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Company values are a set of guiding principles that define what a company stands for, its purpose, and its approach to business. Selecting and integrating these values into your company culture is essential to building a thriving business. Here, we'll discuss the significance of choosing and living by company values and how to operationalize them across all aspects of your business. Selecting Company Values Choosing the right company values can be a difficult task. But identifying the core values that align with your company's mission, vision, and goals is important. The process should involve input from employees at all levels of the organization and customers, suppliers, and other stakeholders. Integrating Company Values into Company Culture Integrating company values into your company culture involves more than just displaying them on your website or hanging them on the wall. It requires embedding them into every aspect of your business, from hiring to employee training to day-to-day operations. Hiring Based on Company Values Hiring based on company values is essential to building a team that is aligned with your company's mission and vision. Companies that prioritize values-based hiring often experience increased employee engagement, loyalty, and productivity. Operationalizing Company Values Operationalizing company values involves creating processes and systems that reinforce your company values. This can include training programs, performance reviews, and other initiatives to help employees understand and internalize your company values. Integrating Company Values into Marketing Communications Integrating company values into your marketing communications is critical to building customer trust. It involves crafting messaging that aligns with your company values and speaks to the needs and interests of your target audience. When to Change Company Values You should review company values periodically to ensure they still align with your company's mission, vision, and goals every year. If your company has evolved or experienced significant changes, it may be time to update your company values to reflect these changes. Noteworthy Insights about Living by Company Values Living by company values can have a significant impact on the success of your business. Here are three noteworthy insights about the importance of living by company values: Company values can serve as a compass for decision-making. By making decisions based on your company values, you can ensure that your business is always aligned with its mission and purpose. Living by company values can foster a sense of community and purpose among employees. Employees who feel connected to a larger purpose and are committed to shared values are more engaged and productive. Companies that live by their values can build a strong reputation and earn the trust and loyalty of their customers. By demonstrating a commitment to values such as integrity, transparency, and social responsibility, companies can build strong relationships with their customers. Examples of Companies that are Doing Well at Living by their Company Values There are many examples of companies that are doing well at living by their company values. Here are just a few: Patagonia: Patagonia is a clothing company strongly committed to environmental responsibility. The company's values include sustainability, transparency, and social responsibility, and it has taken several actions to live by these values, such as launching an initiative to reduce its carbon footprint. Zappos: Zappos, an online shoe and clothing store, has a strong commitment to customer service. The company's values include delivering "wow" through service, creating fun and a little weirdness, and being humble. Zappos has built a reputation for exceptional customer service and has been recognized for its strong company culture. Warby Parker: Warby Parker is an eyewear company that commits to social responsibility. The company's values include positive impact, creating community, and embracing individuality. Warby Parker's Buy a Pair, Give a Pair program exemplifies how the company lives by its values. The company donates a pair of eyeglasses to someone in need for every pair of glasses purchased. In conclusion, living by company values is essential to building a thriving business. By selecting the right values, integrating them into company culture, hiring based on them, operationalizing them, and incorporating them into marketing communications, you can build a strong reputation, foster employee engagement, and earn the loyalty and trust of your customers. And while it's important to periodically review and update your company values, living by them consistently can serve as a compass for decision-making, foster a sense of community and purpose among employees, and positively impact society. As you work to integrate your company values into your business, it's also important to recognize that living by them isn't always easy. It can require difficult decisions, trade-offs, and ongoing effort to ensure that your values are being upheld across all aspects of your business. However, the benefits of living by company values are well worth the effort. Ultimately, your business's success will depend on various factors, but living by your company values can provide a strong foundation for growth and impact. By choosing the right values, integrating them into your culture, and operationalizing them throughout your business, you can create a company that is aligned with its purpose, committed to its stakeholders, and prepared to impact the world positively. If you need help with selecting and integrating values into your marketing communications, let's work together.

Developing a consistent and cohesive brand image across all touchpoints is essential to any successful marketing strategy. Touchpoints are the points of contact between a brand and its audience. These touchpoints can take many forms, such as a website, social media profile, email campaign, packaging, customer service, or advertising. In addition, touchpoints can occur at any stage of the customer journey, from the initial discovery of a brand to the post-purchase experience. By paying attention to each touchpoint and ensuring that they align with the brand's values, personality, and message, a brand can create a seamless and engaging experience for its audience. This alignment can help differentiate the brand from competitors and create a strong emotional connection with the audience. Here are some tips to help you develop a consistent and cohesive brand image across all touchpoints: Define Your Brand's Personality Your brand's personality is a set of human characteristics that define its tone, style, and voice. By defining your brand's personality, you can create a story that feels authentic and relatable to your audience. This includes things like your brand's tone of voice, humor, and communication style. Knowing if your brand story feels authentic and relatable requires understanding your audience and their needs and interests. You can make your brand feel relatable by adjusting and refining your approach to messaging based on consumer and stakeholder feedback, or lack thereof. Some signs you should edit your brand image include: Feedback from consumers or stakeholders expressing dissatisfaction with your brand. Low engagement on social media or other touchpoints. A noticeable misalignment with your core values. Changes in the marketplace that a bringing about new trends that require you to make changes. Look at Your Engagement Metrics Engagement metrics, such as likes, comments, and shares on social media, can indicate how well your brand story is resonating with your audience. If you're seeing high levels of engagement and interaction, it may be a sign that your brand story is connecting with your target audience. Stay True to Your Values Authenticity is a critical component of a successful brand story. By staying true to your brand's values and mission, you can create a story that feels genuine and meaningful to your audience. Make sure that your brand story aligns with your values and that you are communicating your values consistently across all touchpoints. Develop a Brand Style Guide A brand style guide is a set of guidelines that define how your brand should be represented visually across all touchpoints. This can include things like your brand's color palette, typography, imagery, and graphic elements. By creating a brand style guide, you can ensure that your brand is represented consistently and cohesively across all channels. Use a Consistent Message Your brand's message should be consistent and clear across all touchpoints. This includes your brand's tagline, messaging, and value proposition. By using a consistent message, you can reinforce your brand's identity and make it easier for your audience to remember and recognize your brand. Train Your Employees Your employees are a critical touchpoint for your brand, and it's important to train them on your brand's values, personality, and message. Training employees can involve creating a training program, visual branding examples with use cases, rewarding employees for exemplifying your brand's values, and coaching. By ensuring that your employees understand and embody your brand's identity, you can create a consistent and cohesive experience for your customers. Monitor and Adjust It's important to monitor your brand's touchpoints and adjust as needed. This can involve conducting regular brand audits, gathering customer feedback, and making adjustments based on what resonates most with your audience. By following these tips, you can develop a consistent and cohesive brand image across all touchpoints. A strong brand image can help build trust and loyalty with your audience and create a powerful emotional connection that differentiates your brand from its competitors. With a clear, consistent, and cohesive brand image, you can build a successful marketing strategy that resonates with your target audience and helps your brand achieve its goals.

