Using star signs to enrich your brand
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Question - What if I don't believe in star signs? They are complete hokum!
Answer - It does't matter. The 12 star sign descriptions are still an excellent resource for defining the needs, values and attitudes of your target customers
Key action points
It may seem off-the-wall, but we seriously believe that there is a great deal of merit in using the astrological archetypes as a springboard to strengthen your brand definition.
Whatever else they are, the twelve star sign characteristics have been built up over thousands of years as a general segmentation of human nature, and one which many people subscribe to, even if they are otherwise totally sceptical about astrology.
So you have twelve rich portraits of people which address their inner-most needs and motivations, and when you refer to them, people will relate to what you are saying at a deep, even subconscious, level.
In branding terms, this is hugely valuable. If your brand has a tendency to be biased towards the coldly rational, here is your chance to balance it out, and warm it up, by injecting into it some powerful emotions.
Give it a try. We did, and we found it provoked some highly creative thoughts. If you have a better list of words to describe each star sign, you can readily substitute them for ours.
Some more detail ....
Brand definitions tend to play it safe. As a result they often appear flat, lifeless and similar to the competitor brands.
They should be fresh, compelling, differentiated and motivating.
Here is a short exercise to examine your brand as it is defined today, and to discuss whether it could be enhanced/enriched by associating it with one or several of the star sign archetypes.
There are 3 steps:
- define your brand as it is today
- use the star sign definitions as a springboard to generate concepts that could enrich or challenge your current brand positioning
- renegotiate your brand definition
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