In this special edition of our blog, we're not only tackling some burning SEO questions but also spilling the beans on my favorite social media content design sites. Buckle up as we explore the perfect blend of SEO finesse and eye-catching design for your social media endeavors. 1. Can Social Media Design Impact SEO? Absolutely! While social media doesn't directly influence traditional SEO rankings, it plays a crucial role in enhancing online visibility. Engaging and visually appealing content on social media can increase brand awareness, drive traffic, and indirectly boost SEO. 2. How Can I Optimize Social Media Images for SEO? When designing social media graphics, ensure they are high-quality and appropriately sized for each platform. Compress images for faster loading times, and don't forget to use descriptive file names and alt text. This contributes to a positive user experience and aligns with SEO best practices. 3. Do Social Media Platforms Have SEO? Yes, each social media platform has its search functionality, allowing users to discover content. Optimize your profiles by including relevant keywords in your bio, captions, and posts. This helps your content surface when users search within the platform. 4. What Are the Best Tools for Social Media Content Design? Here's the juicy part! Below are my top 10 social media content design sites that can transform your visuals and elevate your online presence: Canva https://www.canva.com/join/kdl-tzq-vls A versatile design tool with a user-friendly interface, offering a plethora of templates and customization options. Adobe Spark (spark.adobe.com) Perfect for creating stunning graphics, web pages, and video stories. Adobe Spark is a go-to for those seeking professional-level designs. Crello (crello.com) It is a fantastic platform with an extensive library of templates, making it easy to create engaging visuals for any social media platform. Snappa (snappa.com) Effortlessly design graphics, banners, and social media posts with Snappa's drag-and-drop interface and customizable templates. PicMonkey (www.picmonkey.com) A user-friendly design tool offering a wide range of features for creating social media graphics, collages, and more. Stencil (getstencil.com) Known for its simplicity and speed, Stencil lets you create social media graphics in a flash with its easy-to-use interface. Piktochart (piktochart.com) Ideal for crafting infographics, Piktochart helps you convey information visually, perfect for engaging social media posts. Fotor (www.fotor.com) An all-in-one design tool with powerful editing features, Fotor allows you to enhance your photos and create captivating visuals. Placeit (placeit.net) Specializing in mockups and design templates, Placeit is a game-changer for creating professional-looking social media images. j. DesignBold (www.designbold.com) With its vast library of templates and easy customization, DesignBold is a great choice for social media content creation. 5. How Can I Ensure Consistency in Social Media Design? Maintain a consistent color palette, font style, and brand elements across your social media platforms. This strengthens your brand identity and contributes to a cohesive online presence, which aligns with SEO principles. 6. What Role Does Video Play in Social Media Design? Video is a powerhouse in social media marketing. Platforms like Instagram, Facebook, and TikTok prioritize video content. Create eye-catching video graphics using the aforementioned design tools to captivate your audience and boost engagement. 7. Are There SEO Benefits to Using Hashtags on Social Media? Absolutely! Hashtags categorize your content, making it discoverable to a wider audience. Research relevant hashtags for your industry and incorporate them strategically into your posts. 8. How Can I Track the Performance of Social Media Designs? Utilize analytics tools provided by each social media platform to track engagement, reach, and audience demographics. This data helps you understand what designs resonate best with your audience and refine your strategy accordingly. 9. Do Social Media Design Trends Affect SEO? While design trends themselves may not directly impact SEO, staying current with trends ensures your content remains visually appealing and resonates with your audience. Trendy content is more likely to be shared and engage users, indirectly contributing to SEO efforts. 10. Any Tips for Creating Shareable Social Media Designs? Craft visually appealing and informative content that adds value to your audience. Incorporate storytelling, use vibrant visuals, and create content that sparks emotion. Shareable content has the potential to go viral, expanding your reach and positively impacting SEO. In conclusion, the marriage of SEO and social media design is a potent combination for a successful online presence. With these FAQs and our top 10 social media content design sites, you're ready to conquer the digital landscape. Happy Designing! Not Sure Where to Start? Contact Us! Kate Putnam: kate@putnam-seo.com Website: putnam-seo.com Book 15 Minute Consultation Call Here

In this special edition of our blog, we're not only tackling some burning SEO questions but also spilling the beans on my favorite social media content design sites. Buckle up as we explore the perfect blend of SEO finesse and eye-catching design for your social media endeavors. 1. Can Social Media Design Impact SEO? Absolutely! While social media doesn't directly influence traditional SEO rankings, it plays a crucial role in enhancing online visibility. Engaging and visually appealing content on social media can increase brand awareness, drive traffic, and indirectly boost SEO. 2. How Can I Optimize Social Media Images for SEO? When designing social media graphics, ensure they are high-quality and appropriately sized for each platform. Compress images for faster loading times, and don't forget to use descriptive file names and alt text. This contributes to a positive user experience and aligns with SEO best practices. 3. Do Social Media Platforms Have SEO? Yes, each social media platform has its search functionality, allowing users to discover content. Optimize your profiles by including relevant keywords in your bio, captions, and posts. This helps your content surface when users search within the platform. 4. What Are the Best Tools for Social Media Content Design? Here's the juicy part! Below are my top 10 social media content design sites that can transform your visuals and elevate your online presence: Canva https://www.canva.com/join/kdl-tzq-vls A versatile design tool with a user-friendly interface, offering a plethora of templates and customization options. Adobe Spark (spark.adobe.com) Perfect for creating stunning graphics, web pages, and video stories. Adobe Spark is a go-to for those seeking professional-level designs. Crello (crello.com) It is a fantastic platform with an extensive library of templates, making it easy to create engaging visuals for any social media platform. Snappa (snappa.com) Effortlessly design graphics, banners, and social media posts with Snappa's drag-and-drop interface and customizable templates. PicMonkey (www.picmonkey.com) A user-friendly design tool offering a wide range of features for creating social media graphics, collages, and more. Stencil (getstencil.com) Known for its simplicity and speed, Stencil lets you create social media graphics in a flash with its easy-to-use interface. Piktochart (piktochart.com) Ideal for crafting infographics, Piktochart helps you convey information visually, perfect for engaging social media posts. Fotor (www.fotor.com) An all-in-one design tool with powerful editing features, Fotor allows you to enhance your photos and create captivating visuals. Placeit (placeit.net) Specializing in mockups and design templates, Placeit is a game-changer for creating professional-looking social media images. j. DesignBold (www.designbold.com) With its vast library of templates and easy customization, DesignBold is a great choice for social media content creation. 5. How Can I Ensure Consistency in Social Media Design? Maintain a consistent color palette, font style, and brand elements across your social media platforms. This strengthens your brand identity and contributes to a cohesive online presence, which aligns with SEO principles. 6. What Role Does Video Play in Social Media Design? Video is a powerhouse in social media marketing. Platforms like Instagram, Facebook, and TikTok prioritize video content. Create eye-catching video graphics using the aforementioned design tools to captivate your audience and boost engagement. 7. Are There SEO Benefits to Using Hashtags on Social Media? Absolutely! Hashtags categorize your content, making it discoverable to a wider audience. Research relevant hashtags for your industry and incorporate them strategically into your posts. 8. How Can I Track the Performance of Social Media Designs? Utilize analytics tools provided by each social media platform to track engagement, reach, and audience demographics. This data helps you understand what designs resonate best with your audience and refine your strategy accordingly. 9. Do Social Media Design Trends Affect SEO? While design trends themselves may not directly impact SEO, staying current with trends ensures your content remains visually appealing and resonates with your audience. Trendy content is more likely to be shared and engage users, indirectly contributing to SEO efforts. 10. Any Tips for Creating Shareable Social Media Designs? Craft visually appealing and informative content that adds value to your audience. Incorporate storytelling, use vibrant visuals, and create content that sparks emotion. Shareable content has the potential to go viral, expanding your reach and positively impacting SEO. In conclusion, the marriage of SEO and social media design is a potent combination for a successful online presence. With these FAQs and our top 10 social media content design sites, you're ready to conquer the digital landscape. Happy Designing! Kate Putnam: kate@putnam-seo.com Website: putnam-seo.com Book 15 Minute Consultation Call Here

At Putnam Marketing, we're deeply committed to promoting diversity, equity, and inclusion within our industry. We believe that a diverse and inclusive workforce fosters creativity, innovation, and better problem-solving. Here are some of the ways we actively support DE&I: Inclusive Hiring Practices: We actively seek out and consider candidates from a wide range of backgrounds during our hiring process. We're committed to providing equal opportunities for all qualified individuals. Diverse Teams: We cultivate a workplace where diverse voices and perspectives are not only welcomed but celebrated. Our teams are comprised of individuals with unique experiences, skills, and strengths. Training and Education: We provide ongoing training to all our employees on topics related to diversity, equity, and inclusion. This includes workshops, seminars, and access to resources that help us foster a more inclusive environment. Inclusive Leadership: Our leadership team is dedicated to creating an inclusive culture that values every individual's contributions. We believe in leading by example and setting the tone for the entire organization. Community Engagement: We actively engage with and support organizations and initiatives that promote diversity and inclusion in our industry. This includes partnerships with non-profits, mentorship programs, and community outreach. Inclusive Marketing Strategies: In our work with clients, we emphasize the importance of inclusive marketing strategies. We help our clients reach diverse audiences and ensure their messaging is culturally sensitive and respectful. Regular DE&I Assessments: We conduct regular assessments of our own practices to identify areas for improvement. This includes gathering feedback from employees and stakeholders on how we can further enhance our efforts. Supplier Diversity: We actively seek out and support diverse suppliers, recognizing the importance of a diverse supply chain in promoting equity. Transparency and Accountability: We're committed to being transparent about our DE&I efforts and holding ourselves accountable for meaningful progress. By prioritizing diversity, equity, and inclusion, at Putnam Marketing we aim to not only create a more inclusive workplace but also contribute to a more equitable industry overall. We believe that these efforts not only benefit our team members but also lead to better outcomes for our clients and the communities we serve.

