finding the
motivators
While some people have a deep need for connection or stability, others seek mastery or independence. The 12 brand archetypes fall into 4 quadrants based on what each provides and who they attract.
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go from confusion
to clarity
which archetype is your brand?
brand
archetypes
Can knowing your archetype strengthen your real estate brand?
Yep. I believe it can.
It's no wonder that agents struggle...
When you think about it, it makes total sense that so many agents struggle with branding in today’s real estate market.
Our consumer is basically anyone who lives in a house or wants to live in a house, so that doesn’t exactly narrow it down. While another local business like a coffee shop might have a handful of competitors, agents have hundreds or even thousands. Our consumers have information at their fingertips 24-7-365 through hundreds of apps and thousands of websites. n
Agents are taught to build a personal brand, but most haven’t been taught branding. Plus, hiring graphic designers and copywriters is expensive and only gets us so far.
Does that personal brand need to fit in with our brokerage or franchise branding? Yes, it does.
Our coaches tell us to find a niche, but which niche fits?
Real estate marketing means social media, but knowing what to post can be stressful. Even with tools like Canva, creating brand consistent graphics can be daunting.
Do our listing presentations, social media posts, property brochures all need to be consistent? Yes, they do.
Let’s be real. It’s a lot to deal with.
Knowing and leveraging your brand’s archetype makes it so much more clear.
let's make this easier
just imagine
what if
What if there was a way to easily take who you are and what you bring to the table and turn it into a brand that resonates? Would it be easier if you knew how to talk to the people who “get you”? What if there was a way to know what colors work for your audience?
Guess what? There is! We all have companies that we just connect to for no apparent reason. We see their stuff online and it pulls us in; they word things in ways that talk to us, or we feel something when we see their marketing. Some brands just have -“feel-good-appeal”. Many of those companies use the power of archetypes to hone in on their brands and so can you.
Did you know that 95% of purchasing decisions are subconscious? Staying true to a brand archetype helps you to tailor your marketing to people’s underlying needs and motivators. Not whether or not they want to buy a house right this minute, but deeper than that. While some people might have an underlying need to feel safe and connected to people, others feel a deep need for independence. Some are driven by a need to feel structure and control, while others need to feel like they are masters of their personal universe.
What if you are amazing at cultivating relationships? Could you craft your brand to speak to those who need to feel connected to others? Could you let your control-freak flag fly and attract people who need the structure that you provide? There actually is an archetype for control freaks, for people with teaching hearts, for people with big ideas, and more.
Finding and leaning into your archetype in your brand and marketing strategy helps them see how you fit their innate needs. When done well, it helps you to tap into that subconscious decision making, build stronger and more genuine connections with your audience. Create a unique niche that’s only for you with your new, very personal brand.
the history
starting with plato to today
It’s not new. The same story lines and patterns cut cross cultures around the world, so much so that they are not just in literature but are also in religions, art and even dreams. Plato called them ‘elemental forms’, Carl Jung called them the “dominants of the collective unconscious.” Margaret Mark and Carol S Pearson published “The Hero and The Outlaw” in 2001, which has become the go-to reference for taking the archetype framework and adapting it to branding.
patterns and story
the patterns we all know
What are archetypes? They’re the common personas and story lines that come up time and time again in myth, literature, religions, movies, and now brands.
From Cinderella to Star Wars we all know the common characters. The hero who saves the day, the rebel with a good heart, or the mentor who changes lives. The hero may be Homer’s Odysseus or Tolkien’s Bilbo Baggins, but the underlying story follows patterns that we know.
As humans we are hard wired to react to story, and recognizing patterns is just as innate. Our ancient ancestors shared story long before the written word as a way to bind the community together, to explain the world around them, and to pass on tribal knowledge. Stories of past heroes, of myth, of tradition, and of knowledge were critical to our collective survival. From Greek and Roman mythology, Viking sagas, and Hollywood today, stories pass from generation to generation.
