Webinar Replay: The Archetypal Edge: How to Build a Magnetic Personal Brand
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Rachael Sampson: Well, hello, everyone, and welcome! I am Rachel Sampson, National Director of Key for Women and Head of Community Banking at KeyBank, and I want to welcome you to our program today.
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Rachael Sampson: We believe in the power of individuals to lead with purpose, clarity, and confidence. When people show up authentically in business, in leadership, and in life.
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Rachael Sampson: They create a ripple that affects and transforms industries, communities, and futures. And let's be honest, we can probably all see through the inauthenticity.
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Rachael Sampson: So today, our session is designed specifically to help you do just that.
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Rachael Sampson: Whether you're in business, leading a team, launching a new idea, or simply exploring how to show up more intentionally in your personal life, this session will offer inspiration and practical tools to evaluate your own personal brand.
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Rachael Sampson: According to a 2025 personal branding benchmark report, only 22% of professionals are currently implementing a strategic personal brand plan. Something that's well thought out, something that we can actually use to elevate ourselves and our career.
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Rachael Sampson: Now, that's a modest increase from 16% in 2024, but it's still a clear signal that most people are missing opportunities to shape how they're perceived and remembered.
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Rachael Sampson: We're thrilled to welcome our guest speaker, Yamilca Rodriguez, a TEDx speaker, brand strategist, and founder of Bespoke Branding.
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Rachael Sampson: Yamilca brings a unique approach to personal branding, one that blends young yin archetypes, human-centered design, and ritual to help individuals
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Rachael Sampson: Craft brands that are not only magnetic, but deeply aligned with who they are.
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Rachael Sampson: Her work helped shape billion-dollar brands like Olay, Crest 3D, during her time at Procter & Gamble, and today, she's helping entrepreneurs and leaders unlock their own brand power from the inside out.
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Rachael Sampson: So, before we begin, last minute, quick housekeeping item. Don't forget, one, introduce yourselves in the comments. Where are you calling from? Which company are you with? What are you looking forward to most today? Also, leave your questions. We're going to get through as many questions as we always do.
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Rachael Sampson: Throughout our program, as Yamilca presents, but also during our Q&A, so we'll be looking forward to that, so please.
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Rachael Sampson: network with each other. Notice where you're from. Don't be afraid to reach out on LinkedIn or other social media platforms and email to make sure that this community, this network that we built continues to grow, and you continue to benefit, both locally and virtually. So, without further ado, Yamilca, thank you so much for being here today.
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Rachael Sampson: Please, the floor is yours, take it away.
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Yamilca Rodriguez: Thank you so much, Rachel. I am so excited and honored to be here today, and thanks for KeyBank to hosting this event. So, I'm going to share my screen.
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Yamilca Rodriguez: Okay.
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Yamilca Rodriguez: So, let's get started.
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Yamilca Rodriguez: The archetypal Edge, and how to build a magnetic personal brand.
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Yamilca Rodriguez: So, I love this quote, because it's… it's so important to know your brand. So, because you want to do your narrative. Your personal brand is what people say about you when you're not in the room, and that is so, so true. So, building your brand, you can own your narrative and your authenticity.
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Yamilca Rodriguez: So, I really like to begin with, understanding what a personal brand is, but the unique piece that I bring to the table is archetypes. Why archetypes? Because archetypes come from psychology, like Rachel mentioned, youngin psychology, and they really help connect deeply with your target audience.
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Yamilca Rodriguez: and differentiate yourself. And we're going to talk all about that so you can do
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Yamilca Rodriguez: A personal check on your brand, and make sure you're connecting with your audience, and make sure your brand is coming through.
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Yamilca Rodriguez: So, before we get started on that, I want to really, help you understand the differentiation between branding, marketing, and sales.
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Yamilca Rodriguez: So, branding is really the strategy. It's focused on you, your identity, your values, your mission, your vision.
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Yamilca Rodriguez: And the connecting at an emotional level. Okay, so it's who you are and why you exist.
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Yamilca Rodriguez: It's about building recognition and loyalty.
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Yamilca Rodriguez: Now, marketing is really focused on the consumer, your ideal client, okay? These are activities that we do to promote our brand, and they're focused on how do we reach people to generate demand.
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Yamilca Rodriguez: So, and then the last one here is sales.
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Yamilca Rodriguez: It's the process of converting your prospects.
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Yamilca Rodriguez: It's… the focus is really on closing deals, and to… the goal is to generate revenue. So if we think about it, branding makes people trust us.
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Yamilca Rodriguez: Marketing makes people interested in us.
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Yamilca Rodriguez: And sales make people buy from us, okay? And I wanted to make that distinction because people kind of put them all together in one bucket. They connect with each other, but they're supposed to be separate. And we always start with branding, then we go to marketing, and then we go to sales.
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Yamilca Rodriguez: Okay, great. So let's get started on building your brand, and it's really about
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Yamilca Rodriguez: We're gonna focus on branding in this, in this,
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Yamilca Rodriguez: presentation, and it's all about building trust, but how do we do that, right? So, really, the foundation starts with your identity. Your brand's identity influences every interaction, sets the tone for all marketing and sales efforts.
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Yamilca Rodriguez: Then we start with the emotional connection. Brands that people love make them feel understood and valued.
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Yamilca Rodriguez: And then loyalty over transactions. When we're building a brand, we're focusing on cultivating relationships.
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Yamilca Rodriguez: And experiences, rather than a one-time sales.
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Yamilca Rodriguez: So, why a brand resonates? Principles for deep connection.
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Yamilca Rodriguez: So really, we start with purpose and values alignment.
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Yamilca Rodriguez: Brands that succeed at this level have a clear, authentic purpose, okay? What's the purpose of your brand?
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Yamilca Rodriguez: Cultural relevance. Understanding what your audience values and engaging with them, meaningfully.
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Yamilca Rodriguez: So, when we start talking about archetypes, I'm gonna go into this a little bit, because once you know your archetype.
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Yamilca Rodriguez: Your opposite is what you attract, and what you should attract.
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Yamilca Rodriguez: There will obviously be a like-likes, and what I mean by a like-like is somebody that's similar to you, but the most important thing is to attract your audience, or your opposite, and we'll go into that in just a moment.
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Yamilca Rodriguez: Consistency across touch points. Reinforcing your brand identity everywhere, familiarity, to build familiarity and trust. And what I mean about… what I mean with touchpoints is across all social media. And this doesn't mean
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Yamilca Rodriguez: cloning it or copy-paste. It means about being consistent on your tone of voice, the message you're delivering, and I'll go into a little bit other tactical pieces with this.
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Yamilca Rodriguez: Creating a brand with meaningful impact.
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Yamilca Rodriguez: Okay, so the first thing we want to do is identify your core values.
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Yamilca Rodriguez: And really, it's not as hard as you think, but sometimes we have a difficult time
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Yamilca Rodriguez: Really understanding or knowing our core values.
