jester - brandonian · 2018. 3. 28. · a jester joyfully lives in the moment and in doing so...

Archetype Profile Your Brand Archetype

Insights.

brandonian.com

JESTER

2 ©Brandonian P/L | All concepts presented remain copyright of Brandonian

www.brandonian.com

Copyright Statement

© Copyright Brandonian Pty Ltd – All IP, ideas,

concepts and supporting materials are the property

of Brandonian Pty Ltd.

CONTENTS

The Methodology How we define your future brand .................3

Meet all the Archetypes ..................................4

How Archetypal Theory is applied ...............4

Motivational Theory ..........................................5

Meet Your Archetype The Jester ............................................................6

Using Your Archetype Within business ................................................10

The Jester Trap Not being taken seriously ............................. 12

Jester Customers What are the characteristics? ....................... 13

Awaken Your Archetype How to present a Jester brand? .................. 14

What’s Next? Tell the world ..................................................... 15

Get some help .................................................. 15

This is your Brand Archetype Profile insights document. It captures the essence of your Brand Archetype and can be used as a basis for building your future brand.

From here you can flesh out your brand strategy further to include all your future business and marketing activities.

We offer workshops to take this to the next level and develop a thorough plan and guidance. For more information, please contact us through brandonian.com/workshopenquiry

Always ask:

“Are our plans being built from our Brand Archetype as defined in this Brand Archetype Profile?”

DISCOVER THE METHODOLOGY

Exploring the direction for your brand is based on a clearly defined

mapping methodology.

HOW WE DEFINE YOUR FUTURE BRAND

We believe marketing is a method and consumer buying behaviour is a science (neuro-marketing). We developed our Brandonian system to combine the two to make marketing a methodology.

Our Brandonian system is based on Swiss psychiatrist Carl

Jung’s theory of ‘archetypes’ or brand characters. Archetypes

allows us to define the soul of your brand and express it in

ways that tap into universal feelings and instincts we all have.

Jung stated we are all born with an understanding as to what

certain characters (archetypes) are. For example, think of a

mother figure (Caregiver). If I asked you to write a page of

descriptors as to what that means to you, you would have no trouble

filling the page and what you would write, would be very similar to

many others.

This is why we align your brand with an archetype. When we start

telling stories and using language in the context of that character, your

customers can easily connect with your brand. It feels right, they know

you get them and you no longer need to compete on price or product

features. For example, Jeep are an Explorer brand. In their marketing

they talk about all the places you can go, and show the owners away

from home, in rugged landscapes escaping and discovering new things.

Ultimately, they are selling freedom, the vehicles just enable that feeling.


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MEET ALL THE ARCHETYPES

HOW ARCHETYPAL THEORY IS APPLIED

The online test you have just completed was a process of discovery, where

you had to think about what it is you are really selling and what emotional

response you want your customers to experience with your brand.

Simon Sinek said it best when he said,

‘People don’t buy what you do, they buy why you do it’.

Your brand’s emotional connection with your customers will be defined by your archetype.

You can tell your brand story from your business’s perspective as to why you created what you

have, or you will tell your brand story from a customer-focused perspective, telling them why

they need, or what they can expect from using your product or services.

For example, Mercedes Benz (Ruler) is a business whose main business focus is to produce

cars that are the best and most innovative on the market and continually demonstrate why

in all their marketing. Whereas Alfa Romeo (Lover) are selling with a customer focus, selling

customers an Italian love affair, encouraging new customers to experience the passion of

driving, to hear the engine, feel the leather and so on.

This insights document has been designed to help you, your team and any future employees

understand your archetype so you can attract the right customers and communicate your ‘why’

effectively, so your business can be seen and heard in a crowded market place.


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We spoke about the fact that people don’t buy

what you do, they buy why you do it (Simon Sinek).

So it follows then that if you understand what motivates

an individual, or a collective (like a target market),

then you can strategically communicate and interact

in ways that are designed to trigger and leverage an

underlying motivation and the unconscious drivers

of your customers.

At its core, motivation is a theoretical construct

used to explain behaviour. It represents the reasons

for people’s actions, desires, and needs. Motivation

can also be defined as one’s direction to behaviour, or

what causes a person to want to repeat a behaviour

and vice versa.

Motivational theory can be refined down

to four major human drivers:

1. Belonging (Generosity)

2. Independence (Self Actualisation)

3. Stability (Control)

4. Mastery (Risk)

From your Brand Archetype Insights Test, we

established that the actions your business performs

on a daily basis are the hallmarks of a Jester.

Let us tell you more about what this means for

your brand.