Welcome to our comprehensive guide on SEO Frequently Asked Questions (FAQs). In the fast-evolving landscape of digital marketing, understanding the fundamentals of Search Engine Optimization (SEO) is crucial for anyone looking to enhance their online presence. Whether you're a business owner, marketer, or simply curious about SEO, this FAQ guide is designed to answer some of the most common questions and demystify the world of SEO. What is SEO, and why is it important? SEO stands for Search Engine Optimization. It is the practice of optimizing your online content and website structure to make it more accessible and appealing to search engines. The primary goal is to improve your website's visibility, and ranking, and ultimately attract more organic (non-paid) traffic. In an era where online presence is paramount, SEO is a key driver for success. How do search engines work? Search engines, like Google, use complex algorithms to crawl, index, and rank web pages. These algorithms consider various factors, including relevance, quality of content, website structure, and user experience. Understanding these factors is crucial for tailoring your SEO strategy to align with search engine requirements. What are the key elements of on-page SEO? On-page SEO involves optimizing elements directly on your website. This includes meta tags, headings, content, URL structure, and internal linking. Properly optimizing these elements helps search engines understand the context of your content and improves the likelihood of ranking for relevant keywords. How does off-page SEO contribute to rankings? Off-page SEO focuses on activities outside your website, primarily link building. Quality backlinks from reputable websites act as 'votes of confidence,' signaling to search engines that your content is valuable. Social media presence and online reputation management also fall under off-page SEO. What is the role of keywords in SEO? Keywords are the foundation of SEO. They are the terms users type into search engines. Conducting thorough keyword research helps you understand what your target audience is searching for and enables you to optimize your content accordingly. Keyword placement in titles, headings, and throughout your content is crucial for ranking. How can mobile optimization impact SEO? With an increasing number of users accessing the internet through mobile devices, mobile optimization is no longer optional. Google prioritizes mobile-friendly websites, and having a responsive design not only improves user experience but also positively affects your search engine rankings. What is the significance of site speed in SEO? Site speed is a critical factor in SEO. Slow-loading websites frustrate users and can lead to higher bounce rates. Search engines recognize this and prioritize fast-loading sites. Optimize images, leverage browser caching, and invest in a reliable hosting provider to enhance your site speed. Is content quality more important than quantity for SEO? Quality trumps quantity when it comes to content. Search engines prioritize valuable, informative, and well-written content. Focus on creating content that addresses user intent, provides solutions, and is shareable, as social signals also influence search engine rankings. How does user experience impact SEO? User experience is a crucial ranking factor. Search engines analyze user behavior, such as bounce rates and time spent on a page, to determine the relevance and quality of your content. A positive user experience, including easy navigation and mobile responsiveness, contributes to higher rankings. Can SEO be guaranteed, and how long does it take to see results? SEO is an ongoing process, and no one can guarantee instant results. It depends on various factors, including competition, industry, and the effectiveness of your strategy. Typically, significant improvements may take a few months, but the long-term benefits of a well-executed SEO strategy are worth the investment. In the fast-evolving landscape of digital marketing, understanding the fundamentals of Search Engine Optimization (SEO) is crucial for anyone looking to enhance their online presence. Whether you're a business owner, marketer, or simply curious about SEO, this FAQ guide is designed to answer some of the most common questions and demystify the world of SEO. What is SEO? It is an acronym that stands for “search engine optimization.” SEO simply means the process of improving your website to increase its visibility for relevant searches. SEO, or search engine optimization, is the process of optimizing websites and their content to increase their visibility in search engine results pages. Here are some frequently asked questions about SEO. What is the importance of SEO in website design? SEO is crucial in website design because it determines how easy it is for search engines to find and rank your website in search results. A well-designed website with SEO in mind will have a structure that is easy for search engines to crawl and rank, resulting in more organic traffic to your website. What are some important SEO ranking factors? Some important SEO ranking factors include content quality, website structure, backlinks, keyword research, and user experience. Creating high-quality content that is relevant to your target audience and optimizing your website's structure for search engines can improve your website's ranking in search results. How long does it take for SEO changes to affect rankings? The amount of time it takes for SEO changes to affect rankings varies, but it can take a few weeks to a few months. It is also important to note that SEO is an ongoing process and requires constant monitoring and adjustment. What is the difference between on-page and off-page SEO? On-page SEO refers to optimizing the content and structure of your website, such as optimizing meta descriptions, and title tags, and using relevant keywords in the content. Off-page SEO involves factors that are outside of your website, such as backlinks from other websites and social media activity. How does mobile optimization impact SEO? Mobile optimization is important for SEO because search engines place a high value on providing users with a positive experience on mobile devices. A website that is optimized for mobile devices can lead to higher rankings in search results and a better user experience for mobile users. By understanding the importance of SEO, the key ranking factors, the time it takes for results to take effect, the difference between on-page and off-page SEO, and the impact of mobile optimization, you can improve your website's visibility and attract more organic traffic. SEO stands for Search Engine Optimization It is the process of improving the visibility of a website or a web page in search engine results pages The main goal of SEO is to increase organic traffic to a website SEO involves both on-page and off-page optimization techniques On-page SEO includes optimizing content, structure, and HTML elements on a website Off-page SEO refers to techniques like link building, social media promotion, and other external factors that can impact a website's visibility in search engines The ultimate aim of SEO is to improve a website's ranking in search engine results pages for relevant keywords Optimizing a website's meta tags and descriptions for target keywords can improve its relevance and visibility in search results. What Is PPC Advertising? PPC (Pay-Per-Click) advertising is an online advertising model in which advertisers pay each time a user clicks on one of their ads. It is a way for businesses to drive traffic to their websites, and ultimately generate sales or leads. Pros of PPC Advertising: Controlled Budget: With PPC advertising, businesses can set a budget and pay only when someone clicks on their ad. This way, they have full control over how much they spend on ads. Targeted Advertising: PPC advertising can reach a specific target audience based on different factors, like location, age, gender, interests, and more. 3. High ROI: Since businesses only pay for clicks that lead to their website, PPC advertising can deliver a high return on investment (ROI) if campaigns are well-optimized. Cons of PPC Advertising: Competitive Marketplace: The competition for the top spots in search engine results can be intense, making it difficult and costly for businesses to get their ads seen by potential customers. Requires Expertise: Creating effective PPC campaigns requires expertise in keyword research, ad writing, bid management, and analytics. Small businesses may not have the resources or knowledge to manage PPC campaigns effectively. Ad Blindness: Some users are so used to seeing ads that they become blind to them, leading to a lower click-through rate (CTR) and less return on investment (ROI). PPC advertising can be a powerful marketing tool for businesses, but it requires careful planning, management, and optimization to be effective. While it has drawbacks such as intense competition and the need for expertise, its benefits of targeted advertising, controlled budget, and high ROI outweigh minor drawbacks. What is link building and how does it apply to SEO? Is content really that important? Yes, content is indeed crucial to effective marketing for several reasons. Firstly, content enables businesses to communicate with their target audiences by providing them with valuable information related to their products and services. By doing so, businesses can establish themselves as thought leaders and build trust with potential and existing customers. This, in turn, helps to improve brand reputation and increase customer loyalty. Secondly, high-quality content is essential for search engine optimization (SEO). Search engines reward sites that publish informative and engaging content that is relevant to users’ search queries, ranking them higher in search results. This makes it easier for potential customers to find the business and its offerings, increasing site traffic and potentially generating leads and sales. Content marketing can often be time-consuming, and it can be challenging to measure its direct impact on revenue. Additionally, with so much content being produced across the internet, it can be difficult to cut through the noise and create content that stands out. While there may be some challenges involved, creating high-quality content remains crucial for effective marketing. It enables businesses to communicate with their target audience, establish themselves as thought leaders, and improve their brand reputation while also boosting their SEO and increasing site traffic. Kate Putnam: kate@putnam-seo.com Website: putnam-seo.com Book 15 Minute Consultation Call Here

