KAYEPUTNAM.COM. Learn the Demand Triggers of Each Archetype
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1 KAYEPUTNAM.COM Learn the Demand Triggers of Each Archetype
2 I m Kaye. Psychology-driven Brand Strategist. 2
3 I ve worked with 100+ clients using archetypes
4 Before archetypes What to highlight? How do I know what will resonate? Couldn t explain my big idea (brand) clearly So much competition! (And more every day) Will this even work?!? #ugh
5 After archetypes Distinct in my industry in a way that feels AMAZING (in alignment) Naturally segments people who I m best to work with Know exactly how to connect my brand to what people want Busy with incredible clients
6 Emotion > Logic Psychology FIRST. LOGIC It s been estimated that as much as 95% of the decision making process is unconscious (emotional, feelings, unknown to us.) PSYCHOLOGY Good in theory, but hard to apply. Thankfully, we have a tool that helps us! (Keep reading )
7 Said by the Father of Advertising You now have to decide what image you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. David Ogilvy
8 What is an archetype? /ˈɑːkɪˌtaɪp/ noun 1. a perfect or typical specimen 2. an original model or pattern; prototype 3. (psychoanal) one of the inherited mental images postulated by Jung as the content of the collective unconscious 4.a constantly recurring symbol or motif in literature, painting, etc Word Origin C17: from Latin archetypum an original, from Greek arkhetupon, from arkhetupos first-moulded; see arch-, type
9 What is an archetype? According to Jung, archetypes are ""The [forms and images] that are imprinted and hardwired into our psyches. IN OTHER WORDS, ARCHETYPES ARE POWERFUL BECAUSE THEY ARE CONNECTED TO THINGS THAT ALL HUMANS WANT ON A DEEP EMOTIONAL LEVEL.
10 .. G WHAT MAKES UP AN ARCHETYPE? MOTIVATION & FEARS WEAKNESSES.... BELIEFS Archetypes THEMES/METAPHORS PERSONALITY TRAITS VALUES
11 MEET THE 12 ARCHETYPES MAGICIAN, ALCHEMIST, HEALER ROYAL, CEO, LEADER GIRL/GUY NEXT DOOR (EVERYMAN) LOVER, SIREN, PARTNER MAVERICK, REBEL, DESTROYER SAGE, MENTOR, TEACHER CAREGIVER, SERVANT, MOTHER HERO, WARRIOR, PROTECTOR EXPLORER, GUIDE, SEEKER INNOCENT, NATURAL, JOYFUL ENTERTAINER, PERFORMER, COMIC CREATOR, INVENTOR, ARTIST
12 MEET THE 12 ARCHETYPES MAGICIAN, ALCHEMIST, HEALER ROYAL, CEO, LEADER GIRL/GUY NEXT DOOR (EVERYMAN) LOVER, SIREN, PARTNER MAVERICK, REBEL, DESTROYER SAGE, MENTOR, TEACHER CAREGIVER, SERVANT, MOTHER HERO, WARRIOR, PROTECTOR EXPLORER, GUIDE, SEEKER INNOCENT, NATURAL, JOYFUL ENTERTAINER, PERFORMER, COMIC CREATOR, INVENTOR, ARTIST
13 G..... WE LOVE ARCHETYPES BECAUSE THEY ARE A TOOL FOR Focusing our brand Filtering on brand/off brand decisions Creating desire in our ideal clients Standing out in a crowded market Being understood..
14 EACH ARCHETYPE S POWERFUL DEMAND TRIGGERS You re always there when they need you They ll never be able to adequately repay you for everything you ve given You re generous PEOPLE WANT: TO BE TAKEN CARE OF
15 EACH ARCHETYPE S POWERFUL DEMAND TRIGGERS You show them new ideas and products that they never dreamed were possible You teach them your craft so they can improve their own creative pursuits You inspire them to see the beauty in life PEOPLE WANT: TO BE INSPIRED
16 EACH ARCHETYPE S POWERFUL DEMAND TRIGGERS You make them laugh and otherwise forget about their daily stress You remind them to enjoy the moment they are in Your sense of humor PEOPLE WANT: TO ENJOY THE MOMENT
17 EACH ARCHETYPE S POWERFUL DEMAND TRIGGERS You have the courage to try things other people won t You give them permission to shed their conceptions of what is expected or required They live vicariously through you PEOPLE WANT: TO EXPERIENCE MORE
18 EACH ARCHETYPE S POWERFUL DEMAND TRIGGERS You remind them of a simpler time You make them feel optimistic They admire your purity of beliefs and vision PEOPLE WANT: TO SIMPLIFY
19 EACH ARCHETYPE S POWERFUL DEMAND TRIGGERS You seem very real and normal They are connected into a community they didn t know existed You understand and share their feelings PEOPLE WANT: TO BE UNDERSTOOD
20 EACH ARCHETYPE S POWERFUL DEMAND TRIGGERS You always accomplish what you set out to do, no matter how big Toughness and intelligent assessment of people and situations You hold them accountable to take action PEOPLE WANT: TO REACH GOALS
21 EACH ARCHETYPE S POWERFUL DEMAND TRIGGERS You encourage them to follow their heart, even if it s impractical You remove their guilt about giving into temptations/desires They feel connected to you emotionally PEOPLE WANT: TO FEEL PASSION
22 EACH ARCHETYPE S POWERFUL DEMAND TRIGGERS You give them hope to achieve results that seem impossible You connect them to their inner power (or to a spiritual power) They are fascinated by the way you think and operate PEOPLE WANT: TO CHANGE
23 EACH ARCHETYPE S POWERFUL DEMAND TRIGGERS You are bold enough to destroy what s wrong in the world You re willing to speak up and say things no one else will You form your opinions independent of authority PEOPLE WANT: TO REBEL
24 EACH ARCHETYPE S POWERFUL DEMAND TRIGGERS You remind people to think big They are inspired by your amazing results You help them shed limiting beliefs and scarcity mindsets PEOPLE WANT: SIGNIFICANCE
25 EACH ARCHETYPE S POWERFUL DEMAND TRIGGERS You do the research so they don t have to. People feel informed. They admire your intellect and curiosity They trust your content and opinions to be validated and proven PEOPLE WANT: WISDOM
26 Which type are you? KayePutnam.com/brandality-quiz Taken 55K+ times
27 27 SO THEREFORE TODAY, WE LEARNED 1. Emotion Trumps Logic Once you know your archetype, you need to know how AND to use it 2. Archetypes Shortcut to Emotion
28 G..... WE NEED TO LIVE OUR ARCHETYPE OUT LOUD IN OUR Color Company Culture Font Fashion Images Metaphor, theme, story Process, procedure Shape, pattern Words, phrases (Each archetype has a different answer for each of these questions)
29 Get the Archetype Answer Key If you need help answering these questions for your brand, your archetype s Brandfluency course will give you a whole swipe kit of answers & examples, specific to your type. KayePutnam.com/Get-Brandfluency/
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