Great brands don't sell - they build lasting relationships. Red Caffeine's Founder and CEO, Kathy Steele, talked brand stories and archetyping with the Professional Club Marketing Association. Check out the deck to learn why humanizing your brand is a smart business decision.

1. peoplepluspeopleconf.comPeople+People Conference & Content
Series
HUMANIZE YOUR BRAND
HOW STRONG BRANDS BUILD RELATIONSHIPS

2. AGENDA
1. BRAND STORYTELLING
2. BRAND ARCHETYPING
3. INDUSTRY BENCHMARKS
4. DEFINE YOUR ARCHETYPE
5. Q & A
KATHY STEELE
CEO - RED CAFFEINE

3. Red Caffeine is a growth consultancy that builds
badass organizations clients want to
work with and employees want to work for
You plug into a full-stack team that
help you build an organization that
customers want to work with and
employees want to work for.
We impact common business challenges:
Brand Awareness
Lead Generation
Sales Enablement
Digital Transformation
Employer Branding

4. Why Tell
Brand Stories?

5. “The best brands are built on great stories.”
—Ian Rowden, Chief Marketing Officer, Virgin Group

6. Reason #1 - Stories Define YOUR Why
● Why start a business?
● Why should your product or service exist?
● Why should a prospective member join
your organization?
● Why is your brand different than your
competitors?
● Why is your service or product
important/unique?

7. Reason #2 - Stories Help Us Communicate
● Persuade
● Find a common ground
● Make connections
● Spread new ideas
● Empathize
● Create great relationships
● Build trust
● Make sense of something challenging
● Better understand each other
● Understand the world we live in
Stories are used to:
Drives Purchasing
Behavior
& Brand Loyalty

8. Reason #3 - Stories Align Us Through Shared Values
VS
Our Roadmap starts with our mission, which is
enduring. It declares our purpose as a company
and serves as the standard against which we
weigh our actions and decisions.
● To refresh the world...
● To inspire moments of optimism and
happiness...
● To create value and make a difference.
As one of the largest food and beverage companies in
the world, our mission is to provide consumers around
the world with delicious, affordable, convenient and
complementary foods and beverages from wholesome
breakfasts to healthy and fun daytime snacks and
beverages to evening treats.

9. Reason #4 - Stories Connect Us
Through Shared Experience
My Entrepreneurial Story
● Went through a business “divorce” five years ago before
starting Red Caffeine
● Values didn’t align with her business partner
● Learned about the importance of transparency, open-book
financials, and building trust with employees and clients
● Founded Red Caffeine based on people first and focusing on
creating a great company culture
Outcome
● Attracted Clients and Employees with the Same Values
● Best Places to Work
● Inc 5000 - Recognized as one of the Fastest Growing
Companies in the US

10. Brand Archetyping
A brand storytelling tool.

11. What is Brand Archetyping
PERSONIFY YOUR BRAND
What is a Brand Archetype?
It’s a human persona you assign to your brand, based upon symbolism. The
idea behind using brand archetypes is to anchor your brand against
something iconic — something already embedded within the conscious
and subconscious of humanity.

13. Nike - The “Hero”
GOAL Help to improve the
world
HOW THEY WANT
THEIR AUDIENCE TO
FEEL
“I can overcome any
challenge.”
PERSONALITY TRAITS Courageous,
Triumphant, Determined

14. M&Ms - The “Jester”
GOAL Use humor to make a
great impression; to
delight
HOW THEY WANT
THEIR AUDIENCE TO
FEEL
“I’m full of joy.”
PERSONALITY TRAITS Playful, Witty, Humorous

15. Coca-Cola - “The Innocent”
GOAL To be happy
HOW THEY WANT
THEIR AUDIENCE TO
FEEL
“I feel optimistic,
comfortable, and
content.”
PERSONALITY TRAITS Optimistic, Utopian,
Wholesome

16. Who Is Getting
It Right?

17. Jonathan Club - “The Caregiver”
GOAL To continue the legacy
of growth and service.
HOW THEY WANT THEIR
AUDIENCE TO FEEL
“I feel a part of
something bigger,
continuing the a
tradition of service”
PERSONALITY TRAITS Empathetic, Giving,
Service Oriented

18. Jonathan Club - Member Experience

19. Jonathan Club - Diverse Experience

20. Jonathan Club - Social Proof

21. Jonathan Club - Brand Considerations

22. Soho House - “The Creator”
GOAL To create a
comfortable home
away from home for
our members
HOW THEY WANT THEIR
AUDIENCE TO FEEL
“I am part of a
community of
like-minded people”
PERSONALITY TRAITS Imaginative,
Innovative, Expressive

23. Soho House - Member Experience

24. Soho House - Social Proof

25. Soho House - Brand Considerations

26. Build an Emotional
Connection

27. Step 1 - Define Your Purpose

28. CONNECTION &
BELONGING
STABILITY & STRUCTURE
RESULTS & MASTERY LEARNING & FREEDOM
Does you exist because caring about
your membership or community is at
the core of why you do what they do?
Do you exist because you want to the
BEST in class?
Do you exist because you’re always
exploring new ways to improve the
industry and have a thirst for knowledge?
Do you exist to connect or fit in
with your membership?
Step 2 - Define Why Your Brand Exists?
Reflect back on your purpose to identify your reflection (Step 1)
and define why your brand does/will exist.

29. Step 2 - Define Why Your Brand Exists?

30. Step 2 - Market Research
BRAND
ARCHETYPE
THE LEADER THE HERO
THE
CAREGIVER
THE
INNOCENT
TAGLINE /
BRAND
ESSENCE
Our Roots
Run Deep
Products That
Help
Farmers
Succeed
We Bring Plant
Potential to Life
Providing for
Each Other
What POSITION can you own in the minds of your marketplace.

31. Step 4 - Make the Archetype Your Own
ARCHETYPE - THE SAGE
INTELLIGENT – Knowledge is at the
core of what we do
ATTENTIVE – We focus on building
impactful relationships
CONSCIENTIOUS – Make decisions
based on what’s right
DRIVEN – Experts at taking the lead to
deliver solutions

32. Q & A

33. #PeoplePlusPeople
www.peoplepluspeopleconf.com

34. Thank You!Email: kathy@redcaffeine.com
Company Website: www.redcaffeine.com

35. redcaffeine.com