Introduction In this case study we will explore how Putnam SEO, a leading digital marketing agency, propelled Hansen Bridge to new heights through a strategic SEO partnership. In the competitive landscape of civil engineering and construction, establishing a strong online presence is vital for attracting potential clients and staying ahead of industry peers. This case study dives into the SEO journey of Hansen Bridge, a reputable construction firm specializing in bridge engineering, as they sought to elevate their digital visibility and drive organic growth. Client Profile Hansen Bridge, a distinguished Laminated Timber Bridge Firm, located in Springfield, New Hampshire, sought Putnam SEO's expertise to enhance its digital footprint. Facing challenges in online visibility and lead generation, Hansen Bridge aimed to establish itself as a prominent player in the competitive field of bridge engineering. Hansen Bridge, with decades of experience in delivering innovative and structurally sound bridge solutions, approached our SEO consultancy firm with a desire to amplify its online reach. Despite their industry expertise, the client faced challenges such as limited online visibility, underperforming keywords, and a lack of website optimization. Objective: The primary objective was clear – to position Hansen Bridge as an industry leader by enhancing its online visibility, driving targeted organic traffic, and ultimately generating more qualified leads through its website. Putnam SEO collaborated with Hansen Bridge to formulate a goal-driven SEO strategy. The mission: to increase online visibility, secure top rankings, and generate qualified leads, ultimately positioning Hansen Bridge as a go-to authority in the industry. Strategy Highlights: Comprehensive SEO Audit Our initial step involved conducting an exhaustive SEO audit to identify strengths, weaknesses, and untapped opportunities. This audit encompassed on-page elements, technical SEO factors, and an analysis of competitors within the civil engineering and construction niche. Keyword Strategy Overhaul Thorough keyword research was conducted to pinpoint high-value, industry-specific keywords. The strategy focused on aligning these keywords with the services offered by Hansen Bridge, ensuring relevance and competitiveness in search engine results. Technical SEO Enhancements Recognizing the importance of a technically sound website, we implemented improvements in page speed, mobile responsiveness, and overall site structure. These enhancements not only improved the user experience but also aligned with search engine algorithms, contributing to improved rankings. Localized SEO Optimization Given the regional nature of construction projects, a localized SEO strategy was implemented. This involved optimizing content, meta tags, and local business listings to target potential clients within specific geographical areas. Content Enrichment and Blogging A content strategy was developed to showcase Hansen Bridge's expertise and thought leadership in bridge engineering. Regular blog posts addressing industry trends, case studies, and project highlights were added to the website, enriching the content portfolio and attracting a wider audience. Backlink Acquisition Campaign Recognizing the importance of authority in the construction industry, a targeted backlink acquisition campaign was executed. Partnerships, collaborations, and outreach efforts resulted in high-quality, relevant backlinks that strengthened Hansen Bridge's online authority. Results Significant Increase in Organic Traffic Within the first six months, Hansen Bridge witnessed a remarkable 360% increase in organic traffic, indicating improved visibility in search engine results. Top Rankings for Key Industry Keywords Targeted keywords related to bridge engineering and construction achieved top positions in search engine rankings, solidifying Hansen Bridge's presence as an authoritative voice in their field. Improved Local Visibility and Client Acquisition Localized SEO efforts resulted in enhanced visibility within target regions, leading to an influx of qualified leads and inquiries from potential clients seeking bridge engineering services. Positive Impact on Conversion Rates As organic traffic and targeted leads increased, the conversion rate saw a positive uptick, translating the online visibility into tangible business opportunities for Hansen Bridge. Conclusion: The collaboration between Hansen Bridge and Putnam SEO serves as a testament to the power of a well-executed SEO strategy. This case study showcases how a tailored approach can transform online visibility, secure top rankings, and drive sustainable growth in competitive industries. The Hansen Bridge SEO case study underscores the transformative power of a tailored SEO strategy in the construction industry. By addressing technical aspects, optimizing content, and strategically building authority, Hansen Bridge not only strengthened its digital presence but also translated online visibility into real-world business opportunities. This success story serves as a testament to the pivotal role SEO plays in positioning construction firms as industry leaders and driving sustainable growth. Discover how Hansen Bridge, a leading construction firm, achieved remarkable success with a tailored SEO strategy. Explore the journey of enhanced online visibility, top rankings, and increased leads in the competitive field of bridge engineering. Are you ready to skyrocket your online presence? Let’s Chat! Kate Putnam, President kate@putnam-seo.com putnam-seo.com

Tips you can follow to skyrocket your SEO game In the fiercely competitive e-commerce landscape, staying ahead of the curve is essential for success. As an SEO expert, I've consistently managed to outshine even industry giants like Etsy in search rankings for four consecutive weeks. In this blog post, I'll explain the strategies I used to achieve this feat and share valuable tips to upgrade your own SEO game. Keyword Research: The Foundation of SEO Excellence To gain a competitive edge, meticulous keyword research is paramount. Start by identifying high-volume, low-competition keywords relevant to your products or services. Tools like Google Keyword Planner, SEMrush, and Ahrefs can provide invaluable insights. Content is King: Crafting Compelling, User-Centric Pages Creating high-quality, engaging content is non-negotiable. Develop product descriptions, blog posts, and landing pages that not only incorporate your chosen keywords but also provide value to your audience. Aim for clarity, relevance, and originality in every piece of content you produce. Technical SEO: Optimizing for User Experience and Search Engines A seamless user experience is crucial for retaining visitors and improving SEO. Focus on factors like page load speed, mobile responsiveness, and intuitive navigation. Properly structured URLs, meta tags, and XML sitemaps also contribute significantly to search engine visibility. On-Page Optimization: Fine-Tuning Every Element Every element on a webpage plays a role in SEO. From headers and subheaders to image alt tags and internal links, ensure that they are optimized for both users and search engines. Strive for a balance between keyword integration and natural, user-friendly content. Off-Page Strategies: Building a Network of Authority Off-page optimization involves activities beyond your website, such as backlink building and social media engagement. Establishing high-quality, relevant backlinks from authoritative sources can significantly boost your site's credibility and authority in the eyes of search engines. Analytics and Monitoring: Data-Driven Decision-Making Constantly monitor your website's performance using tools like Google Analytics and Search Console. Track key metrics such as organic traffic, click-through rates, and conversion rates. This data will provide valuable insights into what's working and what needs adjustment. Adapt and Evolve: Staying Ahead of the Curve SEO is a dynamic field, and what works today may not be as effective tomorrow. Stay updated with industry trends, algorithm changes, and emerging technologies. Adapt your strategies to remain competitive and continue driving organic traffic. Beating industry giants like Etsy at their own game is a testament to the power of strategic SEO. By prioritizing keyword research, crafting exceptional content, optimizing your website, and staying vigilant with analytics, you too can skyrocket your SEO game. Remember, consistency and adaptability are key to maintaining your competitive edge in the ever-evolving world of search engine optimization. CONTACT US: Kate Putnam kate@putnam-seo.com putnam-marketing.com

A brand archetype represents a brand; its symbolic meanings, values, behaviors, and messages. One key aspect that sets brands apart is their uniqueness. Brands that successfully relate to people with similar values tend to have a unique message that resonates with their target audience. This message can be delivered through advertising campaigns, social media presence, and even the products themselves. Another important trait is Authenticity. People often look for authenticity when they engage with a brand. Brands that are transparent about their values, actions, and operations tend to build trust with their audience. They make an effort to connect with their customers on a personal level, and they listen to their feedback, concerns, and opinions. A brand that prioritizes customer satisfaction is also more relatable and approachable. A brand that values its customers and prioritizes their satisfaction is likely to build strong customer relationships that go beyond selling products; this builds loyalty and encourages repeat business. Another way to make a brand more approachable and relatable is to encourage brand engagement. This could be done through social media marketing, competitions, events, and experiential marketing. Encouraging people to interact with your brand helps build familiarity and helps you form a personal connection with your customers, which is vital in building a highly engaged following. Building an approachable and relatable brand requires a combination of uniqueness, authenticity, customer satisfaction, engagement, and a deep understanding of your target audience's values. By prioritizing these aspects, brands can put themselves in the best position to connect with their customers on a more meaningful level. As a persona, making it more instantly recognizable and relatable to target audiences. The dictionary defines Archetype as a recurrent symbol or motif in literature, art, or mythology. Brand archetypes offer businesses a personality that makes them appear approachable and relatable. According to The Hero and The Outlaw, archetypes have existed as long as people have told stories. They are evident in every compelling story: whether it is a play at your neighborhood theater or a blockbuster film – there are certain characters that emerge. The most compelling stories have the most evident archetypes. Star Wars is widely known for being hugely successful and was referenced as an example in the book for its distinct archetypes (Luke is the hero; Han Solo is the rebel). Even though there hasn’t been a recent film release, Star Wars remains a popular favorite among fans new and old. Kids of all ages from 2 to 52 find the world that was created by Star Wars creator George Lucas to be an infinitely fascinating world. Archetype-inspired birthday theme If your special birthday girl or boy is a fan of these films this is the can’t-miss party theme to add to your perfect birthday party list. There are many ways you can go that will bring the theme to light in a way that allows everyone to have fun. You could have a classic Star Wars event with the original Episodes (IV, V, and VI) showing one after the other throughout the party. This is perfect for an overnight or all-day sort of party. It allows breaks in between the showings and plenty