Caring for Your Brand: A Guide to Bootstrapping Your Branding

Transcript

all right um I think we can slowly start if someone joins later um due to time difference and then we can you know they can still follow up if not then the other audience can watch the replay or YouTube channel so welcome everybody my name is yasi so some of you might have seen me in the last session so I'm the coach of crypto value Association startup working group together with myself my other colleagues we organize online events for started working group members and open to all crypto value Association members and some of the events are open to everybody to register I'm also the founder of web3 marketing agency called Pro mind skill based into

Switzerland and today I'm very honored to have our guest speaker Sasha starovus stuff I'm trying um he's the founder of rendition is a branding expert with a passion for helping startups and small businesses build successful and impactful Brands so with over 20 years of experience in business World Sasha has a wealth of knowledge and expertise to share so in this Workshop caring for your brand a guide to bootstrapping your branding with archetypes and storytelling he will share his proven method for creating a strong and distinctive brand so even on a tight budget so it's great great for

you guys if you're a startup and he will guide you guys through the process of using archetypes and storytelling to create branding strategy that appeals to your target market and reflects your core value and your fundamental ideals so in this Workshop it will be around one hour and if you have any questions feel free to put in the qia session we will pick it up in between the chapters and at the end of the workshop if there are some other if we have extra time we will also try to answer as many questions as possible so feel free to write down your questions or comments in Q a session and next I'm going to head it over to Sasha

a very nice not to see you actually it's a my first time when I present presentation to someone without seeing the faces of the people but I'll do my best to connect with you guys and the girls and like give you very interesting presentation um I will gonna I'm gonna have some breaks in between so you can ask questions and if if I'm selling something you don't understand or you want me to repeat or explain please um please let me know I have my friend istock here who will help me to navigate the questions and I just jump straight to the

presentation so enjoy enjoy the ride fast and you see the belts and um I represent rendition and rendition is a small branding agency and what we do we create brands that customers love and we use for that deep psychology of content and Design today's Workshop I call caring for your brand and it's a guide to bootstrap in your branding with archetypes storytelling and chat GPT a little bit about me I'm founder of agency rendition I'm very passionate about branding I do that for over 20 years and I really want to help passionate Brands to by sharing

my knowledge expertise in my lifetime of rendition I've seen many bright people with bright ideas who weren't able to succeed because in my opinion they didn't pay enough attention to branding and here I want to help you a little bit more about me I'm the founder and artistic director of Porter one is a software company based in Vancouver Canada and we do software for telecoms we have around 500 telecoms around the world that use in our software I'm also a managing and teaching Aikido in a sport club which is called dokiite

it's like Aikido Doki and I also was the founder and uh president for 15 years of the Slovenian Aikido Federation also I own a live music venue called project and I we can boast with over 200 200 concerts every year that we do for free of charge for all uh public interested in culture also I designed a boarding game that was the most selling board game in Slovenia for consecutive two years and you might be wondering oh my God these things are so different but no all they all these things are

united by my passion to branding and archetypes I talk about archetypes later so what's the plan for today um uh first we're talking about what is brand and what is branding and then I'll tell you explain what uh our stories in the archetypes in branding and how we can use uh human psychology and motivation Theory to create like very powerful band brand and then we'll see some practical steps uh how to create and we find your brand on a budget okay I really believe that you could save up to 70 percent of uh like

budget that is required by like big agencies on your branding using my method so like the either way you can create an effective brand either like a hiring an agency and waiting like you know up to half year pay like 10 to 20 000 Euros or you can only pay like 30 that by reading two books using my methods and hiring hiring designer and then you have the same result okay excuse me so now we talk about branding branding so here's some definitions

what is Brandon was what is branding and what is the difference so brand is about it's not about a business it's about customers you know so what they see and how it makes them feel so Brent is what you stand for what do you promise your brand promise and what people see are like logo colors shapes and images right and um it very important about the brand is what how it makes customer feel right what experience they have with your brand what kind of recognition what kind of trust and loyalty they can develop uh working with your brand and then The Branding the difference between branding branding and branding is a process yeah

and process of creating a unique and consistent very important consistent image in in the minds of your customers and branding uh could be described as two parts and first part is what you relay It's Your Vision Values language voice of a tone of voice your branding story and then it's like marketing activities like what you do um about your brand is like targeting strategy marketing and I think promoted scale is like uh is uh like very good specialist in that let's talk a little bit about the benefits of branding um I believe since you're here you understand the benefits but just let me

