branding

Master your message in 3 steps – step 3 your offerings

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YAY!

Thanks for joining me on the last step to my three part series on Mastering your Message!

You made it!

Part 3 is all about your offerings.

When I work on the Branding Journey with my 1:1 clients, we work around what it is they offer and how to make it all tie together with their brand, themselves and their audience.

When you have a clear idea of what you do… and how you do it, it becomes a lot more understandable for your tribe.  When they have a clear understanding, they can make an easy decision if you’re the right fit for them, or not.

Start by asking yourself some questions about your offerings, like…

  1. What are my gifts?
  2. How are my gifts best utilised?
  3. What are the services/products I can provide? How can I narrow these down?

Next, go back to part 2 where I discuss your dream client (access this here) and see how you could make those services/goods really serve her. Look at her hopes and dreams and what she wants to accomplish. How can your offerings help her accomplish her dreams or solve a problem, or get her to her next level, etc…

Lastly, go back to part one where I discuss YOU (access this here). How can you make those offerings reflect the real you, so when you’re talking about them or promoting them, they’re coming from your truth.

The three areas we’ve discussed to creating a strong message are:
part 1: You
part 2: your audience
part 3: your offerings

If you want a strong brand and message, so you can connect to your tribe, stand in your truth and show up with confidence (and be taken seriously in your industry), then the Branding Journey can help you get there. (psst.. besides brand foundational work and strategy, it includes all of your logo work and colours and font selection and more- from scratch or as a refresh).

Book some time to chat with me about the Branding Journey HERE. 

It would be an absolute honour to share you road.

All my love, kate xx

By | 2018-09-19T13:30:46+00:00 September 19th, 2018|branding|0 Comments

Master your message in 3 steps-step 2 your ideal client

This is part 2 of my 3 part series to master your message. Click HERE to read part 1. Click HERE to read the overview.

Part 2 is all about your “ideal client” or maybe better put, a dream member of your tribe.

Let me preface this by saying that your ideal client may change along your business journey…it sure as heck has for me. It’s not something that’s set in stone, but it is something you want to hone in on in order to have a strong message.

What good will your message be, if you don’t know who it’s for, right?

So, on the Branding Journey, with my 1:1 clients, we do a lot of work around who it is we want to serve.

The funnest part of this process is getting to design your dream client, so you can manifest your dream client.

Your dream client could be you when you first started your business and maybe now you’re offering something you wish you would’ve had when you started. Maybe your dream client also has traits of one or several of your past clients that you really enjoyed working with. Maybe your dream client is someone like your mom or sibling or best friend that you were able to help through a tough time and know you’d love to serve more people like her.

Once you’ve got a better idea of who your dream client is, then start coming up with more detailed information about her.

This can be broken down into 2 areas.

Area 1: Who is she (or he)?

Let’s look at the typical demographic data like…
-age
-gender
-religion
-education level
-income
-geographical location
-family life
-marital status

And also things like…
-likes/dislikes
-favourite TV shows or movies
-what she reads
-where she shops
-what she does in her spare time
-and so on…

Area 2: What’s in her heart?

Okay maybe a bit ambiguous .. but, let’s a least look at the following areas:
-dreams
-wishes
-experiences
-hopes
-fears
-what inspires her
-where she wants to go
-what she wants to be
-what she wants to do

The next thing I do with my clients, is to have them name their dream client. That’s right, they give her (or him) a name. That way, your dream client becomes less of a number… less of a concept. Less like a nameless, faceless client shuffling through your funnel and more like a real human being. And when she is more real to you, you start communicating with her directly, and when you communicate with her directly your message becomes a hell of a lot stronger.

Don’t panic…. I know it sounds scary to narrow down your message to one particular type of person, but I promise you, you will still end up attracting others because you’ll show up with so much more confidence in what you’re saying and offering. Annnnnd…. having your dream client sorted will save you time and act as a guide for you when your creating all of your content.

Annnddddd… as you get your message out there, you’ll gain momentum with that particular type of dream client and eventually will create a tribe of dream clients that you’ll really love serving.

Don’t miss out on the 3rd step in mastering your message. Just click HERE to read.

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All my love, kate xx

By | 2018-09-19T13:42:13+00:00 September 19th, 2018|branding|0 Comments

Master your message in 3 steps – step 1 Y-O-U

Blog cover with image of women holding string of lights

On my first day at a corporate HQ of a well known brand in San Fran, they spoke all about their motto of “You be You”.  Very corporate. They didn’t actually mean “you be you”..what they meant was “you be you as long as it’s within the unspoken parameters of what we find acceptable and what we’d like our business to represent”.

