Branding is much more than just a logo. Whether or not you make it to the top of the market depends on how effectively you identify and redefine your personal brand, writes Kathryn Porritt, CEO of Icons Incorporated.

Most entrepreneurs or CEOs have a mainstream view of brands. And they don’t realise that this kind of approach will not align with their mission or goals.

Those in the premium space, in particular, absolutely need to get their branding spot on. Their branding must resonate exceptionally well with who they truly are and what kind of legacy they want to leave.

Put simply, if you want to reach the top of the industry, truly elevate to the highest levels, you need to redefine and rethink your personal brand for good. You must let go of what mainstream marketing has told you about brands and embrace an iconic personal brand.

If you’re uncertain about how to get where you’re headed and what it takes to build a brand, you’re not alone.

We always start a new relationship with our clients by exploring what a personal brand is really about and share a list of 12 brand archetypes they may belong to. And I’ll explore what an iconic brand ultimately is and those archetypes with you.

Dispelling the mainstream beliefs surrounding brands

Mainstream beliefs will tell you to look at your market for what makes a successful brand. And mainstream beliefs will give you boxes you must fit in for you to achieve their version of success.

If you want to become the TOP brand in your niche and reach iconic status, it’s not through a mainstream brand. You must work harder than drawing some logo and smashing together complimentary colours for your website. It is more than a simple logo or rules to follow, especially in the premium luxury space that icons exist in.

So let’s start by defining what an iconic personal brand really is — what makes an icon.

An icon is the most elite expert in a niche, who leverages their authority to create incredible impact and wealth lasting well beyond their lifetime.

Your personal brand must resonate through bold messaging, extreme pioneering, and paradigm-shifting ideas. You must become a maverick or a trendsetter. An ICON.

So, how do you ensure that?

For starters, you need to think about who you are, deep inside. YOU are the brand. And once you own that, your dream clients will be drawn to you. Absolutely magnetised. It’s because building a brand is all about creating an attraction system.

To help you get started on creating an extraordinary brand for yourself, I’m going to walk you through a list of brand archetypes.

The 12 Brand Archetypes

Archetype #1: Maverick

The maverick type of brand is the one that breaks the rules, sets trends and disrupts a niche or an industry.

Brené Brown is an excellent example of this type of archetype. You wouldn’t necessarily connect her to Harley Davidson or Virgin, but you know she is a breakout star in the psychology and self-help fields.

She managed to connect people with the idea of vulnerability, a true paradigm shift. And she’s done some other iconic stuff as well.

Archetype #2: Magician

A magician archetype really does make the magic happen. The people behind these brands are mystical, reassuring and well-informed. These are the brands that create expanded visions.

Disney is one of my favourites in this category.

I really connect with this brand. And I love what they have managed to achieve with their team, the sense of magic they have shared with the world, and also the sense of happiness they bring.

Archetype #3: Hero

The hero archetype is all about masteries. It’s the ‘where there’s a will, there’s a way’ type of brand. And these personal brands also tend to be honest, brave and candid.

Some common examples from this category include Nike, Adidas and FedEx.

Archetype #4: Lover

This archetype is all about intimacy. These brands really connect to the sensuality and beauty of life. Their voice is soothing, empathetic, romantic and sensual. It’s also a very hyper-targeted brand.

Think companies like Chanel, Alfa Romeo, Victoria’s Secret, and many other luxury brands for this archetype.

Archetype #5: Jester

The jester archetype is fun, playful and optimistic. To be a jester type of brand, you need to be playful with your language and the way you present yourself in the market.

Plenty of public speakers belong to this type, as they tend to be great entertainers by nature. They’re happy to be on the stage and have a lot of fun creating pleasure and joy in the world.

Old Spice, M&Ms and the Dollar Shave Club are great examples of jester brands.

Archetype #6: Everyman

The everyman brands are like a safe place for people to land and connect with. They’re friendly, humble and authentic. They make people comfortable and confident.

Great brands like IKEA and Target are a part of this space.

Archetype #7: Caregiver

Caregiver brands are usually service-based. They can be a social or spiritual company that’s always warm, caring and reassuring.

Some of the brands that belong to this type include UNICEF and WWF.

However, you don’t have to belong to a charity to be this type of brand. But most of the time, charities, health service providers and therapists are perceived as caregivers.

Archetype #8: Ruler

The ruler brand archetypes are very commanding. They’re refined and playing at the top end of the game. For this reason, many business owners tend to associate themselves with this archetype.

Some example brands from the luxury space include Louis Vuitton, Rolex and Mercedes Benz.

But keep in mind that, just like the ruler, there are also plenty of magician archetype brands that are at the top of their game and have a lot of control and power in their messaging.

Archetype #9: Sage

The sages tend to be high-end health professionals and leadership or business coaches. They are known to be analytical, assured, data-driven, knowledgeable and guiding.

Brands like Google, BBC and universities are examples of sage brands.

Archetype #10: Explorer

The explorer archetype is all about freedom and adventure. So, their businesses are daring, fearless and exciting.

Some brands belonging to this type include Jeep, North Face and Patagonia.

Archetype #11: Creator

Some of the coolest brands in the world belong to the creator archetype (also known as the ‘artist’ archetype). These are incredibly creative, provocative and inspirational brands.

Creators can also be designers and people who do creations for others. It’s normally people who are innovative, but they can also be technology companies – just anyone who creates something new and authentic.

Some great examples include Apple, Lego and Adobe.

Archetype #12: Innocent

Now, there aren’t many innocent brands in the luxury brand space. But sometimes, you can be a maverick and still be innocent.

This archetype is all about simplicity and elegance. It can be a very natural brand that’s optimistic, humble and honest.

Health and beauty brands benefit from resonating with the innocent archetype.

Speed up success with iconic branding

When the look, feel, messaging and opinions of your brand work together, you’ll end up with an unforgettable brand that attracts your ideal customers and dream clients.

Now, an iconic personal brand that’s at the highest levels of the market will not please hundreds of millions of people. Identifying which archetype you belong to will help you begin to align your personality with your audacious goals and bold messaging. It will help you magnetise a target audience.

And ultimately, it will be easier for you to achieve success and make that $100K+ deal. Your business will suddenly transform into an empire, you’ll create a disruptive legacy, and you’ll rewrite the way things are done in your niche.

Take the first step in transforming your brand. Leave mainstream brands with yesterday and embrace an iconic personal brand today.

---

Want more? Get our newsletter delivered straight to your inbox! Follow Kochie’s Business Builders on Facebook, Twitter, Instagram, and LinkedIn.