Archetypes are the common “characters” that allow us to recognize the patterns and to connect to a story line that we recognize. Dumbledore in Harry Potter as the Sage who guides our Hero protagonist toward his destiny. The Weasely brothers are the Jokers who come in at just the right moment to lighten the mood. Their mother, Molly Weasely, is the Caregiver who provides a safe harbor in times of trouble. Ron Weasley is the Guy Nextdoor, the best friend who is authentic and provides a sense of belonging. Sirius Black is our Outlaw, who despite his track record is a good guy underneath and helps our Hero see that he doesn’t have to settle for the status quo. We can’t forget Harry Potter, of course. He is the Hero, honest and brave, who has the grit and determination to overcome any obstacle. If you look at the characters in Star Wars, you’ll see the same patterns. Luke Skywalker as the Hero, Obi-Wan Kenobi and Yoda as Sages, Han Solo as the rebellious Outlaw.
When we meet Dumbledore or Yoda in their respective stories, we know they are Sages, just like we know that Han Solo is a loveable Rebel. We know without thinking that Luke and Harry are Heros, that and that anyone is safe with Caregiver Molly Weasely. Within minutes in a movie, we are cheering for the good guy and hoping the heroine gets the prince.
Stories can make us have a literally physical reaction and they can shape our behavior. They can make us feel fear, stress, joy, or relief. Joke all you want about people crying at Hallmark or the Budweiser puppy commercials, but marketing and branding can tug at our feelings. Some brands evoke joy and inclusivity, while others instill a drive to break free. The key is in knowing which “character” best fits your brand so that you know how to shape your brand story.
impact
understanding
consumer behavior
We live in a time when we are bombarded by marketing. Whether we’re seeking information or we need to buy a car, almost anything we want is a click away. Consumer behavior has changed dramatically.
There’s been a tremendous change in consumer behavior. Once upon a time we made purchase decisions based on conformity and we believed what tv commercials said about products. If a tv cowboy pitched a brand of coffee, we trusted it was the best. The only information that we had about a product was from commercials, the package, whether Momma liked it, and what Miss Donna Jean next door said . Buying the same products as our neighbors gave us a sense of safety in numbers. A value of fitting in.
Today it’s nearly a complete opposite. We are not as loyal to brands as we once were and we are highly suspicious of advertising claims. We read online reviews before we buy a product, and sometimes we doubt if they are legit. Today we want the “cool” product, but it isn’t the tv cowboy who defines what’s cool anymore.
Brands have used archetypal meanings for ages. When I was a kid, there was the Jolly Green Giant as a take on the iconic green man of Celtic mythology. When my daughter was little the only soap I would buy was Ivory because (to me, anyway) it was the only soap that was pure enough for my baby girl. I ate my green beans and bought my soap.
Today, if advertising doesn’t “feel authentic”, we see right through it. We all see ads online that feel smarmy. We know click bait when we see it. We hate spam calls and our email accounts automatically filter out the garbage. Meanwhile brands that “speak to us” have reached cult following status while others have become part of our every day vocabulary. An Apple watch may or may not be better than another brand, and yet for many it is the only choice. Google isn’t just a company, it’s a verb. We grab a Starbucks on the way to work. For many (like my husband) there is no motorcycle other than a Harley. In many states in the southern US you don’t drink a soda, you drink a Coke (even if it’s actually a 7-Up that you’re drinking).
Why is it that some brands speak to us more than others?
understanding drivers & motivation
tapping into
human emotion
By far the biggest factor that makes a person choose to do business with one company versus another is emotion. In real estate, every agent is selling homes, but very few know how to connect to consumers through speaking to those underlying needs and using story. Even fewer understand how their brand voice, style, and image can connect to people at those deeper levels. Instead of trying to find everyone who might want to buy or sell a home, what if you could connect to people who match your unique personality? The images that you use tell a story, often more so than the copy you write. They style of your logo can attract or repel. Wording a phrase differently will connect in ways that different wording may not. Even the colors and the shapes that we use send emotional signals.
When you understand what your own drivers are and what your work style is, it’s so much easier to position your real estate business in a way that not only stands out in a crowded marketplace, but also attracts people who are motivated by what you do and how you do it. It’s easier to know what your style should be, what colors work best, how to choose stock images, and even what kind of voice to use in your marketing content.
Knowing your brand archetype and using it to your advantage is the first step to making it happen.
the twelve
archetypes
independence & self-actualization
mastery & motivation
safety, stability & structure
CONNECTION, BELONGING, & RELATIONSHIPS
We can do this the hard way
or the easy way
You can cruise through the archetype pages above, poke around, and try to figure out which you think fits you best. Or (the easy way) you can just take the free quiz to see your results in a matter of minutes.
go from confusion
to clarity