JESTERThe Jester sits in the left

quarter, in the section where belonging is the underlying motivation behind decisions

and behaviours of your brand

A Jester brand allows us to break out of our

stereotypes into a world of limitless possibilities, while encouraging everyone to

join in.

MOTIVATIONAL THEORY

S

M

B I

Stability

Ind

ep

en

de

nce

Mastery

Be

lon

gin

g

These are the primary tensionsfaced regularly in a person’s thinking

Life requires constantnegotiation along these poles

The JesterAn element of energy and fun, overthrowing the

established way of doing things.

Wish To live in the moment with full enjoyment

Focus To see life as a playground of opportunity

Fear Boredom or being boring

Strategy Using humour to break taboos

Trap Not being taken seriously

Purpose Laughter, joy, awakening

‘If I can’t dance, I don’t want to be part of your revolution’


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7

Entertainer | Activator | Masked

The JesterThe Jester archetype embodies the energies of mischief and fun as the trigger point to leverage change. There is a serious message underneath the fun that is being communicated in a way that does not alienate the community. Jester brands allow us to break out of our stereotypes into a world of limitless possibilities, while encouraging everyone to join in.

The Jester is a good brand identification, because virtually everyone is hungry for more fun, and the Jester brand helps us to be impulsive and spontaneous.

One way Jester brands get cut through is through the ridicule of category conventions and are openly dismissive of self-important and overconfident, established brands.

The Jester Business:The archetype makes enjoyment the bottom line. The Jester also helps foster innovation in organisations by breaking up traditional categories of thinking.

The Jester Culture:With a Jester culture there is an element of fun that can lighten the mood when needed. The key measure of this is to be spontaneous, recapturing the playfulness we all had as little children.

Examples of The Jester Brand:Famous Jesters: Charlie Chaplin, Lucille Ball, Jim Carrey, Sacha Baron Cohen.

Jester brands: iSelect, Pepsi (ads poke fun at rival brand, Coke), snack foods that say ‘Lighten up on nutrition and health, and have some fun’ like M&M’s, Snickers, Ben & Jerry’s and liquor that promises a mini-holiday like Kahlua (‘Anything Goes’).

The Jester is a promising archetype to provide identity for brands: • Where fun, shock and double meaning will get cut through to communicate

a serious message

• Whose function helps people have a good time or get past their obstacles

• With pricing that is moderate to low

• Produced and/or sold by a company with a fun-loving, freewheeling organisational culture

• That need to be differentiated from established brands

©Brandonian P/L | All concepts presented remain copyright of Brandonian. DISCOVERING BRANDS

DISCOVERING BRANDS

Discover your brand at brandonian.com@mybrandonian [email protected]


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THE EXPLORERYour Future Brand promises new experiences and challenges us to

give them a go. By trying them, we create the possibility to learn a little

more about ourselves.

YOUR ARCHETYPEAn element of energy and fun,

overthrowing the established way of doing things.


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The Jester encourages us to come out and ‘play’, to join with others and share in life’s experiences

The Jester likes to see the lighter side of life and

is always happy to do things that others wouldn’t.

They challenge us to think about the mundane and

expected parts of our business and to think of new

ways to engage and encourage our employees and

customers to interact with the brand to make that

experience more meaningful and fun.

The actions of a Jester brand often help others to feel

important and to belong to a like minded community.

They believe that everyone is hungry for a little more

fun in their life and have the confidence to approach

with enough sensitivity to turn something ordinary into

extraordinary. They provide autonomy, authenticity

and equal opportunity through emerging trends

and technology.

A Jester joyfully lives in the moment and in doing

so brings joy to those around them. The Jester is

motivated to play, make jokes, be funny and to look

at things from a different perspective. If needed they

have a skill in being able to bend a perspective, twist

a meaning and interpret events and people in ways

that are surprising.

Each of your customers, (depending on their individual

requirements), will have varying needs that your

business will provide for them. What all of them have

in common is if they realise it consciously or not is that

they want a bit more fun in their life. We would be as

bold to say that they believe that their life should be

fun and that there is a need for more of a balance to

ensure their life is never mundane.

Breaking rules, (or doing the unexpected) is a

way a Jester brand can bring a bit of fun to the lives

of others.

There are three types of Jester – Entertainer, Activator, Masked

MEET YOUR ARCHETYPE

Entertainer Activator Masked

Relating the Jester archetype using popular characters

Entertainer – M&M’s. We all know the antics these little guys get up to. Fun is injected into everything this brand

touches with the goal to simply entertain and engage their audience.

