WHAT DO YOU STAND FOR?

Transcription

WHAT
DO YOU
STAND FOR?
Discover your signature archetype,
the key to turning heads and hearts
Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au
WELCOME
Hi, I’m Nikki Clark. I help trail blazing coaches and
BUT MY APPROACH IS NOT LIKE THOSE
consultants create unmistakable brands and signature
YOU’VE SEEN BEFORE.
offerings that connect with their clients and help them
IT ALL STARTS WITH YOUR BRAND.
No matter what stage your business is at, if you’re
I believe that building a business based on passion
struggling to be seen, to cut through and to connect,
and purpose can be fulfilling AND profitable, but
it’s because you’re not unlocking the value in your
you’ve gotta back up the right-brain creativity with
brand and shining a light on your unique (and amazing)
For more than 14 years, I’ve devised marketing
some left-brain strategy to make it a success. It’s all
differences.
strategies for some of the world’s biggest brands –
about balancing the insight with the implementation,
think Nike, Levis and IBM. I know how to design offers,
the yin with the yang. Luckily for you I have a knack
run campaigns and build brands that create devoted
for turning your hidden talents into a full-blown
tribes of loyal customers. And I know how to help you
business advantage.
build the lucrative lifestyle business they’ve been
craving.
position yourself as the leader in your field (read: too
good to be ignored!).
Put simply, if you want to create a trailblazing brand,
you need to become unmistakable – instantly
recognisable, truly aspirational and undeniably great at
what you do.
I believe there are 4 essential ingredients to building a
This mini guide will help you take the first step in
brand that turns heads and hearts
building your brand by uncovering Your Signature
1.
Uncover your signature archetype:
reveal your innate skills and talents and craft a brand
identity that draws in customers like bees to honey
2.
Discover your super niche:
hone in on exactly who you are meant to serve,
understand what they really want and how to connect
with them effortlessly
3.
Archetype.
If you haven’t taken the quiz yet click here.
And if you are ready to take the next step to creating
big impact with your business. You can work with me
one on one in my brand breakthrough program.
Here’s to uncovering your soul gold!
Create perfect positioning:
nail your positioning and have high paying customers
banging down your door to work with you
4.
Design your Signature offer:
package your brilliance into an offer that hits the
sweet spot between what you love to do and what
your clients are craving (the holy grail of a sustainable,
successful business)
HOW TO
USE THIS GUIDE
The 12 archetypes in this guide are based on the work
As you read through this guide, keep in mind that there
With these in mind, flip through the archetypes and
of Swiss psychologist Carl Jung and later Margaret
is not one right or best archetype. Don’t get hung up on
choose your primary and secondary archetype; the
Mark and Carol Pearson.
labels, each of them are valid and represent a unique
ones that best fit you and who you are, align with
set of characteristics, strengths and styles.
how you want your brand to be experienced and the
As humans we are making choices every day that are
audience you want to serve.
rooted in subconscious perceptions and beliefs and
We all lean towards one primary archetype and will
when we do this we engage and default to our primary
often draw upon a secondary archetype to build out the
Look at the examples of famous brands and
archetype.
texture of our brand.
entrepreneurs and ask yourself which ones are most
Each of these archetypes falls into one of four
When choosing the right one for you think about
entrepreneurial styles. Applying this in your business
and marketing means that you can eliminate the
struggle and find a way to connect with your audience
at the subconscious level, helping them feel the way
they want to feel and be who they want to be.
The values of your brand
Your core personality and style
Your strengths and limits
closely aligned to your brand identity and personality.
You might find you choose two archetypes that seem
very different, but when you apply these together
they compliment each other perfectly and make for a
winning combination.
THE FOUR
ENTREPRENEURIAL
STYLES
THE LEADER
ARCHETYPES
Creator, Queen, Caregiver
THE CONNECTOR
THE MENTOR
ARCHETYPES
Jester, Lover, Girl next door
ARCHETYPES
Explorer, Sage, Innocent
THE FACILITATOR
ARCHETYPES
Warrior, Renegade, Alchemist
THE MENTOR
ARCHETYPES
Explorer, Sage, Innocent.
EXPLORER
EXPLORER BRANDS
AKA Seeker Wanderer Adventurer Pioneer
