WHAT DO YOU STAND FOR? Discover your signature archetype, the key to turning heads and hearts Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au WELCOME Hi, I’m Nikki Clark. I help trail blazing coaches and BUT MY APPROACH IS NOT LIKE THOSE IT ALL STARTS WITH YOUR BRAND. consultants create unmistakable brands and signature YOU’VE SEEN BEFORE. No matter what stage your business is at, if you’re offerings that connect with their clients and help them I believe that building a business based on passion struggling to be seen, to cut through and to connect, build the lucrative lifestyle business they’ve been and purpose can be fulfilling AND profitable, but it’s because you’re not unlocking the value in your craving. you’ve gotta back up the right-brain creativity with brand and shining a light on your unique (and amazing) For more than 14 years, I’ve devised marketing some left-brain strategy to make it a success. It’s all differences. strategies for some of the world’s biggest brands – about balancing the insight with the implementation, Put simply, if you want to create a trailblazing brand, think Nike, Levis and IBM. I know how to design offers, the yin with the yang. Luckily for you I have a knack you need to become unmistakable – instantly run campaigns and build brands that create devoted for turning your hidden talents into a full-blown recognisable, truly aspirational and undeniably great at tribes of loyal customers. And I know how to help you business advantage. what you do. position yourself as the leader in your field (read: too good to be ignored!). Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au I believe there are 4 essential ingredients to building a This mini guide will help you take the first step in brand that turns heads and hearts building your brand by uncovering Your Signature Archetype. 1. Uncover your signature archetype: reveal your innate skills and talents and craft a brand If you haven’t taken the quiz yet click here. identity that draws in customers like bees to honey And if you are ready to take the next step to creating 2. Discover your super niche: big impact with your business. You can work with me hone in on exactly who you are meant to serve, one on one in my brand breakthrough program. understand what they really want and how to connect Here’s to uncovering your soul gold! with them effortlessly 3. Create perfect positioning: nail your positioning and have high paying customers banging down your door to work with you 4. Design your Signature offer: package your brilliance into an offer that hits the sweet spot between what you love to do and what your clients are craving (the holy grail of a sustainable, successful business) Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au HOW TO USE THIS GUIDE The 12 archetypes in this guide are based on the work As you read through this guide, keep in mind that there With these in mind, flip through the archetypes and of Swiss psychologist Carl Jung and later Margaret is not one right or best archetype. Don’t get hung up on choose your primary and secondary archetype; the Mark and Carol Pearson. labels, each of them are valid and represent a unique ones that best fit you and who you are, align with set of characteristics, strengths and styles. how you want your brand to be experienced and the As humans we are making choices every day that are audience you want to serve. rooted in subconscious perceptions and beliefs and We all lean towards one primary archetype and will when we do this we engage and default to our primary often draw upon a secondary archetype to build out the Look at the examples of famous brands and archetype. texture of our brand. entrepreneurs and ask yourself which ones are most closely aligned to your brand identity and personality. Each of these archetypes falls into one of four When choosing the right one for you think about entrepreneurial styles. Applying this in your business You might find you choose two archetypes that seem The values of your brand and marketing means that you can eliminate the very different, but when you apply these together struggle and find a way to connect with your audience Your core personality and style they compliment each other perfectly and make for a at the subconscious level, helping them feel the way winning combination. Your strengths and limits they want to feel and be who they want to be. Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au THE FOUR ENTREPRENEURIAL STYLES THE LEADER ARCHETYPES Creator, Queen, Caregiver THE CONNECTOR THE MENTOR ARCHETYPES ARCHETYPES Jester, Lover, Girl next door Explorer, Sage, Innocent THE FACILITATOR ARCHETYPES Warrior, Renegade, Alchemist Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au THE MENTOR ARCHETYPES Explorer, Sage, Innocent. Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au EXPLORER EXPLORER BRANDS AKA Seeker Wanderer Adventurer Pioneer Red Bull, Jeep, Groupon. Core Desire Find out who you are & feed your soul EXPLORER ENTREPRENEURS Super Powers Nisha Moodley, Chris Guillebeau, Natalie You are a Trailblazer in the pursuit of freedom and creating a better world. Full to Sisson, Chris Ducker, Caroline Cain. the brim with ambition and courage you are on journey to understand yourself and the world. Fiercely independent you have a hunger for learning, unravelling and knowing. BUSINESS MODEL & OFFERINGS Challenges Flexible: Packages & programs. You can be restless, aimless and struggle with order and boundaries. Location independent: ecourses, Connect with your Explorer audience by downloads, digital products. Creating new experiences and carving a new path. Show them freedom and Escape experiences: Retreats & change is possible. Inject your communication with vulnerability, authenticity and masterminds. empathy. Let people into your world and be unexpected. Business support: With structure & follow Brand words through. Alive, discover, transform, change, seek, freedom, ambition, challenge, Price Point: Mid to high. extraordinary, embrace, new, understand, unravel, enlighten. Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au SAGE SAGE BRANDS AKA Sage Guru Prophet Philosopher Harvard, Oprah, BBC, CNN. Core Desire To discover the truth. SAGE ENTREPRENEURS Amy Porterfield, Nathalie Lussier, Deepak Super Powers Chopra, Brene Brown. You are a gifted teacher, master, helper and mentor. You provide wisdom and knowledge and are naturally curious and gifted. A truth seeker at heart your rational thinking brings clarity to many. Challenges BUSINESS MODEL & OFFERINGS You can isolate yourself and may be judgmental or arrogant. Deep relationships: Longer programs, 6-12 month engagements. Connect with your Sage audience by Creating an authority position. Showcase your expertise by data, facts and Package your knowledge: Info products, proof. Share your knowledge generously and lead people to a new place of books, online workshops. understanding. Leverage collective wisdom: Create Brand words certifications and group programs. Understanding, knowing, mentor, share, grow, enlightened, aware, smart, sharp, Business Support: Get help business share, lead, intelligence, wisdom, source, commitment, clarity, discipline, building and marketing. educate, teach, build, grow. Price Point: Mid to high. Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au INNONCENT INNOCENT BRANDS AKA Purist Dreamer Child Dove, Aveda, Disney. Core Desire Achieve a simple and pure life. INNOCENT ENTREPRENEURS Super Powers Rachel McDonald, Gabrielle Bernstein, You live with a beautiful optimism. Whatever you create is done with simplicity, Debbie Spellman. integrity and authenticity. You enjoy bringing peace and living mindfully. You are open to experience the new and inspired to make real change. Challenges BUSINESS MODEL & OFFERINGS Perhaps an Idealist and sometimes a little naïve. Simple offerings: 1 or 2 stripped back stress free packages. Connect with your Innocent audience by Uplifting, inspiring, being authentic, Teach them how to achieve their dreams and One to One: Grow from an intimate level. show them how it can be simple and blissful. Leverage: Author a book, create online programs, add a VIP element. Brand words Mindful, conscious, peace, trust, soul, happy, love, paradise, believe, open, heart, Business Support: Get help with the pure, authentic, honest, believe, strive, spirit, alive, joy. realities and practicalities of business. Price Point: Low to mid. Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au THE FACILITATOR ARCHETYPES Warrior, Renegade, Alchemist. Copyright © Nikki Clark 2014 | All rights reserved | www.nikkiclark.com.au