Back:us Agency

Back:us Agency A fractional CBO/CMO consultancy.

Let's continue Brand Lesson 002_Connecting To Your Audience.⁠⁠Today strategist use 12 different archetypes organized int...
08/30/2023

Let's continue Brand Lesson 002_Connecting To Your Audience.⁠
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Today strategist use 12 different archetypes organized into 4 desires: Legacy, Connection, Structure and Spirituality. ⁠
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The Lover, Jester, and Everyman are three archetypes who desire to pursue connection.⁠
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The Lover is sensual, empathetic, and soothing.⁠
The Jester is fun loving, playful, and optimistic.⁠
The Everyman is friendly, humble, and authentic.⁠
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Do any of these align with your brand? ⁠
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The Innocent believes life is simple and simplicity is elegant. They have a positive personality with an optimistic outl...
08/23/2023

The Innocent believes life is simple and simplicity is elegant. They have a positive personality with an optimistic outlook on life. While the Innocent craves safety, ultimately they want themselves and everyone else to be happy. With an honest an honest, pure, and no ill-will towards anybody, the Innocent sees beauty in everyone and has a knack for seeing inner beauty. Think Forest Gump.⁠
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To appeal to The Innocent you need to earn their trust with simple, honest, and positive communication. They need to associate your brand with safety. So, consider a wholesome virtue strategy.
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The Sage believes education is the path to wisdom and wisdom is where the answers lie. They are seekers, driven by their...
08/09/2023

The Sage believes education is the path to wisdom and wisdom is where the answers lie. They are seekers, driven by their desire to find truth, wisdom, and knowledge. They are more likely to pass on their wisdom to someone who can use it to change the world, rather than change the world with it themselves. Think Yoda from Star Wars.⁠
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To appeal to The Sage consider a Celebration of Life-Long Learning strategy. Pay homage to their intelligence as you communicate. Higher level vocabulary with layered or philosophical meaning will be acknowledged and appreciated while over simplified or dumbed down messages will not. They expect factual and well-researched information, which should be watertight to avoid challenges. ⁠
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The Explorer believes you only get one life, so get out and make it happen. They are driven by adventure and the unknown...
08/04/2023

The Explorer believes you only get one life, so get out and make it happen. They are driven by adventure and the unknown. The challenges the Explorer's take on are about understanding themselves more than proving to others (think Indiana Jones). Explorer's have the ability to break free of confinement and explore the rugged outdoors, where they feel at home.⁠
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To appeal to The Explorer consider a Journey Celebration strategy by challenging the confines of modern life. Promote the outdoors and the unknown as the land of the free and challenge them to explore it with your brand.⁠
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Let's continue Brand Lesson 002_Connecting To Your Audience.⁠⁠Today strategist use 12 different archetypes organized int...
08/03/2023

Let's continue Brand Lesson 002_Connecting To Your Audience.⁠
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Today strategist use 12 different archetypes organized into 4 desires: Legacy, Connection, Structure and Spirituality. ⁠
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The Explorer, Sage, and Innocent are three archetypes who desire to explore spirituality.⁠
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The Explorer is adventurous, explorative, and liberated.⁠
The Sage is wise, intelligent, and informed.⁠
The Innocent is honest, moral, and positive.⁠
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Do any of these align with your brand? ⁠
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The Magician believes anything is possible. They are visionaries, transformative, and driven by discovery. The Magician ...
07/26/2023

The Magician believes anything is possible. They are visionaries, transformative, and driven by discovery. The Magician strives to make dreams come true through somewhat mystical ways (think Walt Disney and Disney Magic). Magician's have the ability to take people on a journey of transformation through the experience of a magical moment.
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If your brand is to succeed in connecting with The Magician archetype, make sure your brand takes them on a transformative journey. Leadership can't use cheap tricks around The Magician and chase short term profits at the expense of authenticity, as Magician's knowledge will quickly dispel your myths.
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To appeal to them, be prepared to take them on a journey. Be mystical and reassuring by sharing with them what pi**es you off, and what the world needs more of. Developing a vision and living by it will instantly make you part of their family.⁠
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The Hero believes where there's a will, there's a way. They are honest, candid, and brave. Their main motivation is to p...
07/19/2023

