7 Brand Archetypes – Which One Are You?

Do you know your Brand Personality?

Brand Personality describes human characteristics that can be associated with your brand. These traits are things your customers can relate to. Just as our friends are a reflection on each one of us, so are the businesses and services we choose to patronize. A successful brand personality is one with which others are proud to be associated. Each brand has a personality, regardless of whether or not you’ve given it serious thought. As long as you have one, you may as well give it a deliberate look.

Brand Archetpyes

One way to find your brand personality is to consider traditional character archetypes. There are 12 archetypes, or models of behavior, throughout storytelling, and these same archetypes can be applied to brands. The question here is, “What role does your brand play in the lives of your customers?”

The 12 archetypes of branding are:

  • The Traditionalist: Sometimes known as “The Innocent”, Traditionalist brands offer their customers a pure and simple way of life. Marketing campaigns are just as simple as the brand promise. Companies offer transparency and moderate pricing.
    • The Promise: To make life happier, simpler, and better.
    • Traits: Optimism, goodwill, and loyalty
    • Examples: Folger’s, Dove Soap, Real Simple Magazine, Coca Cola
  • The Hero: Hero brands promise to save the day, improve the world, and inspire others to follow their example.
    • The Promise: To make a positive mark on the world and solve problems, or help others to do so.
    • Traits: Courageous, bold, confident, inspirational
    • Examples: Duracell, Tom’s, PETA
  • The Everyman: These brands find common ground with the consumer, tapping into our need for belonging and cultivate real relationships.
    • The Promise: To help others find a place to belong.
    • Connections, functionality,
    • Traits: Supportive, down-to-earth,
    • Examples: Home Depot, Papa John’s, IKEA
  • The Nurturer: Nurturing brands focus on helping people take care of each other and themselves. They offer protection, safety, and support.
    • The Promise: To care for and protect others
    • Traits: Maternal, selfless, generous
    • Examples: Campbell’s Soup, Johnson and Johnson, Hallmark Cards
  • The Creator: These brands want to create something meaningful and lasting. Their ads are experimental, pushing boundaries and shunning mediocrity.
    • The Promise: To unlock your creativity and promote self-expression
    • Traits: Imaginative, inventive, entrepreneurial
    • Examples: Lego, Canon, Crayola
  • The Explorer: Rugged and ambitious, Explorer brands want to help you make new discoveries and experience your best life. Products are new, exciting, and often non-conformist.
    • The Promise: To bring freedom and adventure into your life
    • Traits: Authentic, exciting, adventurous, and independent
    • Examples: Indiana Jones, Go Pro, REI
  • The Lover: We all want a little romance in our lives. Lover brands promise intimacy and affection by improving the customer in some way.
    • The Promise: You will be more physically or emotionally attractive or desirable through use of their products
    • Traits: Passionate, sensual, romantic, and idealistic
    • Examples: Victoria’s Secret, Godiva Chocolates, Cosmopolitan Magazine
  • The Visionary: Visionary brands seek to change lives (and the world) with their unique, cutting-edge, and proprietary products or services.
    • The Promise: To make dreams come true.
    • Traits: Imaginative, charismatic, and idealistic
    • Examples: Disney, Apple
  • The King: These brands are usually in the luxury market – companies usually appeal to dominant and authoritative customers who want only “the best.”
    • The Promise: Power and control
    • Traits: Authority, organization, focus, integrity
    • Examples: Mercedes-Benz, Rolex
  • The Entertainer: The name says it all. You only live once and these companies want to help you enjoy every minute.
    • The Promise: To bring joy, to help people have a good time
    • Traits: Irreverence, humor, adventure
    • Examples: The Muppets, Ben & Jerry’s, Skittles, Old Spice
  • The Sage: The Sage, or Expert, appreciates truth and wisdom. Knowledge and growth go hand in hand and these brands love to pass their information on to others.
    • The Promise: To keep you informed
    • Traits: Knowledgeable, analytical, measured
    • Examples: CNN, NPR, Google


So where do you fit? When you see or hear an ad or product, see if you can figure out their archetype. Study examples of brands that fit well into archetypes. Ask yourself:

Which brands and archetypes do you identify with most?