Storytelling is a powerful way to connect with your audience and communicate the essence of your brand. Creating a compelling brand story can help your customers understand who you are, what you stand for, and why they should care. Here are some aspects of your brand that you must be clear about before creating your brand story. Key Components of Your Brand Story 1. Your Brand's Mission and Vision Your brand's mission and vision are the guiding principles that define what your brand stands for and where it's going. By establishing your mission and vision, you can help your audience understand the larger purpose of your brand and how it fits into their lives when you tell your brand story. 2. Your Unique Value Proposition Before crafting your brand story, you must identify your unique value proposition. This is what sets your brand apart from the competition and defines what you offer that others don't. For example, Airbnb's Airbnb's real value proposition is to provide an alternative travel experience to traditional hotels by offering a community-driven, personalized, and affordable accommodation option for travelers. This value proposition is reflected in the company's mission statement, which reads: "To create a world where anyone can belong anywhere." The mission emphasizes the idea of community, belonging, and the notion of creating a more open, connected, and accessible world. By understanding what makes you unique, you can create a story communicating your brand's value to your audience. 3. Your Brand's Personality Your brand's personality is a set of human characteristics that define its tone, style, and voice. By defining your brand's personality, you can create a story that feels authentic and relatable to your audience. This includes things like your brand's tone of voice, humor, and communication style. Some steps you can take to define your brand's personality include identifying your brand's core values, conducting audience research to identify the personality traits and communication styles that are most likely to appeal to your target audience, choosing a brand archetype that aligns with your brand's values, and testing and refining your brand personality using market research. 4. Your Origin Story Your origin story is the narrative that communicates your brand's history, including how it was founded, who the founders were, and why they started the business. This story helps to create an emotional connection with your audience and can communicate the values that drive your brand. Your Brand Story Approach Using the key components above, for many brands, it is best to apply the hero's journey narrative structure to their brand story. It is a narrative structure that has been used in storytelling for centuries based on the work of mythologist Joseph Campbell. By creating a hero's journey for your brand, you can create a story that resonates with your audience and inspires them to take action. In the context of brand storytelling, the hero's story is about the customer, not the brand. The hero's journey can be used to create a narrative that positions the customer as the hero and tells the story of how the brand helps the customer overcome challenges and achieve their goals. In this approach, the brand becomes the mentor or guide who provides the customer with the tools, knowledge, or support they need to succeed on their journey. By positioning the customer as the hero, the brand can create a more relatable and engaging story that connects with the audience and resonates with their values and desires. By framing the brand's story around the customer's journey, the brand can communicate its unique value proposition in a more meaningful and memorable way to the audience. This can help the brand differentiate itself from its competitors and create a stronger emotional connection with its customers. Following this narrative structure allows writers and storytellers to create stories that resonate with audiences and offer a powerful message of growth, transformation, and empowerment. Bring Your Story to Life Once you have crafted your brand story, it's important to bring it to life in a way that feels authentic and engaging to your audience. This can include creating visuals that reflect your brand's personality and style, developing a consistent tone of voice, and using storytelling techniques in your marketing and advertising campaigns. Then, you want to share your story. Share Your Story with Your Audience Finally, it's important to share your brand story with your audience in a way that is accessible and relatable. This can include creating content that reflects your brand's personality and values, leveraging social media to connect with your audience, and partnering with influencers or other brands to amplify your message. In conclusion, brand storytelling is a powerful way to connect with your audience and communicate the essence of your brand. By following these steps, you can create a story that resonates with your audience, communicates your brand's values and unique value proposition, and inspires them to take action. So, start crafting your brand story today, and share it with the world! From brand strategy to messaging frameworks to story development, contact VCM Strategies to help build your brand.

Brands/People Who Want to: Explore Spirituality | Seek Paradise | Obtain True Freedom Think Halle Bailey, Skai Jackson, or Dominique Thorne (from left to right) About the Innocent Brand Archetype The Innocent brand archetype is one that it taps into our desire for a simpler, more pure world. In a world that can often be complex and confusing, the Innocent archetype offers a sense of hope and optimism that things can be better. Brands that embody this archetype can create a sense of comfort and safety for their customers and stakeholders and can even inspire a desire for a more innocent and joyful lifestyle. Additionally, Innocent brands often have a sense of playfulness and childlike wonder, which can be endearing and help create an emotional connection with customers. This archetype is all about creating a world of happiness and peace. But before we dive into the Innocent archetype and how it can help shape your brand, let's first talk about Carl Jung. About Carl Jung and Embodying The Innocent Archetype Carl Jung was a Swiss psychologist who believed that there are 12 universal archetypes that are shared by all human beings. These archetypes represent fundamental human motivations and experiences. The Innocent archetype is one of the 12 archetypes, and it's all about simplicity, purity, and goodness. A brand can embody this archetype like any other, and here are five things that you will find interesting to know about Innocent brands: Innocent brands are often associated with natural products that are free from harsh chemicals and toxins. These brands are associated with goodness and a sense of purity. They often use white or light colors to convey this sense of purity. They believe that the world is a good place and that good things can happen to good people. The Innocent archetype is often associated with childhood. These brands use elements that remind us of childhood, such as simple shapes, playful fonts, and bright colors. Innocent brands often use slogans that focus on the positive, such as "Simple is beautiful," "Pure and natural," or "Goodness in every drop." The Innocent Brand Archetype In Real Life Marketers would most appreciate that the Innocent brand archetype is particularly effective in the food and beverage industry. That's because food and drink products are often associated with comfort and nostalgia. Brands that can tap into these emotions and create a sense of trust can be highly successful. However, in the form of a person, Halle Bailey, the actress in the upcoming Disney film "The Little Mermaid," is a great example of someone who embodies the Innocent brand archetype. First, Halle exudes a sense of positivity and optimism in her music and acting. She often sings and acts about love, hope, and following your dreams, which are all values associated with the Innocent archetype. In interviews, she is often described as being kind, warm, and friendly, which further reinforces this sense of innocence and goodness. Second, Halle's style and aesthetic are often associated with simplicity and purity. She often wears light, pastel colors and simple, elegant outfits that create a sense of innocence and grace. Her hair is often styled in natural, simple ways that complement her overall aesthetic. Finally, like the Innocent archetype, Halle has a sense of playfulness and childlike wonder. She often posts on social media about her love for Disney, Harry Potter, and other whimsical aspects of pop culture. This playfulness and sense of wonder create an emotional connection with her fans and reinforce her innocent, pure image. Overall, Halle Bailey is a great example of someone who embodies the Innocent brand archetype. Her positivity, simplicity, and playfulness create a sense of innocence and goodness that resonates with her fans and helps to build her personal brand. The Innocent's Shadow Side This is not to say that everything is sunshine and rainbows for the innocent archetype. Every brand archetype does have a shadow side, and the Innocent archetype is no exception. The shadow side of the Innocent archetype is naivete, which can lead to a lack of sophistication and a tendency to overlook or deny problems or negative aspects of a product or service. Marketers should be cautious about using the shadow side of the Innocent archetype in their marketing. While the positive aspects of the Innocent archetype can be endearing and effective in creating emotional connections with customers, the shadow side can be off-putting or even damaging to a brand's reputation. However, there are ways to acknowledge and address the shadow side of the Innocent archetype without damaging the brand's image. One approach is to incorporate a sense of honesty and transparency in the brand's messaging. By acknowledging potential flaws or challenges and being open about the brand's efforts to address them, marketers can create a sense of trust and authenticity that can actually enhance the brand's reputation. Additionally, emphasizing the positive values of the Innocent archetype, such as simplicity, purity, and goodness, can help mitigate any negative associations with naivete. In short, while the shadow side of the Innocent archetype should be approached with caution, acknowledging and addressing potential flaws or challenges in an honest and transparent way can help build a stronger, more authentic brand. Final Thoughts In conclusion, using the Innocent brand archetype is a powerful tool for creating a brand that is simple, pure, and good. By understanding the key elements of this archetype, you can create a highly effective brand in the food and beverage industry and beyond. So go forth and create an Innocent brand that spreads joy and positivity! If you need help identifying the best brand archetype for your brand that can be melded into your brand that will best support your business goals, let's connect!