The Hero believes where there's a will, there's a way. They are honest, candid, and brave. Their main motivation is to prove their worth through courage and determination. Hero's meet challenges head on, and proudly voice their victories, while they carry their defeats or failures till they are corrected. ⁠
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If your brand is to succeed in connecting with The Hero archetype, then you must inspire them and make them feel empowered to succeed and achieve the impossible. Leadership can't be scared around The Hero and chase short term profits at the expense of authenticity, as Hero's will bravely call you out.⁠
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To appeal to them, prove that you see the world as they do. Be honest and brave by sharing with them what pi**es you off, and what the world needs more of. Inspiring them to take the challenge will instantly make you part of their family.⁠
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The Outlaw has a disdain for rules, regulation and conformity. They thrive on liberation, change, and righteousness. The...
07/12/2023

The Outlaw has a disdain for rules, regulation and conformity. They thrive on liberation, change, and righteousness. They are good to the core, but anger is part of their motivation. Outlaw's seek out fights they believe in and join movements that allow them to rebel against the norm, or status quo.

If your brand is to succeed in connecting with The Outlaw archetype, then you must be confident in the fight you are picking. Leadership can't tip toe around The Outlaw and chase short term profits at the expense of authenticity, as Outlaws will quickly call you out, and rebel against you!

To appeal to them, prove that you see the world as they do. Show them your disdain for what pi**es you off, and what the world needs more of. Empowering or encouraging a revolution for the better good will instantly make you family, or part of their gang.

As we continue Brand Lesson 002_Connecting To Your Audience, let's dive into Brand Archetypes.⁠⁠Today strategist use 12 ...
07/05/2023

As we continue Brand Lesson 002_Connecting To Your Audience, let's dive into Brand Archetypes.⁠
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Today strategist use 12 different archetypes organized into 4 desires: Legacy, Connection, Structure and Spirituality. ⁠
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The Outlaw, Magician, and Hero are three archetypes who desire to leave a legacy.
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The Outlaw is disruptive, combative, and rebellious. The Magician is mystical, informed, and reassuring. The Hero is honest, candid, and brave.

Any of these align with your brand? No worries, next week I'll share desire set two, Structure.
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Often I find myself working with clients on their brand strategy to discover they haven't paused to reflect on what the ...
06/28/2023

Often I find myself working with clients on their brand strategy to discover they haven't paused to reflect on what the world needs, or the value they're adding to the world.

Leaders get caught up running the business (as they should, lol), reviewing metrics, and analyzing data that they forget to slow down and reflect on why they started out in the first place. To circle back and get real with themselves again.

Perhaps getting real is hard for some. Looking in the mirror of what has become can be tough or hard to accept. Guess what? Brands must go through the same self-reflection from time to time.

At some point it a brand becomes more about numbers and less about feeling. It becomes robotic and less organic. But what if we paused to revisit the "why". To reflect on what value we're bringing into this world.

For some they might believe the world needs more empathy. For others perhaps better all-natural ingredients, and for some they might feel it's time for responsibly sourced apparel.

Whatever it is ... take a few minutes next week to reflect on the question, "What does the world need more of?" Chat with your team, take notes, and discuss with your leaders.

You never know what you might discover 😉
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Have you discovered what you have that others need? If so, badass 🤘! You're one step closer to crafting your brand purp...
06/22/2023

Have you discovered what you have that others need? If so, badass 🤘! You're one step closer to crafting your brand purpose 🙌. If not, no worries, keep thinking about it 🤔. I'm still very proud of you for working on it 😀!⁠
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Remember, this is something that you're good at. It can be anything, like good listening, or being a badass mixologist, or perhaps you're good with your hands, or you're a kick ass designer. ⁠
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Whatever it is, be sure to find it, and chase it. ⁠
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06/18/2023

Q+A Friday: This weeks question is submitted by who asks, “How do you get so much accomplished during the week?”

Try time blocking to help focus your time on specific tasks and ONLY those tasks. Doing so will help increase productivity, buy your time back, and reduce stress. Hopefully that helps you out 😊.

Have a question about branding, marketing, or productivity? Feel free to DM me and I just might answer your question next week!

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