When you think of your customers, how do you want them to think and feel about your company? Which archetype fits your expectations?

What changes can you make to further develop your brand archetype?


3 Ways To Keep Your Team Invested

In our last blog, we wrote about how to handle an employee who becomes a competitor. While there are steps you should take if this ever happens to you, there are also ways to prevent it from happening. Employees and team members who feel valued and respected don’t feel a need to leave.

Keep The Focus On The Team

As the head of a successful team, there may be a temptation to view your own position as the most important. The truth is, your position relies on your team members and employees for growth and continued success. Almost everyone has been at the mercy of a boss who didn’t value employees and it typically ends in separation. Know what is going on with your team. Respect their time, skills and obligations and recognize their achievements so they can see how important they are to the success of the whole.

Make Room For New Leaders

Just because you can do a job doesn’t mean you’re the best person for it. If one of your team members excels in a certain area, look to them to lead the other members of the group. By placing them in positions of leadership, even just by the way you treat them, you are transferring a bit of ownership. That sense of ownership turns into investment and, in the long run, your employees will understand their value.



Speak Clearly

If you’ve ever worked with a boss who didn’t make their expectations clear, you’ll recognize the importance of this point. Without strong communication, employees are left feeling confused and disconnected, unsure of how to please you or make improvements. Be direct and clear about what you need to see so they can see how they’re contributing to the big picture.


Top Qualities of the Most-Referred Agents

In the world of real estate, referrals are crucial. Most people tend to turn first to their network of family and friends when they’re choosing a professional to work with. The opinion of someone a potential client can trust carries a lot of weight. The best way to earn referrals is to develop strong working relationships – and sometimes even friendships – with your clientele. So how do the most-referred agents do it?

Anna Johansson of Inman.com writes that the top skills are:

Genuine Care

Johansson writes “There’s no artificial substitute when it comes to caring about your customers.” People can sense insincerity a mile away. When you have a true commitment to your clients’ happiness, it shows in the work you do and the service you provide.

An In-Person Connection

There’s a lot that you can automate and handle virtually, but having a face to face connection with a client is important as you build a relationship. Part of this is because emails and text messages cannot convey tone of voice and the natural warmth of your personality. Skip the text every once in a while and take the time to have a real conversation.


Each client has different needs. Some will require your full attention and some will want a hands-off approach. Some will need to see every listing in the MLS, and some will make up their minds right away. Your attitude toward their preferences will make a huge difference. As Johannson writes, “Your job is to empower your clients. If you do so, they’ll want to spread the word about it.”

Follow Up

You hear this advice often enough, but here it is again – don’t let them forget about you! There are many ways to stay connected in your clients’ lives, from remembering birthdays and anniversaries, to throwing a housewarming party, or sending a personal note to remind them to file for their homestead exemption.


Now more than ever, consumers want and expect transparency. Let them see the real you and help them understand the ins and outs of the home buying or selling process. They’ll appreciate honesty so much more than a sugarcoated picture. Openness translates easily into trustworthiness.


Marketing Your Business In April

How is your marketing plan shaping up this year? Here are some ideas to focus on for the month of April.

Get Ready for Upcoming Holidays and Events

As we head closer to summer, there are some obvious holidays to pay attention to like Mother’s Day (May 14) and Father’s Day (June 18). We also can anticipate the end of the school year, Armed Forces Day (May 20), Cinco de Mayo (May 5), Memorial Day (May 29), and even a slew of summer weddings (growing families may mean a change in housing). If you want to have a little more fun, find a way to focus on Star Wars Day (May 4), Teacher’s Day (May 6) or National Gardening Week (the first week of June).

Social Media Focus: Family and Children

With the school year coming to a close, families planning vacations, looking for summer camps, and more, family activities are on the brain for many people. Highlights family-friendly events in and around town, day trip ideas, etc. Your audience will begin to see you as a resource for their family needs.