uh summarize this so branding is good because improves recognition of your branded list trusts it builds value it attracts new customers it sets you apart from the competition and the most important brand is something that allows you to compete with other companies on the market not with just your pricing okay and it means long term that's uh if you compete with something else this else is that pricing you can do less okay and receive greater reward and they think that I want to stress today is like the connection between your brand and the customer and its emotional engagement so the benefits uh

the purpose of brand and branding is to create emotional connection with your brand uh also the other benefits of branding is uh like enormous in my opinion so like it uh helps you to uh rise employees pride and motivation improve still stakeholder perceptions so you can easily secure funding and attract partners and also it increases customers loyalty you know you create you can create a deeper connection and the customer will be preparing your brand over the others and of course better Market positioning and long-term success but again I really believe that you're here because you know the benefits of

branding and you want to learn more what I think is the uh biggest challenge challenge of branding doing Mike's work with different companies I realized it's it's always the same pattern you know people think about their brand as the center universe but unfortunately it's not true since you need to present your brand to your customers you need to understand the customer perspective so the ultimate challenge of branding is understanding the customer perspective okay um so what is going to happen if you don't do The Branding again from my experience uh the most common situation

is like this so you have this bright uh individual company with a very bright idea they develop some product or some services and then they think okay it's time to present ourselves in the market so they go to the artist and say hey uh could you please create a logo and a website for me you know and they gave the artist all the descriptions of the products all the features and benefits and stuff like that what they don't understand that artists live in different galaxies okay and what they create is something beautiful okay and very good but most of the time it doesn't reflect what customer needs it doesn't

connect with customers but of course uh you know this aliens from the different galaxy they last they love this artistic expression very much but this is not what we need so the ultimate challenge of branding is understand customers desires okay and if we had our own Lucifer in hand you know we would say hey Lucifer go on as these customers of ours like what do they truly desire but unfortunately we don't have a Lucifer so that's why we're gonna figure some other way how to tap into human psychology using stories and archetypes um okay now I need some feedback

if you have some uh questions or um anything you want to ask please let me know now because I have a sip of water and we can continue any questions anything for those who joined um Sally later so just let you know there's a qia section in the YouTube so if you have any questions you can put it there and we will pick it up and then in between chapters we'll try to answer them more at the end of the session uh if not right now there's no other questions okay if there's no other questions that we can move on

okay let's move on um So Stories archetypes and human psychology this is a very interesting thing we're going to talk about what is the story and the story is just a narrative that conveys information emotions and experience okay and uh purpose of the story is to convey meaning yeah and this meaning uh could be like values benefits and some messages okay if you um know the human the history of human uh civilization you know we go back in you know 50 100 000 years maybe some

scientists say 200 000 years so we needed in order to survive human civilization needed to pass information from one generation to another okay and the natural way uh to do that is the story so it's natural way stories are the natural way we perceive memorize and transmit information and this is why it's very good to use it in storytelling I explained the psychological um workings of this storytelling a little bit later but now I just want to tell you a story so uh there was this guy Jeffrey um he was a very uh smart and talented

guy and he was an expert in uh won this particular field so he left uh it was his great passion and after doing that for some time he created the product and this product was great it immediately competed with the likes of Facebook and Google but Jeffrey's product was about 10 times cheaper and did about the same but there was a problem with all this beautiful characteristic of the product uh Jeffy couldn't sell it and he tried everything he tried advertisement and he tried slowing the price but no one wanted to buy it and he was very desperate because he was about to lose his house and uh

all his colleagues about to lose their job and one day he met a branding specialist so they went for a beer and they sit down and Jeffrey presented his story and The Branding guy said roof Jeffrey you have wonderful product but the problem is that your brand is like kind of messy okay so we need to clear and make sure that this Bay this your brand is very focused and aligned and they created a plan they created a branding guide and they redo all the workings of the all marketing materials of the company and they created new website and they created some consent

strategy and they do this and that and after six months Jeffrey sold a bunch of his products also he sold his products to Facebook and Google and now he's a very successful businessman if he didn't met The Branding specialist that day I think he would suffer a lot and him and his family so if you see this chart here every story follows the same kind of pattern in the beginning we talk about the context and then we present some negative impact to drama and then at the end there's a happy end and the value of the story is actually the difference

between the Spain points and the success points right so this the same story if you take if you think about stories all these stories about this thing it's like this they go like this and again the problem that I encountered during my practice is that startups businesses stakeholders they think of their brand like it is everything and they don't understand that what they need to do you present their Brand Story to customers and to make the customer the hero of the story and present themselves as the

guide uh to the to the hero of the story so here I will introduce uh um this framework in my in my practice I used many many Frameworks but this is one of the most recent ones and it's very easy and it's it's simply great so I recommend you to buy and read this book um well in order to save this 70 of your branding and this uh uh excuse me this framework was created in 2017 by Donald Miller and in he wrote this book building a story brand and again please read it you