When it comes to creating effective brand messaging, empathy may not be the first thing that comes to mind. But it’s actually a crucial factor in connecting with your audience and building a strong brand identity. A strong brand identity is one that is consistent, clear, authentic, differentiated, flexible, memorable, and emotionally appealing. It’s what sets your brand apart from the competition and helps customers recognize and remember your business. In fact, according to a study by the Harvard Business Review, companies that incorporate empathy into their marketing are more likely to be successful and generate customer loyalty. So, what is empathy, exactly? At its core, empathy is about understanding and sharing the feelings of others. It is an essential element of effective brand messaging because it helps businesses understand and connect with their customers on a deeper level. In a brand context, when crafting brand messaging, it’s important to put yourself in your customers’ shoes and consider their needs, desires, and pain points. This means understanding not only what your customers want but also why they want it and how they feel about it. For example, let’s say you’re a skincare brand trying to appeal to customers who struggle with acne. By putting yourself in their shoes and considering their needs and pain points, you might develop messaging that speaks directly to their frustrations with acne, such as “Say goodbye to breakouts and hello to clear, healthy skin.” This brand messaging shows that you understand your customers’ struggles and are offering a solution that will help them feel more confident and comfortable in their own skin. In a brand context, empathy also means being attuned to your customers’ emotions and using that understanding to create messaging that resonates with them. For example, a travel brand might use messaging that speaks to customers’ desires for adventure and exploration, using language that evokes excitement and a sense of wonder. By tapping into these emotional needs and desires, the brand can create messaging that feels more personal and meaningful to its customers. Here are some best practices to follow when incorporating empathy into your brand messaging: Get to Know Your Audience Before you can create messaging that resonates with your audience, you need to know who they are. Conduct market research to understand the demographics, psychographics, and behaviors of your customers. This will help you tailor your messaging to their specific needs and preferences. For example, if your research shows that your customers are primarily millennials who care about sustainability and social responsibility, you might develop messaging that highlights your brand’s eco-friendly practices and commitment to giving back to the community. Use Emotional Language When it comes to creating effective brand messaging, emotions play a powerful role in how customers perceive and remember your messaging. Emotions can trigger strong memories and associations, making your messaging more memorable and engaging. By using language that evokes emotions, you can create a stronger emotional connection with your audience and help your brand stand out in a crowded marketplace. Use vivid language that evokes emotions, such as joy, excitement, and even sadness or frustration, if relevant to your brand and messaging. For example, instead of simply saying, “our product is fun,” you might say, “our product will fill you with joy and excitement.” Vivid and descriptive language will help your audience feel the emotions you’re trying to evoke. Show, Don’t Tell Instead of simply telling customers what your brand is about, show them through compelling storytelling. Storytelling is a powerful tool for brand messaging because it helps to create an emotional connection between your brand and your customers, using stories and real-life examples to show them how your brand can improve their lives. In addition, your storytelling can and should use anecdotes, story arcs, or a Hero’s journey storytelling technique. By showing, rather than telling, how your brand can improve customers’ lives, you can build trust and credibility with your audience and ultimately drive more business for your brand. Address Pain Points Empathy is all about understanding your customers’ pain points and addressing them in your messaging. Identify the challenges your customers face and how your brand can help alleviate them. Addressing pain points is a critical element of effective brand messaging. Pain points are the problems, frustrations, and challenges that your customers are facing, and by addressing these issues in your messaging, you can demonstrate that your brand understands your customers’ needs and is committed to helping them overcome these obstacles. Doing this means identifying pain points, using empathetic language, offering solutions, using social proof, and being transparent. Be Authentic Empathy can’t be faked. Your customers will be able to tell if your brand is insincere or disingenuous. Instead, be authentic in your messaging and show that you truly care about your customers’ needs. Authenticity is a crucial element of effective brand messaging because it helps build trust and credibility with customers. When customers feel that a brand’s messaging is genuine and sincere, they are more likely to engage with the brand and become loyal customers. To be authentic in your messaging, you need to show that you truly care about your customers’ needs. This means not only understanding their pain points and desires but also showing that you are committed to helping them solve their problems and achieve their goals. By showing that you truly care about your customers’ needs and are committed to helping them achieve their goals, you can create messaging that is not only authentic but also effective. It just takes building a brand that is sincere, transparent, and consistent to build a loyal customer base that trusts and values your brand. Incorporating empathy into your brand messaging may take some extra effort, but the benefits are well worth it. By understanding and connecting with your customers on a deeper level, you can build a brand that is not only successful but also meaningful and impactful. Your Next Step Are you ready to take your brand messaging to the next level? Do you want to connect with your customers on a deeper level and build a loyal following for your brand? If so, it’s time to incorporate empathy into your brand messaging. At VCM Strategies, empathy is key to creating effective brand messaging. I specialize in helping businesses like yours develop a strong brand identity that resonates with your customers and sets you apart from the competition by helping you: Conduct market research to better understand your customers’ needs and preferences Develop messaging that speaks to your customers’ emotions and pain points Create a unique brand personality that resonates with your target audience Build a consistent visual identity that helps customers recognize and remember your brand (And much more!) Don’t settle for generic, forgettable messaging that blends in with the competition. Let VCM Strategies help you stand out by incorporating empathy into your messaging. Reach out to me today to learn more about how I can help you build a stronger, more effective brand. Your customers and stakeholders will thank you!

Brands/People Who Want to: Explore Spirituality | Seek Paradise | Obtain True Freedom Think Erykah Badu, Morgan Freeman, and Cornel West (from left to right) As a brand strategist, I have seen how understanding the 12 different brand archetypes of analytical psychiatry can help businesses create a unique identity that resonates with their target audience. In this blog post, we will focus on the Sage Brand Archetype, its values, and how it connects to consumer behavior. We will also explore how to appeal to the Sage Brand Archetype in marketing and communication, as well as compare this archetype to the influential Cornel West. The Sage Brand Archetype and Carl Jung The Sage Brand Archetype is one of the 12 brand archetypes defined by Carl Jung. Carl Jung "was a Swiss psychiatrist and psychoanalyst who founded analytical psychology. Jung's work has been influential in the fields of psychiatry, anthropology, archaeology, literature, philosophy, psychology, and religious studies," according to Wikipedia. According to Jung, archetypes are universal symbols or themes that are deeply ingrained in our psyche and help us understand the world around us. The Sage Brand Archetype represents wisdom, knowledge, guidance, and intelligence. Sages are the wise mentors who have devoted their lives to learning and sharing their knowledge with others. In short, they are life-long learners. They are also the trusted advisors who inspire and guide others to achieve their goals. Values of the Sage Brand Archetype The Sage Brand Archetype is characterized by several values that can help businesses create a brand identity that resonates with their target audience. Here are five key values of the Sage Brand Archetype: Wisdom: Sages value knowledge and intelligence. They have a deep understanding of the world around them and are always seeking to learn more. Integrity: Sages are honest and transparent. They believe in doing the right thing, even when it is not easy. Trust: Sages are trusted advisors who provide guidance and support. They build long-term relationships based on trust and respect. Patience: Sages are patient and calm. They take the time to listen to others and provide thoughtful guidance. Reflection: Sages take time to reflect on their experiences and learn from them. They are introspective and seek to improve themselves and others. Connection to Consumer Behavior Understanding consumer behavior is essential for businesses to create effective marketing strategies. The Sage Brand Archetype can appeal to consumers who are seeking knowledge and guidance. Sages are respected and trusted advisors who provide valuable insights and guidance to those who seek it. By incorporating the values of the Sage Brand Archetype into their branding and messaging, businesses can create a sense of trust and authority with their target audience. Appealing to the Sage Brand Archetype in Marketing and Communications To appeal to the Sage Brand Archetype in marketing and communication, businesses can focus on creating content that is informative and insightful. Get a little nerdy if you like! This can include blog posts, social media content, and educational materials that provide valuable knowledge and guidance to the audience. Brands can also use a calm and reassuring tone in their messaging, highlighting their integrity and trustworthiness. Comparing the Sage Brand Archetype to Cornel West Cornel West is the best and a prominent philosopher and scholar who embodies the values of the Sage Brand Archetype. He is known for his deep knowledge and understanding of history, politics, and philosophy. His work focuses on social justice and promoting the well-being of all people, particularly those who have been historically marginalized. His calm and thoughtful demeanor, with assertiveness when needed, along with his integrity and trustworthiness, make him a trusted advisor and mentor to many. Final Thoughts In conclusion, the Sage Brand Archetype represents wisdom, knowledge, and intelligence. Sages are trusted advisors who inspire and guide others to achieve their goals. By understanding the values of the Sage Brand Archetype and incorporating them into their branding and messaging, businesses can create a unique identity that resonates with their target audience. Again, Cornel West is an excellent example of the Sage Brand Archetype in action, and his work can serve as a model for businesses seeking to embody these values in their brand identity. Need help giving your brand a personality? Let's connect!

