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Nov 9, 20212 min read

Your Brand Hero


Who is your brand hero? How do you help them? These are probably 2 of the most important questions you will have to answer when setting up your new venture. It’s imperative that you know your customer in an intimate way so your marketing can really resonate with them. We still see too many new ventures designing their products and services and thinking of “features” without having a clear idea of what their customers really want, why they don’t have what they desire yet, what’s getting in the way and how their product / service can help the customers get what they want or move away from a “pain.” How do we get that clear idea? Simple: “we get out of the building” and talk to people :) At Activate Ventures we strongly encourage our startups to talk to at least 10 of their ideal customers and get to know them really well. This means of course finding out their demo-sociographics but most importantly their psychographics: What’s their passion in life, what’s their why? What are their core values? What do they desire the most? What are their biggest beliefs? What’s keeping them awake at night? Why does what they’re looking for matters to them? Once you have answers to all these questions you can build your value proposition which is essentially finding the fit between what you offer (product, service, features) and what your customers is trying to resolve, achieve, gain. If this fit exists your product / service will be successful and your business will flourish. Simple as that. One of the goals of the brand new Activate Flexible Foundation Programme is to help startups connect with their ideal customer and develop a solid value proposition through a very structured process that helped dozens of startups to build successful products.



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