Red Bull, Jeep, Groupon.
Core Desire
Find out who you are & feed your soul
EXPLORER ENTREPRENEURS
Super Powers
Nisha Moodley, Chris Guillebeau, Natalie
You are a Trailblazer in the pursuit of freedom and creating a better world. Full to
Sisson, Chris Ducker, Caroline Cain.
the brim with ambition and courage you are on journey to understand yourself and
the world. Fiercely independent you have a hunger for learning, unravelling and
knowing.
BUSINESS MODEL & OFFERINGS
Challenges
You can be restless, aimless and struggle with order and boundaries.
Flexible: Packages & programs.
Location independent: ecourses,
Connect with your Explorer audience by
Creating new experiences and carving a new path. Show them freedom and
change is possible. Inject your communication with vulnerability, authenticity and
empathy. Let people into your world and be unexpected.
downloads, digital products.
Escape experiences: Retreats &
masterminds.
Business support: With structure & follow
Brand words
Alive, discover, transform, change, seek, freedom, ambition, challenge,
extraordinary, embrace, new, understand, unravel, enlighten.
through.
Price Point: Mid to high.
SAGE
SAGE BRANDS
AKA Sage Guru Prophet Philosopher
Harvard, Oprah, BBC, CNN.
Core Desire
To discover the truth.
Super Powers
You are a gifted teacher, master, helper and mentor. You provide wisdom and
SAGE ENTREPRENEURS
Amy Porterfield, Nathalie Lussier, Deepak
Chopra, Brene Brown.
knowledge and are naturally curious and gifted. A truth seeker at heart your
rational thinking brings clarity to many.
Challenges
You can isolate yourself and may be judgmental or arrogant.
Deep relationships: Longer programs,
6-12 month engagements.
Connect with your Sage audience by
Creating an authority position. Showcase your expertise by data, facts and
Package your knowledge: Info products,
proof. Share your knowledge generously and lead people to a new place of
books, online workshops.
understanding.
Leverage collective wisdom: Create
Brand words
Understanding, knowing, mentor, share, grow, enlightened, aware, smart, sharp,
share, lead, intelligence, wisdom, source, commitment, clarity, discipline,
certifications and group programs.
Business Support: Get help business
building and marketing.
educate, teach, build, grow.
INNONCENT
INNOCENT BRANDS
AKA Purist Dreamer Child
Dove, Aveda, Disney.
Core Desire
Achieve a simple and pure life.
INNOCENT ENTREPRENEURS
Super Powers
Rachel McDonald, Gabrielle Bernstein,
You live with a beautiful optimism. Whatever you create is done with simplicity,
Debbie Spellman.
integrity and authenticity. You enjoy bringing peace and living mindfully. You are
open to experience the new and inspired to make real change.
Challenges
Perhaps an Idealist and sometimes a little naïve.
Connect with your Innocent audience by
Uplifting, inspiring, being authentic, Teach them how to achieve their dreams and
show them how it can be simple and blissful.
Brand words
Simple offerings: 1 or 2 stripped back
stress free packages.
One to One: Grow from an intimate level.
Leverage: Author a book, create online
programs, add a VIP element.
Mindful, conscious, peace, trust, soul, happy, love, paradise, believe, open, heart,
Business Support: Get help with the
pure, authentic, honest, believe, strive, spirit, alive, joy.
realities and practicalities of business.
Price Point: Low to mid.
THE FACILITATOR
ARCHETYPES
Warrior, Renegade, Alchemist.
WARRIOR
WARRIOR BRANDS
AKA Hero Champion Crusader Superhero
Nike, Greenpeace, Gatorade,
Core Desire
Prove your worth through courage.
WARRIOR ENTREPRENEURS
Super Powers
Arianna Huffington, Natalie McNeil, Lewis
You act with strength, courage and resiliency. You are masterful at achieving results
Howes, Selena Soo.
no matter how difficult. A champion for the underdog; leadership is your natural
talent and you strive to help others be the best they can be.
Challenges
You can be obsessive and need to succeed.
Measurable Results: Programs that deliver
major breakthrough and change.
Connect with your Warrior audience by
Helping her achieve. Show unwavering faith in her ability to succeed. Move fast,
Scale: Reach a large audience, speak from
get results that matter and reinforce her self-belief.
stage, one to many programs.
Fast paced: Intensives, masterminds and
Brand words
workshops that get results fast.
Conquer, mastery, achieve, tough, tenacious, lead, energy, bold, win, courage.
Business Support: Help with community
building & managing relationships.
ALCHEMIST
ALCHEMIST BRANDS
AKA Magician Visionary Sorcerer
Absolut Vodka, Mastercard, Instagram,
Pixar.
Core Desire
Transformation.
Super Powers
ALCHEMIST ENTREPRENEURS