you will enjoy it very much so it's basically about um um the structure of the story so while uh working on your branding story you need to create this seven step script and it goes like this a character but the problem meets the guy who presents a clan and calls to action that results in success or failure so when I told you this story about Jeffrey okay it's this story so Jeffrey had a problem and he met The Branding guy they made the plan and uh and then this plan resulted in success okay so the next thing we're going to talk

about our archetypes so any questions here is the base of the uh presentation okay anything you want to um you want to tell me quite so we should continue yeah I think the presentation the pace is great um it's very clear and people commented all clear so fast so it's great okay thank you thank you very much let's continue so the archetypes um some of you definitely know about the archetypes I first read this great book

of Carol Jung about 20 years ago and I was amazed and um uh some archetypes first of all uh explained by uh Greek philosopher Plateau as elementary form which are Universal expressions of Minion behavior and communication and then for the refined by Carl Gustav Jung the psychologist who was studying human psyche and uh he was realized that there is collective unconscious so basically shared pools of memory and experience and some knowledge that all humans have regardless of their culture and location and geolocation right

um and what he did Carl Gustaf young he said okay there are like these 12 basic archetypes and these 12 basic archetypes are innocent uh we're talking about character archetypes right and these are innocent Explorer Sage hero Rebel magician etc etc so my explanation of archetypes is like this so if the human um if a human being is some kind of computer you know with the psyche human psyche is some kind of computer then these 12 archetypes are the most powerful uh Hardware embedded embedded Hardware programs okay

um so how our psyche works you imagine uh the psyche was formed during this 200 000 years in order to help us to survive right so it's basically a pattern recognition software okay that's uh like the most importantly detects a danger okay so the if there is a danger the uh so the software Hardware software immediately detects it okay and runs this uh freeze fight-to-flight software right but then also there's another software like it's a story recognition software so when like we need to make sure our future Generations

somehow survive right so when a human psyche detail detects the story it says oh wait a second this is important I need to remember it okay in order to pass to other Generations okay so um and the archetypes they look like this so for example I'm sitting in here and I'm trying to connect with you guys tell you your story okay and make sure you engage and it's it is interesting for you so like like kind of belonging in community kind of for uh archetypal things so yeah at the moment I'm talking about uh every man archetype you know the connection Community belonging okay but imagine right in front of me in my

office this guy goes and he stumbles and he falls down so immediately this every man program that was active before goes in the background and my caregiver program uh engages right so I go to the guy I help him to stand up I ask him if I can help him in any way right and then imagine the door office office doors open and beautiful lady comes in okay and my caregiver archetype goes in the background and the lover archetype kicks in right and I see the beautiful lady and uh you know my heart rate elevates and I have uh you know uh started getting some ideas and stuff like this so this is basically a very

um strong uh ancient programs then run in our software like python recognition software okay so if you look at this character okay could you tell me without me explaining you what these characters are like what kind of archetype it is yeah check this yeah um I mean this probably was meant for the live session but yes as you can see uh Forest Gump and Dalai Lama and this baby with open eyes innocent opened eyes of course this is like the uh innocent archetype what about this

can they recognize these guys are there any comments I don't recognize the first one the first one is uh the flew over Over the Cuckoo's Nest with Jack Nicholson in in the main character and then the pirate and the Pepe longstock okay I hope I hope you know but this is the um where is it the rebel archetype okay which one um so we can make any comments anything

you want to talk about guys then girls you go back again Captain Jack which Arc Type is um just a second let me go back so this is all these characters okay all these characters are presented by one archetype which archetype is that not so hard to recognize the rebel the pirate and the rebel again okay so this is like this is the rebel archetype

yeah okay it maybe takes some uh take some practice to recognizing but it's a very good [Music] um it's a very good practice someone commented his captain is the Rebel or ruler yeah he was maybe a ruler for for his crew you know but uh for us for the reader so like viewers of this movie he was definitely the rebel yeah yeah character type of archetypes no okay so let's go to the next slide um and we talk about uh branding archetypes

branching archetype so this is another framework um that I would really love you love to for you to get this book and read this book I think it's only all also available for free in PDF but you can also buy a hard copy and this is uh really Milestone uh book on branding wrote by written by Margaret Mark and Carol Pearson it's called hero and the outlaw building extraordinary Brands through the power of archetypes and this is like very good thing to know it's uh basic basically make made my branding uh um life very easy because it verbalized

some Concepts that I was somehow intuitively aware of but after reading this book it was like wow I was doing it right for so many years but without realizing why well because of archetypes because it's something that we all share with just what we need to consciously recognize it so basically what they write about in their book that branding archetypes humanize brand and Company vision mission in Vegas so it uh helps to helps to for customers to work deep feelings when working with your brand