I can tell you that choosing the right brand colors is crucial for your brand's success. Not only do they create an emotional connection with your audience, but they also communicate your brand's personality and values. So, let's dive into the wonderful world of brand colors! The Importance of Brand Colors Brand colors are important because they create a visual identity for your brand, which is one of the most memorable aspects of your brand. Your brand colors should be consistent across all your marketing materials, whether it's your website, business cards, or social media profiles. When people see your brand colors, they should be able to associate them with your brand without even seeing your logo. The Ideal Number of Colors for Your Brand Palette When it comes to your brand color palette, less is more. The ideal number of colors to choose from is between two to four. Having too many colors can dilute your brand's message and confuse your audience. Stick to a few colors that represent your brand's personality and values. Breakdown of Colors and Their Meanings It's worth noting that the exact values of these color codes may vary depending on the color profile and color space being used. However, these codes should provide a good starting point for selecting and using these colors in your brand identity. Yellow This color represents optimism, happiness, and friendliness. It is often associated with food and beverage brands. Brand Archetypes: Innocent, Explorer, and Sage. Color Codes: Hex #FFD700 | RGB 255, 215, 0 | CMYK 0, 16, 100, 0 Amber This color represents warmth, energy, and excitement. It is often associated with food and beverage brands. Brand Archetypes: Innocent, Explorer, and Sage. Color Codes: Hex #FFC200 | RGB 255, 194, 0 | CMYK 0, 24, 100, 0 Orange This color represents warmth, friendliness, and excitement. It is often associated with food and beverage brands and fitness companies. Brand Archetypes: Innocent, Explorer, and Sage. Color Codes: Hex #FFA500 | RGB 255, 165, 0 | CMYK 0, 35, 100, 0 Gold This color represents wealth, success, and abundance. It is often associated with luxury brands and high-end products. Brand Archetypes: Ruler, Creator, and Explorer. Color Codes: Hex #FFD700 | RGB 255, 215, 0 | CMYK 0, 16, 100, 0 Beige This color represents simplicity, elegance, and neutrality. It is often associated with fashion and beauty brands. Brand Archetypes: Ruler, Creator, and Explorer. Color Codes: Hex #F5F5DC | RGB 245, 245, 220 | CMYK 0, 0, 10, 4 Champagne This color represents luxury, elegance, and sophistication. It is often associated with high-end wine and champagne brands. Brand Archetypes: Ruler, Creator, and Explorer. Color Codes: Hex #F7E7CE | RGB 247, 231, 206 | CMYK 0, 6, 17, 3 Deep Peach This color represents warmth, softness, and friendliness. It is often associated with food and beverage brands. Brand Archetypes: Innocent, Explorer, and Sage. Color Codes: Hex #FFCBA4 | RGB 255, 203, 164 | CMYK 0%, 20%, 36%, 0% Red This color represents passion, excitement, and energy. It is often associated with fast-food brands and sports companies. Brand Archetypes: Lover, Hero, and Outlaw. Color Codes: Hex #FF0000 | RGB 255, 0, 0 | CMYK 0, 100, 100, 0 Salmon This color represents friendliness, warmth, and playfulness. It is often associated with food and beverage brands. Brand Archetypes: Innocent, Explorer, and Sage. Color Codes: Hex #FF8C69 | RGB 255, 140, 105 | CMYK 0, 45, 59, 0 Pink This color represents femininity, playfulness, and innocence. It is often associated with beauty and wellness brands. Brand Archetypes: Lover, Magician, and Creator. Color Codes: Hex #FFC0CB | RGB 255, 192, 203 | CMYK 0, 25, 20, 0 Burgundy/Maroon This color represents passion, strength, and luxury. It is often associated with high-end fashion and beauty brands. Brand Archetypes: Lover, Ruler, and Creator. Color Codes: Hex #800000 | RGB 128, 0, 0 | CMYK 0, 100, 100, 50 Burgundy This color represents sophistication, luxury, and elegance. It is often associated with high-end wine and fashion brands. Brand Archetypes: Ruler, Creator, and Explorer. Brown/Cognac This color represents earthiness, stability, and reliability. It is often associated with outdoor and adventure brands. Brand Archetypes: Everyman, Ruler, and Sage. Color Codes: Hex #964B00 | RGB 150, 75, 0 | CMYK 0%, 50%, 100%, 41% Cognac: This color represents luxury, sophistication, and elegance. It is often associated with high-end liquor and fashion brands. Brand Archetypes: Ruler, Creator, and Explorer. Bronze This color represents sophistication, warmth, and luxury. It is often associated with high-end beauty and fashion brands. Brand Archetypes: Ruler, Creator, and Explorer. Color Codes: Hex #CD7F32 | RGB 205, 127, 50 | CMYK 0, 38, 76, 20 Cinnamon This color represents warmth, earthiness, and richness. It is often associated with food and beverage brands. Brand Archetypes: Everyman, Ruler, and Sage. Color Codes: Hex #D2691E | RGB 210, 105, 30 | CMYK 0, 50, 86, 18 Purple This color represents luxury, creativity, and sophistication. It is often associated with beauty and wellness brands. Brand Archetypes: Magician, Explorer, and Creator. Color Codes: Hex #800080 | RGB 128, 0, 128 | CMYK 0%, 100%, 0%, 50% Fuchsia/Magenta This color represents femininity, fun, and excitement. It is often associated with beauty and fashion brands. Brand Archetypes: Lover, Magician, and Creator. Color Codes: Hex #FF00FF | RGB 255, 0, 255 | CMYK 0, 100, 0, 0 Magenta This color represents boldness, energy, and creativity. It is often associated with beauty and fashion brands. Brand Archetypes: Magician, Creator, and Lover. Lavender This color represents femininity, grace, and elegance. It is often associated with beauty and wellness brands. Brand Archetypes: Lover, Magician, and Creator. Color Codes: Hex #967bb6 | RGB 150, 123, 182 | CMYK 18%, 32%, 0%, 29% Mauve This color represents nostalgia, warmth, and sophistication. It is often associated with luxury brands and high-end products. Brand Archetypes: Ruler, Creator, and Explorer. Color Codes: Hex #B784A7 | RGB 183, 132, 167 | CMYK 20, 45, 0, 28 Lilac This color represents creativity, imagination, and femininity. It is often associated with beauty and wellness brands. Brand Archetypes: Magician, Creator, and Lover. Color Codes: Hex #C8A2C8 | RGB 200, 162, 200 | CMYK 0, 19, 0, 22 Mint Green This color represents freshness, calmness, and positivity. It is often associated with health and wellness brands. Brand Archetypes: Innocent, Sage, and Explorer. Color Codes: Hex #98FB98 | RGB 152, 251, 152 | CMYK 39, 0, 39, 2 Chartreuse This color represents vibrancy, energy, and excitement. It is often associated with creative and artistic brands. Brand Archetypes: Magician, Explorer, and Creator. Color Codes: Hex #7FFF00 | RGB 127, 255, 0 | CMYK 50, 0, 100, 0 Cyan This color represents freshness, tranquility, and creativity. It is often associated with tech and healthcare brands. Brand Archetypes: Explorer, Sage, and Innocent. Color Codes: Hex #00FFFF | RGB 0, 255, 255 | CMYK 100, 0, 0, 0 Turquoise This color represents calmness, balance, and harmony. It is often associated with travel and hospitality brands. Brand Archetypes: Innocent, Explorer, and Sage. Color Codes: Hex #30D5C8 | RGB 48, 213, 200 | CMYK 77%, 0%, 6%, 16% Teal This color represents balance, harmony, and sophistication. It is often associated with finance and tech brands. Brand Archetypes: Sage, Explorer, and Ruler. Color Codes: Hex #008080 | RGB 0, 128, 128 | CMYK 100, 0, 0, 50 Royal Blue This color represents trust, intelligence, and authority. It is often associated with banks, financial institutions, and tech companies. Brand Archetypes: Ruler, Sage, and Explorer. Color Codes: Hex #002366 | RGB 0, 35, 102 | CMYK 100%, 66%, 0%, 60% Black This color represents elegance, sophistication, and power. It is often associated with luxury brands and high-end products. Brand Archetypes: Ruler, Creator, and Explorer. Color Codes: Hex #000000 | RGB 0, 0, 0 | CMYK 0, 0, 0, 100 Taupe This color represents sophistication, neutrality, and timelessness. It is often associated with fashion and beauty brands. Brand Archetypes: Ruler, Creator, and Explorer. Color Codes: Hex #483C32 | RGB 72, 60, 50 | CMYK 0, 17, 31, 72 Grey This color represents neutrality, balance, and professionalism. It is often associated with tech and finance brands. Brand Archetypes: Sage, Explorer, and Ruler. Color Codes: Hex #808080 | RGB 128, 128, 128 | CMYK 0, 0, 0, 50 Brand Archetypes Most Likely to Use Each Color Each brand archetype has its own set of values and traits, which are closely associated with certain colors. Here are the top three brand archetypes most likely to use each color mentioned above: Ruler: Brands that want to convey power, luxury, and elegance, such as high-end fashion and jewelry brands, are likely to use colors such as gold, black, bronze, mauve, and champagne. Creator: Brands that want to convey creativity, innovation, and originality, such as tech and design brands, are likely to use colors such as purple, gold, brown, chartreuse, and maroon. Explorer: Brands that want to convey