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Advance Placement: The 12 Types of Business Branding · Earn Your Leisure

• 0:00
  Speaker 1: An illegal alien from Guatemala charged with raping a child
• 0:03
  Speaker 1: in Massachusetts. An MS thirteen gang member from Al Salvador
• 0:07
  Speaker 1: accused of murdering a Texas man of Venezuelan charged with
• 0:11
  Speaker 1: filming and selling child pornography in Michigan. These are just
• 0:15
  Speaker 1: some of the heinous migrant criminals caught because of President
• 0:19
  Speaker 1: Donald J. Trump's leadership. I'm Christy nom the United States
• 0:23
  Speaker 1: Secretary of Homeland Security. Under President Trump, attempted illegal border
• 0:28
  Speaker 1: crossings are at the lowest levels ever recorded, and over
• 0:31
  Speaker 1: one hundred thousand illegal aliens have been arrested. If you
• 0:35
  Speaker 1: are here illegally, your next you will be fined nearly
• 0:39
  Speaker 1: one thousand dollars a day, imprisoned, and deported. You will
• 0:43
  Speaker 1: never return. But if you register using our CBP home
• 0:46
  Speaker 1: app and leave now, you could be allowed to return legally.
• 0:50
  Speaker 1: Do what's right. Leave now. Under President Trump, America's laws,
• 0:55
  Speaker 1: border and families will.
• 0:57
  Speaker 2: Be protected sponsored by the United States Department of Homeland Security.
• 1:00
  Speaker 3: Okay, we also have the Magician. So the Magician is
• 1:03
  Speaker 3: into power, it's into transformation, it's into mysticism and magical
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  Speaker 3: and the perfect perfect brand to me is Disney. Disney
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  Speaker 3: is definitely represented of that kind of like magician brand.
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  Speaker 3: But magician brand also speaks to people who do transformation.
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  Speaker 3: So if you have a product that is centered around
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  Speaker 3: changing a person's life, changing them physically, or changing their mindset,
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  Speaker 3: your brand is actually also a magician brand.
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  Speaker 4: Then we have the hero, right, we see this hero.
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  Speaker 3: We see this in like just about I'm gonna say
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  Speaker 3: eighty percent of all movies. Right, you have your action
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  Speaker 3: pact movies, and you have your hero. They're like honest,
• 1:42
  Speaker 3: they're brave, and that's definitely like that Nike just do it,
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  Speaker 3: you know what I mean, Where there's a will, there's
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  Speaker 3: a way kind of a guy.
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  Speaker 4: Then you have the lover.
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  Speaker 3: And the lover is all about intimacy, right, Intimacy kind
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  Speaker 3: of like that more feminine tone, that sensual, the empathy,
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  Speaker 3: they're the sooth, you know. So it'll be brands like
• 2:03
  Speaker 3: Victoria's Secret Chanelle, you know, things like that that just
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  Speaker 3: really speak to that more emotional component. Then you have
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  Speaker 3: the gesture and these are you know, that funny character.
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  Speaker 3: This is like you're real Pharaoh kind of a guy.
• 2:17
  Speaker 3: They're into fun, fun loving, playful, optimistic. They don't really
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  Speaker 3: take themselves too seriously, one of the most transformative brands
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  Speaker 3: who has moved into the gesture space is Old Spice.
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  Speaker 3: Like you see, they're commercials where they're like fun, they're silly,
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  Speaker 3: you know, and things like that. Definitely Eminem's you know
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  Speaker 3: kinds of brands. And then we have the everyman. The
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  Speaker 3: everyman is that kind of like he's just normal neighborhood
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  Speaker 3: neighbor guy, you know, he's the everyday guy, right, the
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  Speaker 3: everyday girl, like you're just like me, I'm just like you,
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  Speaker 3: you know, just very just normal, natural and dependable, I
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  Speaker 3: would even say, and you get friendly, humble, authentic, and
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  Speaker 3: I think Ikia is a great idea of that every
• 3:02
  Speaker 3: every man. And also come things like home Depot that
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  Speaker 3: would be a great idea. And then we get into
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  Speaker 3: the caregiver and these are typically you know, like your
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  Speaker 3: service providers. These are definitely be your carrying, warm, reassuring.
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  Speaker 3: So this is where you really get into your like
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  Speaker 3: profit driven, profit centric brands. Tom's you know the brand
• 3:22
  Speaker 3: in Bobo sox like you buy one and a gift
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  Speaker 3: one to someone else, So we all know brands like that,
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  Speaker 3: and the Ruler this is probably one of the dominant
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  Speaker 3: brands when it comes to luxury. Like the ruler is
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  Speaker 3: that controller. They are commanding, They are the taste makers.
