Erika Ferszt

Curious to learn more about how makers approach the 'need' to make a product. I can relate to three ways in which makers say to themselves 'I'm going to invest my time and money into this idea'. 1. You solve a problem for someone. Maybe you're a freelance web developer and you fix one problem for one person because they asked you to and you thought, cool, let's solve that for more people. 2. You invent a problem and then find people that have that problem and give them your solution. This seems to be were missions take the focus. i.e. 'we're on a mission to make X better' - oh cool, I didn't know until just now how much better X could be! 3. You have a problem which you fix for yourself and you find others that also have that problem as you go along. Are there other ways in which you can approach this? Which approach works best? Is there a hybrid? Should the problem (like 1 or 3) come first or the mission (2)?

Short description: A brand archetype is essentially a character of your brand, the alive representation, that is created taking into consideration all the nuances of the target audience and the brand s concept. The formula is simple, if a brand is relatable to its target audience, it s loved by it. A brand archetype is a person you re addressing. What happens after you find out the brand s archetype? You can use it. You will now know how people will see, and comprehend your brand. You will know what the brand would sound, look, and behave in certain situations. You will understand its values, and views on life. Now, you can take this understanding and use it to build your brand personality, and further use it in all communication mediums: from social media posts to video ads; from the website content to choosing your brand s opinion leaders. If you are addressing, talking to the archetypes, you can speak to your target audience on an emotional level, instinctual even. Question: Do you use/refer to archetypes? do you think archetypes can have a place in startup branding? Recently we created a post on socials regarding this topic and I was surprised how many people showed interest, so now I'm curious to hear your opinion, hunters!

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