Social Media Challenge: Social Media Takeover

Try offering a social media takeover for your Facebook or Instagram feed to increase visibility and relationships. A takeover usually involves a day of access to your platform. Allow a representative of the group you’re trying to connect with to post to your social media for a day. The swim team can post pics from a race, a PTA Association can highlight what they’re doing for the community. They get to promote their group. You build relationships and show your followers that you’re involved in the community. Everyone wins!

Avoid These Mistakes When Writing A Business Plan

Frontier Title Texas | Real Estate Advice

Whether you’ve got a great idea for your business venture or you’re following in the footsteps of a mentor or competitor you admire, it’s important to create a business plan. A business plan is a summary of everything you plan and hope to achieve – and how you are going to achieve it.

There are many ways to create your business plan, but here are the mistakes you need to avoid:

1. Putting It Off

When you’re starting your business, things are busy. You have a lot to do in a short period of time to start generating income. And while a few lucky entrepreneurs will have a natural knack for business, we all need a road map. You’ll be more confident in your business and more prepared as you move forward if you create a plan.

2. Not Having A Purpose Behind Your Plan

There are different kinds of business plans, and the plan you write should have a purpose in mind. Obviously, it’s a picture of your business on paper, but who is it for? Is it a blueprint for you and your employees? Is it a plea to a potential lender for a business loan? Are you trying to attract investors? You should have these goals in mind and they should affect the way you write.

3. Not Understanding Your Own Business Model

Planning to go into business is not a business model. A business model is a plan for creating revenue and income beyond your expenses. Even if you have been in the industry for a while, putting your expenses, plan for revenue, and actual revenue down on paper will help you understand how your business is working. You’ll be able to see and track your progress (and missteps) and better prepare for the future.

4. Not Being Willing To Change

You may have a great idea for your business methods – an idea you’re convinced will work. It can be difficult to part with a novel idea. Having the flexibility (and humility) to move on when your plan doesn’t prove successful is an important skill. By all means, ambition and ingenuity are crucial for business survival, but so is knowing when it’s time to close a door on an idea.

5. Setting and Forgetting

If you take the time to write a well-thought-out business plan, then never look at it again, you’ve wasted time, energy, and the business itself. A business plan is a plan for success – don’t ignore it. As you move through the other stages of your business, you’ll want to edit, add, and revise your plan to make sure you stay on a path to success.

Is It Time To Grow Your Team?

Frontier Title Texas | Real Estate Advice

Business is going well and you seem to have more on your plate than you can handle. The idea of adding to your team is starting to feel not only achievable, but necessary. But how do you know when it’s really time to grow?

Here are a few signs that point to necessary team growth:

You’re spending most of your day resolving problems on current transactions or losing time doing paperwork.

This could be a signal that you’re not able to focus on your work. Hiring a team member or two will let you each play to your strengths and free you up for continuing to build the business. Paperwork is something with which a newer agent or assistant should be able to easily assist you.

You are not conducting lead generating activities.

This is how your business grows. If your time and attention is pulled away by other things, you and your business will grow stagnant.

No matter how hard you plan, you just can’t stay on top of things.

When business is booming and you’re the only one working on it, there’s no way you can stick with a plan. When you have to choose between working on your business or finalizing a contract, you’ll choose the contract every time. And your business will suffer for it.

Your work/life balance is way off kilter.

If you wake up and open your email, and fall asleep doing the same, you’re overworked and that can lead to dissatisfaction or even depression. Find some balance by letting someone help you.

If any (or all) of the above statements rang true for you, it’s time to grow! The good news is, it’s time to find someone to ease your burden. The bad news is, you’ve got to find time to hire!

The question is: are you ready to create a team? Or would your needs be satisfied with an assistant or part-time help? Hiring a team requires a lot of work on your end. You’ll need to create policies and procedures, as well as a system that you and your new employees can stick to. Whichever route you choose, take it slow. This is something you want to do well, so don’t rush into a new hire.


Some of the BEST Free Marketing Resources for Real Estate Agents

We are so lucky to live in the age of the internet, where so many things are available at the click of a mouse. From YouTube to free online courses to downloadable templates, there are so many free resources to help your business grow. We’ve gathered a few of our favorite (and 100% FREE) downloads below.

