Paz then moved into discussing the twelve archetypes, for finding a voice. (You can find the archetypes on the website.) These include the sage, the rebel, the Creator. What voice do they need you to have on the other side of the table.
Now figure out what's unique about your personality. And then from there, we're going to create what I like to call Creative buckets. So what really turned me off in the world of the agency world is “puppy pictures”. For example, I'm going to take your brand logo and put it on a puppy picture. It's clearly just for likes when it's not authentically on brand.
Fill the Buckets
Instead, think of three creative buckets. This is the ecosystem of your brand; of your voice. What are you going to share? What are your “puppy pictures”? So find your emotionally intelligent voice. Choose three buckets — those are the things you talk about in social media.
That's your Brand.
Each of the three buckets will reflect different elements of you as a brand. Bucket One is the professional bucket. Second is more personal and Bucket Three is personal passion.
Drip. Drip. What goes in the buckets?
Start with your goal. Why are you branding yourself? What audience is going to feed that goal. What voice do they need to show up?
You need to know how your brand helps people on a spiritual journey to create something new. This is how you convert your audience without being super sales-y and turning them off. This starts with being authentically you. And you won't please everyone. But you will find your true audience.
Tap. Tap. Is this thing on?
Now you know your audience, so go into those creative buckets, open up your calendar to work smarter, not harder. Consider a theme or campaign for the month.
Look how to meet your audience's pain points, but don't manipulate them. One way to avoid this is to create personas so you are talking to someone directly rather than generally. It is so powerful writing to one person.
Kami then opened up for questions.
Tracy: So if I have many interests like many, many, many interests, I'm asking for a friend. How do you get those all into your three buckets? Like how do you do that? So / career, we all have many interests. But there's this kind of underlying theme to everything right?
Finding Your Voice
Paz then discussed the 12 archetypes for finding a voice. These 12 brand types are based on Jungian symbols for human types.
The types are:
1. the sage
2. the rebel
3. the creator
4. the innocent
5. the hero
6. the everyman
7. the explorer
8. the ruler
9. the magician
10. the lover
11. the caretaker
12. the jester
Each represents a readily understandable type. You need to decide what voice do they need you to have on the other side of the table?
Fill the Buckets
Next is what's unique about your personality. And then from there, the creation of creative buckets. Consider three of these buckets. This is the ecosystem of your brand; of your voice. What are you going to share? Those are the things you talk about in social media.
That's your Brand.
Each of the three buckets will reflect different elements of you as a brand.
Bucket 1 – the professional bucket
Bucket 2 – more personal
Bucket 3 – personal passion
Drip. Drip. What goes in the buckets?
Start with your goal. Why are you branding yourself? What audience is going to feed that goal. What voice do they need to show up?
You need to know how your brand helps people on a spiritual journey to create something new. This is how you convert your audience without being super sales-y and turning them off. This starts with being authentically you. And you won't please everyone. But you will find your true audience.
Tap. Tap. Is this thing on?
Now you know your audience, so go into those creative buckets, open up your calendar to work smarter, not harder. Consider a theme or campaign for the month.
Look how to meet your audience's pain points, but don't manipulate them. One way to avoid this is to create personas so you are talking to someone directly rather than generally. It is so powerful writing to one person.
When you fill the buckets consistently you share your voice and your audience will know who is on the other side of that table. Are they speaking with the Everyman or the Hero? These are two decidedly different voices and needs. The clearer you are in your buckets, the clearer your type will be, and the more defined your voice.