and it creates this instinctive understanding so as we discussed earlier these archetypes you know they already embedded in our cycle okay in our Hardware so we recognize it immediately if you only uh present your customers with uh features and benefits of your product then they'll they'll need to engage their brain software analytical software which is very slow and ineffective comparing to this archetypal characters that are already in us you know because uh they talk to our Primal motivation okay and of course when you do that the book says and I totally agree uh when you align some archetype

to your brand it will help you to differentiate your brain from competition and establish a strong and meaningful relationship with your target audience so the the book goes on about like look at these examples you know and if you analyze uh this archetypes of companies that you all know you understand what I'm talking about without explaining what magician is because everyone knows what magician is it's like some archetype which is responsible for transformation or the rebel archetype right digital Harley-Davidson virgin Che Guevara brand or every main archetype you know some

products and companies that are targeting like uh normal people you know uh no VAP like regular people like Ikea furniture for everyone KFC Volkswagen like which is uh uh cars for for people you know and stuff like that and uh go in uh the other way you know when you know the archetype of your brand it helps you first most importantly to clear up all the noise and it will also help you to Define uh everything that your brand needs to present namely colors fonts shapes language tone of

voice values mission culture and of course the brand promise so to illustrate this idea let's uh do this so now all of you okay help me to create this uh create the brand for this company which I think is hero archetype okay so you don't know anything about the company right but so you just know it's hero archetype so please tell me which colors of these four should we pick up for the herobrand yeah you can comment in the QI box any ideas

okay I'll see someone wrote blue blue okay any other color herobrandt gold of course there is no gold color here so like please select from this existing form so the first one we call it pink and the second color what's the name for it brown one is pale one is dark one is blue one is red okay so we called pale dark blue blue okay any other comments okay good thank you okay please help me

to select the shape for this herobrand archetype so we have two choices we have this Blobby uh shape and pointy shape which shape you think feeds better to a hero brand foreign I think people either um so we have one someone said pointy pointy thank you very much okay now help me help me with the phones help me with the font which fonts uh one of one two or three you think a better

fit for brand uh herobrandt archetype okay three okay thank you very much now check this out you can do it right everyone could do branding you just need to know the archetype and then it's easier for you to pick up shapes and the fonts and colors and and basically everything you see so thank you for your help you can all do your branding okay but um talking about this so we know stories are the way to go because human psyche works this way it's wired to receive minimum memorize and uh put some meaning

on the story okay and this also archetype and with these two you can create your brand okay but okay now you have your brand and your customers The Missing Link like what makes your customers buy your product okay and the answer is and you again you can read this uh uh about this in the book um uh the hero and the outlaw and the missing link is motivation you know the customers desire so I uh go and reading the book there's this one um uh thing uh that is called motivation Theory and it's actually what

motivates your customers or any people to make any decision and motivation theory is actually very very simple so basically there are two motivational access on One X is uh self-actualization Independence and fulfillment and on the other side is social belonging connection and community so what does it mean for example I'm sitting at home and my friend Jeffrey calls me and invites me to have a beer with him right and I have a choice I need to decide what to do right either I can stay at home you know enjoy myself watch a movie read the book you know learn something oh on the other side I can say no but I will go

into you know Community like I need I crave for connection I want to sit down with Jeff and talk about his social life and my life you know so it's always like this you you always choose when there's a choice you have to choose and what motivates you more your own ego kind of stuff or like the communal kind of stuff okay well the RDX is all the stability structure and on the side this achievement Legacy and change so what does it mean for example I work for a big company say Microsoft right and this Microsoft gives me everything it gives me like good salary it gives me some

order and stability and structure and but it doesn't give me so much satisfaction you know when my wife comes and she says look uh I see I know you you like your job and everything it gives you kind of stability but uh you know it's just I see it's a soul-sucking job for you so you should probably leave you know and make this change that you really need for yourself like a human being you know to achieve something to live some Legacy behind because if you work for Microsoft you invent all this amazing stuff and they just own it so you need to do it on your own you know and leave some Legacy for your children and you know for your name

so this is basically a motivation Theory uh what's uh what's really great about this book that these women Margaret and Carol this they were managed to map uh customer needs or desires two archetypes so if uh desire of the Primal desire of the customer is uh you know Liberation then you have readable archetype if it's transformation then it's a magician if you need control okay there's a ruler archetype for that okay and I created this diagram this can kind of compass for your archetype selection okay