And, I think this mindset is how we unconsciously show up in our brands too. We’re afraid to step out and show ourselves, in case we’re not acceptable. We emulate what’s already out there in the online world because it seems to be working for others, or it’s what we think our audience expects.

This creates the following issues:
-blending into the background and not standing out
-attracting clients that aren’t buying because of who you are, they’re buying because of price or some other reason
-you diluting your unique skills and gifts
-low confidence

The latest and greatest of the marketing industry tell us that in order to attract clients, we need to be “authentic” (ah-hem..guilty…even I’ve used this phrase). But, it doesn’t help you when you don’t know H-O-W to be authentic.  This is a HUGE part of the work I do with my clients in the Branding Journey… and whether you take this journey with me, or not, I’d like you to have a window into this transformational work.

Let’s start here… “be authentic” means that you’re showing up in your business just like you’d show up with a really good friend. How do you feel when you’re with your dearest and closest friend? You don’t have to try and be anything you’re not, right? You don’t feel pressure to act or behave a certain way or dress a certain way or monitor what you say, right?  There’s this huge sense of being when you’re with your closest friend. Being– not acting or pretending.

Now… we all have certain times when we feel we need to be/act/say/behave a certain way. I’m not judging you for this. If you were to meet the queen for tea, you’d probably speak a certain way and you certainly would dress a certain way that might not reflect who you really feel you are.

See where I’m going with this?

But your personal brand is a reflection of who you are, an extension of you. So, HOW do we get to the bottom of who you really are in order to apply it to your brand?

We get perspective.

*DISCLAIMER* Getting to the bottom of who you are is a life-long quest—part of your life’s journey. And, you’re truly an infinite being that could never be defined by words or concepts, but for the sake of trying to make your business more “you” just roll with me.

So, let’s work on that perspective…

Part 1. Get outside of yourself.

We’re so inside ourselves that we’re not always sure how we’re showing up in the world, how me make others feel and how others see us. Getting outside of yourself will help you see which areas you’d like to change, where and how you’re showing up as the real you,  and what areas you can really speak to as strengths when you’re marketing your products or services.

A great way to get get that outer perspective, is to simply ask!  Ask friends/family/coworkers/past clients questions about the impact you have with them, what they’d say about you and how you make them feel. Look at pictures of yourself. Reflect on how you behave or look when you’re with one group of people you may not be close with verses a group that you feel like you really belong.

What’s the vibe you’re giving off? What’s your energy? Look for patterns. What’s coming up over and over again? Once you know how you’re showing up, you then have the power to make changes or expand on what you feel is more “you” for your brand.

Part 2. Go inside of yourself.

What are your unique experiences? Your values? Your behaviours? Hint hint… this is where the powerful tools of archetypes come in. They help us realise, or awaken to our own behaviours, feelings and emotions. They’re a guide to help you explore who you really are in your internal world, so you can bring this your awareness and apply it to your brand.

When you have a clearer idea of who you are, your brand and messaging also become more clear. And when they’re clear, your audience will have a much better idea of who you are and how you work and if you’re going to be the right fit for them.

Imagine getting on a discovery call with people who already understand this before you speak! You won’t have to try and persuade or convince them to work with you. You can just stand in your truth, knowing that they love your truth.

Ahhh-mazing, right?

Want to learn more about how to master your message? Head on over to Step 2 to mastering your message by clicking HERE.

Get your free resources to build a STRONG message. Just sign up below.

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All my love, kate xx

By | 2018-09-19T13:39:36+00:00 September 19th, 2018|branding, Uncategorized|0 Comments

Master your message in 3 steps

So many of my clients come to me, head in hands, totally unsure of how to clarify and create their message. Especially my clients who are just starting out.

All of the experts conspire to tell us that we have to niche down and niche down and niche down and get crystal clear. They’re not wrong, but that’s not always easy, especially if you’re unsure of who you’re serving and what products/services you’re going to offer.

And…. most of us take whatever work we can get our hands on, so we can start generating an income and collecting testimonials (know what I’m sayin’??).

But, as we gain momentum and work with clients that are a great fit (as well as clients that aren’t a great fit) we start to get a better idea of who we want to serve and how we can serve them. It’s at this point that really nailing down your message is crucial!

Creating a strong message will give you confidence (which will increase your know-like-trust factor) and help your audience to understand who you are and how you can help them (critical for polarising your audience, generating sales and growing a thriving business).

