Janelle Zacherl
May 2, 2021
What does your brand “say” when people come across it? Swiss psychiatrist Carl Jung was the originator of the idea of brand archetypes. When starting a business, a brand identity may not seem high on the list, but it goes a long way to build trust and relationships with not only customers, but also key stakeholders of your brand. When others feel like they know who you are and what you’re about as a brand, you’re more likely to find success in your endeavors. Read on to find out how to define what makes your brand “Your Brand.”
We love to harp on defining your audience, but it is the very first thing to do when considering your brand archetype. Are you trying to appeal to marketing professionals? Healthcare brands? Software companies? Truly and fully considering who might benefit from your product or service can help to define what your identity should be. For example, Ingram Digital Consulting uses data-driven marketing to build digital strategies for brands. So we’ve positioned ourselves as knowledgeable nerds that weave data into brand stories.
“Brand Archetype: “A universally recognizable, innately understood character type or role that a brand can embody.” — How Brands are Built
What can you do? Why do you do it? How does the way you do it differentiate you from the way others do it? When you sit down and consider these questions, it’s a good idea to write out (or type out) your thought process. Then, summarize, consider, and reduce that summary to some succinct characteristics that communicate how you want to be known by potential clients. Ingram Digital Consulting defines customers and our talent pool with four key characteristics: be bold, be creative, be curious, and be socially conscious. So what do those qualities mean to your core audience? How can you leverage that image to make your pitch to clients?
The personality and words that are chosen for your business send a message. But a message is only half of the journey. A potential client will hear the “buzzwords” and be intrigued, but concrete plans back up your sales pitch. For example, Ingram Digital Consulting is proud of being data-driven. We use data to show clients how they can evolve their marketing strategies by providing a solution or white space that competitors don’t. We use tools to pinpoint trends and help clients see their biggest opportunities. It’s a very specific problem, and a very specific solution. What can your brand offer to potential clients? Making offerings that are outside of your scope could cost referrals and reputation.
As marketers, we’re constantly worried about clients’ web presence and customer satisfaction with us. We have abilities that can help grow a business. It’s important to use our skills for ourselves, too:
Priority 1: Keep an up-to-date website. Nothing looks less professional than an amateur website or one that isn’t mobile-friendly.
Priority 2: Maintain a consistent cadence on social media channels you use. Your brand doesn’t have to be present everywhere, but finding the relevant channels is crucial.
Priority 3: Interact and respond on those social media platforms while upholding those buzzwords you identified for your brand.
Hear more about getting started with a new marketing business in the Your Brand. Your Story. Podcast with agency founder, Lucy Vincent.
Brand authenticity is key with consumers of today. In a study from Oberlo, 86% of consumers say that a consistent brand message makes them more likely to support that brand. But generational and other demographic differences can shape a marketing strategy in different ways. Hence, make sure you have audience research on point.
“A lot of us marketers, our businesses are like the redheaded stepchild that we put to the side and don’t think about because either we’re too focused on getting clients or we’re too focused on managing clients, but using your own social and your own strategies to build up your business is really, really important.” — Lucy Vincent, Agency Founder
Once you’ve established the first steps, evaluate your brand’s performance, promises, and guarantees. Are you delivering on what your brand archetype assured? If your brand promised awareness of a particular social cause, are you living up to it? If your brand promised prompt communication with clients, are you making that happen? Building a brand archetype should not only be professional - it should be natural. It should be built around the original vision you had for your business and expanded in an organic way. To see some brands who have built and maintain their identities, see this article from Hubspot.
Our archetype is the data nerd, boldly hoisting creative brands into a socially conscious future. And we communicate that to clients directly and via web and social presence consistently. What is your brand doing to convey their archetype?
Learn more about how Ingram Digital Consulting is building brand awareness.
May 2, 2021