A true entrepreneurial spirit you are able to blend science & spirit to innovate.
Marie Forleo, Seth Godin, Brendan
You are dynamic and imaginative with natural charisma and innate intuition. An
Burchard, Tara Gentile.
openness to out of the box thinking and a pioneer mindset means creating
transformation comes easily.
Challenges
Sometime focusing too much inwards, a potential to be secretive.
Connect to your Alchemist audience by
One on One: Deep and transformative,
long length engagements.
Promising transformation and change, nurture and develop her talents, create
Collective conscious: Retreats, workshops,
magical brand experiences, show her what is possible in life and business.
groups. Away from day to day.
Brand words
Transform, change, renew, forge, effect, connect, reveal, innovate, passion,
manifest, connect, curiosity, imagination.
Business Support: Get help to stop
procrastination & ensure follow through.
Price Point: Higher than average.
RENEGADE
RENEGADE BRANDS
AKA Rebel Outlaw Activist Reformer
Virgin, Diesel.
Core Desire
Freedom from the establishment.
RENEGADE ENTREPRENEURS
Super Powers
Lisa Messenger, Ashley Ambirge, Erika
A true revolutionary who will push the boundaries and dare to disrupt. You lead
Napoletano, Rebecca Tracey, Kat Loterzo.
change and create opportunities. Filled with entrepreneurial passion and unafraid
of self-expression. You exude energy and magnetise others.
Challenges
You can be risky, a know it all and controversial.
Connect to your Renegade audience by
Quick fix: Short term engagements as
renegades are fast to move on.
Shaking things up and delivering the antidote to sameness. Be bold, impactful
Scale: Focus on large tribes speaking,
and wild. Help her feel she can challenge the status quo, take chances and
writing and creating.
express individuality.
Brand words
Fast pace: Allow flexibility to evolve and
change quickly.
Rebellious, courageous, brave, different, eccentric, passion, agent, visionary,
Business Support: Help with managing
daring, renegade, misfit, entrepreneur.
risk and keeping boundaries.
Price point: Mid.
THE CONNECTOR
ARCHETYPES
Jester, Lover, Girl next door.
JESTER
JESTER BRANDS
AKA Entertainer Performer Shape shifter Comedian
Budweiser, Xbox, App Sumo, Ben and
Jerry’s.
Core Desire
Live in the moment with joy.
Super Powers
You are a fun loving energetic free spirit. Smart, witty and great at creative thinking
JESTER ENTREPRENEURS
Jody Jelas, Mayi Carles, Derek Halpern.
you inject joy and enthusiasm into every situation. Connecting with others is
effortless and so creating change and making a difference is a breeze for you.
Challenges
You are attracted to new shiny things, sticking to the course can be hard.
Community: Group experiences, large
online programs, plus face to face.
Connect to your Jester audience by
Entertain and help her escape the mundane. Make dry topics humorous,
Collaborations: Partnering and JV’s to
innovate in your delivery. Help her feel spontaneous, rebellious and fun. Create
scale and grow.
community and connection.
Flexibility: Passive income via online
programs for freedom.
Brand words
Fun, enjoy, create, happy, play, entertain, colourful, pleasure, create, shift,
Business Support: Get help sticking to the
laugh, light.
course and with structure.
Price point: lower price, higher volume.
LOVER
LOVER BRANDS
AKA Beauty Seducer Sensualist harmonizer friend
Chandon
Alfa Romeo, Victoria’s Secret, Moet &
Core Desire
Intimacy.
LOVER ENTREPRENEURS
Super Powers
Mastin Kipp, Gala Darling, Danielle La
A devotee to practicing love. A champion of passion with a deep appreciation for
Porte, Kate Northrup
others, for beauty and for art. You help create a better world with your work, lifting
up those around you and creating connected communities.
Challenges
You may sacrifice your own needs and lose your identity.
Connect to your Lover audience by
Personalised: Grow from a one to one
base and cement relationships.
Investing in the relationship. Take the time to connect. Create things that make
Collaborations: Build and grow organically
her feel good, build allure, create desire, appeal to the emotions and create a
through JV’s, partnerships.
deep sense of belonging.
Brand words
Community: Build a tribe online or face to
face, share content generously.
Connection, intimacy, desire, pleasure, love, beauty, core, protect, joy,
Long term: Clients will stay loyal, create a
abundance, divine.
referral program.
Business Support: Get help prioritizing and
not taking on too much.
Price point: Mid and frequently high.
GIRL NEXT DOOR
GIRL NEXT DOOR BRANDS
AKA Straight Shooter Everyman
Ebay, Gap, Ikea.
Core Desire
Connect with others.
GIRL NEXT DOOR ENTREPRENEURS
Super Powers