of time to incorporate some serious snack-making or pizza order without interfering with the DVDs being played in the background. If you want to take things a step further you can also have your guests come dressed as their favorite Star Wars characters from all six films. If you are truly adventurous you can do a back-to-back showing of all six films though this makes for a very long weekend sort of event. Perfect if your birthday falls on around a 3-day weekend such as Labor Day or Memorial Day. Otherwise, it’s a great idea but you may want to break it up into two years’ worth of celebrations. If you are friends or your child’s friends are a creative bunch you can have a session where guests speculate and create tall tales. What happens between Episodes III and IV? Or what happens to favorite characters after Episode VI? If this isn’t enough activity and you want a little something to wear the kids (big or small) out, invite your guests to a Jedi training academy of sorts. Set up an obstacle course for everyone to follow and a series of exercises similar to what Luke went through in The Empire Strikes Back. The winner can get some Star Wars-themed awards for giggles and a little added entertainment. This is a lot of fun and creates a sort of role-playing atmosphere for the party that can be a huge amount of fun. Back to why you need an archetype. Tsai prefaced archetypes by saying, “The archetypal patterns and images are found in every culture and in every period of human history. The fact humans do not have separate and individualized unconscious minds in an absolute sense.” In many ways, they share a single “universal unconscious”, in which the human mind is rooted as a tree is rooted in the ground. Through archetypal patterns and images, we represent the invisible realities of the human soul or psyche. Additionally, Tsai added, “These mythic worlds, built on archetypes, transcend mere communication.” They are directly related to the unconscious images that every individual constructs during the course of life. The deepest such images are those reflecting the most basic human experiences from infancy. Since archetypes are common to humankind, in the sense that everyone has an idea of such concepts. Such as; “father” and “mother”, “child”. “Lover”, “explorer”, “creator”, or “magician”. Jung regarded the unconscious images derived from archetypal structures as the most fundamental perceptual symbols of human psychological existence. People and brands also have their own archetypes. Some may argue that archetypes are the mechanism with which we can identify with and ‘like’ certain celebrities that we may have never met. The book The Hero and The Outlaw refers to Madonna. Even though she has changed her identity multiple times, she has always been the outrageous outlaw. Prince was also an outlaw archetype. On the day of his death, one radio deejay had a very impactful quote: “He revolutionized pop music, and he was the first person to let us know that it was okay to be different.” No wonder he was loved – he was a catalyst for teenagers to know they did not have to be like everyone else. Implementing a strong archetype for your brand is about “becoming a consistent and enduring expression of meaning”. Consistency is key. An archetype has to be the long-lasting core of your brand. One memorable example is Coca-Cola. The Innocent Archetype – have a Coke and a smile. The marketing campaign with people’s names evokes this same archetype. Consumers love stories and when brands communicate the same emotions as stories. One explanation is that consumers are either “unconsciously reliving critical moments in their own lives or anticipating them”. Brand archetypes are on the scale of the four basic human needs: There are four basic needs that people are constantly moving between. Belonging versus independence, stability versus mastery. Belonging: Be liked and part of a group; conform. Independence: Go your own way; do something others may not understand. Stability: The comfort of routine and staying with the tried and true. Mastery: Ambition; the exhilaration of accomplishment. When consumers sacrifice on one end, there is a tendency in the psyche to seek balance. This may be why when people get to a certain age and have such a sense of security, they purchase something out of character, i.e., a midlife crisis corvet purchase. Archetypes serve as a mediator between products and consumer motivation and provide meaning. Buying shampoo for your newborn baby may seem like an insignificant purchase. However, purchasing Johnson & Johnson shampoo makes you feel like a better mother, through the caregiver archetype. The Caregiver archetype is the foundation of Johnson & Johnson’s marketing plan and they have been evoking it through its communications for years. Not only is this a compelling marketing principle, but it also produces financial results. Mark and Pearson used Young & Rubican’s Brand Asset Valuator (extensive study of brands) to look at brands with strong archetypes and those with weak alignment. Results found that the market value of those with a strong archetype rose 97% and economic value grew at a 66% greater rate than those without a strong brand archetype (Mark & Pearson, 2001). According to Mark & Pearson (2001), “Identities that succeed at striking an essential human chord affect the most fundamental economic measures of success”(p. 30). Grab your FREE Build Your Brand eBook:

As a review: Marketing SEO (search engine optimization) is the yellow pages for 2023. It is the foundation of your organic traffic (if these words are confusing we created a glossary). Search Engine Optimization (SEO in marketing) breaks it down to one of two things; improving your rankings on major search engines (think “Have you Googled it?”, Bing, Yahoo, MSN) and providing valuable content to your visitors. The most important part of on-page SEO and the ranking, factors is being on the first-page search engine results. If you are looking for comprehensive, integrated marketing solutions for your business, then look no further. We put together a set of expert tips and techniques to help get you to help yourself and get those website rankings. These are the tips we have used to help hundreds of clients achieve their sales goals and yearly quotas. Plus, with all of these tips, you will ensure that the customer has a clear user experience, you will appear on search engine results pages and you will learn about the science of keyword research. There are a lot of intricate parts to creating a solid SEO strategy and one of them includes quality content. Start with keywords to increase your website’s search engine rankings. The question to ask yourself is: what are people looking for and how can you help them? A solid SEO strategy consists of changing up your content to grab your potential customer’s attention. Along with professional pictures, creating content on a regular basis will help you get noticed. Routinely updating social media, SEO techniques also require steady, consistent content (we would say once or twice a week), it is imperative to frequently shake up the content on your website and bring new information often. The really great part is that this strategy works all over the Internet, not just blogs. As we get savvier and savvier on the World Wide Web, more users are seeking quality content than ever before. For this reason, work out a content strategy before you write or have your content produced. Sometimes, the people you think of as your competitors are really sharing content to bring traffic to their sites. Here are 7 Tips we thought of to make your SEO work: When producing content, be creative and look at all content possibilities creatively. Web pages have to be engaging because that is what keeps people there. Think about it this way; people will visit you for a reason. If you need to develop content, consider the sense that they came. It's not about the number of readers. This is most definitely a case where you need more than the numbers. I don't care how many views. I care about the effect I'm having on the customers and subscribers on the other end of the spectrum. This is truly about the customer. It is essential to know about your brand because there is this idea that everything will be sold to customers. You need to understand what it means from the top of the customer's perspective. Remember that your goal is still the same. You want to sell as much value as you can to your audience. Describe an emotion, not a product. True success online comes from knowing and delivering value and delivering it regularly to your audience. Think of it this way; if it were an offline experience, what could you offer that was as valuable as gold? This is where you need to focus on your content. Balancing a stale corporate image with something organic is the concept for survival in today's world. By following these tips, you will have the strategy to drive more traffic to your website and get your SEO rankings up there. Remember, everyone on the Internet is looking for the same thing; value. This is genuinely a game-change; make it your objective to create a quality strategy!

At Putnam Marketing, exceptional customer service is at the heart of everything we do. At Putnam Marketing, we understand that Return on Investment (ROI) is a critical factor for our clients. Our meticulous approach to SEO, branding, PR, and other marketing services is designed to ensure that every dollar invested yields a significant return. Through comprehensive data analysis and performance tracking, we provide our clients with clear, measurable results. SEO ROI: Our SEO strategies are focused on driving organic traffic, increasing conversions, and ultimately boosting revenue. We track key metrics such as website traffic, conversion rates, and keyword rankings to demonstrate the tangible impact of our efforts. By continuously refining our strategies based on data-driven insights, we maximize the ROI for our clients' SEO investments. Branding ROI: Our branding efforts are aimed at creating a strong, memorable identity that resonates with the target audience. We measure brand awareness, customer loyalty, and market share to assess the ROI of our branding initiatives. A well-crafted brand identity can lead to increased customer trust, loyalty, and ultimately, higher revenue. PR ROI: Through strategic PR articles, we position our clients as industry thought leaders, driving brand credibility and trust. We track metrics such as media mentions, website traffic, and lead generation to demonstrate the impact of our PR efforts. Effective PR can lead to increased brand visibility, customer trust, and ultimately, higher revenue. Customer Service: At Putnam Marketing, exceptional customer service is at the heart of everything we do. Our dedicated account managers ensure open lines of communication, providing regular updates and addressing any concerns. We believe that strong client relationships are the foundation of successful partnerships, and we strive to exceed expectations in every interaction. By prioritizing ROI and delivering exceptional customer service, Putnam Marketing aims to not only meet but exceed our client's expectations. We are committed to driving measurable results and providing a seamless, positive experience throughout our collaboration.