Marketing Calendar from Search Engine Journal

Anna Crowe offers 3 templates for Marketing Calendars throughout the year, complete with holidays and examples of great marketing ideas from reputable companies.

Real Estate Listing Templates from Canva

If Canva isn’t already your go-to app for image creation, download it today! But even if their already-super-simple programs aren’t working for you, their real estate templates offer a no-brainer way to make your listings look incredible.

Zillow’s Real Estate Marketing Plan

Whether you love or hate Zillow, their marketing plan is comprehensive, allowing you to take a good look at what your goals are, what you’re doing now, and what you can be doing better.

Tierra Wilson’s Checklist for Marketing A New Listing

Tierra Wilson is an excellent resource for all things small business, but she has a great background in real estate marketing, specifically. This checklist is no exception, especially if you want to step up your game with your latest listing.

Social Media Marketing Checklist From Software Advice

Social media is such an incredible resource. It’s free advertising, client followup, and top-of-mind awareness. This checklist should help you get things in order to use it well.

6 Online Courses That Will Help You Grow Your Business

In the busy world of real estate, there is no such thing as “free time” or “extra time.” Many agents live in a constant struggle between wanting to grow their business and finding the time to do so. With the growing world of online education, the time is yours. You can take an online class to grow your business at little to no cost and with the little time you do have – 15 minutes in the morning? 20 minutes at lunch? Right before bed?

We’ve collected a sampling of 10 Online Courses that cost next to nothing (and sometimes nothing at all) to help you gain new skills and boost your biz!


Kutztown University of Pennsylvania: Identifying Your Sales Strategy: This free course includes client needs, service differentiation, targeting and sales talent acquisition. A slide presentation with audio guides the student through sales forecasting, budgeting and presentation skills. They also address challenges to an effective sales strategy.

UDemy: Get Clients and Results at Networking Events: For $15 and 2.5 hours of your time, you will learn how to meet and create business relationships, with the right people that can help you, at any networking event or gathering. You’ll learn how to feel confident and authentic at any event and how to spread the word about your business through those meaningful friendships you form.

Social Media

Alison: Diploma in Social Media Marketing: Alison’s free course covers “the concepts and application of social media marketing and will equip you with the skills to plan and implement a successful social media marketing strategy while offering you social media certification.” Whether you run a business Facebook page, want to find more followers on Twitter, or just want a better understanding of social media principles and concepts, this is your course. You can start at any time. Expect to put 15-20 hours into it overall, and when you’re done, you can even test for a certification.

DS106: Digital Storytelling Course: Digital Storytelling is an emerging term meaning to tell your story in your own words using technology. In the world of real estate, this skill is especially important. Clients want to know the “real you” and getting a handle on Digital Storytelling will allow you to get more personal in your social media pursuits. The free course is offered throughout the year through the University of Mary Washington. You can start or stop the course whenever you’d like.

CopyBlogger: Internet Marketing for Smart People: You don’t have to be a genius to get a grasp on Internet Marketing. CopyBlogger offers an email course to help you master it all. The course is an ongoing email newsletter in 20 parts so you can move ahead at your own pace.

Personal Growth

UDemy: Social Success – Natural Confidence!: We all know that the secret to sales, networking, and likability is confidence. However, social stressors, anxiety, past rejection, and more can make feeling and acting confidently seem like an impossible task. This affordable ($15) course will walk you through 6 steps to more natural confidence. They promise to help you let go of anxiety, discover more about yourself, and find new opportunities.

UDemy: Postivity Camp: In 12 free lectures, UDemy promises to give you a more optimistic outlook on life. As they say, “The ability to think positively can make or break your career. We’ll look into strategies that help manifest optimism so you can overcome challenges that come your way.”


Marketing Your Open House Online

It’s no secret that digital marketing is the easiest, and often cheapest way to meet your next customer. More than 75% of American adults have a mobile phone with a data plan. The entire internet is at our fingertips, in our back pocket, and in our purses. With social media growing each year, online is the very best place to showcase your business.

if you’re marketing an Open House in the near future, here are some ways you can best take advantage of our constant access to the web.

