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.

This week I’m diving into what makes any remarkable brand memorable and the ways you can incorporate these three pillars into your strategy moving forward to uncover your own branding sweet spot.

brand-sweet-spot

The Three Pillars of Remarkable Branding

There are three vital factors to consider when creating brand magic:

Brand Story | From bedtime tales your mother once read to a hero’s tale such as the Odyssey, great stories create lasting impressions. Rooted in psychological theory, mythology is a cornerstone of what makes us human. Whether you know it or not, big brands and powerful companies speak to their customers through their story, which runs through every aspect of their company - from R&D to marketing.

Brand Soul | While the story is a major piece in the puzzle to success, it’s not complete without a thorough understanding and breakdown of your brand’s signature archetype - or as I like to call it, your brand's psyche. You see, every brand has a particular energy or spirit. The best brands take on a life of their own. Based on Jungian psychological theory, a brand’s archetype lives in a preset group of values and ideals that appeals to a particular audience and further enhances the core story. Without identifying the archetype, brands can get lost in a sea of sameness or worse, become invisible.

Brand Psychology | No longer can big brands rely on traditional marketing tactics to reach and engage customers. Consumer psychology uses social and cognitive psychology theories to better understand a potential customer’s motivation, decision-making and persuasive brain patterns. By utilizing basic neuromarketing principles and psychology, brands speak with their customers instead of at them.

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Why You Need All Three

Your business has a purpose to fulfill. It’s not just pushing products or selling services, it’s creating a change you want to see in the world. Whether that’s seeing people become more active and healthy, transforming their fears around ______, or simply adding beauty/inspiration/love/joy into their life - your business is here to make a difference.

By combining these three pivotal brand pillars to discover your own brand sweet spot, you create the opportunity to thrive. Not only for your customers but for yourself as well. And when you thrive, everyone around you does too.

So what happens when you don’t have all three?

Scenario 1 | Story + Soul - Psychology

You’ve got heart and guts, but no one will listen. Your messages will fall flat because they are outdated or their method of delivery is so “been there done that.”

Scenario 2 | Story + Psychology - Soul

You’ve got the strategy and a story to tell but your brand lacks life. No energy means lack of momentum, causing limited growth and brand loyalty.

Scenario 3 | Psychology + Soul - Story

You’ve got a spark to share and a strategy in place but you have no way of communicating what you offer to your waiting fans. Sadly, this is the MOST common scenario but good news is it’s the one that can most easily be turned around. (Check out the BrandStory Strategy to get you on track.)

Simple Ways to Discover Your Sweet Spot

If you’re lacking in any area than now’s the time to supercharge your efforts! Here are my favorite ways to energize each and find that sweet spot so many brands crave:

Brand Story

  • Get clear on your conflict, characters, plot and brand theme

  • Write out an action packed synopsis of your brand’s story

  • Determine your tagline or re-work it to be more awe-inspiring

  • Re-write your About Page so people actually read it (learn how here)

  • Get personal with stories that inspire and ignite your customers to take action

Brand Soul

  • Learn more about brand archetypes and how personas influence sales

  • Determine your brand archetype with this free quiz

  • Uncover your BrandMantra and read it everyday

  • Remember, it’s about value - not sleazy sales!

Brand Psychology

  • Consider empowerment persuasion strategies instead of unethical sales tactics

  • Think like your customer instead of a business owner

  • Avoid industry jargon and use everyday language instead

  • Use analytics + data to drive better decisions moving forward

  • Speak to a niche and not the masses

Finally, remember that consumers are savvy. Authentic, ethical marketing goes a lot further than shallow strategies designed for short-term success.