Brand Archetypes — Meet the Outlaw The Outlaw, the Rebel, and the Rule Breaker are three archetypes of the rebellious spirit. The world's most powerful outlaws have distinctive brand identities. They can be found in everything from the clothes they wear to the way they interact with the people around them. We all have a wild side, and the Outlaw logo archetypes faucets into our deep choice for nonconformity, to the factor of rebellion. The Outlaw throws apart societal norms and seeks to smash if best to construct matters up once more in the manner they ought to be. Viva los angeles revolución! Brand archetypes are the name of the game sauce to developing more potent manufacturers, and are a vital device for any advertising and marketing toolbox! To examine greater, study the creation here. The OUTLAW PROMISE: Rules had been made to be broken. CORE DESIRE: Revolution GOAL: To smash what isn't working FEAR: Being powerless STRATEGY: Disrupt, smash, or surprise GIFT: Radical freedom MOTIVATION: Mastery All About the Outlaw An inherently disruptive pressure, the Outlaw pursuits to shake matters up, whether or not for non-public advantage or for the best of others. Toward the poor cease of the archetype, the Outlaw is provoked to anger while encountering non-public offense. It doesn’t thoughts being feared via way of means of others, as worry is visible as energy. Extremist agencies are nearly constantly an instance of the Outlaw. On the fine cease, the Outlaw makes others uncomfortable with the popularity quo in hopes of evoking extra attention. For instance, many civil rights activists engaged in nonviolent demonstrations, but are nonetheless examples of the Outlaw archetype in action. The Outlaw is a countercultural pressure able to liberate society’s taboos (sex, drugs, and rock ‘n’ roll anyone?) and does so via way of means of tapping into the shadowy part of human nature. Any logo that seeks to free itself (or others) from repression and destruction freed from the winning dominant way of life is an Outlaw. Examples of the Outlaw archetype, appearances to Robin Hood, Malcolm X, Harley-Davidson, MTV, Howard Stern, and Miley Cyrus. The Outlaw Brand in Action Outlaw manufacturers can both fortify questionable ethical values or can topple an oppressive regime. These manufacturers rely upon advertising and marketing that emphasizes chance-taking and a departure from the ho-hum popularity quo. This can be carried out via imagery that is both darkish and unfavorable or ambitious and modern. There is mostly a positive detail of surprise value, whether or not intense or genuinely a smart or sudden joke. Brands representing relatively “healthy” or “normal” services or products will frequently name the Outlaw in a lighthearted manner, the usage of advertising and marketing cues to signify their logo is suitable while human beings need to experience only a little bit awful or set other than the norm. The organizational way of life of Outlaw manufacturers is frequently pretty modern in and of itself, as personnel generally tend to become aware of Outlaws and the ardor they own is visible for the duration of their work. The Different Levels of the Outlaw Archetype Each archetype may be expressed at various tiers. The decreased tiers are greater primitive, at the same time as better tiers are greater mature or developed. Level 1: Identifying as an intruder and consequently pulling far from traditional society. Level 2: Engaging in surprising or disruptive behaviors. Level 3: Becoming modern. All within the Family There are exclusive elements of the Outlaw logo archetype that could emerge, primarily based totally on the energy of numerous attributes. The ee-e book Archetypes in Branding consists of the Outlaw (Rebel) as one in every of 5 associated sub-archetypes. Rebel The Rebel is a rule-breaker and a chance-taker. Fed up with convention, the Rebel pushes the envelope to result in social extrusion, a clean perspective, or a reawakening. However, with the ability to be fueled via way of means of anger and negativity, the Rebel needs to be cautious now and no longer overstep one too many obstacles in its quest for reform. Activist The Activist fights for a cause, trying to appreciably remodel a few monetary, political, or social structures. This sub-archetype believes that the energy of human beings has an effect on extruding, and rallying others in the back of its cause. Gambler The Gambler flourishes on chance. There aren't any limits to what the Gambler is inclined to bet, which could cause dependency and compulsion. Yet, this sub-archetype is socially adept and has excellent instincts. Maverick The free-questioning Maverick rejects any type of label or constraint. With an impartial streak a mile wide, the Maverick presentations intellect, aggression, and fearlessness at the same time as going in opposition to the grain. Reformer The Reformer’s quest to have an effect on extrade is usually a touch greater understated and calculated than, say, the free-wheeling Maverick. Seen inside the roles of watchdog or whistleblower, the Reformer seeks to discover approaches to enhance the present device as opposed to smashing it completely. Real-World Examples of Outlaw Brands Harley-Davidson Harley-Davidson is the imperative mainstream Outlaw logo. For hog lovers, Harley-Davidson represents freedom from the inflexible constraints of society. As one unswerving rider positioned it, “A lot is anticipated from you, to be positive matters for a number of human beings all day long. And in case you don’t watch out, you won't understand who you virtually are. You mustn’t fear approximately any of that after you’re on a Harley. You are with yourself and your companion.” PayPal While a few would possibly argue there are greater modern varieties of trade those days (like bitcoin or near-discipline verbal exchange through Apple Pay or Samsung Pay), PayPal despite the fact that positions itself as the “new cash in town” in a totally sturdy Outlaw fashion. Communication Workers of America (CWA) CWA is a hard work union that fights for social and monetary justice. Amid raised fists, pounding drums, and rally cries, CWA inspires the Activist sub-archetype of the Outlaw inside the video below. The Outlaw Consumer The Outlaw purchaser may also experience a castoff from the dominant way of life. (For instance, participants of minority agencies who experience marginalization.) Alienation is a trigger, which could cause anger. Outlaw clients get their kicks from carrying out unstable conduct and can participate in self-unfavorable acts so that they can experience “awful.” Young folks who are searching to “discover themselves” frequently push beyond the Explorer tendency and maintain proper alongside Outlaw popularity after they experience specific alienation. Outlaw clients are attracted to the racy, surprising, or politically incorrect. They have a deep-seated choice for freedom. Yet, enormously enough, fringe Outlaw clients may encompass well-adjusted, law-abiding participants of a society who genuinely experience a want to allow off steam each now after which. Brands that need to attain Outlaw clients will want to gauge their degree of extremism and act accordingly. In the case of fringe Outlaws, the first-rate manner to attain them is through mass verbal exchange. (Be forewarned, though — they do have a decreased threshold for surprise value.) Brands with better modern recognition generally tend to keep away from the mainstream because of the ability to offend and could want to attain clients via focused unique hobby agencies and digital hubs. Is Your Brand an Outlaw? Outlaw manufacturers need to frequently stroll the first-class line, as they could now and again be perceived as offensive. Take an examination of the goods or offerings you offer. Do they disrupt the popularity quo of your enterprise or society? What approximately is your patron base? Is it made of folks who experience odds with society at large? If so, yours simply can be an Outlaw logo. Still no longer certain which archetype defines your logo? Take the logo archetype quiz to discover your effects after which test out a top-level view of the 12 logo archetypes to examine greater.

The Caregiver brand archetype can be summed up in two words: compassionate and self-sacrificing. Picture the empathetic nurse or the helpful concierge, and you will see how the Caregiver archetype is a personality fit for brands that aim to nurture or serve others, from healthcare to nonprofits, to hospitality industries. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The CAREGIVER PROMISE: Treat your neighbor as yourself. CORE DESIRE: To protect people from harm GOAL: To help others FEAR: Selfishness and ingratitude STRATEGY: Do things for others GIFT: Compassion and generosity MOTIVATION: Stability and control All About the Caregiver The Caregiver derives meaning from helping others. This brand archetype is moved by compassion and generosity and strives to make people feel nurtured and secure. For the Caregiver, the worst fears are 1) neglecting loved ones and 2) instability, due to the impact it will have on the less fortunate. The Caregiver archetype is often associated with the maternal and paternal instincts parents have in protecting their children, to the point of self-sacrifice. They give of themselves to make sure others are cared for. This archetype is seen in teachers, nurses, and at the organizational level, churches, insurance agencies, and hotels. Well-known examples of the Caregiver archetype are Mother Teresa, Princess Diana, Habitat for Humanity, Campbell’s, and The Salvation Army. The Caregiver in Action To see the Caregiver around you, look no further than the healthcare, insurance, and financial planning industries, as well as nonprofit or charitable organizations. Less obvious may be brands that have to do with maintenance or fixing broken things — activities such as cleaning, mending clothes, gardening, or general upkeep all call on the Caregiver’s tendency to nurture. Companies that do these things on a large scale can tap into the Caregiver archetype quite successfully. Auto brands that emphasize the safety of their vehicles may also project the Caregiver mentality effectively. No parent would ever consider an unsafe car for his teenager, after all! The marketing strategies of Caregiver brands will revolve heavily around providing helpful experiences and nurturing relationships. Marketing will often appeal to sentimentality, happy memories, the comforts of home and family, and feelings of safety and security. Visuals or multimedia may pull on soft color palettes, family imagery, and touching music. Internally, a Caregiver organization will foster a relational culture that is typically highly structured or bureaucratic (in order to ensure an atmosphere of stability). Caregiver companies tend to treat their employees well; although, if the culture is not healthy, there is the risk of employee burnout due to the level of sacrifice expected from them. The well-functioning Caretaker organization treats both its employees and customers with a high level of service, aiming to anticipate needs in advance and going above and beyond to accommodate them. In fact, exemplary customer service is a hallmark of a Caregiver brand. They just do nice things for others. The Different Levels of the Caregiver Archetype Each of the 12 archetypes exists in levels. The lower levels are less advanced while higher levels are more evolved. Level 1: of the Caregiver brand archetype includes caring for one’s dependents. Level 2: involves finding a balance between caring for oneself along with caring for others. Level 3: speaks to an altruistic concern for the world at large. All in the Family The Caregiver archetype can be viewed from a few different angles, depending on which specific attributes are at play. The book Archetypes in Branding breaks it down into a family of sub-archetypes (including the primary Caregiver archetype) for a total of five. Caregiver The Caregiver is good, compassionate, and empathetic, with a sacrificial concern for others. This sub-archetype remains calm in a crisis and remains optimistic. The challenge it faces is an inability to say no, always wanting to help even when it is detrimental to the self. Guardian A defender of others, the Guardian is fiercely protective. Providing nurturing guidance and loving oversight, the Guardian tends to keep to traditions and values. The main challenge of the Guardian is the potential to be overbearing or misuse their power. Samaritan The Samaritan is selfless and kind in their quest to love thy neighbor as thyself. This sub-archetype demonstrates compassionate action. It finds meaning in relieving others’ suffering. However, the Samaritan may face the challenge of self-martyrdom, if not careful. Healer Strong in sensitivity, the Healer acts as a conduit to wholeness by creating optimal conditions for healing to happen naturally. With healthy doses of optimism and empathy, this sub-archetype remains full of faith, while