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Yamilca Rodriguez: So, one of the easiest things that you can do is find your archetype, and that will give you core values that you can manage, and I'm going to show you that in just a second. Empathy and audience insight. So, it's really important
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Yamilca Rodriguez: When you're building your brand, you're talking about yourself, When you're… when you're building… A connection point
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Yamilca Rodriguez: You really need to talk about your audience, and have a compelling story.
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Yamilca Rodriguez: to attract them, and know that you understand their dreams, their frustrations, and their aspirations. And then the third point here is differentiation. When you know your archetype.
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Yamilca Rodriguez: What'll happen is that you can start being consistent, but also different from other people who do the same thing you do, because you're unique, you're different.
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Yamilca Rodriguez: And so focusing on that archetype is going to help you differentiate your brand from other people that do the same thing that you do.
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Yamilca Rodriguez: Okay, so this is the exciting part. I hope everybody has a phone that they can, scan this QR code, because what I'd love for you to do is to take the quiz. It's only two questions.
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Yamilca Rodriguez: Okay? And so, really, what you want to do is, the first question is all about human behavior.
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Yamilca Rodriguez: So, it should, you know, and there's 4 different human, different, axes to human behavior. And what I'd like you to do is to really select the one that's number one.
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Yamilca Rodriguez: You might say, well, I have a little bit of this, and I have a little bit of this one too, but I want you to select the highest percentage for you.
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Yamilca Rodriguez: And then the second question is just a quote. So whatever… whichever quote you connect more deeply with.
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Yamilca Rodriguez: And that reveals your archetype. You don't need to put in your email, it'll give you more information if you do put in your email, but it will reveal the answer and the archetype, and we'll move forward into that. So if you have questions, I'm happy to answer them very specific to your archetype, so we can make this much more interactive.
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Yamilca Rodriguez: So, I'm going to go on and move on to the next slide, so hopefully you, grabbed the QR code and know your archetype.
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Rachael Sampson: Yes, so, Yamilca, so you want everybody to start commenting in the chat what their archetype is?
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Yamilca Rodriguez: Yes, that would be great. Thank you, Rachel.
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Rachael Sampson: Okay, and I did mine. It says Hero.
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Yamilca Rodriguez: No, I'm not surprised. I'm not surprised. We're gonna go into that a little bit, and if you have questions, I'm happy to answer them.
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Rachael Sampson: Okay, yes, I'm interested in reading.
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Yamilca Rodriguez: Okay, great. Okay, so I'm gonna continue on here.
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Yamilca Rodriguez: Okay, let's talk about the hero. It's right here. So, the hero inspires us to overcome challenges, and a lot of heroes are athletes. Now, not obviously all heroes are athletes, but you can see…
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Yamilca Rodriguez: They, from an athlete standpoint, they really try to overcome any sort of challenge that they have, so that's why it's Here I Come to Save the Day, because it's all about moving on, in…
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Yamilca Rodriguez: It's… it's about helping others, in a way, and about really, getting through difficult times and understanding difficult times so they can help other people.
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Yamilca Rodriguez: Another, I, there's 12 archetypes, I'm not gonna go through all of them.
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Yamilca Rodriguez: And, as we see them, I'm happy to answer any questions, but the Outlaw, I wanted to reference that, it's about breaking convention. A Harley-Davidson brand is all about breaking the rules, right? Breaking what we feel is true to us.
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Yamilca Rodriguez: And then the caregiver is about providing care and nurturing others. Johnson & Johnson is a brand that's all about caregiving.
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Yamilca Rodriguez: And then the sage is about seeking truth. So, if you are a sage, you're all about not just sharing knowledge, but accumulating knowledge.
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Yamilca Rodriguez: And so here we have another… I kind of have a few people here. For Lover, we have Marilyn Monroe and Antonio Banderas. You know, for Magician, we have Oprah Winfrey and Nelson Mandela. For Ruler, we have Beyonce and Jeff Bezos.
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Yamilca Rodriguez: And for Hero, we have Serena Williams and LeBron James. Just a few to mention, so you can start getting an understanding from a personal brand, kind of how these people portray that connection.
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Yamilca Rodriguez: And then another one that I love to share with you is Marie Forleo. I love her brand and what she's done.
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Yamilca Rodriguez: With her personal brand, and I think there's some questions about personal branding that I'm gonna leave for later, but I want you to think about, you know, when you're thinking about your personal brand, what's the philosophy? Her philosophy is about everything is figureoutable.
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Yamilca Rodriguez: That's what she believes, she says it all the time, she's consistent around it. Her brand voice is authentic, high energy, and witty, making her content as entertaining as it's educational.
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Yamilca Rodriguez: And then Marie Forlea embodies the lover and the performer.
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Yamilca Rodriguez: Right? We see the entertaining part as the performer, and in this picture, she really portrays her lover side, because her brand is built on connection, passion, and dynamic self-expression.
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Yamilca Rodriguez: Okay, so, before we start with questions, I wanted to go through the 5 steps to building a billionaire brand, because I want you to have the best brand, and also, a brand can leverage not just your business.
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Yamilca Rodriguez: But if you're an executive, it can also leverage you getting
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Yamilca Rodriguez: Ahead as well, because you need to be building that brand, and we'll talk about the 5 steps to doing that.
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Yamilca Rodriguez: So, I'm gonna tell you first what happens when you don't use brand archetypes, because I feel that
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Yamilca Rodriguez: really, brand archetypes has a… has, two pieces that are really important. One of them is that
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Yamilca Rodriguez: You can use the archetype to leverage and understand your beliefs and your mission and vision.
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Yamilca Rodriguez: Because archetypes are founded in psychology, and we can't break psychology. Psychology is part of us because we are human.
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Yamilca Rodriguez: Right? So that's really why I love archetypes. So let's talk about what happens when you're not focused on your archetype. There's a lack of differentiation, right? You blend into the crowd without evident brand character, making it harder for customers to choose you.
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Yamilca Rodriguez: Inconsistency in messaging, okay? Let's not throw spaghetti at the wall, right? A weak brand
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Yamilca Rodriguez: persona leads to scattered messaging confusing the audience, because the audience, one day you're this, the next day you're that, and they're not really sure what your brand is about.
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Yamilca Rodriguez: A weaker audience connection. Without a strong identity, your brand struggles to build trust and emotional resonance.
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Yamilca Rodriguez: Attracting the wrong clients. Okay, this is really critical. Have you ever had a client or worked with somebody who, wasn't really great for you, or wanted to fire?
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Yamilca Rodriguez: That's what happens when we are not in our true character. We don't attract the right people. And so, it's really important to be authentic to who you are.
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Yamilca Rodriguez: So you feel aligned.
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Yamilca Rodriguez: Limited growth and loyalty. Brands with personal… personality foster loyalty. Without one, long-term relationships suffer. That's why, as we, go on and talk more about personal branding, the number one thing is consistency.
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Yamilca Rodriguez: So, what does a great brand archetype do for you?
