Using Brand Archetypes in Your Small Business or Startup

Today I’m showing you how brand archetypes can work in any size of business, not just Nike or Disney. You don’t need a million-dollar budget, a PR team or traditional advertising to use archetypes. And the best part of defining a archetype for your brand? It’s (almost) immediate payback in uncovering your ideal customers’ core desires, wants and needs.

Read More
Brand Sweet Spot: Where Soul, Psychology & Story Collide

Ever wonder how the best in your industry created such powerhouse followings? Granted there are a variety of factors that come into play when launching a product or service, but when you break apart any successful business you’ll find something remarkable: they go beyond the traditional marketing methods (placement, packaging, promotion, etc.) and instead get meaningful.

Read More
Brand Strategy: The Science Behind Phenomenal Brand Stories

The best marketers tell stories. And while stories can be used in a strategy, there is no plug-and-publish tool that captures your audience’s attention more than a story told from the heart. The best brands know this. This week I’m breaking down how the brain understands story and the ways you can start telling yours to build brand engagement, loyalty and equity.

Read More
The 7 Mental Triggers That Boost Website Sales, Engagement & Authority

Aside from fonts, images and layout, there are seven mental triggers that guarantee a more successful website design and user-friendly experience. These mental triggers (when used correctly) develop trust, authority, authenticity and a sense of belonging. Together, they help establish your brand in a sea of competitors. This week I’m breaking down these triggers so you can put them into practice on your own site and start developing greater authority, a lower bounce rate and higher engagement from visitors.

Read More
Email Marketing: Are Newsletters the New Junk Mail?

Previously it was direct mail, fliers and letters addressed to "Resident" that left recipients cringing, now it's the constant stream of "last chance," "OPEN NOW!" and "offer expires soon" that have subscribers dreading the majority of email correspondence received. Yet many marketers and businesses believe that the newsletter is an essential, if not primary, component to the marketing mix. But I disagree.

Read More
How A Daily Planner Used Brand Archetypes to Stand-Out

Daily planners are a dime a dozen, not to mention the never-ending stream of smartphone apps that attempt to organize and motivate their users to reach their goals, so how does a company like Dailygreatness stand-out and make a profit? This week I’m highlighting one of my favorite brands Dailygreatness Journals and sharing how they use brand archetypes to distinguish themselves and find raving fans in a high-turnover market.

Read More
Neuromarketing: Build a Website Your Customers Will (Un)consciously Love

Head to any website these days and you’ll find neuromarketing practices eagerly used, from website design to customer engagement strategies. More than just selling, when designing a virtual space to call home entrepreneurs, companies, marketers, designers and bloggers aim to achieve a sense of aesthetic design and appeal that invokes a sense of flow. Here are the top three ways to build a website that converts and creates flow for optimal success.

Read More
How President Trump Used the Ruler Archetype to Build A Political Brand

Branding is at the cornerstone of politics, as many can attest when it’s time to cast a vote. From emotionally charged advertisements to heated debates, branding oneself in the political arena is a necessity to stay in the race till the end. This week I review the Ruler archetype in political branding campaigns and its most recent influence in the 2016 U.S. presidential election.

Read More
BrandMantra® Method: Creating a Unique Value Proposition That Sets Your Brand Apart

I won’t beat around the bush: your unique value proposition is by far one of the most important aspects of your brand building efforts. It sets the tone for brand equity, loyalty and positioning. More than what you sell, it’s the reason you are in business. Here's how to build your own BrandMantra® and start getting seen!

Read More