3 STEPS TO MASTER YOUR MESSAGE

1.  YOU: Get clear on who you are and how you want the outer world to view you and your business

2.  YOUR AUDIENCE: Get clear on who it is you serve and yes… niche down as much as you can and then niche down further when you’re able.

3. WHAT YOU OFFER: Get clear on what you offer and how it will help your audience. If people don’t understand this, they won’t take the time to figure it out.

When you’ve nailed your message down, don’t write it in stone.

Say what?!

If you’re just starting out, understand that YOU (if you have a personal brand) are the most foundational part of your brand. Your audience and what you offer are the variables. They are extremely important to your message and how your message is delivered, BUT.. they may change as your business pivots and grows. I’ve had to change my ideal client and I’ve also changed some of my services, so don’t be hard on yourself if over time your message changes a bit too.

To super-charge your message, make sure it’s consistent in every touch-point with your audience (be it social media posts, print materials, advertising, free content and beyond).

Want some help creating a really STRONG message?  Snag your free resources today!

Get your FREE membership and the resources you need to create a really STRONG message

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All my love, kate xx

By | 2018-09-19T11:33:11+00:00 July 30th, 2018|branding, Business Journey|0 Comments

13 steps to the perfect headshot

I’m usually the one behind the camera, so when I had my personal branding photos taken, I was opened to a whole new experience. And I now know how SCARY and uncomfortable it can be.

These steps will help you get the photos you want, save money and hopefully put you at ease!!

1. Book a trusted photographer

Talk to friends, ask around on social media, etc….. you want to work with someone you know has a good reputation and that your friends have used. It will make you feel more comfortable knowing that they come recommended.

2. Check out the photographer’s portfolio

All photographers are different and have their own style. Have a look through their portfolio to see if their style will be right for you.

3. Have a clear brand strategy

Make sure you’re clear on your brand. Do you know your brand’s message? Are you clear about how you want your audience to feel and the emotions you want to create with your photos? Have you taken into consideration your brand’s colours and how that will work with the backdrops and colours you’ll be wearing? Make sure the feeling and emotions your pictures generate with your audience are in line with your brand. If you’re unsure about your branding, have a read of my blog post HERE. If you want to book time with me to create or refresh your brand, book your time HERE. 

4. Get in touch with your photographer

Talk to them about where you’re going to be taking the pictures and make sure you’re comfortable with the location and how to get there.

5. Book the right time of day for your shoot

Noon is the W-O-R-S-T time of day to get photographed outside. When the sun is directly above you in the sky it casts some not-so-flattering shadows on your face and body. Also, you’re more likely to be squinting in the pictures. The exposure in the images gets totally blown out (meaning everything is bright in the image and the details don’t show well). Most photographers will know this. If you have no way around taking outdoor photos at noon, then make sure you’re going to a location that has trees to filter out the light or areas that are more shaded.

6. Scope out your location

Knowing some places you like at your location are key. You’ll have a limited amount of time with your photographer, so when you get on location it’s great if you have pre-selected areas.

7. You’re the director

You’re the director of this session, so give your photographer ideas of poses, examples of headshots, or even send them your mood board. The more information you can give your photographer the better. They’ll deliver what you want,  if they know what it is you’re looking for and how you’re going to apply the photos.  My photographer must’ve thought I was a loony-toon when I was telling him what I wanted, but after showing him some examples, he was onboard and excited for our shoot.

8. Don’t book a headshot…book an engagement shoot

As a tip from a photographer….if you book someone that normally does headshots, you’re likely to pay for the session and get to choose a small number of photos. BUT……if you book someone that does wedding photos (Saturdays don’t usually work, but weekdays do) they may be willing to do one of their lesser packages (like an engagement shoot) where you get a lot more shots for a lot less.

9. Follow the 80/20 rule

If you’re planning on using your photos on your website, get 80% of your photos taken in landscape and 20% of your photos taken in portrait. I’ve had several clients very excited to come to me with their photos only to discover that most of them weren’t useable for the tops of their websites or that they were going to need a lot of editing, because they were all done in portrait.  If you’re using your photos for something else, like promotional materials, have a look and see which photo orientation is best and make sure to communicate this to your photographer on the day.

10. If time allows, bring several outfit changes

But, make them easy. Maybe your trousers will stay the same but you change the tops, and swapping out accessories (like a scarf for a necklace) is a great, quick way to make a new outfit. Remember, on-location you may not have a restroom to use to change so you might have to be discreet and quick.