adventure, discovery, and freedom, such as travel and outdoor brands, are likely to use colors such as turquoise, yellow, amber, and peach. Innocent: Brands that want to convey simplicity, purity, and optimism, such as healthcare and wellness brands, are likely to use colors such as white, yellow, and mint green. Sage: Brands that want to convey wisdom, professionalism, and reliability, such as finance and tech brands, are likely to use colors such as grey, teal, and white. Lover: Brands that want to convey passion, sensuality, and romance, such as beauty and lingerie brands, are likely to use colors such as red, pink, and lilac. Magician: Brands that want to convey creativity, imagination, and transformation, such as beauty and wellness brands, are likely to use colors such as purple, fuchsia, and lilac. Everyman: Brands that want to convey reliability, simplicity, and down-to-earth values, such as food and beverage brands, are likely to use colors such as brown and cinnamon. Outlaw: Brands that want to convey rebellion, individuality, and non-conformity, such as energy drinks and extreme sports brands, are likely to use colors such as black and red. Jester: Brands that want to convey fun, playfulness, and humor, such as entertainment and toy brands, are likely to use colors such as orange and pink. Hero: Brands that want to convey courage, determination, and strength, such as sports and fitness brands, are likely to use colors such as red and black. Caregiver: Brands that want to convey compassion, generosity, and care, such as healthcare and social impact brands, are likely to use colors such as green and blue. Most Popular Colors for Brands The most popular colors for brands are blue, red, green, and black. Blue is associated with trust, security, and stability, which is why it is commonly used by tech and financial brands. Red correlates with passion, excitement, and energy, which is why it is commonly used by fast-food and sports brands. Green is associated with growth, health, and nature, which is why it is commonly used by health and wellness brands. Black is associated with elegance, sophistication, and power, which is why it is commonly used by high-end fashion and luxury brands. Color Psychology Across Different Countries Color psychology can vary across different countries and cultures. For example, in Western cultures, white is associated with purity and innocence, while in some Eastern cultures associate it with mourning and death. Similarly, red is associated with luck and prosperity in some Eastern cultures, while in Western cultures, it is associated with danger and warning. It is important to research and understand the cultural context when choosing colors for your brand, especially if you are targeting a global audience. How to Pick the Right Brand Color When you're picking the right color for your brand, it is important to consider your brand's personality, values, and target audience. Think about what emotions you want to evoke in your audience and what message you want to communicate. Consider your competitors and the colors they are using. Do you want to differentiate yourself from them or blend in? Finally, test your colors with your target audience and see what resonates with them. Conclusion In conclusion, choosing the right colors for your brand is essential for creating a memorable and emotional connection with your audience. Different colors have different meanings and can convey different messages, so it's important to choose wisely. Keep in mind your brand's personality, values, and target audience, and test your colors with your audience before finalizing your brand color palette. Remember, your brand colors should be consistent across all your marketing materials and should represent your brand's personality and values. If you need help with your brand strategy, don't hesitate to reach out to me. I can help you choose the right colors and create a memorable visual identity for your brand. And on a final note, I hope this blog post has helped you understand the importance of brand colors and their meanings. But remember, at the end of the day, branding is an art and a science, and it's always evolving. So, have fun with it, be creative, and let your brand's personality shine through!

People Who Want to: Pursue Connection Think Rihanna Fenty, Toni Braxton, and Tank (from left to right) One of the most fascinating brand archetypes to work with is the Lover Brand Archetype. Archetypes are universal, archaic patterns and images that derive from the collective unconscious and are the psychic counterpart of instinct. Carl Jung, a Swiss psychiatrist, identified the 12 archetypes we use today in branding to give a brand a personality, humanizing it for relatability. These archetypes have been observed across cultures and time periods and have a significant impact on our behavior and decision-making. The Lover brand archetype is no exception. About The Lover This archetype is associated with passion, sensuality, and intimacy and has significant implications for brand strategy. It is also based on the idea of connecting with others on an emotional level and is often associated with romance, pleasure, and beauty. Above all, the Lover represents passion, desire, and intimacy and values aesthetic beauty, sensuality, and emotional connection. Here are three additional values associated with this archetype: Romance: The Lover values romance and the idealization of relationships. They believe in the power of love to transform and uplift. Nurturing: The Lover values nurturing and caring for others. They seek to create a sense of warmth and comfort in their relationships. Authenticity: The Lover values authenticity and genuineness in relationships. They seek out genuine connections and value honesty and vulnerability. Again, the Lover Brand Archetype has a significant impact on consumer behavior. Consumers who identify with the Lover are often seeking emotional connections and experiences. They are attracted to brands that can provide a sense of pleasure, beauty, and intimacy. They may be more likely to make purchasing decisions based on their emotional response to a brand rather than purely rational factors. Lover Brand Archetype Examples One classic example of a very profitable Lover brand is Victoria's Secret. The lingerie company uses seductive advertising campaigns and provocative branding to tap into the emotional and sensual desires of its target market. Victoria's Secret has built a loyal customer base by creating a fantasy world of beauty, glamour, and sensuality that appeals to its audience's sense of self-worth and desire for intimacy. Another example of a Lover brand is chocolate maker Lindt & Sprüngli. The company's branding is all about indulgence, pleasure, and romance, with its iconic gold foil wrapping and luxurious packaging. Lindt & Sprüngli's marketing campaigns often focus on the emotional connection people have with chocolate, such as giving it as a gift to show love and appreciation. The Lover archetype is also evident in the beauty industry, where companies often use the power of attraction and desire to sell their products. For example, perfume brands like Chanel and Dior use sensual advertising campaigns and luxurious packaging to tap into the emotional desires of their target market. In addition to appealing to the emotional desires of consumers, Lover brands also often prioritize sustainability and social responsibility. For example, TOMS Shoes, a company that donates a pair of shoes to a child in need for every pair purchased, uses its "One for One" model not only to appeal to consumers' desires for stylish and comfortable footwear but also to their sense of social responsibility and desire to make a positive impact on the world. Now, let's compare the Lover Brand Archetype to a well-known celebrity—Toni Braxton. Braxton's music has often been associated with themes of love and romance, and she has been praised for her sensual voice and stage presence. She has also been candid about her own struggles with relationships, which can be seen as a reflection of the Lover's desire for authentic emotional connections. These are all values associated with the Lover Brand Archetype. Appealing to the Lover Archetype To appeal to the Lover Brand Archetype in marketing and communications, it is important to emphasize sensuality, beauty, and emotional connection. Use visually appealing images and language that evokes strong emotions. Highlight the pleasure and beauty that your brand can provide and create a sense of intimacy and closeness with your audience. Final Thoughts In conclusion, the Lover Brand Archetype is a powerful tool for marketers and designers. By understanding the values and behaviors associated with this archetype, you can create effective marketing and communication strategies that resonate with your target audience. So, embrace your inner Lover and use the power of passion, beauty, and emotional connection to create meaningful and impactful brand messaging. If you need help with uncovering the brand archetype that can help best support your business goals, let's chat.