remaining perceptive to others’ emotions. Unfortunately, the Healer can succumb to ego if holding too tightly to the idea of having the only right answer. Angel The Angel sub-archetype exudes purity and humility. With infinite compassion, the Angel brings joy and laughter while providing aid and comfort. As the name implies, the Angel can help guide others to change their lives for the better — including facilitating spiritual connection and miracles. For the Angel, the challenge lies in having an unrealistic outlook — ignoring anything negative to focus only on the positive. Real-world Example of the Caregiver Brand: The Salvation Army The highest level of the Caregiver archetype is the altruist, focusing on serving the needs of the world at large. At this level, the Salvation Army serves as a fitting example of the Caregiver archetype. For years, The Salvation Army has been ranked among the most trusted nonprofit organizations in America. With a tagline of “Doing the Best”, they have strongly branded themselves while providing social services to those in need for over a century. They post their brand strategy online, which includes their Brand Personality: “Passionate. Compassionate. Brave. Uplifting. Trustworthy.” and their Brand Positioning: “To those who want to positively affect their world, The Salvation Army is the charity that maximizes contributions.” Whenever you hear the sound of a ringing bell during Christmastime, there’s a good chance one of The Salvation Army’s red kettles is nearby to collect shoppers’ loose change. The red kettle is an integral part of The Salvation Army brand. One of their seasonal marketing pushes is “Red Kettle Reason” which is a campaign run during the holiday season to encourage giving to their organization. Celebrity personality Nick Cannon is highlighted in a commercial from their 2015 campaign, in which he recounts his own childhood experience of being helped by The Salvation Army while espousing the shared values of faith and the responsibility of caring for others. Not as recent, but still relevant is a commercial for a local Salvation Army Store, with a compelling call for you to help in their mission by donating what you can. The global reach of The Salvation Army cannot be denied, as we see in this promo video a call for ministry participants during the 2016 Summer Olympics in Brazil to help with programs that will assist children and the poor. Do you notice in all of these videos that children appear somewhere? With this, the brand manages to speak to the most primal instinct we all have, to protect and care for our kids, level 1 of the archetype, even while communicating on higher levels about helping society at large. The Salvation Army as Hero? With the Salvation Army also providing disaster relief and humanitarian aid, you’d be forgiven for thinking the brand could be a Hero archetype (as is another organization that occupies a similar space, the Red Cross). Indeed, these two archetypes are similar in that they help others in need, and The Salvation Army may feel heroic to those who are on the receiving end of their help. However, the motivations of the Caregiver and the Hero are different. The Caregiver is driven by the desire to meet the needs of others, a social motivation. The Hero is driven by the need to prove worth through courageous action, a self-driven motivation. The Christian foundation of faith and sacrifice is possibly what ties The Salvation Army and the Caregiver together so strongly. The Caregiver’s motto to “love your neighbor as yourself” is decidedly Christian, coming straight from the Bible, and aligns with The Salvation Army’s stated goal to “support everyone in need in His name without discrimination.” While the Red Cross and The Salvation Army occupy much the same space and provide similar services, it is their demonstrated brand positioning, culture, and values that set them apart from each other. The Caregiver Consumer Caregiver consumers are constantly trying to achieve balance in caring for others (kids, aging parents, and the world at large) versus themselves, so brands that can speak to this struggle will resonate with those individuals. Following, the Caregiver consumer also likes to be recognized occasionally for their service, as it is a task that is often unappreciated or goes under the radar. The Caregiver consumer isn’t easily fooled by everything it hears; it looks for brands that show they care instead of those that say they do. For brands looking to target the Caregiver consumer, it is imperative that the brands show authentic action and walk the walk. Is Your Brand a Caregiver? Ask yourself: Do you place a high value on serving or protecting others? Is your goal to help people care for other people, pets, society, or the world at large with sacrificial devotion? If you answered yes, it is very likely your brand is a Caregiver. To have the biggest impact, you should do all you can to communicate these values clearly and consistently, including in your marketing. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.

​What is truth? A perfectionist by nature, the Sage won’t settle for ambiguity and is on a mission to analyze everything to find the right answer and share it with others. News outlets, museums, and universities fall under the Sage archetype. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The SAGE PROMISE: The truth will set you free. CORE DESIRE: The discovery of truth GOAL: To use intelligence to understand the world FEAR: Being duped; ignorance STRATEGY: Seek out information; understand processes GIFT: Wisdom MOTIVATION: Independence and fulfillment All About the Sage The Sage believes the path to happiness is paved with knowledge and that by seeking out the truth and sharing it with others, we can make the world a better place. Shunning ambiguity, misinformation, misleading claims, and ignorance, whether in itself or in others. Sage brands generally have high levels of consciousness and intelligence. Snags occur when the Sage becomes too focused on the dogma of objective truth and loses touch with social graces. (You Sherlock Holmes and House fans out there know what I’m talking about.) There is a neverending quest for absolute answers that could also result in an acute case of “analysis paralysis” and prevent the Sage from ever taking action. The Sage Brand in Action Typically touted as “experts,” these brands act as sources of guidance to help consumers feel more informed to make better decisions. Well-known brands such as Oprah Winfrey, Harvard University, Mayo Clinic, The New York Times, and CNN all position themselves as beacons, shining the light of truth in a dark world. The Sage brand is a natural fit for any company that places emphasis on research and development, the acquisition of knowledge, or disseminating information. Examples include institutions of higher education, news sources, research firms, museums, bookstores, and libraries. Brands that identify with the Sage often use polished and dignified marketing materials and don’t try to impress consumers with superficial fluff or gimmicks. Sage brands tend to gravitate to a palette of neutral or subdued colors such as gray, navy, or white for their marketing designs and logos. Accordingly, some Sage brands produce marketing materials that veer from the status quo in an effort to make people see things in a different way. Adhering always to their quest for knowledge, Sage brands refuse to water down their marketing, as that would be an insult to the intelligence of their customers. The focus instead is on knowledge and sometimes exclusivity. (Think Ivy League colleges). Culture within Sage brands is often focused on analysis, learning, research, and planning. These brands encourage freedom of thought and individuality amongst their employees so they can develop the most valuable company asset – expertise. The Different Levels of the Sage Archetype Each archetype has levels, with the lower levels being less advanced, while higher levels are more evolved or developed. Level 1: Conducting a search for absolute truth by looking to experts to provide answers and objectivity. Level 2: Aim to become an expert through critical thinking and analysis. Level 3: Achieving expert status through wisdom and a high level of confidence in one’s area of expertise. All in the Family There are different aspects of the Sage archetype that can emerge, based on the strength of various attributes. The book Archetypes in Branding breaks the Sage (including the primary Sage) into a total of five to complete the family. Brand Archetypes — Meet the Sage Motivated by a desire to seek the truth, Sage values knowledge and learning. With an independent streak a mile wide and a healthy dose of skepticism, the Sage prefers to make rational decisions based on research. Challenges arrive in the form of arrogance and a rigid reliance on dogma. Others dread the classic “know-it-all” attitude and accompanying air of righteousness. ​Mentor The Mentors very existence is devoted to sharing wisdom for the benefit and support of others. The ability to remain objective and be a good judge of character serves the Mentor well and ups the level of trustworthiness. Everything the Mentor does is based on a desire to make sure the right outcomes are reached. Mentors need to be careful about dispensing all that info because a “helping hand” can easily morph into “an iron fist” if no one’s watching. Detective Like all great sleuths, the Detective diligently searches to uncover what is hidden. A Detective possesses a fondness for puzzles and has a keen eye for empirical evidence, but is also deeply intuitive and relies on instinct. Even if the Detective doesn’t want to admit it, the search for truth can be a selfish pursuit rather than for the benefit of others and the Detective may land in hot water if the search for truth turns into snooping. Shaman Spiritual in nature, although not necessarily tied to religion, the Shaman has a mystical power to see and tell the truth, particularly from a “higher consciousness” or alternative perspective. (Deepak Chopra is a good example of a Sage brand that would fall into this sub-archetype.) Dangers abound if the Shaman develops a false sense of power, as that could lead to bogus claims and manipulation. Translator As a superb communicator, the Translator taps into universal truths by interpreting the meaning and connecting patterns. An intelligent messenger, the Translator is attracted to communication and language. Before sharing those divine truths with the world, the Translator would be well served to remember the old saying “Haste makes waste” whenever the urge to make premature conclusions strikes. Real-world Example of Sage Brands TED Technology, Entertainment, and Design (TED), is a nonprofit organization known mostly for its informational TED Talks on every subject imaginable. TED’s mission is to build “a clearinghouse of free knowledge from the world’s most inspired thinkers” and they believe in the power of ideas to change the world. Oprah Winfrey The Oprah brand positions itself as a source of information and enlightenment. Millions of people turn to her as a source of guidance and truth and accept her word as gospel. Evidence of the Oprah brand as a strong Mentor is everywhere: The Oprah Winfrey Show, the O, Oprah Magazine, a book club, and even her own television network. Oprah’s brand pulls double duty as a Mentor (a trusted source of empowering support) and as a Shaman (since many of her topics focus on spirituality). The Sage Consumer Sage consumers are a tough bunch. They don’t succumb easily to the “herd mentality” because they recognize the value of independent thought. But if your brand identifies with the Sage archetype, you will be among like-minded folks when reaching out to your customers. Consumers enjoy learning for learning’s sake and for the pure joy of adding new knowledge to their memory banks. Brands that are transparent will go a long way with The Sage consumer. They will not engage or be suspicious of brands that act like they have something to hide. They revel in hard data and brands that can give them a limitless supply will earn their trust. When approaching Sage consumers, don’t engage in high-pressure sales and marketing tactics. Instead, give them the information they need to make an informed decision. Since intelligence is the trait they prize above all else, it’s no surprise that Sage consumers aren’t afraid of products with a challenging learning curve. Talking down to your audience or coming on too hard are sure ways to turn off a Sage consumer. Is Your Brand a Sage? While most companies will perform some type of research and development, and hopefully don’t consciously strive to misinform, there are some brands for which knowledge and truth are top priorities, no exceptions. If your company’s mission is to seek the truth and provide expertise or information with others, or if you place value on knowledge, your brand is the Sage archetype. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.

