Drop the Win-Lose Mentality

September 27th, 2016

brain-gearsDo you know someone that has a win-lose mentality? Or perhaps you have this belief? You believe that if someone else is successful or doing the same thing that you want to, then there would be less opportunity for you. Winning at all costs is the mantra, and if you don’t see the opportunity to win, then you don’t even try.

Well, a belief like this is not conducive to a long lasting successful business.

We receive emails and phone calls from newbie online sellers that can’t see the light at the end of the tunnel. They feel that they can’t compete with big online stores, or other sellers in the marketplace selling the same or similar products. So they give up, without even trying! They give up on their dreams of becoming a successful entrepreneur. Well, sorry to say, but it must not have been that big of a dream to give up on it so easily!

Everyone is unique. Everyone is their own person. We each have our own personality, feelings, beliefs and a unique perspective on life. Some are more creative than others, some are more humorous than others, some are more intelligent than others. But our own individual personalities, likes and dislikes do bleed into one another and cross over to appeal to others. Yes, you are unique, but there are thousands of others that touch on your personality and will hold similar beliefs and outlooks on life. We like the same things, if there weren’t those similarities, then every retailer would struggle selling products.

So what do you do? Find creative solutions to the problems.

If the problem is that you are trying to compete with other retailers, then do something that they aren’t doing. Advertise in a different way, use a unique set of keywords, be more relatable to your audience, to just name a few.

I did a blog series about competing with big online retailers. This 8 part blog series holds a wealth of information about competing with other retailers. Not just big online retailers, but all competitiors.

Here are the links:
Know Your Customers
Go Niche!
Great Content
Talk it Up!
Loyalty Programs
Better Website
Customer Support
Manage Costs

Once you drop the win-lose mentality and actually try, you will find that you can be successful with selling online. It does take trial and error and a lot of patience and attention, just like any growing business. But as long as you don’t give up, you can be successful too! Just remember, big businesses started where you are, with an idea. Stay focused, keep trying and keep your head in the game.

Selling Online and Social Media

September 20th, 2016

social networkThere is more to selling online that just the buying and selling of products. You have to stand out from the crowd, and Social Media gives you the outlet to have your unique voice.

Just like how selling online is more than what I said above, Social Media is more than just posting a comment or a note on Twitter or Facebook.

Social Media is a marketing tool for your business. You can use social media channels to sell your products and get the word out about your business.

Here are some ways that you can use Social Media for your online business:

  1. Targeting Customers
    Instead of using paid ads in the search engines, only to convert a handful of customers, you can use Social Media to find customers with the same likes as to what you are offering. Social Media sites have very targeted options when using their advertising and the cost is usually less than what you would pay for the search engines. You can then engage those customers through your social media posts. You can also find groups online that like the things you are offering and can join those groups to promote your company if you can offer advice or information other than just blatantly promoting your business.
  2. Engaging Customers
    Replying to your customers or potential customers questions is super easy when they reach out to you on the social sites. Plus if they do it via post, you can answer other customers questions at the same time when you publicly post these questions and answers. That one-on-one interaction will build better customer relationships.
  3. Get Your Employees or Family & Friends to Help
    When your employees or family and friends re-tweet or re-share something you have posted for your business, you organically reach more customers and immediately get a bigger reach and pool of customers that get to know your business.
  4. Get Silly!
    Have you seen many of the latest TV ads or big brand social shares? So many of them are just plain silly and humorous and that’s because Millennials are the ones that engage with social media the most.  You can share funny pictures, videos and jokes. But of course make sure that these are all in good taste and are actually tied to your business!

Now don’t forget that there are most social media sites than just Twitter or Facebook. There is also; YouTube, Pinterest, Instagram, Google+, LinkedIn, Digg, Tumblr, Blogs, Forums and many more. While growing your following should not be the sole focus of your social media strategy, it still pays to have as many followers as possible on a social media platform like Instagram. You can even Buy Instagram followers with Upleap to boost the credibility of your brand on Instagram. Just remember to find the right outlets for your business and concentrate on those.

August 2016 – Wholesale Products Added

September 1st, 2016

keep calm with worldwidebrands.comJust a quick note to let you know what we added to the Worldwide Brands Directory of Certified Wholesalers for the month of August 2016!