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Yamilca Rodriguez: It defines your character of who you are and what you stand for, right? It encapsulates your values, your mission, your vision, and beliefs, helping you communicate your identity cohesively to your colleagues or clients.
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Yamilca Rodriguez: So this is really important. If you work, you know, in a corporation, it's really important to portray your personal brand so people look for you for specific things. Your thought leadership in that particular space is important.
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Yamilca Rodriguez: As well as clients.
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Yamilca Rodriguez: Okay, let's go to the number 2.
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Yamilca Rodriguez: What happens when you don't have a brand, vision, mission, and values?
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Yamilca Rodriguez: And a lot of us say, well, I do have a brand mission and values, and what I would love for you to do
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Yamilca Rodriguez: is if you already have your vision, mission, and values, look at it through the lens of the archetype. And are they aligning? Is it differentiated enough? Is it really you? And are you portraying those values
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Yamilca Rodriguez: every single time in a consistent way. So what happens when you don't? You have a weak emotional connection. Customers are less likely to engage if they don't see a deeper meaning behind your brand.
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Yamilca Rodriguez: Lack of clarity and consistency. Without a…
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Yamilca Rodriguez: Straightforward narrative, your messaging may feel disjointed or confusing.
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Yamilca Rodriguez: Diminished brand loyalty. A compelling story builds trust and loyalty. Without it, customers have little reason to really stay connected. Miss differentiation. Without a strong narrative, your brand lacks a unique identity, making it harder for you to stand out.
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Yamilca Rodriguez: and ineffective marketing. So this happens when you don't have a real clear branding, your marketing suffers.
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Yamilca Rodriguez: Because storytelling really drives engagement, And so if you're not…
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Yamilca Rodriguez: telling your story in a consistent way, your content may feel transactional, right? They don't know how to connect with you at a deeper level and making that meaningful. So your brand vision, mission, and values is a cohesive story that articulates a brand's value, mission, and purpose.
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Yamilca Rodriguez: Connecting with audiences and at an emotional level. More than just a tagline or a slogan, a brand narrative provides context.
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Yamilca Rodriguez: Weaving together a brand's origin, evolution. Like, where did… what's the story you want to tell, and where do you want to…
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Yamilca Rodriguez: Sorry, start that story in your life cycle.
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Yamilca Rodriguez: Because you really need to talk about those challenges.
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Yamilca Rodriguez: those aspirations to create an engaging, relatable identity. So I want to go another click into this. It's because your story needs to have ups and downs, right? If not, they're not compelling enough. So you really need to talk about your struggles so people can connect with you at a deeper level. And then you can tell them.
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Yamilca Rodriguez: How you, it moved into those challenges, and how you…
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Yamilca Rodriguez: how you got to where you are today. And that's really important, and I'm sure, Rachel, you have an amazing brand story there, because, heroes really have this story of how they overcame these challenges.
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Yamilca Rodriguez: So maybe after, we go through this, you can tell it's yours.
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Yamilca Rodriguez: Okay. So, let's go to the third, step, is brand voice and message, okay? It's really important
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Yamilca Rodriguez: to, tell, be consistent in the way that we market our… our story and our voice and our message. What happens when we don't do this? Miscommunication. The message becomes inconsistent.
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Yamilca Rodriguez: without a clear personal brand leading to confusion. Brand confusion is lack of alignment between personal and business branding.
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Yamilca Rodriguez: A lot of people, and I guess, we can answer this question later, too, is that they don't like to connect their personal brand with their business brand. They like to separate them.
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Yamilca Rodriguez: That is the worst thing you can do for your thought leadership. They have to come together.
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Yamilca Rodriguez: Because it weakens the overall brand identity.
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Yamilca Rodriguez: Erosion of trust. Inconsistency representation diminishes credibility and trust with your audience. If we're inconsistent, that does not build trust.
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Yamilca Rodriguez: It really makes people not really believe who you are and what you're trying to do.
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Yamilca Rodriguez: We can brand equity. A strong personal brand reinforces company values, and without it, a brand procession suffers. And then missed business growth. Individuals with strong personal brands enhance a company's reputation.
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Yamilca Rodriguez: Influence and opportunities decline without them. So what happens when we have a brand values and a message? Well, tailor your brand message to reflect the traits of your values and your chosen archetype.
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Yamilca Rodriguez: And once we have our archetype, and you understand what your values are, what's that voice that you want to move forward with? What does that look like? Put some sentences together and see where that takes you.
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Yamilca Rodriguez: So, developing a consistent brand voice that is, complements your archetype and uses it across all communication. I also want to say something really quickly here, is that this is not about being somebody else or changing who you are. This is just
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Yamilca Rodriguez: becoming aware
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Yamilca Rodriguez: of who you are, so you can portray that consistently. That's really what this is about. And so, if you have a brand message, then you can be consistent across all channels on that particular message.
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Rachael Sampson: So, Yamilca, can I jump in here just really quickly? Yes. I have a question. What if… is there a way, if you've already mixed your messaging, to overcome it? What does that transition look like if you've…
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Yamilca Rodriguez: Already been down one path, and haven't really connected the two.
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Yamilca Rodriguez: Yes, that's… that's a really great question. Now, Really, building your personal brand
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Yamilca Rodriguez: there's no, horrible thing about making a mistake. We, we all do that. And, what we need to do to fix that, or, really build that amazing, or your billionaire personal brand.
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Yamilca Rodriguez: is once you know… once you put together your strategy, your mission and vision, follow it, and start using it as soon as you can. And be consistent to it. And I promise you, that's all you need to do. Don't worry about what you did in the past.
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Yamilca Rodriguez: Worry about how you're gonna move forward in the future.
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Yamilca Rodriguez: And so, start…
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Yamilca Rodriguez: put a plan together on what that looks like, and then follow it. We can always start again, right? We… a lot of that… a lot of us have reinvented ourselves many a time, started businesses, done, you know, done it over, and… and we learn.
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Yamilca Rodriguez: We learn from that, so it's really about learning about yourself. I mean, can't get better than that, right? Learning about yourself, and really making
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Yamilca Rodriguez: Steps towards making that consistent.
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Yamilca Rodriguez: Across all touchpoints. That's really all that it is. It's simple. I think we like to make it super complicated and say, oh my god, I've done it this way, I'm gonna have to take everything down and start over. We don't even have to really do that, but I think just being… coming aware
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Yamilca Rodriguez: is the number one step. Once we're aware, and we know what our steps are, everything becomes very easy.
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Rachael Sampson: I love that. Well, I know we've got some more questions that are coming rapid fire, so we'll talk about that, but I do want to follow that up during our Q&A portion of how do you build that brand while you still may be working with a different corporation, and how do you find the balance in that voice? So, I can't wait.
00:26:35.259 --> 00:26:35.969
Yamilca Rodriguez: Yes. Chris.
00:26:35.969 --> 00:26:36.759
Rachael Sampson: Come up, okay?