A good brand strategy is essential for any business that wants to build a strong and differentiated brand. A differentiated brand is a brand that stands out from competitors in the market by offering unique value, benefits, or experiences to its target audience. In a crowded and competitive market, having a differentiated brand is important to establish a strong and memorable brand identity, create emotional connections with customers, and drive business growth over time. Why Differentiate Your Brand There are several reasons why a company should strive to create a differentiated brand: Stand out from competitors: A differentiated brand helps to stand out from competitors by offering something unique and valuable to customers that competitors do not. This can help to create a strong and memorable brand identity that resonates with customers and sets the company apart from the competition. Build emotional connections with customers: A differentiated brand can create emotional connections with customers by offering unique benefits or experiences that meet their needs and preferences. This emotional connection can help to establish customer loyalty and advocacy, which can drive long-term business growth. Attract new customers: A differentiated brand can help to attract new customers by offering something unique and valuable that appeals to their needs and preferences. This can help to expand the customer base and drive business growth over time. Command premium pricing: A differentiated brand can command premium pricing because customers are willing to pay more for unique value, benefits, or experiences. This can help to increase profitability and drive business growth over time. How a Brand Strategy Can Help A comprehensive brand strategy can help to establish a clear and consistent brand identity, create emotional connections with customers, and differentiate the brand in a crowded market. In this blog post, we will discuss what makes for a good brand strategy, including the elements that some brand strategists may overlook and evaluation methods to determine the effectiveness of the strategy. Clear Brand Identity A good brand strategy should establish a clear and consistent brand identity that resonates with the target audience. This includes developing a unique brand story, values, and personality, as well as creating a visual identity that reflects the brand's values and messaging. A clear brand identity can help to differentiate the brand from competitors and create a strong emotional connection with customers. Defined Target Audience A good brand strategy should also clearly define the target audience for the brand. This includes understanding their needs, preferences, and behaviors, as well as their pain points and motivations. By developing a deep understanding of the target audience, businesses can create messaging and content that resonates with their audience and establishes a more personalized and authentic brand experience. Competitive Analysis Some brand strategists may not conduct a thorough competitive analysis as part of their brand strategy. Competitive analysis is essential for understanding the competitive landscape and identifying opportunities for differentiation. Consistent Brand Messaging Consistency is key when it comes to brand messaging. A good brand strategy should establish clear and consistent messaging that reflects the brand's values, personality, and unique selling points. This messaging should be consistent across all touchpoints, including the website, social media, and advertising campaigns. Consistent messaging helps to establish a strong and memorable brand identity and can help to differentiate the brand in a crowded market. Multi-Channel Marketing Approach A good brand strategy should also include a multi-channel marketing approach that leverages a range of marketing channels to reach the target audience. This may include social media marketing, content marketing, influencer marketing, and more. By utilizing a range of marketing channels, businesses can reach a broader audience and establish a stronger online presence. Measurement and Evaluation A good brand strategy should include measurement and evaluation methods to determine the effectiveness of the strategy. This may include tracking brand awareness, customer engagement, and other key performance indicators (KPIs) that align with the overall objectives of the brand strategy. By regularly evaluating the effectiveness of the brand strategy, businesses can make adjustments and improvements to ensure that the strategy is aligned with their goals and objectives. In summary, a good brand strategy should establish a clear and consistent brand identity, define the target audience, create consistent messaging, leverage a multi-channel marketing approach, and include measurement and evaluation methods to determine the effectiveness of the strategy. By incorporating these elements into a comprehensive brand strategy, businesses can establish a strong and differentiated brand that resonates with their target audience and drives business growth. If you need help with a brand strategy to differentiate your brand, I look forward to hearing from you.

Brands/People Who Want to: Leave a Legacy | Be Remembered Think Mohammad Ali, John Lewis, and Nanisca of The Woman King (from left to right) Picture this: a brand with rippling muscles, a cape blowing in the wind, and a steely gaze that could make a lion cower in fear. That's the Hero brand archetype! The Hero archetype is all about bravery, determination, and strength. These brands are the ones that jump into action when the world needs saving, ready to fight for what's right and defend the weak. But don't worry - you don't need to wear spandex to embody the Hero archetype. Brands that embody this archetype can inspire their customers to be brave, strong, and determined in their own lives. They can create messages that empower and motivate people to overcome challenges and achieve greatness. I'll delve into the details of the Hero Brand Archetype, its values, its connection to consumer behavior, and how to appeal to this archetype in marketing and communications. The Hero Brand Archetype and Carl Jung The Hero Brand Archetype is another one of the 12 archetypes identified by Carl Jung, the famous Swiss psychiatrist, and psychoanalyst who founded analytical psychology. According to Jung, archetypes are universal symbols or themes that are deeply ingrained in our psyche and help us understand the world around us. The Hero archetype represents bravery, courage, determination, strength, and responsibility. Heroes are the ones who rise to the occasion when the world needs saving. They are the ones who embody the values of honor, justice, and selflessness and who are willing to face any challenge or obstacle to achieve their goals. The Hero archetype is also associated with leadership and inspiring others to greatness. Heroes are the ones who inspire and motivate people to overcome their fears and pursue their dreams. They are the ones who lead by example and show others what it means to be a true champion. The Hero Brand Archetype Values Courage: A Hero brand is all about having the courage to overcome challenges and face adversity. Determination: Brands that embody the Hero archetype are known for their perseverance and steadfastness in achieving their goals. Strength: A Hero brand is powerful and often associated with physical and mental strength. Responsibility: The Hero brand archetype takes responsibility for its actions and strives to be a positive force in the world. Perseverance: The Hero archetype values determination and perseverance, especially when faced with obstacles and challenges. Hero Brand Archetype and Consumer Behavior The connection between the Hero Brand Archetype and consumer motivations and behavior is a powerful one. Consumers are often drawn to Hero brands because of their association with strength, courage, and determination. People want to feel inspired and motivated, and brands that embody the Hero archetype can tap into that desire. Consumers are also often motivated by a desire to be the best version of themselves. They want to feel empowered, strong, and capable of overcoming any obstacle. Brands that embody the Hero archetype can tap into these desires as well. By doing so, they create a powerful emotional connection with their customers, inspiring them to take action and pursue their dreams. Brands that embody the Hero archetype can do so by taking responsibility for their actions and striving to be a positive force in the world. This means that consumers resonating with the Hero archetype are also likely to be drawn to brands that are socially responsible and have a positive impact on the world. How to Appeal to the Hero Brand Archetype in Marketing and Communications To appeal to the Hero archetype, brands should focus on telling stories of bravery, determination, and perseverance. They should highlight their commitment to responsibility and their positive impact on the world. Messaging should be strong, confident, and empowering. Brands should be aspirational, inspiring customers to overcome challenges and achieve greatness. The Embodiment of the Hero Brand Archetype – Brands There are many brands that embody the Hero Brand Archetype. Here are a few examples and why they embody this archetype: Nike: Nike is a brand that embodies the Hero archetype by inspiring people to be their best selves. Their "Just Do It" campaign encourages customers to overcome their fears and pursue their dreams. Nike is associated with strength, perseverance, and victory, making it a perfect example of a Hero brand. Apple: Apple is a brand that embodies the Hero archetype by creating products that inspire and empower people to do great things. Apple's innovative products have changed the world, and the company is associated with creativity, innovation, and excellence. Apple has a strong emotional connection with its customers, inspiring them to be creative and push boundaries. Apple also embodies the Creator Brand Archetype! Tesla: Tesla is a brand that embodies the Hero archetype by taking on the challenge of creating sustainable energy solutions. Tesla's founder, Elon Musk, is often seen as a Hero figure, inspiring