Activator – Virgin Airlines if it be Galactic or Virgin Blue has fun through all areas of the business, from advertising,

check-in to the types of team they employ. As a brand they shine a light on what competitors aren’t delivering in

order to keep the air fair.

Masked – Cirque Du Solei. The collective interaction of the characters and their elaborate costumes keep the

audience entertained. Individual identities of the characters remains hidden, their purpose it to entertain with

experience and expertise and to change the perception of what a circus is.

USING YOUR ARCHETYPE WITHIN YOUR BUSINESS

What is the environment you are seeking to improve?

Jester brands want to ensure everyone is enjoying life. They lighten the mood and can make

heavy or serious content fun and playful. By bending perspectives, twisting meanings

and interpreting events, Jester brands bring energy and fun into their environments.

How to stay motivated, disciplined and focused?

The Jester helps foster innovation in organisations – breaking up traditional categories

of thinking. For example, how to turn the ordinary into extraordinary by bending

perspective or twisting meanings.

Jester brands encourage their customers to enjoy the here and now, to live in the

moment. There is a promise with a Jester brand that life can be easy. It will be motivating

for all team to understand that you can make a customer’s experience with your business

not only fun but easy.


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What is the ideal world for your brand to operate in?

Your ideal world is one of impulse and spontaneity to help your clients realise that life is to be lived and enjoyed

right ‘now’. The Jester reminds us that we are free to choose, whether that be a point of view, a life path or our

individual expression.

You do not want your brand to just blend in with other competitors. Ask, how can you do things differently to

ensure you are never boring? Where appropriate it should be more towards the ridiculous side where people ask

“You did what?”

Living at the edge, the Jester teeters in the spaces between ordinary time, ready to leap at any moment, to turn an

experience for a customer into something memorable. It is not really work if you enjoy it is your mantra.

Here are some ideas to combat boring in expected everyday parts of your business:

Business

service/

product

(process)

What is boring or

mundane?

How can we make it fun? Emotion

Instore with

customers

• The way they are

served

• They way they buy

• The way the product

is delivered

• The way the

interaction is in store

Notice something nice about the customer,

ask them different questions than the

expected ‘how can I help you’, know what

is going on in the area at the time, tell them

a story of the product, offer a cup of tea or a

glass of wine, give them something to help

carry their purchase around in, what music

or scent is in store, run monthly instore

themes, hid little messages in draws or

on the sales paperwork.

Surprise

Intrigue

Fun

Online • How they pick the

product

• How they navigate

around the site

• The checkout

• How product is

delivered

After sales sweetner – surprise bonus

in their delivery, sending a birthday card,

pop-ups (e.g. you have looked at this page

a few times now you must love this table,

or book an appointment to have a chat

with me) fun notes about the product –

will even hold your larger friends, surprise

a customer with the sales person doing

the delivery (capture for social media).

Surprise

Intrigue

Fun

Team

interaction

(culture)

• Team reviews

• Onboarding process

• Team celebrations

• Sales goals

Reviews to capture what fun the team

member is having at work and away from

work. How are they enjoying life? Profile

internally the fun the team have on holidays

etc. What is the ritual when a new corporate

store is opened that all team can share

in? How is there a bit of fun amongst the

team that work in the various stores around

the country? add in some gamification

techniques to sales goals. Could the team

be involved in an advertising campaign?

Surprise

Acknowledged


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JESTER TRAP

Not being taken seriously

Each archetype has a shadow side to their character that needs to be understood in

order to become aware, and therefore, prevent a negative brand experience for your team

or customers.

One of the biggest traps for a Jester brand is not being taken seriously (where nothing is taken

seriously, they are having too much fun). It is important to get the balance right in order to

protect against an irresponsible image and your credibility being undermined in the market.

It is interesting to note when we are thinking about getting the balance right for messaging

that a Jester brand can get away with speaking the truth to those in power and with authority.

The reason for this is that in historical times the Jester could say things to the King that others

would lose their head over. You can use this to your advantage to avoid you not being taken

seriously and to get the cut through needed to stand apart from your competitors.

Another trap is that Jester brands can be easily misunderstood if the joke or the context of the

joke is not clearly positioned or not targeted well for a specific customer. To overcome this trap

and deliver on your goal of having your audience to get past their obstacles, ensure you frame

the messaging in a way so that they are questioning their individual assumptions and beliefs.


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JESTER CUSTOMERS

What are the characteristics of Jester ‘type’ customers?

Audiences in which the Jester archetype is dominant (the low hanging fruit for your brand to

market to) all have a common belief that there should be more fun and excitement in the world.