00:26:36.759 --> 00:26:39.979
Yamilca Rodriguez: Great question. I only have two more, and then we can get started on that.
00:26:39.979 --> 00:26:41.639
Rachael Sampson: For sure.
00:26:41.639 --> 00:26:57.019
Yamilca Rodriguez: So, the fourth one is brand visuals. I got a question the other day about, well, you know, is the messaging separate from the visuals? No. The answer is no. It all comes together in one.
00:26:57.439 --> 00:27:04.499
Yamilca Rodriguez: One of the things that's super critical, and if you get the book, The Brand Therapist, that is the book I wrote, you're gonna start to see
00:27:04.629 --> 00:27:09.499
Yamilca Rodriguez: What are the visuals that represent that particular archetype?
00:27:10.099 --> 00:27:17.879
Yamilca Rodriguez: And what… and it can be… it doesn't have to be the logo and all those things. That can be your outfit, your style.
00:27:17.879 --> 00:27:30.138
Yamilca Rodriguez: Right? And this person here really represents that. She has a very particular style. And so, what happens when you don't think about the visual part of your brand?
00:27:30.149 --> 00:27:42.779
Yamilca Rodriguez: inconsistency in branding. Without aligned visuals, your brand lacks cohesiveness, making it harder to be recognized. A lot of us, when we think about a brand, we visualize it.
00:27:42.859 --> 00:27:49.519
Yamilca Rodriguez: Right? We know their turn of voice and all those things, but we visual… we know what that brand is. We can see parts of it.
00:27:49.759 --> 00:28:01.608
Yamilca Rodriguez: Right? So, for example, like, think of Target. What's the first thing you think about? The bullseye, right? That… that very red and white kind of brand. So.
00:28:02.109 --> 00:28:07.618
Yamilca Rodriguez: Your… your… your brain is gonna go first to visuals.
00:28:07.819 --> 00:28:14.758
Yamilca Rodriguez: And that's why it's very important to train our audience on that visual side of things.
00:28:15.249 --> 00:28:19.498
Yamilca Rodriguez: So, a weak brand identity, a mismatched logo, like…
00:28:19.509 --> 00:28:36.698
Yamilca Rodriguez: We… I think sometimes we like to compartmentalize our… what we're doing, so we put the logo here, the way that we look is different, the pictures are different, the messaging is different, and really that…
00:28:36.819 --> 00:28:45.679
Yamilca Rodriguez: Doesn't look cohesive to a brand, so it's really… and it dilutes the brand, so it's really important to bring them together.
00:28:45.969 --> 00:28:48.639
Yamilca Rodriguez: As you brand yourself.
00:28:48.949 --> 00:28:50.949
Yamilca Rodriguez: Missed emotional connection.
00:28:51.069 --> 00:28:56.088
Yamilca Rodriguez: What happens when you have great visuals, you can tell great stories.
00:28:56.179 --> 00:29:11.009
Yamilca Rodriguez: And I'm sure some of you, if you're on Facebook or Instagram, or even LinkedIn, you can see, like, some people's, like, some people that you follow have a consistent kind of visualization of their brand.
00:29:11.029 --> 00:29:23.768
Yamilca Rodriguez: It's really great to just see what other people are doing as well, and seeing how you can not copy it, obviously your brand is different, but how can you be consistent about what your brand looks like.
00:29:23.879 --> 00:29:28.639
Yamilca Rodriguez: And what your brand message is. In your brand story.
00:29:28.979 --> 00:29:45.668
Yamilca Rodriguez: Reduce credibility. The lack of professionalism, like, if you are very inconsistent in all those, visualizations, your brand doesn't look professional. Your brand looks like you've kind of accumulated all these little things and kind of put them together.
00:29:45.789 --> 00:30:03.878
Yamilca Rodriguez: so it reduces the credibility, and then it weakened brand experience. When you have a cohesive brand, the experience across your website, your marketing materials, everything is consistent, and people can really connect with you
00:30:03.919 --> 00:30:06.439
Yamilca Rodriguez: Rapidly. So what does this mean?
00:30:06.689 --> 00:30:20.629
Yamilca Rodriguez: Design logos, color schemes, photography, marketing materials that align with your character of your archetype. Ensure your website, your photos, reinforce that archetype through visual storytelling and professional expertise.
00:30:20.969 --> 00:30:23.388
Yamilca Rodriguez: And it all will come together.
00:30:23.489 --> 00:30:27.509
Yamilca Rodriguez: And I think one of the things that we don't realize,
00:30:27.769 --> 00:30:36.069
Yamilca Rodriguez: that we're doing is really about being conscious, right? Psychology is all about bringing the unconscious
00:30:36.259 --> 00:30:44.619
Yamilca Rodriguez: to the conscious. Once we're conscious, consistency and visualization is actually really easy to do.
00:30:45.279 --> 00:30:46.508
Yamilca Rodriguez: And the last one.
00:30:46.749 --> 00:31:02.919
Yamilca Rodriguez: Brand social. We have these amazing things nowadays, right? We call LinkedIn, Facebook, TikTok, whatever your favorite social is, and we need to, or we should, use those.
00:31:03.199 --> 00:31:05.879
Yamilca Rodriguez: To leverage our thought leadership.
00:31:06.289 --> 00:31:22.189
Yamilca Rodriguez: And so, what happens when we don't? Limited visibility without social media, your brand misses out on broad exposure and audience reach. Lack of engagement. Building relationships and loyalty becomes more challenging without interaction.
00:31:22.559 --> 00:31:24.378
Yamilca Rodriguez: Missed feedback and growth.
00:31:24.459 --> 00:31:29.758
Yamilca Rodriguez: Adapting and improving your strategy becomes lower and less effective.
00:31:29.769 --> 00:31:45.338
Yamilca Rodriguez: without real-time feedback. Okay, so one of the things you asked Rachel was, okay, how do we… how do we… if we've been doing it wrong, let's say, how do we make it right? And so this is about… this is about adapting, right? Learning. And then.
00:31:45.459 --> 00:32:03.398
Yamilca Rodriguez: making a change, and then over time, you're like, oh, I learned this from my audience, I need to change this. And that's absolutely great. So, understanding how to pivot and adapt to those changes is critical, and it's really easy to do that on social today.
00:32:03.619 --> 00:32:13.178
Yamilca Rodriguez: So, if you're not using social to build your brand, and I'm not saying you have to be an influencer or anything like that, it's really about building your thought leadership.
00:32:13.519 --> 00:32:21.509
Yamilca Rodriguez: So, what does this do? Visibility. Social media offers unparalleled visibility and broader audience reach.
00:32:21.699 --> 00:32:31.919
Yamilca Rodriguez: Engagement. It allows for direct interaction with your audience. Learning from your audience is number one, right? Don't talk about you, you, you all the time.
00:32:32.479 --> 00:32:37.889
Yamilca Rodriguez: Find out what they need, so you can talk about them in building that relationship.
