I don’t know about you, but I hate customer profiles, despite the fact that they’re such a common marketing tactic.
In fact, I wrote an entire article on finding your ideal audience, and why I hate customer profiles for the Think Creative Collective Blog.
That’s exactly why I invited Mirela De La Cerda, the founder of Project M London to talk about her experiences using emotional branding, AKA archetype branding to help fashion and beauty brands successfully reach their customers.
For those of you that don’t know this, archetype-based branding allows brands to tap into the emotions, meaning, and mindset behind their business and their products.
In other words, it’s essentially the unconscious message that companies put “out there” about who they are/ what they do, and how this impacts consumer purchasing decisions.
What this episode covers:
With 15 years’ experience in the fashion and beauty industries, Mirela's work combines research, strategy and cultural aspects in order to create strong brand stories. A background as a fashion journalist and lecturer allowed her to understand the market challenges from different perspectives, which motivated the creation of her first consulting business, in Rio de Janeiro, Brazil.
Working with major fashion companies, she realized that a lack of clear identity was the main obstacle in their growth, leading to the research of Jung’s archetypes as a branding strategy. During an MA course at London College of Fashion, the concept was further explored on case studies about British brands.
In 2016, she created Project M London, an emotional branding consultancy based on the concept of archetypes targeted at fashion and beauty companies. The main focus is to help brands understand their unique motivation, meaning and mindset.
Resources discussed in this episode:
Hero and the Outlaw by Margaret Mark & Carol S. Pearson
Building Brands and Believers by Kent Wertime
Archetypes and the Collective Unconscious
Google Calendar (available via G-Suite)
Simon Sinek's Ted Talks
Where you can find Mirela and Project M London Online:
Project M London's Facebook Page
The Project M London Website (English Version)
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What is People Behind The Business?
People Behind the Business is a "show for small businesses with small teams and huge ambitions". The point is to bring together small business owners worldwide to tell their stories about how/why they started their business, along with personal issues that impact how they do business. E.G: living with a mental or physical illness, hearing the word "no" a lot, and finding practical solutions to the challenges of establishing a loyal community of colleagues, customers + friends. My goal is to provide a forum where small business owners can learn from each other's mistakes & accomplishments.
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