😬 What to do if you don't know your audience?
When starting a business, it's common not to know exactly who your target customer is. Vivien shared a simple trick on how to solve this problem with brand archetypes.
Hi everyone,
It's insane! I received 485 replays for the latest conversation with Vivien Koh-Milburn. This conversation was full of advice on writing, building a business, and building trust on social media.
Vivien is a strategic communication designer and copywriter trainer who helps businesses craft their messaging and see the big picture.
The best tip was about finding your audience.
When starting a business, it's common not to know exactly who your target customer is.
The Psychologist Carl Jung developed personality archetypes.
Archetypes are images of people that we're familiar with. So when we build our business, we build it as we're and we attract such an audience.
There are **12 brand archetypes:** the Caregiver, Creator, Everyman, Explorer, Hero, Rebel, Sage, Innocent, Jester, Magician, Ruler and Lover. You can have several brand archetypes.
When you find your brand personality, you can find who you fight against (your villain) and that will be the same villain your audience is fighting against. Your solution is the hero.
Example:
A wellness coach is the caregiver driven to protect and help others and the sage to educate their audience.
Villain is the pain points of your audience - ignorance, selfishness, instability, etc.
Solution - your method how you fight against the villain / pain points.
The framework
Choose your brand archetypes;
Find your villain;
Build your strategy and copy for your website and social media according to your brand archetypes. That becomes your brand image.
Attract the right audience for your business.
💎 Weekly Gems
🎥 Video
LinkedIn coach Lena recorded a helpful video on how to transition from freelancing to having a business. She gave useful tips such as shifting your mindset, building a personal brand, and becoming an expert to facilitate the transition.
🥳 Event
I'll host the next Notion meetup in Riga on September 6th! Please join if you're in Latvia and invite your friends!
🚀 Twitter Space
My next Twitter Space will be with Marta Mishina, who is a motion artist and illustrator. She has worked with such brands as Miro and LinkedIn and now she's building her agency. Join our chat!
What is your brand archetype?
I'm a mix of the Sage, Everyman, and Creator.
Written by Ilze Švarcbaha