and it basically provides you with this pair one is like four clusters of customer motivation yeah for example this one achievement Legacy and change and for each desire okay you have a branding archetype that should use okay so if we go back to this story telling a python discussed in the previous framework uh we have two characters here so this is character this is the hero of the story and this is your customers okay and we know what's motivation uh there is

meets a guide and guide is your brand your company okay and for that company you should just use this uh one of three archetypes that align with the with the desire okay and as soon as you know that as soon as you know that you can easily uh create some branding guidelines and branding guidelines they're like consist of two parts and one part is foundations is your vision mission values uh what distinguishes you from competition and how you present yourself from the world so basically the the story right and also uh the design part of the uh branding guidelines and like logos and

fonts and colors and imagery and language and tone of voice okay we can look at this example um can you see it so it looks like this so I might uh we made this uh for this portable company and it's uh it's something that you should use any comp every company needs to use this branding book when do when doing everything you know everything from the business card to a trade show stand okay you need to use um you need to use branding guidelines to

create everything every marketing materials every marketing material to make your brand consistent okay so and so the next part is a practical example examples and before that I think this part was the most brain consuming so if you have any questions about archetypes and storytelling and like the human psychology please ask now I'll be happy to end so if you have any questions feel free

to type in the q a section maybe while we are waiting for people to type I just I have also a comment like what Sasha presented before The Branding guideline uh it's so important because from our line work with a lot of startups many startups don't have a breathing guideline they have a logo and then when it comes to execution for their Twitter for their graphic image and the you know tone voice there's no consistency there's no distinct character that represent the brand so I find this Workshop is really important especially many of you guys here you are in text-based blockchain space so it's

it's quite good that you you are aware that how important it is and how you can create one yourself then when you work with marketing agency or your own marketing team and whatever communication you do it represents your brand as a parent it will not look the same as everybody else yeah so we have one question question from cereal he asked how does the archetype relate to the product does the product determine which archetype we should choose um archetype is something that uh clarifies your brand messaging okay as as I showed in previous slides

when you know your brand archetype it's easier for you not to make mistakes okay because in my practice you know uh like uh businessman startups they come and uh they present me with their current messaging and it's really really noisy you know because it's it's understandable you know for you for businessmen their product there is their life it's your baby you know and you like love your baby very much and you say yes my baby is uh his hero he is a lover he is uh you know all all possible archetypes and ideas and um meaning for you okay but in storage selling you know

I explained why storytelling is important you need to make sure your brand is just one archetype let's say a movie you know we have this uh Star War movies right so in Star Wars movies you have Luke Skywalker Walker and he is the character of the story and he's the hero of the story right and then he meets a guy a guide and this is teacher Yoda okay and teach you that is teaching you all his teacher you're the in all three or like how many five movies right he's always green he's always small he's always old he's always very wise okay imagine what the story would be if in one uh episode teacher Yoda is green and

very smart and you know and the other he is red and very angry and then in then uh you know and then he's blue and very funny in the other episode you wouldn't wouldn't be able to connect you said like this teacher your days is a joke you know the movie is a total disaster and keeping consistency in your brand storytelling with the archetype is the easy thing to do so brand storytelling archetype okay and the product is the product you know like you you have Bright Idea you made your product and service and it's great okay like sell it but when you tell a story about when you're selling this product and services you know be consistent you know if you

say it's green make it green and don't jump just be consistent this is it no I want to add a little bit um because many I would say many products in the blockchain space they have a platform or they have app this is some kind of like a user interface so um if you have a product itself then you have a product itself you shouldn't change what your product is based on the archetype but the way how you design your maybe your in user interface or the colors the website the platform then you should be aligned with the archetype and your brand in a way to look and feel

we have another question if you recommend a simple clear archetype a simple and a clear archetype what about a tailored archetype per Market segment Generation Z or X Etc and have different needs and expectations and absolutely I agree with you but it's on the surface deep deep inside of us you know in our human architecture in architecture of our psyche you know regardless of your age Generation Z or people who lived thousands years ago or people who live uh 100 years from now we

all share the same psychology our Hardware is ultimately the same so instead of uh targeting you know some group of people and then uh creating uh messaging different messaging for every group of people which is very time consuming requires lots of marketing research okay requires very much very expensive very big budget by the way okay instead of that you target the Primal motivation something that is inside of every human being okay this is why we're talking about bootstrapping right like let's hack into human consciousness it's a hack you know it's a direct way to you know

to connect to the heart and feelings okay I hope I answered your question yeah I think what the question comes from because usually in the past when people segment their user groups they always go by like geography age gender but now what we talk about is deep level is this group of people they all have the same needs they'll have the same desire like at the like Sasha said like a human psychology level it's not related to age related to whatever everything else so if everybody is has a desire or let's say in the context of blockchain everybody has a