00:32:38.199 --> 00:32:45.899
Yamilca Rodriguez: Feedback and adaptation. You can receive immediate feedback and adapt your strategies in real time.
00:32:46.979 --> 00:32:57.138
Yamilca Rodriguez: Okay, and really quickly, before we get to questions, I just want to show you a few, brands, and how we look at personal branding versus
00:32:57.289 --> 00:33:01.348
Yamilca Rodriguez: business branding. The top… the ones on the top
00:33:01.489 --> 00:33:19.228
Yamilca Rodriguez: are personal brands. As you can see, they're names of people, and I have a lot of doctors on here, right? And then the bottom one, and they're different types of doctors, by the way, and on the bottom one, we have businesses, okay, which is the name of the business.
00:33:19.389 --> 00:33:33.659
Yamilca Rodriguez: They're not related to each other on this at all, but, what I wanted to say is really important to build your business brand, and then build your personal brand next to that.
00:33:33.819 --> 00:33:48.428
Yamilca Rodriguez: Your personal brand should not be something you build after you sell your business, or after your business is done, because you can leverage your personal brand as a thought leader to make your business more attractive.
00:33:49.619 --> 00:33:52.908
Yamilca Rodriguez: And then, I just want to show you some executions.
00:33:53.039 --> 00:34:02.938
Yamilca Rodriguez: Why is this so important? You need to look professional, okay? So, what does your brand do, or look like.
00:34:03.278 --> 00:34:06.718
Yamilca Rodriguez: As you deliver on different touchpoints.
00:34:06.869 --> 00:34:22.538
Yamilca Rodriguez: Okay, and this is really critical, and each of these are different. This is one brand, this is another brand, and this is a different brand, and the ones down here are different brands as well, as from the top. So I just wanted to share with you how the visuals
00:34:22.799 --> 00:34:25.839
Yamilca Rodriguez: can be represented in
00:34:26.019 --> 00:34:34.828
Yamilca Rodriguez: a brand. So this is a personal brand, this is a personal brand, this is a personal brand, this is a personal brand, and this is a business brand.
00:34:36.178 --> 00:34:39.289
Yamilca Rodriguez: Okay, I think I'm done. Questions?
00:34:40.448 --> 00:35:00.828
Rachael Sampson: Yes, we have several, which I'm excited. We've got some time to talk through, because I have probably more than we can, work through today. But I'm glad that you mentioned about your book, and I want to bring up just a couple of quick slides really quickly before we formally move into our Q&A program, to talk about that and more information on you.
00:35:01.558 --> 00:35:11.618
Rachael Sampson: So yes, if you would like to connect with Yamilca post-conference and engaging, I think we can go one slide back towards Vanity. Thank you so much.
00:35:11.728 --> 00:35:13.798
Rachael Sampson: But we also do want to talk about
00:35:13.928 --> 00:35:17.488
Rachael Sampson: Oh, another way, I'm fine with these. Technology, we gotta love it, it's…
00:35:17.489 --> 00:35:18.419
Yamilca Rodriguez: I did.
00:35:18.529 --> 00:35:35.678
Rachael Sampson: Yes, so we do have some information. We'll work on getting that up in just a second on Yamilca, but I'm glad that you mentioned your book, Brand Therapist. I know I definitely want to check it out and dive deeper into a lot of this. This is a lot of the questions that I even think about.
00:35:35.679 --> 00:35:47.209
Rachael Sampson: And as you think about it as an entrepreneur, how do you do this? And it looks like some people do this, and it's so easy, they post something, it goes viral, and they post just anything, but…
00:35:47.249 --> 00:35:56.269
Rachael Sampson: when you sit back and look at it, to your point, with all of the archetypes, they are really true to kind of who they are, so I appreciate that.
00:35:56.359 --> 00:36:01.068
Rachael Sampson: Vanity, I don't know if you have that up, and before we go back in, do we have it now?
00:36:01.459 --> 00:36:18.799
Rachael Sampson: Thank you all for bearing with us, but I do want to go into this as well. We can pull up, Yamika, your information in a moment, but I do want to touch on this. We typically have our Key for Women webinars spaced out a little bit more, but we're excited, we're excited to launch a four-part wealth series.
00:36:18.829 --> 00:36:30.979
Rachael Sampson: And we are leveraging some of our experts here at KeyBank, and I'm excited to have my friend, Kathy, Carney O'Malley, who will be leading some of these sessions and moderating for us in Keeper Women.
00:36:31.089 --> 00:36:34.509
Rachael Sampson: And of course, Leah, Suzanne, Kelly,
00:36:34.509 --> 00:36:56.858
Rachael Sampson: will be joining us as well, as we think about Empowered Futures, building intentional legacies. It's the first of a four-part series. This is the first one, September 30th, and we've got a few more coming in November, and then, of course, in first and second quarter of next year. But one thing I really want to point out about this webinar is that it's applicable to everyone.
00:36:56.859 --> 00:37:00.238
Rachael Sampson: It's really about a session tailored to
00:37:00.239 --> 00:37:17.329
Rachael Sampson: the essential insights into estate and tax planning with a focus on the unique needs of women. You're going to learn what questions to ask, no matter if you are building your legacy, building whatever generational wealth you are, if you're starting from ground zero, or whether you plan to inherit wealth.
00:37:17.339 --> 00:37:35.939
Rachael Sampson: And you believe that you will, or you already have some. And how do you think about that in protecting your legacy, caring for loved ones, and building a succession plan that helps you flourish long after you've transitioned for the business? So we're going to cover personal planning, understanding wills and trusts, business continuity.
00:37:35.939 --> 00:37:54.199
Rachael Sampson: Learn succession planning, tax strategies, elder care, how to navigate financial planning for aging parents, and long-term support while considering our own future needs. And then, of course, family legacy, exploring tools for children's education, guardianship, inheritance, and philanthropy. So, I'm really excited about that.
00:37:54.199 --> 00:38:03.278
Rachael Sampson: Make sure you join us and tune in. We have a stellar cast. They're gonna be coming to you for part one and part two of these series, so please make sure you join in.
00:38:03.279 --> 00:38:18.568
Rachael Sampson: The other thing, of course, I would be remiss if I didn't mention, if you are not a Key for Women member, getting access to all of the wonderful tools and resources that we have available locally and nationally, use the QR code on your screen to ensure
00:38:18.569 --> 00:38:28.928
Rachael Sampson: that you are on the invite list for the latest events, insights, and updates. We won't spam you, but we want to make sure we stay connected with you, and you stay connected with each other.
00:38:29.309 --> 00:38:35.789
Rachael Sampson: So, with that, okay, question time. We started there, we talked a little bit about it, and
00:38:35.949 --> 00:38:39.268
Rachael Sampson: About authenticity, especially in the opening.
00:38:39.719 --> 00:38:52.168
Rachael Sampson: We have our archetypes, but how do you make sure that you don't lean so much into it that it feels like it's a gimmick? Or, you know, we don't want that ick factor? How do we prevent that?