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  Speaker 3: They define the rules, right, they are commanding. They're articulate,
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  Speaker 3: they're serious. So that's where you get your like Mercedes,
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  Speaker 3: your Rolex, you know, your very like black label type brands.
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  Speaker 3: Then you have the creator, right, and that's the person
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  Speaker 3: who's just like all about that artsy thing, that freedom
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  Speaker 3: of expression, you know, inspirational. They're airing too, you know
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  Speaker 3: what I mean. They challenge you to the next level
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  Speaker 3: of creativity. Apple definitely hands down creative brand and evoking
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  Speaker 3: your creative spirit and then also allowing you to be
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  Speaker 3: expressive in that.
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  Speaker 4: Okay, So then.
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  Speaker 3: We have our innocent, our innocent dove perfect example, right, This.
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  Speaker 4: Is like safety, honest, humble.
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  Speaker 3: You think about a lot of like Johnson and Johnson Alavino,
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  Speaker 3: anything that's pure, talks about organic ingredients, safe and things
• 4:29
  Speaker 3: like that. That's your innocent. And then we get into
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  Speaker 3: our sage, and our sage is our wise old out right.
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  Speaker 3: This is our wisdom type brands. This is our information
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  Speaker 3: centric brands. And so this is where you get your knowledge,
• 4:42
  Speaker 3: your assurance, your guidance. This is where you go to
• 4:45
  Speaker 3: for trusted information BBC Oxford.
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  Speaker 4: You know even.
• 4:49
  Speaker 3: Google, even Google is where we go to now for
• 4:52
  Speaker 3: trusted information. And last, but not least, we have our
• 4:55
  Speaker 3: explore and our explorer is into freedom. So this is
• 4:59
  Speaker 3: like as soon as you think of that outback rugged,
• 5:02
  Speaker 3: you know what I mean, getting out there, traveling, seeing
• 5:04
  Speaker 3: the world, exciting, fearless, that's your explore and that's when
• 5:08
  Speaker 3: you get into like your jeeps, your North Faith and
• 5:11
  Speaker 3: your Patagonia.
• 5:12
  Speaker 4: So when I saw this.
• 5:14
  Speaker 5: And you know me, this episode is brought to you
• 5:17
  Speaker 5: by P and C Bank. A lot of people think
• 5:20
  Speaker 5: podcasts about work are boring, and sure they definitely can be,
• 5:24
  Speaker 5: but understanding of professionals routine shows us how they achieve
• 5:27
  Speaker 5: their success little by little, day after day. It's like
• 5:32
  Speaker 5: banking with P and C Bank. It might seem boring
• 5:35
  Speaker 5: to safe plan and make calculated decisions with your bank,
• 5:38
  Speaker 5: but keeping your money boring is what helps you live
• 5:40
  Speaker 5: a more happily fulfilled life. P and C Bank Brilliantly
• 5:45
  Speaker 5: Boring since eighteen sixty five. Brilliantly Boring since eighteen sixty
• 5:49
  Speaker 5: five is a service mark of the PNC Financial Service Group, Inc.
• 5:53
  Speaker 5: P and C Bank National Association member FDICS.
• 6:00
  Speaker 3: What's up.
• 6:00
  Speaker 5: You ever walk into a small business and everything just
• 6:03
  Speaker 5: works like The checkout is fast, the receipts are digital,
• 6:06
  Speaker 5: tipping is a breeze, and you're out the door before
• 6:09
  Speaker 5: the line even builds. Odds are they're using Square. We
• 6:14
  Speaker 5: love supporting businesses that run on Square because it just
• 6:16
  Speaker 5: feels seamless. Whether it's a local coffee shop, a vendor
• 6:20
  Speaker 5: at a pop up market, or even one of our
• 6:22
  Speaker 5: merch partners, Square makes it easy for them to take payments,
• 6:26
  Speaker 5: manage inventory, and run their business with confidence, all from
• 6:30
  Speaker 5: one simple system. If you're a business owner or even
• 6:33
  Speaker 5: just thinking about launching something soon, Square is hands down
• 6:37
  Speaker 5: one of the best tools out there to help you start, run,
• 6:40
  Speaker 5: and grow. It's not just about payments, it's about giving
• 6:43
  Speaker 5: you time back so you can focus on what matters
• 6:46
  Speaker 5: most ready. To see how Square can transform your business,
• 6:50
  Speaker 5: visit Square dot com backslash, go backslash eyl to learn
• 6:54
  Speaker 5: more that Square dot com backslash, go backslash eyl, don't wait,
• 7:00
  Speaker 5: don't hesitate. Let's Square handle the back end so you
• 7:03
  Speaker 5: can keep pushing your vision forward.