We added suppliers, that together, offer a total SKU count of over 1 MILLION SKUS! Yes, you read that right!

The newly added suppliers offer:

Wholesale Supplements
Wholesale Jewelry
Wholesale Books
Wholesale Swarovski Crystal Gifts
Wholesale Auto Parts
Wholesale Women’s Clothing
Wholesale Workout Clothing
Wholesale Men’s Clothing
Wholesale Cutting Boards
Wholesale Fashion Accessories
Wholesale Blue Jeans
Wholesale Notebooks
Wholesale Watches
Wholesale Silk Scarves
Wholesale Maternity Clothing
Wholesale Mattresses
Wholesale Body Jewelry
Wholesale Small Appliances
Wholesale Patio Furniture
Wholesale Haircare
Wholesale Bed Frames
Wholesale Animal Repellents
Wholesale Soldering Equipment
Wholesale Knives
Wholesale Personalized Jewelry
Wholesale Women’s Shoes

Our members at WorldwideBrands.com, can setup notifications when we add new suppliers to categories that interest you. So take a look in your My Account area to set those up and then every time you login, you can see the newly added suppliers assigned to that category on the right side of the Directory.

If you are not a member yet, check us out today!

July 2016 – Wholesale Products Added

August 1st, 2016

newdirectory_monitorJust a quick note to let you know what we added to the Worldwide Brands Directory of Certified Wholesalers for the month of July 2016!

We added suppliers, that together, offer a total SKU count of over 10,000 SKUS!

The newly added suppliers offer:
Wholesale Cleaners
Wholesale Skin Care Products
Wholesale Hair Extensions
Wholesale Electronics Cables
Wholesale Supplements
Wholesale Lighters
Wholesale Self-Help Guides
Wholesale Sexual Health Products and sex pills
Wholesale Wallets
Wholesale Mirrors
Wholesale Body Care Products
Wholesale Smoke Shop Products
Wholesale Aprons
Wholesale Jewelry
Wholesale Pest Control Products
Wholesale Hair Care Products
Wholesale Yoga Clothing
Wholesale Men’s Skin Care
Wholesale Barware
Wholesale Baby Teething Products
Wholesale Flower Girl Dresses
Wholesale Backpacks
Wholesale Handcrafted Gifts
Wholesale Home Furnishings
Wholesale Women’s Clothing
Wholesale Leather Handbags
…and more!

Our members at WorldwideBrands.com, can setup notifications when we add new suppliers to categories that interest you. So take a look in your My Account area to set those up and then every time you login, you can see the newly added suppliers assigned to that category on the right side of the Directory.

Avoid These Top Business Writing Mistakes

August 1st, 2016

Realistic vector magnifying glassWith more and more of us writing instead of talking, it pays off to write well and to write fast. But writing fast, can also cause common mistakes that can hurt your business instead of help it.

Yes, I tend to write fast some days too! I fly through a blog post or an email without carefully considering my grammar or to make sure I’m not rambling or repeating myself. It doesn’t mean that I don’t care, I just have a lot going on.

As a Home Business Owner, I know that you have a lot on your plate too.  But if you take your time instead of rushing, you will make your point come across the way you want it to and help your business.

Here are some common mistakes that most business owners make when writing a blog post, an email, or writing for social marketing:

  1. Think first… then write!
    Writing is more than just putting words to paper or typing it on your screen. Consider what it is that you want to convey, think about your audience, brainstorm a few ideas and carefully compose your messages.
  2. Not knowing your audience and writing for yourself.
    You have to write for your audience, not for yourself. If you angle everything you write from your own point of view, it can turn your audience off because they cannot relate to it or they simply do not care. Avoid the mistake of repeating OUR or MY or I, but instead say WE and YOU. For example, say I was selling Hummingbird Feeders online. Of course I want to appeal to the backyard birders and customers that love to just watch the pretty little birds fly up near their windows to eat. A mistake I could make to announce that I have feeders would be: “We have great Hummingbird Feeders for sale! Get yours today!” Yes, that’s quick and gets my point across, but it isn’t that appealing is it? Instead, write to your readers that would want to experience seeing these little cuties and write: “It’s springtime again and your local Hummingbirds are searching for flowers and Hummingbird Feeders to eat from. Watch these beauties from your own window by purchasing a Hummingbird Feeder! Click here for details!” That’s much nicer and makes the reader think, hey, I DO want to see these little guys!
  3. Not Giving a Call to Action
    Every time you write, you must write for a reason. You don’t want to leave your readers asking.. ok what do you want me to do about it?  Make it clear what you want them to do. In my example above, it’s stated: “Click here for details!” That is a call to action. It’s telling the reader to click to check it out. If that small sentence was left out of my message, it leaves the reader thinking, yes, it would be nice to feed the Hummingbirds, but where do I get one, and they would simply disregard your message.
  4. Failure to Edit
    Grammar doesn’t mean as much these days, and the world is used to seeing typos and words ‘shortcutted’ so much that sometimes they are undecipherable or you have to look them up. (I’m guilty of having to look things up or ask someone younger than me! Ha ha!) Also with the world of texting and internet slang, acronyms like LOL or BRB are highly used and of course, there are the made up words! In fact, ‘shortcutted’ is not in the standard Dictionary! But regardless of that, editing is very important. If you were writing a blog post or a newsletter, like this one, and it was full of misspelled words because I failed to use the spellchecker, or not using punctuation where needed, it simply shows that you just didn’t care and you were writing just to post something because you were on a deadline. If you are writing a long message, write it, step away from it, and then go back to it with fresh eyes. Use your built-in spellchecker or even copy everything to Microsoft Word to check for common grammatical mistakes. You will be glad that you did!

Always reexamine your writing and revise it. The time it takes to do that, may seem better spent somewhere else in your business, but your writing does convey the quality of your business and will add credibility.

June 2016 – Wholesale Products Added

July 18th, 2016

newdirectory_monitorThe month of June was another great month here at WorldwideBrands.com! We added wholesale suppliers to our Directory of Certified Wholesalers that together offer more than 150,000 SKUS!

The newly added suppliers offer;
Wholesale Furniture
Wholesale Baking Supplies
Wholesale Auto Accessories
Wholesale Lingerie
Wholesale Tailgating Games
Wholesale Skincare
Wholesale Western Handbags
Wholesale Craft Supplies
Wholesale Women’s Clothing
Wholesale Vaping Devices
Wholesale Smart Watches
Wholesale Anime Products
Wholesale Electronic Cigarettes
Wholesale Hand Tools
Wholesale Power Tools
Wholesale Graphic T-Shirts
Wholesale Jewelry
Wholesale Baby & Children’s Clothing
…and more!

Our members at WorldwideBrands.com, can setup notifications when we add new suppliers to categories that interest you. So take a look in your My Account area to set those up and then every time you login, you can see the newly added suppliers assigned to that category on the right side of the Directory.

Just Because Someone Else is Selling It, Doesn’t Mean You Can!

July 8th, 2016

storeshelvesWe get a lot of product requests here at WorldwideBrands.com, where our members are asking for brands and products that our Directory currently doesn’t offer. We love these requests, because we base most of our supplier research on our member submissions.

However, from time to time we get messages like; “I’m trying to find XXXX to sell. YourB1gBoxStore.com is selling it, and I want to sell it too!”

Well, sorry to say, but just because YourB1gBoxStore is selling it, doesn’t mean you can too!

Many brands place restrictions on their products and one of the main reasons is to deter against counterfeit products. So many brands will only allow certain retailers to sell certain products, or they set their minimums so high and require you to stock your own inventory that many small business retailers cannot meet those requirements. This keeps products from being oversaturated and helps keep the number of retailers down so that the brand companies can track for counterfeits or fake/fraud retailers.

Even though we keep in contact with these companies to check if their wholesale policies change, after over a decade they haven’t changed, so why should these brand companies stop doing what is already working for them?

So, as a result, we only list companies that offer products to online retailers and that meet our requirements for inclusion in our Directory of Certified Wholesalers.

Our daily job is finding companies that will work with online retailers, will dropship or that keep their minimums low enough that small business owners can purchase inventory without too much overhead cost.

So if a company doesn’t allow just anyone to resell their products, we can’t list them in our Directory. If a company has minimum orders in the thousands, we cannot list them in our Directory. If a company will only work with brick and mortar stores, we cannot list them. So yes, we face challenges as well as our members!