00:38:52.829 --> 00:39:12.688
Yamilca Rodriguez: Great question! Okay, and I want to say, oh, thank you everybody for doing the test. I can see there's sages, caregiver, magician, creator, lover, lots of caregivers, which is not surprising. innocent, performer, girl next door, almost every single one. Performer…
00:39:12.749 --> 00:39:20.508
Yamilca Rodriguez: I already said Sage… Innocent, Explorer, Creator, awesome. Okay, so…
00:39:20.509 --> 00:39:26.588
Rachael Sampson: But I need more heroes. I feel like I'm the only one. Do we have any more heroes out there in the audience? Like, give me a shout-out, so I don't.
00:39:26.589 --> 00:39:38.509
Yamilca Rodriguez: I don't… I don't see any here, but, you know, I do get a lot of heroes, so, that's… that's not surprising. So, oh yeah, there's somebody! Emily James is a hero.
00:39:38.509 --> 00:39:41.309
Rachael Sampson: Emily, James, you're my person. Thank you.
00:39:42.049 --> 00:39:44.278
Rachael Sampson: Okay, so let me answer that.
00:39:44.719 --> 00:39:51.449
Yamilca Rodriguez: So yes, the archetype is going to help you focus.
00:39:51.609 --> 00:39:54.689
Yamilca Rodriguez: Okay? It's not about…
00:39:55.019 --> 00:40:08.179
Yamilca Rodriguez: and actually, this happens a lot to me. When people find out their archetype, they'll be like, are you a psychic? I'm like, no, I am not a psychic, because a lot of…
00:40:08.469 --> 00:40:18.438
Yamilca Rodriguez: characters make sense, right? Obviously, there were a few that connected with you. So, the key is to make it your own.
00:40:18.859 --> 00:40:24.018
Yamilca Rodriguez: Alright? So, leveraging what the archetype is.
00:40:24.389 --> 00:40:30.908
Yamilca Rodriguez: Is when you're going to start weaving your own story and using the value words
00:40:31.019 --> 00:40:35.498
Yamilca Rodriguez: And using those particular words that are to use, so if you get the book, The Brand Therapist.
00:40:35.739 --> 00:40:42.488
Yamilca Rodriguez: You can get on Amazon. If you get… if you get the book, it'll give you the 5 value words.
00:40:42.579 --> 00:40:51.179
Yamilca Rodriguez: and using those words to represent your own story. A lot of things that… one of the things that I do when I do a workshop, I will…
00:40:51.179 --> 00:41:04.188
Yamilca Rodriguez: use those 5 words, and have everybody write their story using those words. And what it'll do, your story, will be different than, Emily's. So.
00:41:04.189 --> 00:41:21.029
Yamilca Rodriguez: because you guys have different experiences, you guys have gone through different things, and so your story will be unique to you, and also because your expertise are different as well. And so, what it'll help you is write a story consistent with who you are.
00:41:21.039 --> 00:41:26.558
Yamilca Rodriguez: So, the key is to use it as a reference, but not as
00:41:26.819 --> 00:41:29.779
Yamilca Rodriguez: As something that you have to…
00:41:30.049 --> 00:41:37.638
Yamilca Rodriguez: Build specifically as you see it written in the… in the exercises, or in the stories.
00:41:39.029 --> 00:41:45.659
Rachael Sampson: I like that, and I like that if you at least anchor on something, then you're not going too far, because I think
00:41:45.679 --> 00:41:59.529
Rachael Sampson: Especially, I love the internet and AI, which is great. I think we get bombarded with so many messages, and how do you work through everything you see, and all the experts online of how to do this and do it well?
00:42:00.139 --> 00:42:13.289
Yamilca Rodriguez: Yes, so I… can I say something here? Yes, you can go on ChatGPT and say, hey, I'm a creator, can you tell a story about this in a creator voice? You can definitely do that. Now, I will say.
00:42:13.899 --> 00:42:31.388
Yamilca Rodriguez: because it's getting information from the internet, it might be creating a few different messages, so what I would do is… I'm working on creating an AI tool for this, very specific, a customized chat.
00:42:31.389 --> 00:42:43.469
Yamilca Rodriguez: And so, very specific to archetypes in the way that we build them from our framework, which is using opposites and making sure it makes it interesting as well. So, just…
00:42:43.469 --> 00:42:47.989
Yamilca Rodriguez: I just want to warn you, like, do it for fun, to learn and see what happens.
00:42:47.989 --> 00:42:53.558
Yamilca Rodriguez: But also, be discerning. Like, make sure that…
00:42:53.729 --> 00:43:08.198
Yamilca Rodriguez: the words aren't off a little bit, because they tend to sometimes… because I… I've done this, obviously, they… they tend to sometimes be one way or another, and sometimes they bring in
00:43:08.329 --> 00:43:19.688
Yamilca Rodriguez: things that aren't part of what it's supposed to be. So, try it, have fun, explore, and see what responds, and then rewrite it. Rewrite it for yourself.
00:43:21.159 --> 00:43:27.078
Rachael Sampson: I love it. So, you know, we did talk about the brands that are personal and for business.
00:43:27.419 --> 00:43:46.799
Rachael Sampson: on the scale, and we think about that funnel, how important is the personal brand to the business owner? I know we said it's critical, but when we think about what's most important in terms of attracting new clients through the sales conversion process or branding, how do you rank those things, and how do you prioritize them?
00:43:47.279 --> 00:43:48.899
Yamilca Rodriguez: Yes, that's a great question.
00:43:49.609 --> 00:43:57.539
Yamilca Rodriguez: So, I just want to start with saying a lot of people are not leveraging their personal brand
00:43:57.779 --> 00:44:12.809
Yamilca Rodriguez: when it comes to their business. They like to hide behind their business. And so… and this also goes for… I see a little face there. I also… and this also goes for people who are in the corporate world.
00:44:13.339 --> 00:44:15.709
Yamilca Rodriguez: They hide behind their wool.
00:44:15.769 --> 00:44:34.129
Yamilca Rodriguez: versus leveraging their personal brand. So the way to do this is once you have your brand strategy, you know, knowing who you are, your mission, vision, and values, start using that as a platform to talk about what you do.
00:44:34.779 --> 00:44:39.748
Yamilca Rodriguez: And it can be referenced to your business, or it doesn't have to.
00:44:40.249 --> 00:44:56.668
Yamilca Rodriguez: Because what'll happen is you'll start connecting at a more, an emotional level with your customer, and then you're going to start to see what questions arise, and use those questions to really get
00:44:56.979 --> 00:45:05.519
Yamilca Rodriguez: help them. So, if we're in the world that is, very, legally focused.
00:45:05.659 --> 00:45:14.499
Yamilca Rodriguez: One of the things that we could do is think about, us and not really going to that legality piece.
00:45:14.609 --> 00:45:20.029
Yamilca Rodriguez: But show how we… understanding those elements.