people to think big and take on the impossible. Tesla is associated with innovation, responsibility, and perseverance, making it a perfect example of a Hero brand. Red Bull: Red Bull is a brand that embodies the Hero archetype by inspiring people to push their limits and take on new challenges. The company's "Red Bull Gives You Wings" campaign encourages customers to be adventurous and daring, making them feel like they, too, can achieve greatness. Red Bull is associated with courage, determination, and strength, making it a perfect example of a Hero brand. In each of these examples, the brands embody the Hero archetype by inspiring and empowering their customers to be the best version of themselves. They tap into the universal desire for courage, determination, and perseverance, creating a strong emotional connection with their customers. These brands are seen as leaders and inspirations, making them successful in their respective industries. The Embodiment of the Hero Brand Archetype – People The Hero brand archetype has also been embodied by personal brands and TV/movie characters. For example, John Lewis exemplifies the Hero brand archetype. It was through his leadership and activism that he was able to play a key role in the passage of several important pieces of legislation, including the Voting Rights Act of 1965, which helped to dismantle the Jim Crow laws that had disenfranchised Black voters in the South. He also worked to promote economic and social justice for all people and was a strong advocate for affordable housing, education, and healthcare. His messages to the public were strong, confident, and aspirational, inspiring people to take action and make a difference. Similarly, The Woman King, Nanisca, is a powerful example of a Hero archetype. The film, The Woman King, tells the story of Nanisca, a historical figure and warrior queen from the Kingdom of Dahomey in West Africa. She was a formidable leader and warrior, and she is often celebrated as a hero in African history and folklore. Nanisca embodied many of the qualities of the Hero Brand Archetype, including bravery, courage, and determination. She was a warrior queen who led her army into battle and defended her people against their enemies. She was also a skilled diplomat, negotiating with neighboring kingdoms to maintain peace and stability. In short, she was a trailblazer for women in leadership and warfare. She challenged the traditional gender roles of her time and showed that women could be just as capable and powerful as men. Her legacy has inspired generations of women to pursue their dreams and fight for equality and justice. Final Thoughts In conclusion, the Hero Brand Archetype is a powerful and inspiring archetype that many brands strive to embody. Brands that successfully embody the Hero archetype can create a strong emotional connection with their customers, inspiring them to overcome challenges and achieve greatness. By focusing on the values of courage, determination, strength, responsibility, and perseverance, brands can create a powerful and empowering message that resonates with their customers. So, if you're looking to create a brand that embodies the Hero archetype, just remember: be strong, courageous, and never back down from a challenge. With a little bit of determination and a lot of heart, you, too, can be a Hero! Do you need help with identifying the right brand archetype for your brand? Let's talk!

Your brand messaging is, in large part, your brand platform. Therefore, brand messaging should not be confused with brand messages when creating your brand platform. Brand messaging is the overall strategy brands use to communicate their brand’s value and benefits to a target audience. It includes the language, tone of voice, and personality a brand should use to convey its key brand messages and value. Brand messages are the specific points that a brand wants to communicate to its target audience, which are commonly ideas, statements, or claims that a brand makes about itself or its programs, products, or services communicated through various channels, such as advertising, social media, email marketing, or public relations. Here are the following components of a brand platform: Brand Purpose Your brand’s purpose is its reason for existing. While best embedded in reasonable goals, your purpose could be a culture-shaping or aspirational idea, such as solving an environmental problem or curing a disease. You need to know your brand’s purpose before defining your brand's mission. Brand Vision Your brand vision represents the ultimate objective of your brand’s journey. It needs sufficient truth and emotional enticement to serve as a rallying call to inspire your target audience and other stakeholder groups to support your brand. Examples of some great vision statements include the following: Microsoft: “Empower every person and every organization on the planet to achieve more.” Google: “To provide access to the world’s information in one click.” Amazon: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.” Tesla: “To accelerate the world’s transition to sustainable energy.” Starbucks: “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.” Airbnb: “To help create a world where you can belong anywhere.” IKEA: “To create a better everyday life for many people.” McDonald’s: "To be our customers' favorite place and a way to eat and drink.” Essentially, a brand vision statement communicates the brand’s aspirations and long-term goals. It should inspire your stakeholders and be a guiding light for the brand’s future growth and success. A well-crafted brand vision statement should also be clear, concise, and easily understandable, aligning with the brand’s values and goals. Brand Mission A brand mission statement is a short statement that answers how you plan to achieve your vision statement. For example, IKEA’s vision is to “create a better everyday life for many people.” But its mission statement is “to offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.” Although the statement starts with “to offer,” if you say instead, “by offering,” you can see how the mission statement is an answer to IKEA’s vision statement. Brand Values Brand values are the fundamental beliefs and principles that guide the behavior and decision-making of a brand. They should be easily identifiable, validated, and supported throughout your business but not generic. Your brand and the people behind it make it special because specific values are present. Ask yourself what yours are. For example, your brand and the people behind it could all naturally be innovative, and because they are, so is your brand. If this is the case, innovation is a true value for your brand. However, it’s never wise to claim values that aren’t naturally true to your brand, especially since people truly do value authenticity. Brand Promise A brand promise is a statement that communicates the unique value that a brand offers to its target audience. It is a commitment that a brand makes to its audience about what they can expect from a brand. A brand promise should be specific, relevant, and meaningful to a brand’s target audience and based on the brand’s core strengths and capabilities. It should also be aligned with the needs and desires of its target market. For example, the brand promise of Volvo is “Safety.” This brand promise is based on the core value of safety that the brand has championed for many years. This promise communicates to customers that when they buy a Volvo, they can expect a high level of safety and reliability. Another example is the brand promise of Nike “to bring inspiration and innovation to every athlete in the world.” This promise is based on the brand’s core values of innovation and empowerment. It communicates to customers that when they purchase Nike products, they can expect the latest and greatest athletic gear that will help them achieve their goals. Brand Positioning A brand positioning statement is a concise statement that describes how a brand wants to be perceived in the minds of its target audience. It outlines the key benefits, unique selling points, and values that distinguish the brand from its competitors and communicates a clear, compelling message about what the brand stands for. A typical brand positioning statement includes several key elements, such as the target customer or audience, the brand’s unique value proposition, the key benefits that the brand offers, and the brand’s personality or values. For example, a brand positioning statement for a high-end fashion retailer might be: “For discerning women who appreciate luxury and quality, our brand offers exquisite, handcrafted garments made from the finest materials. With a focus on timeless elegance and impeccable attention to detail, we provide our customers with an unparalleled shopping experience that reflects their impeccable taste and discerning style.” A well-crafted brand positioning statement helps to guide all aspects of a brand’s communication and marketing efforts, ensuring that messaging and branding are consistent and aligned with the brand’s overall goals and objectives. Value Proposition Your brand's value proposition is the value your audience will receive from the brand. It is one of the core tenants of your competitive advantage and should answer the question, why support your brand? Brand Personality These are the human characteristics that a brand embodies, which help to create an emotional connection with its target audience, shaping the characteristics and tone of your brand. Assigning human attributes to your brand makes it easier for people to relate to it. These might consist of applicable human traits such as confidence, trustworthiness, friendliness, a sense of humor, modesty, etc. Tone of Voice Your brand’s tone of voice incorporates the characteristics and directives that shape how your brand’s messages are written and presented. Example: If you’re aiming for an upmarket, highly-respected brand personality, a more formal tone of voice will be more suitable. However, if you want to connect with your audience more casually, then a “chattier” approach will serve you best. Tone of voice works in conjunction with your brand personality. They don’t necessarily have to mirror each other, but