What do you do if you had your heart set on selling a brand that doesn’t want to work with you? Chose other products to sell! With over 8000 wholesale suppliers in our Directory that represent more than 15 million product types and almost 30,000 brands, there are many suppliers that you can work with to resell their products.

It’s perfectly OK to sell products that don’t have massive brand appeal. Consider this, if the product wasn’t selling, why does the manufacturer continue to make it? Manufacturers wouldn’t continue paying all the expenses to make a product if it wasn’t moving off the shelves. That’s not good business sense.

The last time you shopped in a brick and mortar retail store or online, how many of those products were large well-known brands? More often than not, they are lesser known brands or brands that you have never even heard of before.

It’s extremely important to perform market research on what to sell and be open to selling brands that are not large well-known brand names and to create niche sites so that you can easily SEO your site and advertise for it without paying enormous ad fees.

You can bet that big retailers perform market research all the time before offering a product on their shelves. They don’t want to commit to purchasing thousands of dollars in inventory if the product won’t sell and is taking up valuable shelf space. You are no different in this. Just because you sell online versus a brick and mortar store, the basics of selling products is still the same, regardless of WHERE you are selling it.

Market research, research and research! Find holes and fill them!

Online Entrepreneurs Wear Many Hats…

April 5th, 2016

stackofhatsJust because you wear many hats as a small business owner and an online entrepreneur, doesn’t mean they all wear well and fit right!

You may have figured out how to create a logo, or how to setup your blog or newsletter for your online business, but that doesn’t mean that you are really good at it! Inferior quality of design or content on your website is a sales killer. If your site looks poorly put together, who is going to buy from you?

If a job function for your business takes an enormous amount of your time that could be better spent somewhere else, hire a professional. They will be able to do the work in a much, much shorter time than you can and it would look…hey guess what? Professional! Sure, you can keep practicing in your spare time, but who has spare time when you are juggling so many job functions?

So be completely honest with yourself here..what are you doing poorly that you could use some professional assistance to help grow your business, rather than spend your time trying to do it all yourself? Or what areas of your business are you stumbling around on trying to figure it out?

Here are some top pain points for many online entrepreneurs for you to consider hiring a pro;

1. Design
This is a very critical area. Not everyone is proficient enough to come up with great images for their website, or for that matter, good site design. Poor images and poor design will make your potential customers run, because your store will look very amateur hour and no one wants to purchase from a site that looks inferior to others online. You want to attract business, not drive it away! The last thing you want to do is allow your business to look unprofessional, so hire a professional to help you out here. If you have a store hosting company already, they generally have a great pool of designers that are aces on that particular platform to choose from to help you. Stay with that companies recommendations! Those people/companies are approved as a designer for them for a reason! Because they are GOOD at it.

2. IT (Information Technology) 
All the techie things that makes stuff work. From your computer to your website, there are many technical things required to make your online business run. Sure you can Google for help, scan through forums where the conversations turn into how much they love cats… or you can hire a tech team to help you. Why spend time learning about all the technical aspects of your business when you can hire a professional who will look after your site or who will keep your computer running smoothly? Also, keep updates in mind! Part of an IT Professional’s job is to stay on top of the latest changes to site security, payment processing changes and more. With a professional watching your back, they can make sure that all this runs seamlessly for you. Keep in mind that many hosting providers have built in help, but for extra you can get more personalized help, so if you need that extra level of security to feel warm and fuzzy and that everything is OK, then hire a pro!

3. Accounting and Taxes
With great programs like QuickBooks available, Accounting and Taxes are so much easier to manage. Sure, you can keep track of your sales and expenses via spreadsheets, but with a program like QuickBooks, it will also make tax time easier because it keeps all your info in one place, and the software even generates the details needed on the specific tax forms for you! But, just like with everything, you have to monitor it, and keep it up to date. Many stores can tap into QuickBooks to record sales automatically with an API, but your expenses need to be accounted for as well and that will you input manually. If you let these things pile up, then you will have a nightmare on your hands when you try to sort it all out. Hiring an accountant can be pricy, but if you use your accounting programs right, you can use your accountant just for tax time. Another great thing about a professional for tax time is that they can find great deductions for you!