00:45:20.299 --> 00:45:30.159
Yamilca Rodriguez: And always saying, you know, this is not any legal advice, you know, making sure you really say that, but also go deep into what happened to you.
00:45:30.419 --> 00:45:34.428
Yamilca Rodriguez: And what did you learn from that experience?
00:45:34.589 --> 00:45:40.258
Yamilca Rodriguez: So, there is a fine line, but it also shouldn't be two separate things.
00:45:40.489 --> 00:45:44.128
Yamilca Rodriguez: It's important to kind of weave
00:45:44.399 --> 00:45:51.058
Yamilca Rodriguez: The personal brand with the business brand, so it doesn't feel like too much work.
00:45:52.159 --> 00:45:54.098
Yamilca Rodriguez: And it also should be…
00:45:54.159 --> 00:46:12.598
Yamilca Rodriguez: you should always bring in the business, so don't separate them, bring them together, because some people have a personal brand, and they separate it from their business. So it's about bringing them together so that they're more blurred versus completely separating them.
00:46:13.789 --> 00:46:23.948
Rachael Sampson: I like that. And so, if we think about, from a sales side, if we put that aside, to our leaders and aspiring leaders that may work for companies.
00:46:24.229 --> 00:46:41.769
Rachael Sampson: and you think about building your brand for your leader or for future roles, how do you think about that minus social media of how you brand, how do you show up? What does that look like, and what are some of the things that we should be doing to demonstrate our personal brand and why that can help us in our careers?
00:46:41.769 --> 00:46:58.808
Yamilca Rodriguez: Yes, so that's a great question, because I've done workshops in the corporation level, and I think one of the things that's really hard is to set yourself apart from your colleagues within a corporation.
00:46:58.809 --> 00:47:07.498
Yamilca Rodriguez: The important thing to do there is to think about your values connected to the values of that company.
00:47:07.499 --> 00:47:10.129
Yamilca Rodriguez: Right? How do your values connect?
00:47:10.469 --> 00:47:15.149
Yamilca Rodriguez: And then leverage your personal values
00:47:15.329 --> 00:47:29.869
Yamilca Rodriguez: and talk about how that is… reinforces the overall benefit of the company. You don't want to separate yourself from the company, because that's not going to work, and that's not going to work for your company.
00:47:29.869 --> 00:47:37.219
Yamilca Rodriguez: But, understanding the… the… not the differences, but the similarities.
00:47:37.459 --> 00:47:44.088
Yamilca Rodriguez: is great for you to then start leveraging that. And then you're gonna get noticed internally.
00:47:44.409 --> 00:47:54.748
Yamilca Rodriguez: in your company, and you're gonna become the expert in that area. So everybody's gonna go to Rachel for this particular piece.
00:47:54.999 --> 00:48:10.528
Yamilca Rodriguez: because they know you are the expert in that area. And then, how do you transition then over to your own company, or your personal company? It's really about leveraging those… how do I say that, those insights
00:48:10.529 --> 00:48:22.778
Yamilca Rodriguez: that you find, that people tell you, you're like, oh, I didn't know this was a thing, or I didn't know this was a problem, or a challenge, and leveraging those
00:48:22.909 --> 00:48:34.748
Yamilca Rodriguez: As just tips and, you know, tricks, in the industry, and then using that to build the brand that you want to eventually create.
00:48:34.889 --> 00:48:45.048
Rachael Sampson: Now, I haven't dove into all of them, but just hearing the name of some of the types, and I think about it. So, if I'm a caregiver.
00:48:45.109 --> 00:49:04.258
Rachael Sampson: I could… my superpower potentially could be employee engagement, because we're worried about other people, ensuring that they have the tools and resources, training they need, and that there's collaboration and camaraderie, or if they're a performer, maybe it's the storytelling piece that we need in order to get our ideas.
00:49:04.399 --> 00:49:08.509
Rachael Sampson: seen and heard, and as I… and tell me if I'm off track, and for me.
00:49:08.509 --> 00:49:21.169
Yamilca Rodriguez: Wow, I'm so impressed! I love this, I love this. I am so impressed. Yes, so that is great. So, just a note, you attract caregiver, and caregivers are attracted to HERO.
00:49:21.409 --> 00:49:29.239
Yamilca Rodriguez: You'll see all that. If you purchase the book, you're gonna see the opposites. You are not gonna find opposites on the internet.
00:49:29.469 --> 00:49:48.668
Yamilca Rodriguez: Please do not try to do this on the internet or on AI. It will not give you the right results. It took us a lot of work, over 20 years of experience, to really understand what these opposites were. And what's amazing about opposites is building tension.
00:49:48.789 --> 00:49:51.099
Yamilca Rodriguez: Right? You want to build tension.
00:49:51.219 --> 00:50:03.548
Yamilca Rodriguez: With the… if you look up my book, Bound Therapist, there's workbooks, too, to your particular archetype, and that gives you your opposite as well, and how to work through those specific questions.
00:50:03.559 --> 00:50:11.559
Yamilca Rodriguez: But if you really think about your question, each archetype, yes. So,
00:50:11.659 --> 00:50:29.899
Yamilca Rodriguez: Caregiver, lover, and girl next door are all about connection. They all… they want this connection. The opposite of connection, or what I call belonging, right? They want to belong to something, they want to connect to people, they love having people around. The opposite of that is independence.
00:50:29.899 --> 00:50:41.068
Yamilca Rodriguez: you are in the independence quadrant, right? You, as you answered the question, you knew it said independence. And so… so independence and belonging are opposites.
00:50:41.279 --> 00:50:52.819
Yamilca Rodriguez: And so leverage… leveraging that, you can learn a lot from belonging, and they can learn a lot from independence. So that's an axis that…
00:50:52.819 --> 00:51:05.398
Yamilca Rodriguez: really thinking about how that works for you is really critical. So the independent people are the people who want freedom, challenges, right? The people in the belonging, they want…
00:51:05.429 --> 00:51:06.669
Yamilca Rodriguez: Connection.
00:51:06.809 --> 00:51:17.828
Yamilca Rodriguez: And so understanding… just understanding that gives you empathy, right? To build that connection, or gives them empathy to build that independence.
00:51:17.829 --> 00:51:30.438
Yamilca Rodriguez: Okay? On the other side, you have… the stable ones are creator, there were some creators here, sages, there were some sages, and rulers, those are the stable people. They like consistency.
00:51:30.619 --> 00:51:39.438
Yamilca Rodriguez: And they also like a little bit of control, and really understanding things. The opposite of that is our performer, our magicians.
00:51:39.649 --> 00:51:44.149
Yamilca Rodriguez: in our, outlaws. They're dynamic.
00:51:44.699 --> 00:52:03.198
Yamilca Rodriguez: So, that opposition is really important. Understanding that these stable people just want some consistency and stability and understanding what the steps are, versus these other people, the magicians, the outlaws, and the performers, they want
00:52:03.209 --> 00:52:20.108
Yamilca Rodriguez: you know, they go from this idea to the next idea, to the next thing in the future, and let's… let's look at that. Leveraging people's superpower is critical, whether you're… have your own business, or you're in the corporation. And understanding what people's superpowers are.
