In the early 20th century, world famous author Napoleon Hill (Think and Grow Rich) was commissioned by the McCormick Spice Company to build their brand and grow their company.
He went about changing two things – both of which forever altered the course of the company. The first was highlighting McCormick’s archetype as “the pioneer.” McCormick wasn’t an ordinary spice company. Their spices were grown in regions around the world. By positioning the brand as exotic, it was thus superior.
The second change was telling the story of how they were created, and why they did what they did. For example, you’ll note that even today, the back of a packaging label will read, “From its humble beginnings in 1889, founder Willoughby M. McCormick and three young workers started the company in a cellar, and sold their flavors and extracts door to door.” Through the telling of their identity, we have an illustration, a visual picture of the company that resonates in a powerful way.
While new and even seasoned business owners (no pun intended) may feel their company is too small to need a brand, the McCormick story is compelling in that we all have archetypes, aspects of our DNA that are the very brand our businesses need to succeed.
Sure, in comparison to major companies like Pepsi or Google competing against Coke or Apple, you might feel like it’s impossible, too daunting or too expensive to build a brand. But it’s not. You already have everything you need to get started, and if you don’t believe us, take a look at our top 3 reasons you ought to consider building brand power below.
TOP 3 REASONS YOUR BUSINESS ISN’T TOO SMALL TO NEED A BRAND:
A brand is more than just a color palette or logo. It’s who you are.
Think about companies you absolutely adore. You don’t just like their pretty graphics. You admire their slogans, their clever marketing statements, and what they stand for. At its core, a brand is about who you are – your values, and belief systems. Beliefs have the power to change minds, and build a following of like-minded customers. Even the smallest of companies – one man shows with little to no income – have the potential to grow from this. Start now by getting clear about who you are, and your ultimate mission. This branded vision will be what ultimately moves the needle.
Your brand is determined by your archetypes, and your archetypes are what make you unique.
In today’s world of overpopulation, there are probably other businesses out there offering similar, if not the exact same service or product. But the important thing to remember is that it hasn’t yet been offered by you. Just like Hill did with McCormick, you can dig deep and uncover the hidden archetypes driving your behavior. Are you the exotic pioneer? A game changing rebel? Uncover your archetypes, and start telling the unique story of your brand.
Your brand is your power (but only if you harness it)
Napoleon Hill famously once said, “Knowledge will not attract money, unless it is organized, and intelligently directed, through practical plans of action, to the definite end of accumulation of money. Lack of understanding of this fact has been the source of confusion to millions of people who falsely believe that “knowledge is power.” It is nothing of the sort! Knowledge is only potential power. It becomes power only when, and if, it is organized into definite plans of action.”
As it relates to your business, nothing could be more true. The power to convert customers into lifelong followers only happens when you build an authentic and thoughtfully positioned brand that displays the ultimate uniqueness of you, your story, and mission. Though your brand seed may feel small, never underestimate the power of its growth!
To learn more about your hidden archetypes, sign up for a 1-on-1 archetype coaching session by emailing us today: firstname.lastname@example.org
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