing details) that demonstrate how freedom was protected or defended? Case study structures that end with how freedom was restored or a trap was avoided work best.

• What can you do for each of your individual clients as a way of preventing loss of freedom? How are you promoting that?


EXPLORER BRANDS SEEK A BETTER WORLD

What does the Explorer stand for?

As an Explorer brand you appeal to a sense of adventure and longing for change, breaking

traditional barriers to make what could be accessible, and then actually making those

things accessible. You help your customer regain their freedom.

Put another way, limits (problems) are meant to be tested by challenging them head on.

You help your clients to feel confident and supported by providing them with accessible

and organised information that enables them to make better-informed decisions with

greater ease, for the benefit of people everywhere.

The Explorer trap: endlessly searching without purpose

When appealing to a sense of adventure

or looking for a better way, it can be easy

for an Explorer to investigate irrelevant

avenues or solutions for a client that incur

unnecessary cost.

This can also lead to individual

team members becoming frustrated

with the outcome of searching for a

better way, and therefore, cut it short

and try to retro-fit a solution that doesn’t

work for that specific client. The ‘sweet

spot’ in the middle can be hard to

identify in advance.

Traps for an Explorer brand can be

summed up as: self indulgence - creating

activity for your own benefit; aimlessness

- not feeling as if the work you are

doing is contributing to growth, learning

or fulfilment; alienation - separating

yourself from the group and not sharing

successes and experiences you have

experienced in your team.

The biggest trap for all is the inability

to find joy in the normal or standard

work and then disconnecting with lost

motivation and drive.

“People don’t buy what you do,

they buy why you do it.”

– SIMON SINEK


Brandonian is a strategic branding consultation agency. Our team of branding experts wants to help you understand and awaken your brand, be heard in a noisy marketplace, and build a real connection with consumers.

Following an intensive Brand Discovery Workshop, we provide a strategic map to bring your brand to life through the

power of brand archetypes. We develop a clear strategy to guide you in all your marketing, sales, and operations for full

brand consistency and optimal cut through.

We then work with you to establish a long-term brand strategy, using a proven system that provides immediate and

sustained measurable results.

HOW WE DEFINE YOUR FUTURE BRAND

Our methodology is based in archetypes, or brand

personalities, as theorised by renowned psychiatrist Carl

Jung. Archetypal meaning allows us to define the soul of

your brand and express it in ways that tap into universal

feelings and instincts.

We believe that understanding and appealing to these

deep psychic imprints gives brands greater meaning, and

allows them to move beyond competing on price or easily

copied product features.

Brandonian has worked with many, many businesses using

our proven process. Each step of the process is designed

to deliver immediate value to our clients – this is our

measure of success.

The combination of all steps provides your company with

a complete end-to-end strategic and tactical marketing

solution, delivering measurable results and visible returns

to your bottom line.


By discovering Your Brand Archetype you have already put yourself ahead of your competition. The new-found Archetype should be used as a foundation to plan your marketing strategies to deliver real results.

Brandonian follows a proven process to awaken your archetype, discover your tone of voice and visual identity, and

deliver immediate value. The combination of these five stages provides your company with a complete end-to-end

strategic brand marketing solution that delivers visible results to your bottom line.

BRAND AWAKENING WORKSHOP

Using a suite of marketing tools, we awaken your Why to bring your new brand story to life. In

this two hour workshop, we discuss brand structure and customer journey, analyse your past

marketing efforts, and outline the best marketing activities for your new brand positioning.

3

BRAND AWAKENING MAP

In this document, we awaken your new visual style guide, typography, graphical system,

how the brand could be applied to advertising and website design. The ultimate part of

this Awakening Map is a 90-Day Action Plan that outlines what needs to be done, for you

to get immediate traction on introducing your new archetype-led brand positioning. The

plan focuses on generating new leads and nurturing existing clients for repeat sales.

DISCOVERY WORKSHOP

Imagine owning a brand position that tells the world who you are

and what you stand for — your business’ Why. Key stakeholders

from your business take part in a half-day, facilitated workshop

during which we uncover your brand’s archetype.

1

AWAKENING YOUR ARCHETYPE

ARCHETYPE DISCOVERY MAP

Following the Discovery Workshop, we construct the framework of your brand that

will underpin all communications. The Discovery Map captures how the archetype

will lead your new positioning across sales, marketing, service and operations with

one consistent, powerful story.

2

4


IN SUMMARY

As an Explorer Guide, have mastered a level of expertise on their journey. For this

reason, Your Brand now have the ability to share this knowledge and show their

clients a better way to freedom – they know how to get there. Your Brand is there

guiding their customers along this journey, ensuring that they never get stuck and

pulling them out if they ever do.

Brand language, culture and communication will be driven by the Explorer

archetype to ensure a consistent voice and unique positioning within the market.

WHAT’S NEXT?

1. Read through this document and take the time to digest the information.

We want you to understand, think about and challenge all the content

within this document.

2. Review your next actions, create a plan to implement your Brand Archetype

Profile Insights.

3. Do you want help to expand and fully implement your Brand Archetype?

Brandonian’s expert Strategists can workshop your Brand with you in

greater depth. We will work with you to fully realise the potential of your

new brand by articulating your purpose. By creating a unique message and

language to express your Brand Archetype, you can’t be replicated.

To inquire into how to successfully implement your new

Brand Archetype Profile Insights, please contact us

through brandonian.com/workshopenquiry

brandonian.com

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