Unleashing Your Brand’s Potential: Harnessing the Power of Archetypes in Business with Amanda Guerassio

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Episode Summary –

In this episode of the “Expert In You Podcast,” host Ann Carden welcomes brand strategist and designer Amanda Geracio as her guest.

Amanda shares her journey into freelancing and becoming an accidental entrepreneur, discussing the freedom that comes with it. The episode focuses on the concept of using archetypes in branding, with Amanda explaining how archetypes are universal themes and characters that can create a powerful connection with consumers.

Understanding the driving motivators and fears of different archetypes can help tailor messaging to resonate with the target audience. Amanda emphasizes the importance of brand exploration and strategy, discussing the key questions to ask during the design process to narrow down the design direction and focus of the business.

The episode concludes with Amanda providing her contact information for listeners to reach out to her for further assistance. Overall, this episode highlights the significance of branding and how utilizing archetypes can create a unique and powerful connection with consumers.


Key Moments:


[00:07:30] Occasionally subcontract for specific tasks, prefer solo.

[00:09:52] No convincing. Niche: serial entrepreneurs who understand.

[00:12:59] Summarizing design process and brand guidelines for clients.

[00:16:40] Universal archetypes used for brand communication.

[00:18:42] Understanding ideal clients, motivations, and language.

[00:21:45] Archetypes influence business strategies and copywriting process.

[00:24:52] Brand exploration reveals driving motivators and fears.





About the guest :


Amanda Guerassio has always had a creative streak, starting from her childhood days of making her own illustrated books and coloring posters. The introduction of computers in middle school ignited her interest in exploring creativity through technology, which was nurtured by her father and a high school teacher. This passion for the intersection of art and technology led her to pursue a degree in design in college. After graduating, Amanda moved to Austin, Texas, following her boyfriend. While searching for a full-time job, her boyfriend suggested taking on freelance projects for income. This idea of freelancing and venturing out on her own was entirely new to Amanda but piqued her curiosity.


Contact Amanda:

Website : https://www.studioguerassio.com/

Instagram : https://www.instagram.com/studioguerassio/

Linkedin – https://www.linkedin.com/in/amandaguerassio/

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