4. Content / Writing
Just like with Design, Writing takes creativity. Not everyone is blessed enough to form coherent and engaging sentences and paragraphs about your business or about your products. If you are passionate about what you are selling, I know that you can most certainly come up with ideas for content, but putting the content together, with the right wording and the right feelings you want to express can be a challenge. Poor content will scare customers away. Content riddled with typographical errors will turn people off. Use of too many exclamation points or using the wrong word to describe something can offend people. If you get writer’s block every time you want to write a blog post, or if you want a new way to describe something, or if you want to expand your marketing to include article distribution, then hiring a professional is the right way to go.

5. Marketing
This is a scary word for most online entrepreneurs and it’s a VERY IMPORTANT part of your business. If you don’t have time to manage social posts, create social posts, check your social accounts for messages from customers,  create ads, find places to advertise, write articles, blog posts, PR and so much more, you can find a freelancer or marketing agency to help you. Or maybe just hire one to get your business off the ground and once they lay the groundwork, take it over. Some marketing groups have someone for everything in their company. One person that is a writer, another a designer, another an SEO expert, another a PPC ads expert. With just one group, you can take care of many of the aspects that your business needs.

If you’re looking for a job, it’s a great idea to learn how to become a product manager because there are businesses out there who want to sell their products at a much quicker pace and with great volume.

6. Reputable Suppliers
We have heard so many horror stories over the years about new online sellers working with fraud suppliers, middlemen or sub-par suppliers. Either scamming them out of thousands of dollars, or constantly running out of inventory, or not delivering products to your customers. If you are retailing products online, having reputable suppliers is very important. Bad suppliers = Bad customer experiences and creates so much more work for yourself, plus can leave negative marks against your business. We have been finding and qualifying suppliers for over a decade. That’s ALL that we do, so we are the professionals at it. Yes, you can find suppliers on your own, but do you know how to check if they are legitimate suppliers? Do you have the time to find them and play phone tag to see if they would even consider working with you? If you have that time, and know what you are doing, great! Then please keep at it and I hope the rest of this article was helpful to you! If not, then take our membership into consideration. One time fee -LIFETIME membership ($30.00 discount), to an always growing Directory of Wholesale Suppliers that will work with online retailers.

Keep in mind, that all of these things are very doable for one person to do. But you do want to have a life as well. You might have a family that needs you or another job. So taking that step to hire trusted professionals to help you or to at least get you started is beneficial and worth considering if you are struggling to keep up or even to get started.

Brand Archetypes -The Jester and The Sage-Part 7

March 11th, 2016

As talked about in my first blog post of this series, having a distinct identity is essential to online success. It raises your visibility and allows you to connect with your customers on a more personal emotional level. So discovering what your brand archetypes are, is central to positioning your company and products in a unique way. There are 12 of them, and we have already discussed The Innocent and The Regular Guy/GalThe Hero and the Outlaw/Rebel and The Explorer and The CreatorThe Ruler and The MagicianThe Lover and The Caregiver, and now the final two.. The Jester and The Sage.

TheJesterThe Jester:
The Jester’s goal is to bring joy to the world. They are fun, have a great sense of humor, light-hearted & mischievous. A drawback to this trait is that they can sometimes be seen as frivolous or disrespectful. To get a good idea of who fits this archetype.. think of Jim Carrey or Jack Black or even Bart Simpson. At their best they are carefree and joyous and at their worst they can be cruel & irresponsible, but with a light-heartedness about it all.

Jester customers don’t want boring, regular type ads. They want to be entertained. They like things that are unusual and playful, especially ads that make fun of the seriousness of life.

Jester brands promise entertainment and generally are targeted at younger audiences because of their silliness. Jester brands use outrageous imagery and sometimes fall along the line of “teasing” their customers.

Some brands that do this well? Skittles and yes, Old Spice!

Skittles ads are fun, light hearted and represent Skittles in a variety of ways. From being a “chicken pox” type epidemic that is contagious, to Skittles being a “pet cloud” for an elderly woman that rains Skittles. Skittles ads are just absolute silliness, but their intention is to create ads that younger audiences will share with others and they succeed in that very well! Skittles slogan is Taste the Rainbow, but they pair that with other things that relate to their ads.. for example, the pet cloud? Pet the Rainbow, Taste the Rainbow. and the “skittles pox”, Contract the Rainbow, Taste the Rainbow.

