May 22, 2013 | By:

Goosebump Inducing Marketing

“Goosebumps! I have goosebumps!”

That is the reaction we received from one of our clients after a recent presentation of their brand message. At Ilfusion, we know that having a clear focus is essential to building a brand, and that is why we offer our clients Ilfusion Brand Architecture analysis. Ilfusion Brand Architecture is a comprehensive research and writing process that defines how a brand communicates both internally and externally. Elements of this messaging include definition of the Brand Promise, Unique Value Proposition, and as we highlight here, discovery of the Brand Archetype.

Based on the Pearson Archetypal System which is derived from principles explored by Carl Jung, archetypes are symbols that lay in the subconscious of the mind in every human being, and can be used to help customers relate to your brand’s values. Your brand archetype serves as a filter for all of your marketing communications, ensuring consistency and creating the smoothest, straightest path for your customer to identify and connect with your brand.

What do you do once you know your archetype? Execution of the ideas is crucial. By figuring out which archetype most aligns with your brand, you are given a model to keep goals and values consistent over time. These values should drive the direction you take for all aspects of your communication such as your target audience, products and services offered, and marketing. Knowing your business’s archetype can help formulate not only your brand personality, but construct all internal and external messages. It is just as important to make sure that all employees understand and adhere to the message and belief of the archetype.

We receive very positive reactions from our clients when introducing them to this new way of thinking for their brand. Deciphering your brand archetype is only one aspect of Ilfusion Brand Architecture process that allows us to make informed decisions when creating your marketing strategy.

Let us know what you think! Want to learn more? Give us a call today at 888-420-5115.

Be sure to Like us on Facebook and follow us on Twitter!

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