Nikki Elledge Brown, Jenny Shih, Laura
Simply being as you are, real in everything you do. You are friendly and
Roeder.
approachable, unselfish, supportive, humble and honest. You create communities
and attract followers with ease and bring out the best in others.
Challenges
Don’t like being alone, can be frugal.
Connect to your Girl Next Door audience by
Volume: With natural appeal to a wider
audience, create for groups & scale.
Provide honest value, no-nonsense marketing and interact with integrity. Treat
Connection and Community: Create online
her like a friend and help make life and business easier & lighter.
and physical community offerings.
Brand words
True, genuine, authenticity, honesty, connection, community, giving, sharing,
teaching, helping.
Collaboration: JV’s and partnership
programs and offerings.
Business Support: Get help with marketing
and stepping into the spotlight.
Price Point: Low to Mid.
THE LEADER
ARCHETYPES
Creator, Queen, Caregiver.
QUEEN
QUEEN BRANDS
AKA Leader Ruler Sovereign Emperor
Chanel, Rolex, Porsche, Facebook.
Core Desire
To lead.
QUEEN ENTREPRENEURS
Super Powers
Gina De Vee, Melanie Duncan, Jane
You lead people through confidence and influence. Failure is just a stepping-stone
Copeland.
to greatness and you live with determination and create great success. You attract
prosperity and wealth and guide others to prominence.
Challenges
You can be bossy, impatient and manipulative.
High End: Luxurious and VIP offerings.
Connect to your Queen audience by
Intimate: Live events, retreats workshops
Helping her rise above the crowd, enhance her self image, help her become
for intimate groups 10-50.
powerful and successful, inject luxury, create abundance and status.
Brand words
Academy: Lead the market by creating
certifications.
Greatness, prosperity, wealth, community, wealth, mastery, success, luxury,
Business Support: Get help with
divine, respect, influence, confidence.
administration and workload management.
Price point: High.
CAREGIVER
CAREGIVER BRANDS
AKA Protector Nurturer Mother
Johnson & Johnson, Lulu Lemon, TOMS.
Core Desire
To protect and care for others.
CAREGIVER ENTREPRENEURS
Super Powers
Julie Parker, Erin Giles Dr Libby, Melissa
Compassion is at your core, you protect others from harm and your positive,
Ambrosini.
nurturing instinct creates ripple effects. You see beauty in others, supporting and
uplifting them. You make those around you feel safe and loved.
Challenges
You may give so much to others before yourself and can be an enabler.
Connect to your Caregiver audience by
In person: One to many and one to one via
events, workshops & speaking.
Help her connect back to herself and gain control. Show love, compassion and
Leverage: Group programs with live calls
understanding. Bring back stability and reduce overwhelm.
and video.
Brand words
Sincerity, empathy, connection, compassion, care, warmth, wisdom, protection,
sharing, nurture, teach, mentor, altruistic.
Community: Virtual communities with your
support, free content.
Business Support: Get help saying no,
setting boundaries.
Price Point: Low and Mid
CREATOR
CREATOR BRANDS
AKA Artist Innovator Visionary Entrepreneur
Lego, Apple, Dyson, Adobe.
Core Desire
To create things of lasting value.
CREATOR ENTREPRENEURS
Super Powers
Alexandra Franzen, Sarah Blakely, David
You are a trailblazer, innovator and dreamer. With endless imagination and strong
Siteman-Garland.
intuition you unleash creativity in all that you do. Passion and intensity run through
your veins and fuel your soul.
Challenges
Perfectionism, procrastination, fear of judgment, burn out.
Connect to your Creator audience by
Freedom: Offerings that allow you and
your customers flexibility & choice.
Enabling her to be self-expressive and create her own vision. Design solutions
New Experiences: Deliver offerings in
to problems before she asks. Add value to what is and redefine the everyday.
inventive ways, challenge convention.
Enhance emotions and true connection will come naturally.
Brand words
Groups: You magnetise tribes. Create
hands on and virtual workshops.
Vision, shift, believe, create, change, beauty, innovation, new, original, unique,
Business Support: Management of
unmistakable, dream, lives, build, design.
decisions, balance and administration.
Price point: Low, Mid and High.

WHAT DO YOU STAND FOR?

Transcription

Similar documents

it`s all about me!

Clark / Barber Gainster

to our marketing flyer

Change is good, exchange is better

the brandbank service makes it quick, easy and cost

Video GameMercials

#MoreBusiness - phoebe chongchua

Elbeo Corporate Brochure

brandSAVER Taking coupon clipping seriously

Nikki and Deja Series

Spring2005 - Chicagoland Chapter