To market successfully to these customers it is important to clearly outline who you are and

what you stand for, what your values are and what difference you want to make in the world.

From here we then like to break these audiences down into two types that a Jester brand will

appeal to the most:

• The Young at Heart – While the body grows older (faster than most of us would care to admit),

there are those who have remained young at heart and seek to please and entertain their

inner child.

• The Life of the Party – Every now and then, people come along who just seem to make the

world around them more enjoyable.

“Your goal is not to do business with everyone that wants what you have. Your goal is to do business with

people who believe what you believe.” – Simon Sinek

Young at Heart

These people are looking for a way

to bring a little more enjoyment and

excitement into their every day adult

tasks, and jump at the opportunity

to have fun while achieving what is

required of them. While this is quite

different to those who are simply

immature, there is innocence to their

drive for simple pleasures in everyday

tasks, and their joy can lead them to

become strong brand advocates for

anyone who can fulfil their needs.

Life of the Party

They are charismatic, extroverted and

fun, and can breathe some life into just

about any situation. People who are the

life of the party are always looking for

new platforms to have fun and express

themselves; and truly thrive in a fun

and open situation. As customers, they

are looking to engage with like-minded

entities that allow them to truly express

who they are and can give them the

lateral space to move and grow.


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AWAKEN YOUR ARCHETYPE

How do you present a Jester Brand?

Encourage fun and create the space for innovative thinking to take place.

Jester brands make enjoyment the bottom line. With this love of life, anyway your brand can show a virtual

experience the better. Paint a picture in the minds of your audience where they can see themselves in the picture.

Jester marketing is fun – it thrives on cleverness. Ask yourself with your Jester hat on, “What is an outrageous,

clever or different way we can look at this situation?”

You end goal will be to surprise, entertain and shock so that eyes won’t glaze over when they see your ad.

Remember Jester brands act as a type of safety valve for the industry. They get away with telling more industry

truths, and can easily poke fun at smug industry leaders.

Use colours that are bright, fun and engaging. You want your material to pop wherever it is.

All imagery should be bright with lots of movement – the more outrageous the better. In particular, imagery that

depicts outdoor scenes, has lots of movement and people having fun work well. Bright patterns used as sub

graphics that have a handcrafted feel to them will help represent a personalised approach.

It’s all about entertainment, so use images and copy that will attract and hold the attention of your audience. Your

underlying message may be serious, but your conviction will always have a sense of humour that cuts through and

gets your message across. No more scare tactics, instead resonate with your audience through fun and humour

(it’s usually the witty advertising that you see going viral online and in the media).


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WHAT’S NEXT?

1. Digest the information.

Read through this document and take the time to digest the information. We want you to understand and think

about all the content within this document. If you are unclear as to how you would use this information in your

business, then we are here to help.

2. Create a brand update and marketing plan.

Review your next actions, create a plan to implement your Brand Archetype Profile Insights.

3. Do you want help to expand and fully implement your Brand Archetype?

Brandonian’s expert Strategists can workshop your brand with you in greater depth. We will work with you to fully

realise the potential of your new brand by articulating your purpose. By creating a unique message and language

to express your Brand Archetype, you can’t be replicated.

GET SOME HELP

If you are having trouble understanding or awakening your archetype, Brandonian can help. Our Online Test and

this Archetypes Insights document has been designed to get you started and give you something you can work

with to stand out and be heard in the crowd at price everyone can afford.

It is important to note that the process to determine the archetype most suited to your business is a four hour

workshop with your key stakeholders present. We can only partially replicate that through an online quiz.

While any archetype can be used to create a language to consistently communicate with the world, this online quiz

may not have arrived at the archetype best suited to your business. We would recommend further discussions with

one of our strategists.

Our whole purpose and reason for being is to help small business be seen and be heard. We created this test and

archetype system because we kept seeing so many businesses just like yours, with good people in them and a

great product or service, but no one knew about them. We wanted to offer what big businesses with deep pockets

pay big dollars for to give smaller businesses the same competitive advantage.

So if you are having trouble using what you have just discovered, but can see how this thinking can really help your

business to be seen and heard and ultimately grow, we are here to help.

We can help you in many ways, from creating you a set of branded graphics and brand statements to setting up a

number of different templates that you can use straight away and build off.

We can define for you a tagline and a why statement or write some website copy with brand language capturing

your point of difference.

Just get in touch and we can chat about what will help you the most.

To inquire into how to successfully implement your new

Brand Archetype Profile Insights, please contact us

through brandonian.com/workshopenquiry


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jester - brandonian · 2018. 3. 28. · a jester joyfully lives in the moment and in doing so...

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