Make Good Use Of Video

Videos have a much higher rate of engagement than photos do. And with such a wide variety of apps on the market that make creating videos and slideshows simple, there’s no excuse for not marketing one. If you’re looking for something extraordinarily easy, check out Quik (Free), which creates interesting and unique videos, complete with music, using photos you choose. If you want a little more control over your videos, our pick is Pinnacle Studio Pro ($12.99, but worth the investment).

Create a Facebook Page for the Property

Go to http://www.facebook.com/pages/create.php to create a page for your property. Select “Local Business or Place”, the  “Real Estate” as the category. Use the house address for the business name and add your own information as the contact. By inviting people to like this page, you’re focusing your attention on a smaller, but more responsive group and avoiding spamming the news feed she of people who aren’t interested. You can also boost and advertise posts to reach a better demographic for your listing. Once your page I see set up, create an event to promote the specific Open House dates.

Create an eFlyer

For this, you can use an email service like MailChimp or Constant Contact to create a flyer and distribute it to your full list. If you want a little more creativity, try an app like Canva, which makes it easy to create images and pdf files you can pass along. Don’t forget to post your eFlyer on social media, too! Include links to your single property website, facebook business page and more.

Submit, Submit, Submit

Submit your Open House to event websites. There are obvious chouses, like Realtor.com, but do not skip sites like Craigslist, LinkedIn, and Eventbrit

Go Live

On the day of your Open House, arrive early and walk your followers through a live showing. Show off the unique features of your listing. But don’t stop there. Go live again as prospective buyers arrive ano get some real time reactions as they view the home


Marketing Directly To Your Target Demographic

Frontier Title Texas | Real Estate Advice

While there’s not one exact way to speak to an entire age demographic, there are certain generalizations that may help you as you try to connect with a specific group. Below, we’ll guide you through the values and  buzzwords for each major age group, along with the reasons that those tools work.

Traditionalists (Born 1925-1945)

There are roughly 55 million men and women within this age group in the United States today. These people either experienced first hand, or saw and heard of their parents’ experiences in World War I and II, the Great Depression, the New Deal, and the rise of corporations in America. Because of these experiences, they value family, community, honor, respect, legacy, and patriotism. If you plan on marketing to this group of senior citizens, use these kinds of words to bend their ears.

A message that matters: “I respect your experience.”

Baby Boomers (Born 1945-1965)

There are about 80 million Baby Boomers living in the United States today. This demographic has seen revolution…revolution in music, culture, and civil rights. In fact, this demographic is directly responsible for a lot of that revolution. They also experienced the Space Race and the Vietnam War. In their youth, things were constantly changing. Now, in their adulthood, many have been replaced at work by younger employees, and though the world is still changing quickly, this demographic doesn’t have the same relationship to those changes. Baby Boomers are competitive and hard-working, and they value success and recognition.

A message that matters: “You are needed. You are valued.”

Gen X (Born 1965-1981)

The 55 million members of the Gen X demographic are savvy, skeptical, and self-reliant. Their generation saw a bit of a bubble burst from the picture-perfect advertisements and television shows of the 1960s. In their youth, they saw the Cold War, the rise of divorce rates and latchkey kids, and the beginnings of the internet. They are adaptable and driven by results, and they appreciate honesty rather than pretty pictures. Gen Xers also value time, structure, and an understanding of the process behind things.

A message that matters: “Forget the rules. Let’s do things your way.”

Milennials (Born 1981-2004)

Ah, Milennials – the group that everyone wants to cater to these days. There are 75 million Milennials in the United States, and the internet has been a part of their lives almost from the beginning. As such, the world has always been at their fingertips through Google searches and social media. Your knowledge and experience isn’t quite as valued as the personalized service you provide. Communication via text message is preferred to emails and phone calls. Milennials are entrepreneurial, independent and tech savvy. They value speed and individuality.

A message that matters: “My process is customized just for you.”