crypto everybody has the desire and the need to keep their cryptos safe then your product fulfill the needs so you don't have to segment by Generations you segment by the fundamental human psychology what they are meeting am I right exactly yeah and when you have a clear message okay it appeals to everyone for example I have a friend he's a policeman okay so his mind is really uh kind of a ruler mind you know he's very structured he doesn't uh let you do any you know he is very like uh structured guy you know but uh we uh I talk about

him about some uh places in Slovenia okay and some of these places has like very clear variable archetype so absolutely opposite of what his desires are of what his internal motivation is but because their messaging is so clear sorry rebellious he says I don't go to that place but I totally understand them because my daughter is a teenager you know and she's sorry Bailey's and I understand at some point in your life you need to be rebellious you know so Rebel is not like a bad person you just you know non-conformist so it's when you uh

create this message and that is clear everyone is able to understand because it's like part of you you know every one of you was a teenager right so you understand what this uh Rebellion is and this is the uh this is what I'm talking about when you apply uh archetype to branding it connects to everyone and makes it clear it makes it sincere okay if you don't do this it looks fake it feels fake you know and your customers when they feel fake they say no no I go to another parental you know I'm not using it yes it doesn't make me feel good okay and what we do here we do a brand it makes you feel good yeah it's also very the architect you what

you mentioned it's a great I like about it that you mentioned like you have your brand then you choose archetype so that your brand is very distinguished you don't have to be so the brand should if the brand were person it shouldn't be like ordinary person if you like everybody else nobody will remember you if you have very distinguished character and you keep communicating that character then people will remember you so um I'll I like this sentences for people who communicate on branding and or present yourself as personal brand the sentence says if you try to please everybody you please nobody so you you can just be one distinguished character and people will remember you so it goes

to applies to the brand as well just we don't have any other questions so I encourage the audience um I mean if any parts that you are not clear this is really a great Workshop very valuable it's if any part that is not clear to you feel free to comment we can always talk about it and Sasha can go back to slides and if you have any other questions related to branding or marketing you know you can always ask here so we have like a 10 minutes or so for you guys just you know ask any questions thank you

okay no questions let's continue with the Practical um practical step okay um but um second let me share the Practical example uh lucky you and actually lucky me can you see it everything is okay with the slide I don't see it it's good it's good now it's good or you see the presenter View good this is good okay so this is your lucky day actually I'm for the last uh

couple of months I've been the luckiest person on Earth because uh during my work I always have to work I always have to work with with the writers and uh it's a really hard thing to do because uh you know like first you need to you find a writer okay already find Generator is difficult and then to train it it takes lots of time and lots of money and then uh like the writer works for you for a couple of months and they and then leaves and you need to do it uh all over again so I'm so happy because there is chat GPT okay and it's it knows everything it knows about this platforms and

Frameworks I Told You So today we're going to have a look at this uh web 3 marketing agency called promote the scale and try to analyze uh their uh brand and archetype and create their branding story yes are you okay with that yes but our new website will go live next month but we can use this example great okay uh so if we check this website okay what's uh what I do what's the first thing I always do when I check someone's website or like a promotional marketing

materials I try to see what archetypes they are and for that I just read text so uh promoting scale expertise okay so I when I see expertise for me it's already very clear this is Sage archetype so I scroll here um I don't see much here but what is most important my favorite session is what customers say about us because as we discussed earlier brand is what they think your customers okay so if we're here um what what I can see their knowledge is amazing okay Sage they understood the concept immediately

smart Okay their Sage okay um what I can't remember here professional creative solution agreement also Sage um we were Amazed by the depth of the research research stage promote and scale displayed much creativity and Industry knowledge Sage so for me this is like 100 percent uh Sage Sage brand okay and the next thing I do I copy paste all the data from the web

from their website and I fed it this data into chain GPT so I just asked please check this company called promote and scale and just copy paste it all the dates okay and the next thing I ask could you define their brain engine archetype and GPT uh foreign immediately so this is Sage archetype okay sorry the sage archetype is characterized by a deep desire for knowledge wisdom and understanding okay so I just announced for the expertise and wisdom so you all agree with me this is H archetype very good so create a copy uh for promoting scale home page based on their story brand you know so

and uh uh as I told you chat GPT already knows storied brain framework so it writes this welcome to promote and scale the web 3 marketing agency that helps startups in the blockchain industry achieve marketing goal yeah we understand we understand your problems and stuff like that I uh um I will share also this document my uh my chat with chat GPT here okay it's all my chat with chat DPG GPT about promoting scale it took me about I don't know 45 minutes maybe maybe an hour and here's my questions and uh the answers you'll be I was amazed and I