Everybody has a wild side, and The Outlaw Brand Archetype appeals to this inner yearning for revolt through nonconformity. The Outlaw disregards social conventions and pursues destruction if only to restore society to its ideal state. Happy Revolution Day America!​ The OUTLAW​ PROMISE: Rules were made to be broken. CORE DESIRE: Revolution GOAL: To destroy what is not working FEAR: Being powerless STRATEGY: Disrupt, destroy, or shock GIFT: Radical freedom MOTIVATION: Mastery The Complete Outlaw The Outlaw, who by nature is a disruptive force, seeks to upend the status quo, whether for one’s own benefit or the benefit of others. The Outlaw, who represents the archetype’s darker side, becomes enraged when they are personally offended. Since fear is viewed as a strength, it doesn’t mind being feared by others. Extremist organizations are frequently used as examples of The Outlaw Brand Archetype. Positively, the Outlaw disturbs others’ comfort with the current quo in an effort to spur change. For instance, many civil rights advocates participated in nonviolent protests while yet embodying the Outlaw character. Using the Outlaw Brand The Outlaw is a countercultural force that has the power to break down social taboos (rock ‘n’ roll, drugs, and sex, anyone?) by appealing to the dark side of human nature. Any company that aims to free itself (or others) from oppression and escape the current dominant culture qualifies as an outlaw. Look at Robin Hood, Malcolm X, Harley-Davidson, MTV, Howard Stern, and Miley Cyrus as instances of the Outlaw archetype. The Outlaw Archetype’s Various Levels Outlaw brands have the power to overthrow tyrannical governments or perpetuate morally dubious beliefs. These firms rely on advertising that highlights taking chances and deviating from the boring status quo. This can be done by using imagery that is either bold and revolutionary or dark and destructive. Whether extreme or just a funny or surprising joke, there is frequently some element of shock value. Brands that advertise generally “regular” or “healthy” goods or services frequently include playful references to the Outlaw, implying that their product or service is suited when consumers want to feel slightly terrible or out of the ordinary. Because employees of Outlaw businesses frequently identify as Outlaws and exhibit their passion in all aspects of their work, the organizational culture of these companies is frequently highly revolutionary in and of itself. Level 1: Recognizing oneself as an outcast and distancing oneself from mainstream culture. Level 2: Using frightening or disruptive behavior. Level 3: Revolutionary status. The Rebel ​The Rebel is a risk-taker who disregards the rules. The Rebel pushes the boundaries to bring about societal change, a new viewpoint, or a reawakening because they are tired of tradition. The Rebel must watch out not to cross too many lines in its pursuit of reform since it has the capacity to be motivated by resentment and bitterness. To drastically alter some economic, political, or social structure, the activist campaigns for a cause. This sub-archetype gathers support for its cause by believing in the ability of individuals to bring about change. Activist To drastically alter some economic, political, or social structure, the activist campaigns for a cause. This sub-archetype gathers support for its cause by believing in the ability of individuals to bring about change. Gambler ​The Gambler enjoys taking chances. There are no restrictions on the amount of money the gambler would wager, which can cause addiction and compulsion. However, this sub-archetype is sociable and has sound judgment. Maverick Any type of classification or restriction is rejected by the free-thinking Maverick. The Maverick demonstrates intelligence, assertiveness, and fearlessness while going against the grain and has an independent streak a mile wide.​ Examples of Outlaw Brands in the Real World Harley-Davidson A classic example of a mainstream Outlaw brand is Harley-Davidson. For motorcycle enthusiasts, Harley-Davidson stands for liberation from strict social norms. “A lot is expected from you, to be certain things for a lot of people all day long,” as one devoted rider put it. And if you don’t keep an eye out, you might not be aware of your true identity. When riding a Harley, none of that is an issue for you. You and your friend are present. ​PayPal PayPal positions itself as the “new money in town” in a very strong Outlaw manner, despite the fact that some could say there are more innovative forms of commerce available today (such as Bitcoin or near-field communication via Apple Pay or Samsung Pay). The Outlaw Consumer The consumer of The Outlaw may feel like a byproduct of the dominant culture. Alienation is a catalyst that can bring on rage. Outlaw customers enjoy risky activities and may even engage in destructive behavior for the sake of feeling “bad.” When they feel particularly alienated, young people who are trying to “discover themselves” frequently push past The Explorer tendency and move straight on to Outlaw status. Consumers in the underworld are drawn to things that are risqué, provocative, or controversial. They have a burning need to be free. Surprisingly, though, well-adjusted, law-abiding members of society who occasionally feel the urge to vent off some steam may also be among the fringe Outlaw buyers. Brands that want to connect with Outlaw consumers must determine their level of extremism and take appropriate action. Mass communication is the most effective technique to get in touch with peripheral Outlaws. They do have a lower threshold for shock value but be advised. Due to the risk of offending consumers, brands with a larger emphasis on revolution tend to steer clear of the mainstream and must instead connect with customers through niche special interest groups and online hubs. Are You an Outlaw Brand? Outlaw brands frequently tread a narrow line since they may occasionally be seen as insulting. Look at the goods or services you provide. Do they alter the social or economic norms in your field? How big is your clientele? #12brandarchetypes #brandarchetypes #TheOutlaw

People want to feel special and Lover brands exist to meet this need. In this journey we call life, what’s love got to do with it? Everything. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The LOVER PROMISE: Love makes the world go ’round. CORE DESIRE: To attain intimacy GOAL: Being in a relationship with things they love FEAR: Being alone or unwanted STRATEGY: Become attractive to others GIFT: Appreciation and passion MOTIVATION: Belonging and connection All About the Lover Don’t be misled by the name; it’s not only romance. The Lover Archetype encapsulates all types of love — parental, familial, friendships, spiritual, and romantic. The Lover wants to have close relationships, achieve intimacy, feel special, and make others feel special, too. They are passionate and unashamed in fostering relationships and expressing appreciation. There is also a sensual aspect that the Lover archetype represents. Anything that pleasures the senses – beautiful things, enticing smells, indulgent foods – gives joy and delight to the Lover. We see this archetype expressed all the time, from Hallmark to Victoria’s Secret. Other examples are Beyoncé, Chanel, Godiva, SendOutCards, and eHarmony. The Lover Brand in Action The Lover archetype can show up in many industries but is naturally seen in cosmetics, jewelry, fashion, and food. Wine and gourmet chocolate? Check. Spa treatments and beauty secrets? Check. Gifts just because? Check. With offerings like these, Lover brands help consumers to: Find love or friendships Show appreciation to others Become more attractive to others Pleasure their senses Marketing for lover brands can run the gamut, depending on the type of love they represent. Colors Deep jewel tones or fiery red are often used, or they may be softer more romantic tones. Elegant script typefaces or handwritten fonts can make an appearance. It may be friendly or could be edgy and erotic (of course sex sells — you got that memo, right?). In all cases, Lover marketing focuses on the consumer, making them feel special, and always has a strong emotional appeal. For Lover brands, customer appreciation is a way of life and is likely a big part of their business plan. Staying in good relationships with those they serve and providing customer service keeps the customer madly in love with them. (Cue heart eyes emoji here.) Organizationally, the Lover brand is intimate and elegant. It values partnerships and is collaborative and team-oriented, to the point of decision-making by consensus. Employees tend to be passionate about the vision and values, and the quality of relationships throughout the organization is high. The passion of the Lover archetype is an asset. But it works both ways. On the negative side, passion can become jealousy, or in the case of brands, competitiveness that can take over if not careful. Pricing for Lover brand offerings falls in the mid to high range. The Different Levels of the Lover Archetype Each archetype can be experienced or expressed at different levels. The lower levels are less mature while higher levels are more developed. Level 1: Is pretty surface-level, in terms of intimacy. This is where we find the pure pleasure-seekers — the casual fling or one-dimensional friendships. Connections may be established and are likely even passionate, but they are not truly intimate or personal. Level 2: Is all about forming deeper attachments and establishing commitments with who and what we love. We start to find fulfillment in these relationships. Level 3: Brings us to spiritual love. With a sense of wholeness and connection to others, it is a love that extends to humanity as a whole. Those who are familiar with the love of Christ can understand that as the ultimate expression, truly filling the deepest voids we have for love. All in the Family There are different aspects of the Lover archetype that can emerge, based on the strength of various attributes. The book Archetypes in Branding breaks these nuances down into sub-archetypes (including the primary Lover) for a total of five in the family. Lover Faithful and passionate, the Lover is all about intimacy and togetherness. Don’t think it stops at kisses and roses, however. The Lover’s DNA pushes beyond romantic feeling to a state of being. The Lover appreciates beauty in various forms and values collaboration. The challenge facing the Lover is letting a fear of being alone, disconnected, or ultimately, unloved, overtake them. ​Romantic Like The Commodores, the sensual