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Psychology-Driven Brand Design. Creating and Refining Remarkable Brand Identities.
- Brand Identity
Branding Services
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- Websites
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The satisfaction of accomplishment or achievement. The pride of overcoming an obstacle or challenge. The excitement of winning or receiving a prize. Or just the euphoria of scoring big with dumb luck. One thing that ties all these together? Gamification. And it can be the best thing that ever happened to your marketing.
The terms branding and marketing are sometimes used interchangeably. This is understandable — they are inextricably tied together — but they’re not the same thing. Here’s why that matters, and how to know which one you need.
The ambiguity effect can rear its ugly head without you even being aware of it. It can stop potential customers in their tracks and send them straight to your competitor. Fortunately there is an easy fix to this prevalent cognitive bias. With just a little effort on your end, minimizing this bias can yield great returns for your bottom line.
Is your archetype “chosen” or is it “revealed”? Yes and yes. Hmm. Well…if you can pick your own archetype, how do you go about doing that? Your brand archetype impacts everything about your business. Here’s how to choose wisely.
Looking for an explanation for your website’s high bounce rate? Low conversion rate? Poor engagement? It could be due to cognitive overload — making your visitors’ brains work too hard. Here’s how to reduce cognitive load on your website to improve user experience and boost your business.
Another variation of the question is “Can/Should/How do we introduce new product offerings if they don’t align with our current brand archetype?”
Cognitive biases. We all have them. We may even be aware of them. Cognitive biases are the result of mental shortcuts our brains have formed, particularly when making decisions… and marketers, intentionally or not, have been banking on them since the dawn of advertising.
Many times, when we talk about brand, we focus on the experience of your customers in relation to their interactions with you. But brand is also critical internally. The culture of your organization has everything to do with how your brand is perceived externally, so it’s important for it to be well established.
These days, it seems everybody “does web design”. How do you know the best option for you?
The year is 1950. Scarcely a kitchen in America is immune from the allure of Betty. Fast forward nearly seventy years, and Betty Crocker is still a staple in U.S. homes. What can we learn from this iconic brand?
The strongest brands thrive due to three important factors: authenticity, visibility, and… consistency. Yet, in life it seems the only constant is change. How does a brand’s archetype fit into this?
We’ve heard the familiar saying “opposites attract” but we’ve also heard “like attracts like.” When it comes to brand archetypes, which is true regarding our target audience?
Whether you’re a solopreneur or a CEO, you may have wondered at some point where the line is between your personal brand and the business you represent. How do you separate the two?
So this is a pretty frequent question, because, well, do the math, right? There are only 12 brand archetypes and…. hundreds (thousands?) of others in your industry. So, how do you differentiate from your competitors who may also be the same archetype as you?
In 10+ years of developing websites, I’ve come across a lot of assumptions. And you know what they say about those. So if you’re in the market for a new website, the following seven questions should help make the most of the experience.
The brand archetype quiz gives you your top three results. Inevitably, it will be some combination of your what, how, and why. How do you make sense of this?
The brand personality quiz is a great starting point for determining your brand archetype. However, since it’s you taking the quiz, that means your results are sometimes skewed to your “insider” perspective or your personal whims. To confirm your results for your brand, you need to go a step further.
“I will not eat them in the rain. I will not eat them on a train. Not in the dark! Not in a tree! Not in a car! You let me be!” Sound familiar? Read on.
You’ve been introduced to brand archetypes and are trying to determine which one you are, yet you see more than one archetype that your business could align with. How can this be? What gives?
“Lovers thrive on authenticity and genuine human connections, and that is our strength. When we talk to others about ourselves or our businesses, our passion and dedication shine through and draw people to us.”
It’s a wonderful thing to have choices. The reality, however, is that we often rely on the default instead of making conscious decisions to the contrary. This isn’t inherently a bad thing, but this tendency does affect all areas of our lives, including our business marketing.