11. Don’t practice your smile

Say what?!

I know it’s tempting to practice your smile before the big day. We do this because we want to look good and be happy with our photos. But, to be honest, when we get in front of the camera, rarely does it work….it ends up looking like we’re trying too hard and we end up looking uncomfortable and nervous.

12. Get relaxed by building tension

I  recommend trying something I’ve picked up in yoga. Right before the picture is taken, scrunch up your face creating a lot of tension…squeeze your face and eyes together really tightly,……for a few seconds until you’ve created a lot of tension in your face….then AHHH relax your face and let your shoulders drop……guaranteed your photos will look a lot more relaxed, natural and pretty.

13. Be kind

Remember, when you first see your images you’re likely to be really critical of yourself…mostly because you’ve had a certain idea in your head about how you’re going to look. Give your pictures some time to sink in….You’re bound to like some of them.

Drop me a line and let me know if these tips were helpful. AND…send me your pics! I’d love to see them!

How did your photos turn out?  Did you find this article helpful? Hop on over to my FB page HERE and let’s keep the conversation going.

With light & love,
kate xx

Intuitive Brand Strategist + Web Designer at STUDIOKTR

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By | 2018-07-12T08:26:46+00:00 October 18th, 2017|branding|0 Comments

What is branding & why do I need it?

What is branding & why do I need it?

+ 10 essential tips to building a dream brand for your business

What is branding?

If we dive right in, a brand is a culmination of elements that a business creates to stand out in their industry and to connect emotionally with its potential clients.

Branding is a combination of your business’s imagery, colours, logo, graphics, voice, message, values, behaviour, ads, & anything else you develop that creates a certain perception of your business with whom you’re trying to attract.

Sounds pretty complex, right?

In a simpler time, branding would have involved designing a logo, coming up with a slogan and maybe choosing some colours. A lot of business owners still think this way. If this is you, don’t worry, just stick with me.

We’re getting bombarded with messages.

Not only that, our tastes are pretty diverse and we can order whatever we want, whenever we want, at the global level. That my friends, is a lot of clutter and competition.

Fear not, there is a way to be seen and heard.

And even though what you offer may have been offered 1 trillion different times in a gazillion different ways, there is ONLY ONE YOU. You are unique, the way in which you offer your services/products is unique and there are people out there waiting for you!

The key is to develop a brand that makes an emotional connection to your audience.

As consumers, we make most of our purchases with our hearts rather than our heads. The more expensive the purchase is, the more emotion we put into our decision-making process. It may not mean much when we’re buying toilet paper, but if we were buying a house, our emotions would take centre stage. You’d visualise yourself in the kitchen making food, or hanging out in the living room…you’d want to see how you felt about the house by visiting it and seeing what the neighbourhood feels like. If something didn’t feel right about the house, you’d move on and look at another, right?

Before you jump into designing a logo….

…you need to have a pretty good grasp of what your business is trying to achieve and how you want it to be portrayed to your audience. If you don’t understand what your business stands for, neither will your potential clients. Not only that, you need to do it in a way that is unique to only you.

Don’t wing it!

Most people who seek out my help have previously tried to wing it by not fully developing their branding and jumping ahead with just a logo. They quickly came to find out that they needed W-A-Y more and what what they had just wasn’t working. The design elements really come A-F-T-E-R you lay your brand foundations.

 

Here are my top 10 tips for building your dream brand:

  • Define your magnetic sentence- Why you do what you do, how you do it, what you do, and who do you help?
  • Define (as best you can) your ideal client- are they moms/women/etc..who are they likely to be? What are their desires/fears/dreams?
  • Make note of what your current clients are asking for over and over again.
  • Research what others in the industry are doing and look for any gaps in offerings.
  • Really lay out what you can offer and how it’s different and unique.
  • Think about what types of emotions you want your ideal client to have when they come into contact with your brand
  • Develop a “personality” for your brand (based on your top 1-2 personality traits)
  • Stay consistent with your verbal and visual content because it builds a strong understanding of your business and trust.
  • Pull together your advertisements, colours, logo, graphics, imagery, blog, fonts, etc…and make sure that they all are true to your brand and the message/image you want to portray.
  • Tell your story!  A great way to be personable, real, and unique is to tell your story. It will help strengthen that emotional understanding and people like it when they can relate to you and your journey.

If you want to stand out in your field and connect to your ideal audience, get in touch! I offer free 15-minute chats to see where I can help you.

