We all want a loyal following. We’re constantly looking for that magical marketing plan that will connect us to our audience and make our product an irreplaceable part of their life.
What we don’t often realize is that connections are relationships. If we aren’t clear about who we are, no one is going to be interested in dating us.
In my book Branding Is Sex, I’ve devoted an entire chapter to understanding who your brand is, and how you should be starting a relationship with your customers.
The short version is this: There are 12 basic identities—or archetypes—a brand can assume.