Old Spice, used to be more of the Hero Archetype, with a ruggedly handsome man promoting their aftershave. But now, Old Spice has added body wash & other new products and when they did, they now create humorous ads. Yes, the men are still strong & ruggedly handsome, but with a comedic side.  They are in a way, mocking themselves and mocking their “manly, macho ways”.  First targeted at women.. “Ladies, does your man look like me? No. Can he smell like me? I don’t know..”, then going into the ad with asking ladies if they want a man that smells like he can bake a cake in a kitchen that he built, or swan dive off of a waterfall onto a waiting motorbike. “Should your man smell like an Old Spice man?” is the ending sentence. Then the next ad.. “Hello Ladies, look at your man.. now back to me.. now look at your man…now back to me…sadly he doesn’t look like me, but he can smell like me…” I absolutely love the humor in the Old Spice ads, and so do millions of others. Old Spice now fits the Jester archetype perfectly.

So if your products or brand has an emphasis on humor, fun & light heartedness, then keep these brands in mind when creating your advertising.

TheSageThe Sage:
The Sage’s main goal is to help the world gain insight and wisdom. They are knowledgeable, a trusted source for information, thoughtful & analytical. They are mentors, gurus & advisors that can cover a large range of ideals. The only drawback is that they can be too opinionated. Some good examples of Sages… Yoda from Star Wars or Gandalf from Lord of the Rings. They are wise, articulate, and open minded, but can also come across as cold or self-absorbed in certain situations.

Sage customers understand that growth comes from knowledge and they are always seeking to educate themselves more. They want to see ads that challenge them and make them think differently.

Sage products and brands promise wisdom & education, and so they often use higher levels of vocabulary and imagery. They trust that their customers understand their difficult intellectual jokes and ideas and the biggest mistake a Sage brand could make, is to dumb things down to their customers. Some good examples? Rosetta Stone and National Geographic.

Rosetta Stone is “a global education company that develops language learning, literacy and brain-fitness products from Observer that are used by millions of individuals and thousands of schools, businesses and government organizations”, according to Wikipedia. They are best known for their language learning software. Their ads focus on empowering people to learn new languages to open up more of the world to them. With slogans like… “Their future begins with language” and “The world is yours if you ask for it” and “Create a Smaller World”. Their ads are inspiring and make you feel that if you learn another language, you can connect better with the people around you and how different the world would be if we can connect better by understanding each other better. This greatly appeals to the Sage archetype, because.. they are learning and expanding their knowledge, which is what they are always seeking.

National Geographic, either their channel on television or their magazine, is all about education. Everything they offer is non-fiction and factual content, that covers a large range of areas; nature, science, culture & history mixed with entertaining programming. “See today’s world though tomorrow’s eyes” is a slogan that they use to advertise their HD channel. But something that National Geographic cannot be beat, is their imagery. Their amazing jaw dropping shots of animals, landscapes and other places around the world, is what grabs readers and watchers attention. National Geographic, in my opinion, is still the front runner when it comes to this type of imagery education. National Geographic appeals again to the sage so they can continue educating themselves and National Geographic is a trusted source for it.

So if your brand is about education & promises wisdom by using your products, then keep these brands in mind when creating your marketing.

Archetypes_with_linkinBrand archetypes are a very powerful tool to help you understand where you fit into the market and ALL successful brands are built on these ideas. They are used to create compelling personalities for your companies brands and products and help you to create BETTER marketing ideas for your company.

You don’t have to choose just one! There are several archetypes that bleed into others, just for the simple fact that people do not have just one distinct characteristic to their personalities or one brand doesn’t just fit one personality. Someone can be a hero and a sage, or someone could be a lover and a jester. But what you CAN do, is take your brand, and look at it from the different archetypes and create advertising that will appeal to a large range of consumers.

Let’s do an example for fun. Let’s say, my company was created to offer cleaning products.

I could appeal to the Jester, who likes humor, by creating funny ads with a main character pulling pranks on people that end up creating a mess, and my cleaning products are perfect to remove that mess so you can make another one.

I could appeal to the Caregiver, who likes to take care of others, by creating touching ads about how my cleaning products make taking care of your home and family easier and safer for your children.

I could appeal to the Ruler, who likes things organized, and create ads about how my cleaning products can restore order to your kingdom (home or business).