• 7:06
  Speaker 1: An illegal alien from Guatemala charged with raping a child
• 7:10
  Speaker 1: in Massachusetts. An MS thirteen gang member from Al Salvador
• 7:14
  Speaker 1: accused of murdering a Texas man of Venezuelan charged with
• 7:18
  Speaker 1: filming and selling child pornography in Michigan. These are just
• 7:22
  Speaker 1: some of the heinous migrant criminals caught because of President
• 7:26
  Speaker 1: Donald J. Trump's leadership. I'm Christy Noman, the United States
• 7:30
  Speaker 1: Secretary of Homeland Security. Under President Trump, attempted illegal border
• 7:35
  Speaker 1: crossings are at the lowest levels ever recorded, and over
• 7:38
  Speaker 1: one hundred thousand illegal aliens have been arrested. If you
• 7:41
  Speaker 1: are here illegally, your next you will be fined nearly
• 7:45
  Speaker 1: one thousand dollars a day, imprisoned, and deported. You will
• 7:49
  Speaker 1: never return. But if you register using our CBP home
• 7:53
  Speaker 1: app and leave now, you could be allowed to return legally.
• 7:57
  Speaker 1: Do what's right. Leave now. Under President Trump, America's laws,
• 8:02
  Speaker 1: border and families will be.
• 8:04
  Speaker 2: Protected sponsored by the United States Department of Homeland Security.
• 8:07
  Speaker 3: Being a teacher of the bank concept, when I saw this,
• 8:12
  Speaker 3: I said, oh my god, Okay, I'm seeing some similarities here.
• 8:16
  Speaker 3: Right as they're challenging me to think about my brand
• 8:19
  Speaker 3: and my persona, I'm noticing, like, wait, a few of
• 8:22
  Speaker 3: these things are sticking in to a few categories. So
• 8:26
  Speaker 3: I'm giving you something that I created. This is not
• 8:28
  Speaker 3: anywhere on the internet that you're going to find. This
• 8:30
  Speaker 3: is what I actually created to help you to sort
• 8:34
  Speaker 3: this information out. So what I did is I decided
• 8:38
  Speaker 3: to take the four categories that the bank introduces and
• 8:43
  Speaker 3: then put in the three categories of the brand archetypes
• 8:48
  Speaker 3: so that you could better understand the association between yourself
• 8:52
  Speaker 3: and your customer. So let's think about it. When we
• 8:55
  Speaker 3: thought about our blueprint customer, right, what they value? The
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  Speaker 3: brands that are going to speak to the blueprint, It's
• 9:01
  Speaker 3: going to be that ruler, right, that authoritarian person that
• 9:05
  Speaker 3: like you know, remember our blueprints are like our architects.
• 9:08
  Speaker 3: There are officers, uniform judges, people like that, right.
• 9:13
  Speaker 4: And then also the hero, the hero guy.
• 9:16
  Speaker 3: He's decent, he's honest, he's humble, and then of course
• 9:20
  Speaker 3: that regular guy, because remember our blueprints are super conservative
• 9:23
  Speaker 3: as well too. Like when you meet a blueprint, you're
• 9:26
  Speaker 3: gonna get a firm handshake. He's not gonna be flashy
• 9:28
  Speaker 3: or anything like that. So to me, if you know
• 9:32
  Speaker 3: that your customer is like more blueprint, you fall into
• 9:35
  Speaker 3: one of these brand archetypes, and this is where you
• 9:38
  Speaker 3: want to kind of really focus on your messaging. So
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  Speaker 3: the next is action, and remember our actions. They're unorthodox.
• 9:45
  Speaker 3: They get up and go. They don't like rules, they
• 9:47
  Speaker 3: don't like to be told what to do like, they
• 9:49
  Speaker 3: don't take things too seriously either. They are gonna show
• 9:52
  Speaker 3: up late, but they hate the way. They're fun loving.
• 9:55
  Speaker 3: So this, to me, is going to be attractive to.
• 9:57
  Speaker 3: They're gonna be attracted to that rebel, that Harley Davison's spirit,
• 10:01
  Speaker 3: to that explorer, and then even to the gesture, you know,
• 10:04
  Speaker 3: that fun loving like let's go out, let's turn up.