Book here >>
All my love,
kate xx

By | 2018-10-02T09:11:49+00:00 July 20th, 2017|branding, Business Journey, Design|0 Comments

Applying your brand personality to your blog

If you’ve worked with me before, you know that I LOVE using brand personalities/archetypes to define your branding and really give your business a voice. But, you have to actually use that voice to drive people to your site and your business. Having a blog is a POWERFUL way to do that.

**If you haven’t defined your brand’s personality, please take my FREE 3 day Get Authentic Challenge to create your authentic brand. You can join it HERE, or scroll down to the bottom of the article to sign-up. **

Blogging is becoming an expected part of pretty much any business’s offerings. People expect to see a blog page as much as an about me page on your website.  Your audience will want to connect to you and understand your business, and having a blog is a great way to do that. Not only can you offer information that will help your readers, but you build trust and establish yourself as an expert in what you do too.

Here are some essential tips to transform your blog and connect to your audience:

Once your blog has all of the essentials in place, it’s time to make sure your brand’s personality is woven into the fabric of each blog post. Make sure the colours, imagery, graphics and voice for your brand are a part of each and every blog entry. And, be sure that you’re being consistent with your brand’s personality across all forms of media, advertisements, social networking groups, etc…. because it helps to build trust and a deeper connection with your audience.

With light + love,
kate xx

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By | 2018-10-02T09:24:49+00:00 April 26th, 2017|branding, web design|0 Comments

Is your logo doing its job?

Is your logo doing its job including 8 attributes of successful logos

IS YOUR LOGO DOING ITS JOB?

The 8 attributes of successful logos

Do you know if your logo is really doing its job?  What is the job of a logo?

The job of a really effective logo is to be a visual representation of your brand and everything it stands for. When people see it they should instantly think of your brand and have a connection to it. It’s a pretty big job for something so small.  And, it’s so easy to get it wrong. So many businesses over complicate their logos or design something pretty without really connecting it to their brand.

If you look at some of the world’s most effective logos, you’ll start to notice that they have some common attributes. Let’s look at them now.

8 attributes of successful logos

Simplicity:

Sometimes businesses try to overcomplicate their logos with a lot of design or wording. The simpler the design the better. A lot of times people will only see your logo while they’re quickly glancing down their FB page, or as it’s passing on a bus or when they’re driving pasImage of Nike swoosh logot a billboard. People don’t always stop to put thought into what they’re looking at. Your logo should be simple so when people see it, if even for a second, they recognise it and connect to your brand. Nike does a GREAT job with their simple “Swoosh.” If you only caught a quick glimpse of the swoosh in a magazine or as you were driving, you’d instantly connect to Nike and what their brand is all about.

 

Memorable:

A logo should be something unique and interesting, and something people will remember. Being simple (as stated above) will also help your logo stick in people’s minds.  Branding firm Siegel+Gale did a fascinating study on brand perceptions. In their study, they asked over 3,000 people from the UK & US to look at over 100 logos of the world’s most famous brands. The logos they found to be most memorable were Nike, Apple, McDonalds and Coca-Cola. It’s true, these businesses have MASSIVE advertising budgets, but they still beat some other famous brands that also have big budgets, according to the study.  They found that the main factor in making a logo memorable was how simple and clean the design was. The study also shows that in comparison to the least memorable logos, memorable logos are 13%  more likely to get a consumer’s attention, 7% more likely to make consumers want to learn more about the brand and are 6% more likely to be recommended by consumers over another brand. If want to learn more about their study, it’s called Logos Now and can be found hereApple Corp. Apple logo screen-shot-2016-11-14-at-10-57-36Coca-Cola logoscreen-shot-2016-11-14-at-10-39-08

Timeless:

Having a simple and clean design that transcends time is essential. However, your logo shouldn’t be set in stone. Logos should evolve over time, but subtly. A great logo doesn’t need to change much. Maybe the lines become a bit smoother or the font gets a slight upgrade. If you have a really timeless design, you won’t have to do much to help it evolve and you’ll still be able to keep that recognition with your audience. Here’s an example of how the Coke logo has changed over time. You can see that it’s maintained it’s look, just subtly evolved. I’m skipping over several versions in between, but you get the idea!