There are many directions that you can take these, and I hope that my blog series inspired some ideas to how you can better engage with your customer base. If you can identify the archetypes that fit your business, and work on those advertising angles, you will find that the world of marketing isn’t as daunting or complicated as you might think and it can be a lot of fun!

Brand Archetypes -The Lover and The Caregiver-Part 6

February 9th, 2016

As talked about in my first blog post of this series, having a distinct identity is essential to online success. It raises your visibility and allows you to connect with your customers on a more personal emotional level. So discovering what your brand archetypes are, is central to positioning your company and products in a unique way. There are 12 of them, and we have already discussed The Innocent and The Regular Guy/GalThe Hero and the Outlaw/Rebel and The Explorer and The CreatorThe Ruler and The Magician and now we are ready for two more…The Lover and The Caregiver.

The LoverThe Lover:
The Lover’s goal is to create intimacy and to inspire love. They are passionate, sensual, intimate, romantic, warm, committed and idealistic. They represent everything that is dreamy & wonderful about life. A drawback to this archetype is that they can be too selfless or not grounded enough.

The Lover consumer values beauty and that means they are drawn to products that will make them more attractive to others.

Lover brands promise passion, beauty and intimacy. They are generally higher end and indulgent brands that are glamourous and have an emphasis on sensuality.

If you want to market to this type of consumer, think about how you would market to Kim Kardashian. She is the epitome of this archetype.  Lover marketing needs to focus on how the product feels and/or makes you look. Lover brands cannot come across as bargain products or businesslike. That will steer the Lover consumer away, as that is not their aesthetic.

Lover brands that come to mind to me are Victoria Secret and Godiva Chocolates.

Victoria Secret has created a fantasy world. Their models are what men want and what women want to be. Even though they are more of a luxury brand, they make themselves accessible to everyone. With their highly televised yearly fashion show, their always talked about models, and their breakthroughs for women’s undergarments, makes this brand one to follow & watch closely if you also want to market to the lover archetype.

Ahh Godiva Chocolates, indulgent gourmet chocolates. Any mention of gourmet chocolates makes a women melt..and Godiva is a front runner. Their ads are sensual in nature and many have the slogan.. “Every woman is one part goDIVA” with an emphasis on Diva. Beautiful women are mainly in their ads shown in relaxing positions, biting into a piece of chocolate in a sexy manner or holding a box of chocolates or a box of chocolates sits nearby.  Godiva ads make emotional connections between one’s “sexual” interests and chocolate. Their ads create a sense of pleasure, which is what the Lover archetype is all about.

So if your products are sensual, passionate and inspire love, then keep these brands in mind when creating your marketing.

The CareGiverThe Caregiver:
The Caregivers goal is to care for and to protect others. They are caring, nurturing, selfless, generous and compassionate.  A drawback to this archetype is that they are easily taken advantage of, taken for granted or exploited.

The Caregiver consumer wants to be recognized for all that they do. So emotionally driven ads will appeal to them more so than aggressive or “doomsday” ads. A fantastic example of a caregiver archetype? Mothers!

Caregiver brands are all about helping people care for themselves or helping others help you. They offer protection, safety and support.

Caregiver brands that immediately come to mind are Campbell’s Soup and Johnson & Johnson.

Campbell’s Soup ads evoke the memory of a mother lovingly serving hot soup to her sick child. With their Mmm Mmm Good slogan, the thought of Campbell’s soup makes you feel warm and fuzzy and what do most people gravitate towards when they are ill? Soup!

Johnson & Johnson’s brands includes many household names of medications and first aid supplies, such as Band-Aid, Tylenol, Johnson’s Baby Products, Neutrogena skin & beauty products and others. All of their ads appeal to the caregiver archetype because their products are affordable and needed for at-home care. Let’s take one.. Band-Aid..with their catchy jingle.. “I am stuck on Band-Aid brand, ’cause Band-Aid’s stuck on me”, (which I’m singing in my head right now) usually shows moms and dads putting Band-Aids on their children’s cuts and scrapes. Their ads are cute, loving and greatly appeal to the caregiver.

So is your brand catered to helping others help themselves? Does your brand offer safety or protection? Keep these brands in mind when creating your marketing materials.

There are only two more archetypes left! CLICK HERE for information about The Jester and The Sage.