nikki clark brand archetype document

21 Pages·2014·1.34 MB·English

WHAT
DO YOU
STAND FOR?
Discover your signature archetype,
the key to turning heads and hearts
Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au
WELCOME
Hi, I’m Nikki Clark. I help trail blazing coaches and BUT MY APPROACH IS NOT LIKE THOSE IT ALL STARTS WITH YOUR BRAND.
consultants create unmistakable brands and signature YOU’VE SEEN BEFORE.
No matter what stage your business is at, if you’re
offerings that connect with their clients and help them
I believe that building a business based on passion struggling to be seen, to cut through and to connect,
build the lucrative lifestyle business they’ve been
and purpose can be fulfilling AND profitable, but it’s because you’re not unlocking the value in your
craving.
you’ve gotta back up the right-brain creativity with brand and shining a light on your unique (and amazing)
For more than 14 years, I’ve devised marketing some left-brain strategy to make it a success. It’s all differences.
strategies for some of the world’s biggest brands – about balancing the insight with the implementation,
Put simply, if you want to create a trailblazing brand,
think Nike, Levis and IBM. I know how to design offers, the yin with the yang. Luckily for you I have a knack
you need to become unmistakable – instantly
run campaigns and build brands that create devoted for turning your hidden talents into a full-blown
recognisable, truly aspirational and undeniably great at
tribes of loyal customers. And I know how to help you business advantage.
what you do.
position yourself as the leader in your field (read: too
good to be ignored!).
Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au
I believe there are 4 essential ingredients to building a This mini guide will help you take the first step in
brand that turns heads and hearts building your brand by uncovering Your Signature
Archetype.
1. Uncover your signature archetype:
reveal your innate skills and talents and craft a brand If you haven’t taken the quiz yet click here.
identity that draws in customers like bees to honey
And if you are ready to take the next step to creating
2. Discover your super niche: big impact with your business. You can work with me
hone in on exactly who you are meant to serve, one on one in my brand breakthrough program.
understand what they really want and how to connect
Here’s to uncovering your soul gold!
with them effortlessly
3. Create perfect positioning:
nail your positioning and have high paying customers
banging down your door to work with you
4. Design your Signature offer:
package your brilliance into an offer that hits the
sweet spot between what you love to do and what
your clients are craving (the holy grail of a sustainable,
successful business)
Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au
HOW TO
USE THIS GUIDE
The 12 archetypes in this guide are based on the work As you read through this guide, keep in mind that there With these in mind, flip through the archetypes and
of Swiss psychologist Carl Jung and later Margaret is not one right or best archetype. Don’t get hung up on choose your primary and secondary archetype; the
Mark and Carol Pearson. labels, each of them are valid and represent a unique ones that best fit you and who you are, align with
set of characteristics, strengths and styles. how you want your brand to be experienced and the
As humans we are making choices every day that are
audience you want to serve.
rooted in subconscious perceptions and beliefs and We all lean towards one primary archetype and will
when we do this we engage and default to our primary often draw upon a secondary archetype to build out the Look at the examples of famous brands and
archetype. texture of our brand. entrepreneurs and ask yourself which ones are most
closely aligned to your brand identity and personality.
Each of these archetypes falls into one of four When choosing the right one for you think about
entrepreneurial styles. Applying this in your business You might find you choose two archetypes that seem
The values of your brand
and marketing means that you can eliminate the very different, but when you apply these together
struggle and find a way to connect with your audience Your core personality and style they compliment each other perfectly and make for a
at the subconscious level, helping them feel the way winning combination.
Your strengths and limits
they want to feel and be who they want to be.
Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au
THE FOUR
ENTREPRENEURIAL
STYLES
THE LEADER
ARCHETYPES
Creator, Queen, Caregiver
THE CONNECTOR THE MENTOR
ARCHETYPES ARCHETYPES
Jester, Lover, Girl next door Explorer, Sage, Innocent
THE FACILITATOR
ARCHETYPES
Warrior, Renegade, Alchemist
Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au
THE MENTOR
ARCHETYPES
Explorer, Sage, Innocent.
Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au
EXPLORER