00:52:20.119 --> 00:52:25.619
Yamilca Rodriguez: Then you can also use those superpowers to
00:52:25.979 --> 00:52:38.679
Yamilca Rodriguez: to not just connect with them, but also leverage their expertise. Don't put a stable person in a dynamic position. That's scary for them.
00:52:38.779 --> 00:52:54.158
Yamilca Rodriguez: I mean, it's important for them to stretch there, but putting them just like, oh, making a decision like that, they don't like that. They're process-oriented. They want to know when this is going to take place, give me a couple of months, right?
00:52:54.519 --> 00:52:58.959
Yamilca Rodriguez: The dynamic people are like, you can put them in any situation at any time. They'll be like, I'm ready.
00:52:59.029 --> 00:53:16.609
Yamilca Rodriguez: What do you need? Oh, this? Oh, perfect. I'm there. And then the connecting people, they want to be, like, doing parties and events and social gatherings, and they love that. So, give them an option to have days like that. The independence people, obviously, they want a little bit more independence.
00:53:16.629 --> 00:53:24.938
Yamilca Rodriguez: But also, leverage their, the challenges they want to go through. They are open to that.
00:53:24.939 --> 00:53:36.769
Yamilca Rodriguez: You know, the… the connecting people aren't too open, but they need it, okay? So also leveraging those opposites and saying, okay, this is your way to grow.
00:53:36.949 --> 00:53:43.328
Yamilca Rodriguez: is this way, right? The growth is in tension through opposites.
00:53:43.579 --> 00:53:55.779
Yamilca Rodriguez: And it's important to know yourself first, and then grow into your opposite, or just have empathy. That's really one of the most important things, having empathy towards those opposites.
00:53:56.469 --> 00:54:14.899
Rachael Sampson: I love that, and it's so interesting just listening to you speak, because as I play back in my mind, my disc profile, but also my Myers-Briggs and competition is in one of the top 5. No wonder Venus and LeBron are in there. But it's so funny how they're all so interconnected, so I'm super excited.
00:54:14.899 --> 00:54:26.109
Yamilca Rodriguez: They are interconnected because I used Myers-Briggs to really build the entire framework, so they are connected. And Young was part of building that as well, so…
00:54:26.489 --> 00:54:32.919
Rachael Sampson: Awesome. Well, I encourage everyone to get the book, to read into it. It's super interesting.
00:54:32.919 --> 00:54:51.859
Rachael Sampson: who knew that it was that, you know, have a scientific kind of approach to some of what we're seeing, too, and why we're drawn to certain things. So, I know we only have 5 minutes, but I have one question, one last question, and then we'll wrap up our program. What's the cautionary tale? What's the biggest mistake that you see people making, or an example of one that you've done?
00:54:52.399 --> 00:55:00.088
Yamilca Rodriguez: Yeah, so… there's so many. No, just joking. So really, the mistake I see
00:55:01.999 --> 00:55:07.088
Yamilca Rodriguez: A lot is people not leveraging their personal brand.
00:55:07.739 --> 00:55:17.339
Yamilca Rodriguez: Either hiding behind their brand, not really being authentic because they think they have to be this way to move forward.
00:55:17.489 --> 00:55:34.789
Yamilca Rodriguez: It's really, like I said before, internalizing that. I, for myself, know this, because, and you'll see it in my book firsthand, I actually, in the corporate world, I tried to be somebody else, and it didn't work for me.
00:55:34.809 --> 00:55:53.729
Yamilca Rodriguez: And I didn't know that, right? Until I was doing this work in the corporation, but I didn't use it for myself. I used it to leverage brands and tell brand stories. But when I left and started building the framework and started looking at it from a personal standpoint.
00:55:53.729 --> 00:55:55.948
Yamilca Rodriguez: I saw my pitfalls.
00:55:55.949 --> 00:56:02.588
Yamilca Rodriguez: So, it's really about bringing the conscious to the conscious, and bringing that awareness. So, it's…
00:56:02.589 --> 00:56:05.088
Yamilca Rodriguez: it's… like I said, those are the…
00:56:05.379 --> 00:56:09.988
Yamilca Rodriguez: That's the primary pitfall, is not really looking at ourselves.
00:56:10.229 --> 00:56:16.188
Yamilca Rodriguez: As an individual, or trying to copy what somebody else is doing who's successful.
00:56:17.149 --> 00:56:41.768
Rachael Sampson: I love that, because I think we see that so often, especially when we think about some of the imposter syndrome we often talk about, or, you know, taking on someone else's persona, to your point, that we see advance in what they have versus not, and it's so interconnected. Again, I encourage everyone to lean in. Thank you for the comments and the questions, and Nisha, the presentation about being yourself.
00:56:41.769 --> 00:57:05.969
Rachael Sampson: so true, and so needed. And Yamilca, this has been fantastic. I know I plan on reading the book. I hope you all do as well, and check it out, and all of us share on social media, or hopefully we start to see some of those brand stories come to life, you know, and really being true to who we are in person and online. And Yamilca, thanks again for being here. Thanks, everyone, for attending. I hope you have a wonderful rest of your day. But before we go, Yamilca.
00:57:06.169 --> 00:57:10.009
Rachael Sampson: Parting, last words, final thought for the… for the group.
00:57:10.399 --> 00:57:23.718
Yamilca Rodriguez: Yes, if you have any questions, if you need anything, please send me a message. I am happy to answer questions. I am happy to help on this journey. That is my mission in this life.
00:57:23.719 --> 00:57:32.899
Yamilca Rodriguez: And, I am doing my PhD in identity, because I feel like this is the main point that, as humans, we really have to…
00:57:32.899 --> 00:57:36.348
Yamilca Rodriguez: Move forward in, and that's gonna be part of our future.
00:57:36.669 --> 00:57:40.068
Rachael Sampson: I love that, and congratulations. Thanks, everyone. Be well.
00:57:40.939 --> 00:57:41.849
Yamilca Rodriguez: Thank you.
Yamilca Rodriguez, Founder and CEO of Bespoke Branding, TEDx speaker, and former brand leader at Procter & Gamble, brings deep expertise in brand psychology, identity design, and archetypal storytelling.
Yamilca shares how archetypes, human-centered design, and ritual can help you build a personal brand that’s magnetic, authentic, and aligned with your purpose. Whether you’re looking to elevate your presence or gain deeper insight into what makes a brand truly connect, this session offers fresh inspiration and practical tools.
Participants will learn
- How to align your brand with your values and purpose to show up with confidence and clarity
- Insight into the archetypal patterns that shape how others perceive you, and how to use them to your advantage
- How to elevate your impact, gain tools to grow your brand as a leader, entrepreneur, or changemaker
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