Coca-Cola original logoCoca-Cola old logocoke bottle logoCoca-Cola logo

Versatile:

Having a logo that is versatile is key. You may start out thinking your logo will only be used on your website or business cards, but over time you may find you use it on clothing or billboards or print advertisements. Your logo should look good on dark backgrounds as well as light backgrounds. It should look good and be easily recognisable when it’s small and when it’s big. If you can, try not to completely tie it to colour (although colour is extremely important and you can read more about colour here). For example, if you look at the Coca-Cola logos above, and if you were to see it somewhere, you’d instantly think of the colour red. But, if you notice on the circle icon, the wording has changed to white, but you still know it’s a logo for Coke and it still works.

Unique:

You don’t want to put work and money into a logo and plaster it all over the place, only for your audience to look at it an think of another brand. Every business is unique and every logo should be unique. Here are some really unique logos I’ve come across. How great are these?

Logo for antarctica cook finder logo Ed's Electric logo

Consistent:

Your logo, very simply, needs to be a representation of your brand. It should encompass your brand’s voice, message and colour scheme.  It’s a tall order, but if your logo doesn’t relate back to your brand, then it could relate to just about anything. It won’t have any meaning.

Emotional:

A great logo should invoke an emotion that connects back to your brand. Your brand may be serious, fun, sophisticated, useful, etc… But, if your logo can conjure up an emotion in the short time your audience is exposed to it, then it only will help to reinforce your brand. Here are some great examples of logos associated with a feeling of fun and youth.

Disney Logo screen-shot-2016-11-14-at-11-51-26

Well executed:  

Last on my list is that your logo should be well made. If you want people to take your business seriously, have your logo done professionally. It’s going to often be one of the first things people recognise about your business and if it’s poorly made, people are going to wonder about the quality of your offerings. And, as I’ve said before, if you don’t invest in your business, no one else will want to either.

This is certainly not an exhaustive list, but I hope it’s helped you get a good idea of what makes a successful logo. Please keep these 8 factors in mind when you’re creating your logo or giving your logo a new look.

Have you seen great examples of logos that have all of the above 8 attributes?

Let’s chat! Book your free 15-minute call with me to discuss your logo and branding. Just click here.

With light + love,
kate xx

By | 2018-01-26T14:14:57+00:00 November 14th, 2016|branding|0 Comments

Archetypes

How Archetypes strengthen your brand + 3 ways to use them

What are archetypes?

Archetypes are defined as: a typical example of a type of person or thing, a mental image inherited from early human ancestors and present in our collective unconscious (according to Jung), and a reoccurring symbol in art, literature and mythology.

Archetypes date back to the time of Plato (and perhaps further) and have been interpreted and observed by many since. Carl Jung, Swiss psychiatrist and psychotherapist, really defined and delved into them in the early 1900s.

What does this really mean?

Archetypes are an understandable and relatable character type that exist in the collective unconscious. They exist in history and can be seen in people’s personalities today. Think characters in a play, book or film. Our human minds understand how archetypes work, even if subliminally, and it helps us to understand how a person or character is going to behave. It also helps us connect and relate to that character. For example, we all know the villain archetype. And, in a film, we understand how a villain is going to react in situations or how they’re going to behave. The same goes for a hero archetype. When you see a hero in a film or read about one in a book, we can understand how that hero is going to behave, it’s characteristics and we connect with him or her on an emotional level.

We can use this knowledge and apply it to our businesses to become more relatable and connect to our audience. Businesses used to solely rely on slogans, tagline and logos to differentiate themselves from their competition.  But now it’s more complex. Nowadays, businesses literally view their brand as a person, and associate it with an archetype. If their brand is more like a person, then we (the audience) can connect to it on more of an emotional level.

We make so many of our purchases and decisions using our emotions.

Okay, there are some things….like toilet paper…that we may not. But, that doesn’t stop businesses from trying…..think Andrex (for my UK readers) with the cute little Labrador puppy or Charmin (for my US readers) and “Don’t squeeze the Charmin.”  There are of course other factors that we consider when making a purchase like price, but when we’re making a big purchase our emotions are definitely a deciding factor.

If a business can connect to us on an emotional level, we’re far more likely to make that purchase and more likely to choose that particular brand over another.  Think about it…if a business’s brand is more like a character, we’d know and understand how that brand was going to behave, what it’s characteristics were and what it stands for.  And, if that business were to use that message consistently across all forms of media and advertising, then we’d really feel like we could trust that brand.

There are loads of archetypes, but in the interest of branding, I’m going to stick to the 12 most common archetypes.  Please note that each archetype has positive and negative associates (light side and shadow side).

 

archetype infographic with information about all 12 types

 

Harley-Davidson uses a very obvious archetype in it’s branding. Can you figure out from the images below which archetype they’re using for their brand?