also hope you will be amazed okay and uh you know when we uh first discussed this story you know like we need to understand customer pains in order to create the value of of your brand right and here uh please specify separately what problems are in external internal and philosophical for the uh hero of the story yeah startups which are customers of promoting scale and read this this is unbelievable it totally understand the situation so difficulty differentiating from competitors limited visibility and brand awareness and then internal uh

inconsistent and effective marketing marketing activities stuff like this guy guys read it this is like very very cool okay and when we have a brand story we can do we can go and check uh you know The Branding components like brand colors for example so I ask fgpt what colors and shapes would recommend for promoting scale and it goes like okay here's blue and green right and explains why I totally agree why but it doesn't help me very much because you know the Thousand shades of blue and uh you know 100 shades of green so I go okay GPT please generate the

color palette for me for this promoting scale and it does it so here to visualize it to you I'm a designer I do this you know for 30 years believe me this is great this is just simply great because you don't need to think it's right there so if we take a uh this screenshot of promote and scale website you see it's somewhere here it's very close you know so it does a very good job next thing you do like let's say fonts and you say okay the chat GPT please suggest some created phone pairings for sage archetype and promote and scale brand in particular that they would really stand out and reflect the Deep knowledge and

understanding and it just does a joke I have I'm using this tool here it's called typescale.com where you can uh you know just check how your um um copy okay how your typography will look like right so you select one font here button one font here for headings and another font here for body phones and it just gives you like a perfect perfect result really I work with uh some professors uh in the Academy of Arts in Slovenia and uh you know they like uh they make phones they like really Elites of designers here and

does here it's really in par uh with their um um with their knowledge and experience so like this is just two examples of what chat GPT uh thinks their phone pairing could look like this is great you know this is really great and it does it for you in a minute where designer will will take a couple of months and uh give you exactly the same kind of quality or job okay uh so this is the document I will share this presentation just click here and you'll see the total the complete dialogue

uh what really um amazed me because when I looked at um at this website I was just thinking okay so this is the sage archetype right and then I see these images and I know this image I saw it uh somewhere many times I think it's like this free stock images okay and then I go here and the same thing this uh corporate Memphis kind of type of illustrations you know with different colors not really these threads are not assigned here not so doesn't not familiar for this website you know and I think and this wavy shapes also

it's like I don't know I don't feel this is uh this is really like Sage archetype but still I don't have uh you know I have a feeling as a designer but I cannot verbalize it such so I go and I ask Chad GPT okay and ask okay current promote and scale website features pale green and wavy shapes and combinations overused stock photos and corporate Memphis characters that in my opinion don't really reflect Sage archetypes explain why why is that why not good fit and what would be a better fit and oh my God you know it just explains it exactly what I was feeling but I couldn't explain in in

words you know it says the pale green baby shapes may not be the best fit for the sage archetype because they don't convey a sense of authority and expertise okay while green can be associated with growth and balance the pale tone used on the website lacks the depth and richness okay that might better reflect the wisdom and the knowledge of such archetype okay the wave the shapes also playful in Whimsical but we may may not be the right one um for a brand so like chat gpg exactly tells you like what what is wrong uh with the you know with the shapes and uh colors and and visual

representation and here's the solution so better reflect the stage archetyper motor scale we might consider using images that just suggest growth with them and inside that could include images of natural landscape books of other symbol of knowledge shapes that convey stability such a triangles of squares might be more effective and then I looked at the website again and I see this logo and I know what what uh why I think this logo may be not such a good representation for sage archetype of sage archetype because it doesn't give you stability you know if I made this shape out of I don't know wood it wouldn't stay with just uh you know full on the side right

so um what I did here I create it's um I place this logo in some kind of square and now it has the stability you know and strongly color would better represent um the Brand Story and the Brand Story would go as as follows I think it's like much uh uh clear in improvements for um archetype aligned improvements of this brand message for promoting scale and you see it only took me minutes instead of like days of a month and marketing research and stuff like that so I think this is great if you want to read more of case studies

you can you can go to the brandition website and check our work and you'll see uh how we do it actually how we did it before the child GPT what the process is the same just as chat GPT question and it tells you honestly what is wrong and what should be done and the last thing I want to mention is um logos and Graphics okay while chat GPT is very good with words artificial intelligence really sucks at making logos so no artificial intelligence logos anytime soon and I believe it's very important to

have a good graphics because visual stuff it's uh much faster recognized by people than uh you know than the words so it's really I believe it's really worth spending more than a thousand Euros for for a little logo because it takes lots of time not everyone can do it and a few people hey who can do it must learn lots of lots of stuff they must understand their psychology and typography and and stuff like that um so here's the plan I give you in order to make your bootstrap branding and it