they should work together. For some examples of tone of voice, click here. Brand Story A brand story is typically a key component of a brand platform and is a narrative that tells the history and evolution of a brand, how it came to be, and what it stands for. It is an essential part of the brand platform because it helps to create an emotional connection between a brand and its customers. A brand story provides context for a brand’s values, beliefs, and personality and helps to create a compelling brand identity that resonates with its target audience. In other words, a brand platform defines the broader strategic and messaging aspects of a brand and provides a clear and consistent framework for all brand communications. The brand platform also ensures that all marketing efforts are aligned with the brand’s overall strategy and objectives. It can also help to establish a strong and recognizable brand identity, build customer loyalty and trust, and differentiate a brand from competitors. Keep Your Brand Platform Alive Business environments are subject to change, and your brand platform may need to change, too. The frequency of updating brand messaging can depend on factors such as market trends, audience preferences, brand positioning, or business goals. However, in general, it is a good practice to review and update your brand messaging every year or every few years. For instance, if your business is going through a major change, such as launching a new product, entering a new market, or rebranding, it may be necessary to update your brand messaging to reflect the new direction. Another factor to consider is customer feedback. If you notice that your customers are not resonating with your brand messaging or if there is a shift in their preferences, it may be a good time to update your messaging to better meet their needs. Ultimately, the frequency of updating your brand messaging will depend on your specific business and industry. It is important to regularly evaluate your brand messaging to ensure that it accurately reflects your business and resonates with your target audience. Your Brand Platform: Final Thoughts A brand platform should not be put together in a hurry. It may take anywhere from a few weeks to many months to create, depending on how complex your organization is and how much research you need to do. However, once you have your brand platform in place and using it to inform all your business decisions, you are on your way to building a brand with a greater chance of being supported, promoted, and evangelized. A brand platform is also one of the two parts that make up a brand book. A brand book typically includes a brand platform and rules and specifications for visual brand elements. A brand book also provides various contexts and media to ensure consistency and cohesiveness in a brand’s visual identity.

When it comes to promoting your services, it's exciting to share what you have to offer with others. But, it can be tough to capture the attention of your audience. The good news is you have the power to stand out! Just take Rihanna, for example. Even as a superstar, she knows the importance of having a team of brilliant brand strategists and marketers behind her Fenty and Savage X Fenty brands. With a deep understanding of her audience, Rihanna's team was able to successfully promote her beauty and apparel brands. And you can do the same! Before launching your brand, conducting brand research can help you make informed decisions. And even if you've already launched, rebranding is always an option! With solid research backing you up, you'll make wise choices for your business. By relying on data instead of assumptions, you'll save both time and money. And isn't that the goal? Stopping The Guesswork Embracing brand research can be a game-changer for your marketing! With a data-driven approach, you can make informed marketing decisions that will give you the confidence to effectively promote your services. By diving into brand research, you'll deepen your understanding of your audience. You'll learn about their needs, values, and pain points, allowing you to better serve them. Plus, knowing your target audience inside and out will make it easier to create messaging that resonates with them. And the best part? You'll no longer need to rely on guesswork or gut feelings to guide your marketing decisions. With research-backed insights at your fingertips, you'll be well-equipped to tackle any marketing challenge. But don't stop there! Keep learning about your audience and stay on top of your competition. By staying curious and staying ahead of the game, you'll continue to elevate your business and stand out in your industry. Gather Competitive Intelligence When gathering competitive intelligence, it's best to assess three to five comparators (not competitors) to start with. Instead of analyzing them from a place of envy or jealousy, approach them objectively with the aim of learning from others. Your goal is to understand what works for them, what doesn't, and how you can improve your operations, marketing, and more. Identify similarities and differences, and see where you can close gaps while also growing in your own unique way. In essence, before determining how to stand out from the competition, you need to ensure you are meeting the basic qualifications for your industry. For example, when creating a car, you must meet certain requirements that define what a car is. Only then can you determine how to outshine your comparators. Use this approach to refine your marketing strategies and business model. Over time, your unique approach and processes will make you stand out from other service businesses in your industry. Brand research can even reveal whitespace opportunities or things other businesses in your industry aren't doing that you can do. The key is to conduct primary and secondary research on your stakeholders and comparators. By doing so, you'll gain valuable insights that will help you differentiate yourself and succeed in your industry. Primary Research and Secondary Research Getting feedback directly from your stakeholders is an essential part of gathering information to improve your business. And the good news is that collecting primary data doesn't have to be a daunting task! Surveys, one-on-one interviews, and focus groups are some of the best ways to get the feedback you need. On the other hand, secondary research sources can also be incredibly helpful in obtaining the answers to your most pressing questions. With the wealth of information available in books, reports, and journals, you can quickly find credible sources to guide your decisions. While commercial sources like Dun & Bradstreet and educational institutions can provide valuable insights, they can also be expensive. That's why finding a balance between primary and secondary data is crucial. While secondary data may be easy to come by, there's nothing like hearing directly from your ideal clients to understand their needs. In my experience, it's also essential to strike a balance between qualitative and quantitative research. By using a mix of both methods, you'll be well-equipped to make informed decisions and confidently grow your business. Qualitative and Quantitative Data Qualitative Data When it comes to gathering data, qualitative research can provide powerful insights that go beyond just numbers. With qualitative data, you can understand human behavior from the perspective of the person answering the question. Let's say you're an event planner, and you want to know how attendees felt after a presentation. By asking them to explain their feelings, you'll gain valuable insights into their experiences. And by collecting various answers, you can identify common themes and understand how each attendee felt. It's an excellent way to get a deeper understanding of your audience and how to improve your services. But qualitative data can come from more than just surveys and interviews. You can also gather insights through practical ethnographic research, such as observing your audience. By observing the audience, you can pick up on nonverbal cues, such as body language and emotions, which can help you understand how they're feeling. Remember, what's left unsaid by your audience can be just as informative as what they say to you. With a curious mindset and a willingness to listen, you can gain invaluable insights that will help you better serve your audience. So don't underestimate the power of qualitative data! By using a combination of qualitative and quantitative research methods, you'll be well-equipped to make informed decisions and create a better experience for your audience. Quantitative Data Quantitative data can help you uncover the facts you need to make informed decisions. By assuming a fixed and measurable reality to the question(s) you want to answer, you can report your findings through statistical inferences and analyses. Quantitative research is all about answering the questions of how many, how much, or how often. For example, instead of just describing the colors of papers on a table, you can quantify the information by stating exactly how many of each color you see. This approach gives you a more precise understanding of the situation and allows you to draw statistical inferences from your findings. Surveys are a great way to gather quantitative data, but they require a different approach than qualitative research. With closed-end questions that have answer choices, you can quickly gather data that can be analyzed quantitatively. However, creating effective surveys requires careful consideration of the logic behind the questions you want to ask. To create effective surveys, keep your questions concise and avoid bias. You should also avoid asking more than one question at a time, as this can confuse respondents and skew your data. By taking these steps, you can gather high-quality quantitative data that will help you make informed decisions and improve your business. So, don't be afraid to embrace quantitative research! By using a combination of qualitative and quantitative methods, you'll be well-equipped to gather the information you need to succeed and to effectively communicate with stakeholders (which include customers). Need help? Reach out!