EXPLORER BRANDS
AKA Seeker Wanderer Adventurer Pioneer Red Bull, Jeep, Groupon.
Core Desire
Find out who you are & feed your soul
EXPLORER ENTREPRENEURS
Super Powers Nisha Moodley, Chris Guillebeau, Natalie
You are a Trailblazer in the pursuit of freedom and creating a better world. Full to Sisson, Chris Ducker, Caroline Cain.
the brim with ambition and courage you are on journey to understand yourself and
the world. Fiercely independent you have a hunger for learning, unravelling and
knowing.
BUSINESS MODEL & OFFERINGS
Challenges
Flexible: Packages & programs.
You can be restless, aimless and struggle with order and boundaries.
Location independent: ecourses,
Connect with your Explorer audience by downloads, digital products.
Creating new experiences and carving a new path. Show them freedom and
Escape experiences: Retreats &
change is possible. Inject your communication with vulnerability, authenticity and
masterminds.
empathy. Let people into your world and be unexpected.
Business support: With structure & follow
Brand words through.
Alive, discover, transform, change, seek, freedom, ambition, challenge,
Price Point: Mid to high.
extraordinary, embrace, new, understand, unravel, enlighten.
Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au
SAGE

SAGE BRANDS
AKA Sage Guru Prophet Philosopher Harvard, Oprah, BBC, CNN.
Core Desire
To discover the truth.
SAGE ENTREPRENEURS
Amy Porterfield, Nathalie Lussier, Deepak
Super Powers
Chopra, Brene Brown.
You are a gifted teacher, master, helper and mentor. You provide wisdom and
knowledge and are naturally curious and gifted. A truth seeker at heart your
rational thinking brings clarity to many.
Challenges BUSINESS MODEL & OFFERINGS
You can isolate yourself and may be judgmental or arrogant.
Deep relationships: Longer programs,
6-12 month engagements.
Connect with your Sage audience by
Creating an authority position. Showcase your expertise by data, facts and Package your knowledge: Info products,
proof. Share your knowledge generously and lead people to a new place of books, online workshops.
understanding.
Leverage collective wisdom: Create
Brand words certifications and group programs.
Understanding, knowing, mentor, share, grow, enlightened, aware, smart, sharp,
Business Support: Get help business
share, lead, intelligence, wisdom, source, commitment, clarity, discipline,
building and marketing.
educate, teach, build, grow.
Price Point: Mid to high.
Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au
INNONCENT

INNOCENT BRANDS
AKA Purist Dreamer Child Dove, Aveda, Disney.
Core Desire
Achieve a simple and pure life.
INNOCENT ENTREPRENEURS
Super Powers Rachel McDonald, Gabrielle Bernstein,
You live with a beautiful optimism. Whatever you create is done with simplicity, Debbie Spellman.
integrity and authenticity. You enjoy bringing peace and living mindfully. You are
open to experience the new and inspired to make real change.
Challenges BUSINESS MODEL & OFFERINGS
Perhaps an Idealist and sometimes a little naïve.
Simple offerings: 1 or 2 stripped back
stress free packages.
Connect with your Innocent audience by
Uplifting, inspiring, being authentic, Teach them how to achieve their dreams and One to One: Grow from an intimate level.
show them how it can be simple and blissful.
Leverage: Author a book, create online
programs, add a VIP element.
Brand words
Mindful, conscious, peace, trust, soul, happy, love, paradise, believe, open, heart, Business Support: Get help with the
pure, authentic, honest, believe, strive, spirit, alive, joy. realities and practicalities of business.
Price Point: Low to mid.
Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au
THE FACILITATOR
ARCHETYPES
Warrior, Renegade, Alchemist.
Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au