goes like this first get the audio existing marketing materials all texts okay and then ask your customers why they love you create some questioners gather the answers and uh try to figure out from the sensors as I did what is the brand archetype okay and then to make sure you can ask very ice wise advice from chat GPT feed all the data data in the chat GPT and ask you know all these questions that they ask and then write your story brand script okay and these are like uh foundations of your

um branding guidelines and then give these branding guidelines to designer you know with clear instructions what brand you want to develop and then your branding is pretty magical okay and it's uh it's going to be much faster and much cheaper and much more effective so and if you do it you'll be successful and if you don't you will probably fair or will not achieve these Heights as you do if you do have a good branding okay so here's the end of my presentation if you need some advice please don't hesitate to ask me now or

to contact me later thank you very much we have one question that was asked by Renato before so maybe we can try to insert a question here um he asked how would you position the contribution of community influencer in this context um I don't think I understand the question I mean sorry um I think what he meant is that you know in community building for many projects you have community influencer and how would they fit into the context of brand

architect type and represent your brand yeah it's another guide you know is it in storytelling you have a you know main character right and you have your company as a as a guide and so there's another guide so there could be many guides you know I can't remember like this TV series friends right so one of the friends have some kind of problem and they go and they ask each friend for foreign advice right and they will give this funny advices but you see the idea you know like the characters and you need to give them away so while presenting you uh this particular story to your audience you

know uh position uh this influencers as you as as guides if the influencers already has a large following and represent its own brand maybe he or his brand represents one archetype when when projects working with these influencers should also consider or is their archetype in line with our archetype no no no no no as a brand you select your archetype and you be consistent you remember teacher Yoda always green so be green and when the influencers present your brand it's clear what you are doesn't matter what what archetype you are just make sure it is only one archetype so well so it

doesn't matter what kind of influencer what kind of branding this influencer has but as long as the influencer when they represent your brand when they communicate your brand they have to convert in a way that represents your brand archetype yeah yeah select it once and keep keep going with it after some time you'll decide oh maybe maybe I need to change brand archetype then change it you know like this my company portal one when we were established first we were like uh one of the maybe 10 companies in the world doing this voice over it business right and uh my instinctive idea was position

ourselves as the ruler archetype we were a small company but I made this presentation of people like immediately thought well like this huge company corporate guys students and ties you know and everything and they bought our software but after you know like 10 15 years the market uh changed tremendously it was like thousands of companies like ours uh like uh doing that and we couldn't compete more uh but with with the help of the ruler archetype so uh so we changed our message and we switched to uh Everyman archetype because of the this kind of family like atmosphere within the company and the perfect the best industry best customer care we give

you know and this level of communication very uh like normal you know uh we like a family you know like every man kind of archetype thing and so we were forced to do that because uh you know our sales were stagnating and we needed to make a change and rebranding and like create a new messaging you know uh uh presenting like writing a news story okay helped us a lot you know and because in the recent years our sales went up uh uh like huge sales again so like it was like wow how much you've changed you can make just with the switch and an archetype

okay is that as a business involves when you can adapt your brand you can change the architect of course the market evolves everything involves you know you cannot be you know you you have a child right and uh first seven years it is a child you know but if you treat your child after 30 years like a child there's something wrong okay so life changes you grow like people grow Brands grow and change an evolution in its uh to reflect that in your in your marketing cool so any other questions from the audience

I know some people had to go we are over time a little bit but if you have any questions we can have one last questions one last question um okay it's not a question it's from Syria he said thanks so much it was a great session he learned a lot so thank you so much Sasha you're welcome it's uh I don't see you I mean so Peter I cannot hug you um that's not a problem you know you just maybe share with the audience how can they contact you if they would like to have some support or advice on branding for their startups they can contact you in person so how can they can how can they reach out to you

I will share this presentation and all contacts are there okay cool yeah so um we will get this and we will share it with um maybe we will share it online or crypto value Association YouTube channel with uh in the description um yeah so Renato also says thanks so much from his end yeah I feel very grateful uh for your time Sasha thank you so much for sharing your personal experience and knowledge with our crypto value Association members in any case if you guys need some branding help need additional advice feel free to reach out brandition.eu and also Sasha

in person um if there's no more questions then let's end the session now stay tuned we'll have more events coming up in the next month and the last Tuesday in March at 6 PM CET is our startup working group monthly online Meetup meeting so feel free to join so with that thank you so much yeah thank you so much for being here yasi thanks so much for inviting me a real pleasure okay cool bye guys have a nice lunch bye-bye foreign