Romantic just wants to be close to you. Charming and charismatic, optimistic and sociable, the Romantic can be intense emotionally. This sub-archetype may profess “you complete me”, due to a strong belief in the power of oneness that stems from a shared love. The Romantic can stumble over its own optimism, however. The challenge is in removing the rose-colored glasses and not get caught up in the chase. Companion The Companion is loyal and trustworthy and is the comrade and confidante we turn to when we need a helping hand or a patient ear. This sub-archetype holds a deep respect for a person’s inherent value and values relationship. The Companion may be devoted to a fault — potentially leading to loss of self and a rise of dependency. Hedonist The Hedonist is the erotic and sensual sub-archetype. Living in the moment, and living for pleasure, the Hedonist seeks out the exciting things in life to indulge in. The Hedonist must be careful of indulging too much. This sub-archetype may also show disregard for others in pursuit of pleasure. ​Matchmaker The power of human connection and relationship dynamics are well understood by the Matchmaker, and this sub-archetype acts as a facilitator to draw people together. The Matchmaker uses strategy and intuition to spot patterns that can facilitate connections. The Matchmaker’s challenge is in allowing intuition to remain the guide when tempted to let judgment and personal agenda take over. Examples of Lover Brands Hallmark is a perfect example of a Lover brand. Hallmark facilitates connection for every relationship in your life, romantic or familial. From National Boss Day to National Nurses Day, you turn to Hallmark whenever you want to show someone you are thinking of and appreciate them. Hallmark leads to closeness. Christian Dior has known the world over for haute couture fashion, fragrance, and beauty products. Dior as a brand promises to make you beautiful and more desirable. The sensuality in the following Dior fragrance commercial blatantly speaks to the lower levels of the Lover archetype. Do you adore Dior? And really, what better example of unconditional love than that of our furry family members? Pet brands often heavily pull on the Lover archetype. Aren’t pets the perfect companion? The Mayhew Animal Home, an animal shelter in London, did a great job of showing how it feels to come home to ‘the one’ after a long hard day in a seemingly cruel and uncaring world. Cesar, a dog food brand, featured a touching relationship between a man and his dog. What the following commercial does so successfully highlights a companionship dynamic as opposed to a caregiver dynamic. Instead of just a man and his dog, this becomes a relationship between two equals. Each one loves and is loved in return. The Lover Consumer The Lover consumer is driven to connect with others. In the Western world, we live in a society that has become more and more individualistic. As a result, the void for true meaningful relationships keeps getting bigger and bigger. The Lover consumer will look to fill this void in a myriad of ways — from seeking out like-minded people to bond with to creating the best version of themselves to attract others to them. Lover consumers want to feel special. They want brands that love them and that they can love back. If their needs aren’t met, brands risk losing them to a competitor that can make them feel special again. Is Your Brand a Lover? Are you passionate about people? Do you dote on your customers, knowing you are nothing without them? Do you help people find or deepen relationships or offer products that make them feel more attractive? Even if you don’t see your brand as romantic or sensual, if intimacy is the core tenet of your existence, you are likely a Lover brand. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.

Imagine where we would be if there were no structure or order in our life. Despite the ease with which authority, control, and power can be abused, chaos nevertheless needs to be controlled. The brands that deserve the title of Ruler are those that can give the globe the safety and stability we all long for. PROMISE: Power is what moves the world ESSENTIAL DESIRE: Control GOAL: To foster growth and prosperity FEAR: Disorder; overthrow Exert strong leadership GIFT: Accountability and initiative MOTIVATION: Consistency All About the Ruler Attempting to control chaos in order to avoid it. The Ruler works to get (and maintain) authority because they want to feel comfortable and secure. Attracted to things that are robust, ageless, and of the highest quality. He loves rules and regulations. This archetype wants to assist others in achieving success and security since it sees itself as a role model for others to follow. Rulers follow the rules and conduct “correctly,” as the name suggests, and they also want others to do the same. Consider the extreme of a watchful mother rearing a responsible child. A brutal dictator at the other end is vying for control of the world’s nations. There is a vast spectrum that expresses the archetype between the two extremes. For example, the Ruler archetypes around us, we can look at Donald Trump, Verizon, Microsoft, Rolls Royce, Rolex, and Hugo Boss. Using the Ruler Brand Clearly, visible ruler branding can be seen in sectors like security, technology, banking, and government. They are suitable for any company that provides high-end goods or services. Marketing strategies they employ will appeal to consumers’ desires to be significant, powerful, and prosperous. Imagination is frequently formal, statuesque, regal, or refined. Costs range from moderate to expensive. Within Ruler brands, there is a hierarchical organizational structure as would be expected, and positions are clearly defined. These organizations have a tendency to be extremely stable, functioning, and ordered, but they frequently lack the ability to respond quickly or change since decisions must follow a chain of command. Ruler brands frequently expand through acquisitions, absorbing their rivals and the underdogs. The Ruler Archetype’s Various Levels Level 1: Taking ownership of one’s life is level. Level 2: Serving as an organization’s or family’s leader. Level 3: Ascending the ranks of leadership within the community or in the government. The Whole Family One of five connected sub-archetypes described in the book Archetypes in Branding, The Rulers archetype is based on the relative strength of numerous traits, and the many elements of the Ruler archetype emerge. Ruler ​​Rulers have a strong sense of self-assurance and a natural drive to lead. They must feel in charge and competent due to their shown knowledge or skill. This sub-archetype aims to produce harmonious and effective surroundings. Its vulnerability stems from a desire to maintain control; as a result, it may overcompensate by becoming too authoritarian. Sovereign A Sovereign exudes a sense of power and authority. The Sovereign maintains tradition while maintaining control and propriety in public. The Sovereign carries a great lot of responsibility and tries to behave accordingly, despite the fact that they can sometimes fall into the trap of entitlement. Judge Judge challenges wrongs that need to be righted by using judgment and knowledge, giving society order. Ambassador ​The Ambassador sub-archetype acts as a mediator to settle conflicts. The ambassador uses cunning moves to restore harmony in troubled relationships or difficult topics. This sub-archetype faces difficulties because of the potential for abuse of its power. Patriarch ​As the head of the household, the Patriarch upholds law and order and offers safety. This sub-archetype provides for those beneath it with courage and leadership, creating a sense of security. However, the Patriarch must exercise caution to avoid adopting an autocratic management style. The Ruler Consumer Frequent concerns about their reputation, position, or prestige. They are drawn to Ruler brands because they want those brands’ potent perceptions to affect how other people view them. Natural leaders and Ruler customers frequently have a vast list of accomplishments to their credit and are great achievers. They are therefore burdened with a great deal of responsibility and dislike following commands from others. Consumers of Ruler are frequently extremely patriotic and deeply appreciative of their nation’s laws, customs, and history. People of the Ruler Archetype have a more basic sense that they should be catered to by society. No standing in line, no being treated second-class, and no asking again. Those who don’t want special treatment will at least be appreciative at the higher level. Brand Examples Verizon Verizon firmly believes they are the “only number one,” as the saying goes. No matter where you are in the country, their assertion that they are better than everyone else is regularly supported by a number of sources and independent research. Keep in mind that, especially in light of current headlines, the vulnerability of being a Ruler is the propensity to be overbearing. Verizon’s Ruler’s propensity to ignore or mistreat employees is alarming for a firm that makes billions of dollars. Microsoft Because of its widespread recognition and pervasiveness in our lives, Microsoft is generally regarded as a vital and reliable brand with wide appeal. However, throughout the years, Microsoft has been the target of numerous antitrust cases due to its quick ascent to supremacy. Even though the corporation is now acting more cautiously, it finds it difficult to overcome the negative perceptions that were fostered by its misuse of the Ruler archetype. Thankfully, they are no longer seen as the “schoolyard bully” but rather more as the “class president,” although not everyone is convinced that they aren’t still striving to maintain their monopoly. Royce Rolls This Rolls-Royce commercial combines luxury and power with a passionate rendition of Everybody Wants to Rule the World. Hugo Boss The name speaks for itself. In this ad for men’s cologne, Hugo Boss, a retailer that specializes in designer apparel and fragrances, employs strong expressions like “go all the way,” “remain noble,” and “man of success.” (Gerard Butler’s seductive Scottish brogue helps, too!) Are You Have a Ruler Brand? Does your brand market high-end goods? or those that guarantee security and safety? Are you the industry leader? Or is your long-term strategy to take control of the market? Do you favor a highly organized workplace? Do you have a regulatory role in your town or industry? Any of these yes/no responses can turn you into a Ruler brand. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.