Harley - Davidson Logo

Harley - Davidson ad

harleyad2

If you guessed rebel, you’re right! If you look at everything from their logo to their ads, to their choice of wording and the imagery that they use, it’s all in line with the rebel archetype.  I bet when I first mentioned Harley-Davidson in the blog, you instantly saw an image of a rebel on a motorcycle or tattoos. Am I right? That’s pretty effective branding, huh?

3 ways to use your archetype to strengthen your brand:

Voice: Imagine the types of words and phrases your brand would use if were a specific archetype. Use this tone in all your ads, newsletters, blogs, and social media accounts.

Imagery: Use imagery that fits your archetype and be consistent.

Colours: use a colour palette that would suit your archetype (see my infographic). Example: For a hero you’d want to use bold and bright, whereas for an explorer, you’d want to choose more earthy colours. Use these colours on your web site, logo, advertisements, and social media accounts.

Make sure which ever archetype you choose, that your message is clear, concise and very consistent to build trust.

Do you feel this was helpful to you and your branding?

Have you seen any clear examples of this in advertising?

If you want help determining your brand’s archetype or have any other questions, please book a FREE 15-minute session with me. Just click HERE.

With light + love,
kate xx

By | 2018-01-08T11:15:30+00:00 November 9th, 2016|branding|0 Comments

Colours

HOW COLOURS CAN MAKE OR BREAK YOUR BRAND

+ 5 ways to use them effectively
colours can make or break your brand plus five ways to use them

Colours may not seem like a significant part of your branding, but whoa nelly, yes they are! Colours can change the way your audience connects to your brand and their perception of it.  It can affect your brand’s personality and how your audience expects your brand to behave.  Used incorrectly and inconsistently, colours can break the trust of your audience. There have been studies that show that over half of people exposed to a message will either be attracted to a message or not based solely on colour. And, using colour in your branding, effectively, can increase brand recognition by up to 80%!!  (facts from www.colormatters.com).

THIS is HUGE!

The perception of colour can change whether you’re audience is male or female. Men tend to prefer shades of a colour (when black is added to a colour), whereas women tend to prefer tints (when white is added to a colour). Here is an example of shades vs tints using the colour red.

Shades of red- mostly preferred by men (when black is added to a colour):

screen-shot-2016-11-03-at-23-51-46

Tints of red- mostly preferred by women (when white is added to a colour):

screen-shot-2016-11-03-at-23-51-56

Colour psychology has been used by businesses as an important part of their branding for years and it’s still heavily used today. How you use colour can really have an impact, either positively or negatively on your brand. If you’re selling internationally or to another country, please make sure to do your research about the meaning of colour in that particular culture as it can vary greatly.

If you’d like to know more about colour perceptions and meanings, please have a look below 🙂

red:

screen-shot-2016-11-03-at-23-56-13

Red is the colour of love, passion, strength, energy, action, lust, sex and determination. Its negative associations are blood, danger, warning, war, murder and anger.

Companies that use red well are: Coca-Cola, Vodafone, Target, Virgin, Kellogg’s, Canon, Salvation Army, KFC

It’s also a great colour if you want to invoke a sense of urgency or if you’re selling food as it can trigger your appetite.

orange:

screen-shot-2016-11-04-at-00-17-04

Orange is the colour of warmth, strength, success, optimism, youth, friendship, happiness, courage, confidence, healthy food, energy (but not as extreme as red or yellow). Its negative associations are that it can sometimes be superficial, ignorant, pessimistic and mean “caution.”

Companies that use orange well are: Orange, Easy Jet, Nickelodeon, Fanta, Shutterfly, Lufthansa

Orange (like red) is great if you’re selling food as it also can trigger your appetite. Because of it’s youthful association, it is also great for selling toys or products for a younger audience.

yellow:

screen-shot-2016-11-04-at-00-23-29

Yellow is considered a very positive colour and is considered bright, pure, happy, cheerful, sunny, fresh, energetic and is also associated with food. Yellow is the MOST visible colour from a distance. On the flip side, yellow is considered highly unstable for a colour,  overwhelming, cheap, unreliable and child like. Yellow can also mean cowardly.

Companies that use yellow well are: McDonalds, Caterpillar, JCB, Subway, Nikon, National Geographic, Ikea, Renault

If you’re branding is more innocent or you’re selling something very positive it can be a great choice, but it’s better left as an accent colour, so it’s not too overwhelming.

pink:

screen-shot-2016-11-04-at-00-27-59

Pink is a very feminine colour. It’s a mix of red and white, so it also can be considered romantic and signify love (just not as intensely as red).  It’s also considered energetic, youthful, playful, sweet and can represent friendship.