• 10:07
  Speaker 3: So to me, that's definitely the brand archetype that you
• 10:11
  Speaker 3: fall into if you know your attract actions or vice versa.
• 10:14
  Speaker 3: Now your nurturer. I think that one was probably the
• 10:17
  Speaker 3: one you could really all of you guys could really
• 10:19
  Speaker 3: nail it really easy, like that caregiver, that innocent, that lover.
• 10:23
  Speaker 4: It was like, yes, definitely that is the nurturer. Right.
• 10:27
  Speaker 3: So even on this chart caregiver, we got pampers right
• 10:31
  Speaker 3: for the lover Chanel and even for the innocent. What
• 10:35
  Speaker 3: do we have here on the chart, dub that is
• 10:37
  Speaker 3: like you know your nurturing type of a spirit. Okay,
• 10:41
  Speaker 3: so then knowledge that's going to be your sage, your creator,
• 10:45
  Speaker 3: and your magician. And let's think about the brands that
• 10:48
  Speaker 3: fit into that. That's your Apple, right, that's the Apple
• 10:52
  Speaker 3: brand that was like, yes, that's definitely we know knowledge
• 10:55
  Speaker 3: another Google right.
• 10:58
  Speaker 4: And then of course like that magician.
• 10:59
  Speaker 3: So when you think about like Disney and all of that,
• 11:02
  Speaker 3: there's still like that tech and that majestic magicalness to
• 11:05
  Speaker 3: them that make them attractive to knowledge and texts and
• 11:09
  Speaker 3: things like that. So this is really, really, really going
• 11:12
  Speaker 3: to be important as you move forward and your storytelling,
• 11:15
  Speaker 3: your brand and understanding this and again this stuff gets
• 11:19
  Speaker 3: really you know, it can go there. I'm giving you
• 11:21
  Speaker 3: an overview and you'll have an opportunity if you want.
• 11:25
  Speaker 4: To move forward.
• 11:26
  Speaker 3: Now when I'm about to give you if there are
• 11:28
  Speaker 3: any graphic artists in the house, you probably know this,
• 11:32
  Speaker 3: and if you are, your jaw is dropping because you
• 11:36
  Speaker 3: cannot believe what I'm about to give these people with inveto.
• 11:40
  Speaker 3: If you know, you know people, this is going to
• 11:43
  Speaker 3: save you so much money. This is going to change
• 11:47
  Speaker 3: your entire life. If you do not have a graphic
• 11:50
  Speaker 3: team if you've been trying to figure out how to
• 11:53
  Speaker 3: get these videos and these logos and these animations and
• 11:56
  Speaker 3: these stock images and.
• 11:57
  Speaker 4: All of this, this is it.
• 11:59
  Speaker 3: And this is called in in Beto and in Bato,
• 12:03
  Speaker 3: and in Beeto and in Bato, however people pronounce it,
• 12:05
  Speaker 3: I say in Betho. In Beto is broken up into
• 12:08
  Speaker 3: a few different categories. They're all themed around elements in nature.
• 12:13
  Speaker 3: We have themed fores, code, canyon, video, hive, audio, jungle, graphic, river, Poto, doom,
• 12:20
  Speaker 3: and three D ocean.
• 12:22
  Speaker 1: An illegal alien from Guatemala charged with raping a child
• 12:25
  Speaker 1: in Massachusetts. An MS thirteen gang member from Al Salvador
• 12:29
  Speaker 1: accused of murdering a Texas. Man of Venezuelan charged with
• 12:34
  Speaker 1: filming and selling child pornography in Michigan. These are just
• 12:38
  Speaker 1: some of the heinous migrant criminals caught because of President
• 12:41
  Speaker 1: Donald J. Trump's leadership. I'm Christy Noman, the United States
• 12:45
  Speaker 1: Secretary of Homeland Security. Under President Trump, attempted illegal border
• 12:50
  Speaker 1: crossings are at the lowest levels ever recorded, and over
• 12:53
  Speaker 1: one hundred thousand illegal aliens have been arrested. If you
• 12:57
  Speaker 1: were here illegally, your next you will be fine. Nearly
• 13:01
  Speaker 1: one thousand dollars a day. Imprisoned and deported, you will
• 13:05
  Speaker 1: never return. But if you register using our CBP home
• 13:08
  Speaker 1: app and leave now, you could be allowed to return legally.
• 13:12
  Speaker 1: Do what's right. Leave now. Under President Trump America's laws,
• 13:17
  Speaker 1: border and families will be protected.
• 13:20
  Speaker 2: Sponsored by the United States Department of Homeland Security,