The negative side of pink is that it is considered highly feminine, so you wouldn’t want to use it on products that were geared towards men specifically.

Companies that use pink well are: T-mobile, Breast Cancer Awareness, Superdrug, Barbie

If you’re selling something for women or girls, pink can be a great option and alternative to red. Although I do think that pink tends to be overused a bit in girls’ toys.

green:

screen-shot-2016-11-04-at-00-32-55

Green is a very fresh and earthy colour. It can signify nature, growth, fertility, harmony, money, safety, healing, peace, positivity and rebirth.  However, green can also mean greed, envy or illness.

Companies that use green well are: Starbucks, John Deere, Android, BP, Sony Erickson, XBOX 360, Wholefoods, Tropicana

Green is great if you have an environmental brand or a brand promoting growth. If you sell healthy living products, green is a great choice.

blue:

screen-shot-2016-11-04-at-00-36-38

Blue is considered a very friendly, down-to-Earth, stable, reliable, strong, calming, trusting, and peaceful colour. It is also linked to consciousness and intellect. However, it can be considered a very masculine colour and may not always be a great choice when marketing to women. It can also be considered cold. It can suppress the appetite, so it’s not the best choice for food products.

Companies that use blue well: Tiffany & Co, Facebook, Dell, GE, Ford, Boeing, IBM, Twitter, HP, American Express

Blue is great for brands wanting a hero/protective/stable/reliable personality or tech businesses. You’ll see a lot of corporations using the colour blue.

purple:

screen-shot-2016-11-04-at-00-40-00

Purple is considered royal, luxurious, exclusive, powerful, wealthy, mysterious, magic, creative and sentimental. Negatively it can be considered sad and suspect as it’s seen as a rare colour.

Companies that use purple well are: Cadburys, Yahoo, Welch’s, Aussie

If you have a luxury product or if your business wants to “transform” it’s audience or if you want to appear mysterious, it’s a great colour. It’s also one of the most popular colours with children, so a great choice for children’s products.

brown:

screen-shot-2016-11-04-at-00-47-37

Brown can be friendly, honest, reliable, simple, and represent the Earth or outdoors. Like the warmer colours it can be used to market food. Negatively it can be considered dirty and boring.

Companies that use brown well are: UPS, Hersheys, Godiva

If you’re an environmental, food or shipping company, brown might be for you…or maybe as an accent.

white:

White is considered positive, fresh, pure, intelligent, clean, perfect and virginal. Also, it’s often used as the “good guy” colour. Negatively, white can be considered boring, sterile, cold, clinical and bland.

Companies that use white well are: Apple, AVON, Playboy, The White Company

White is a good choice for technical or medical products. It’s also good for businesses wanting to promote an angelic feeling.

black:

Black is an elegant, sleek, sexy, powerful, mysterious colour that could also mean dangerous in a good way. However, black can also mean danger, evil and death.

Companies that use black well are: Chanel, Adidas, Lexus, The Ritz, Bentley

Black is a great choice for luxury products. It can also have a slimming effect. You can also change it’s texture from gloss to matte to have a different effect all together.

There is no complete right or wrong way to use colours as every human views colours differently. But, using the above as a general guide should make a difference to your branding.

5 ways to use colours effectively:

  1. Logo- A logo is not your complete branding, but is a visual representation of your brand, so it must include the right colours to convey your message.
  2. Website- use your colours sparingly as too much can be overwhelming, but make sure to incorporate your colour scheme into your headings, titles, buttons, links, menus and photography/icons.
  3. Social media accounts- make sure there are touches of your colour scheme on your social media profiles and that they match your scheme for your business.
  4. Printed material- make sure your flyers, menus, business cards, car magnets, uniforms-anything you print that’s associated with your business uses your pre-defined colour scheme.
  5. Ads- whether you’re advertising on FB or Google, or anywhere else, make sure to stick to your colours

Being consistent with your colour scheme will really help give your business a strong voice and build trust with your audience.

How do you use colour to your advantage?

Want a client-attracting brand that is 100% true to you?

Book a FREE 15-minute session HERE and we can talk about it!

With light + love,
kate xx

By | 2018-01-08T11:15:30+00:00 October 31st, 2016|branding, web design|0 Comments