Bryant EoC Start Me Up Brand Attributes & User Profiles

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  • 1. Brand Attributes & User Profiles Exercises ©2013 The Skool
  • 2. STEPHANIE Strategic Branding SCHECHTER & DesignAbout Me:• Graphic design• Industrial design• Create “Brand Experiences”• Entrepreneur• Creative direction, education and coaching for new entrepreneurs who want to build thriving brandsAbout the Skool:The Skool teaches designers, developers& marketers how to collaborate, executeand thrive in the digital economy.See more at: theskoolrocks.com ©2013 The Skool
  • 3. Brand Driven Design & Marketing ©2013 The Skool
  • 4. Brand Driven Design & Marketing Three factors: Your BrandWho are you? What do people say about you? Your User Who are they? What do they need? Your Goals What goals are you trying to achieve with your initiative? ©2013 The Skool
  • 5. Your Brand ©2013 The Skool
  • 6. Brand vs. IdentityWhat is Branding?A set of qualities, ideas, and attributes promised anddelivered in every experience and every interaction aperson may have with your business. It’s the gut feelinga customer gets when they think of you.How is Identity different?Your Identity system is the outward expression of thebrand through symbol and logotype, typography, colorpalette, copywriting and layout.But how do I define a brand?You must clarify the products and services yourcompany offers, your unique value proposition,personality and target audience. ©2013 The Skool
  • 7. Why Define Your Brand?Have an Objective Foundation for Decision Making Avoid Guess WorkAvoid “Shiny Object Syndrome” Focus & Clear Priorities ©2013 The Skool
  • 8. Example:Roll Call ©2013 The Skool
  • 9. Define Your Brand Attributes In each of the categories below write as many adjectives that describe your business. General We are: Our users are: Our We make you We tangibly help (our culture) (our community) personality feel: you: (benefit, is: (value, time, money, (brand voice) emotional, quantity) qualitative) Quality Thoughtful Smart-phone Witty Like a Get a mental Focused users strategic break from Innovative Unique genius work and classResponsive Social Gameto customer Interactive Players Creative Like a high Play a game inpreferences roller a short amount Responsive Competitive Culturally of timeFacilitating Game Players Aware Relaxed Informed Play an Amusing Discerning Hip and Cool engaging Flexible game without Maintainers of Accepted, complicated Attentive to Busy like you setup Detail Schedules belong Stow a game Ethical Socializers Carefree on your person easily Social Needing of a Unique and Break Special Express your Tech-Savvy personality Collectors In-The-Know through your Emblem neo-Geeks Provides an Thinkers easy way to meet new people___________________ provides ______________ to ______________ with Your Company Product/Service Usersa(n) _______________ and ______________ , to help them ______________ Culture Personality Valueand _______________ . Benefits ©2013 The Skool
  • 10. Your Users ©2013 The Skool
  • 11. Why Create User Profiles?Customers are most important to your success Get a mental picture of who they really are Understand their needs Discover what “voice” will resonate with them ©2013 The Skool
  • 12. Roll Call Users (Customers)Type #1 ______________________Type #2 ______________________Type #3 ______________________ ©2013 The Skool
  • 13. Automotive Diagnostic AppUser Example- Sally Mason Soccer Mom Demographics (Stats) Story (Situation that has created interest in your product) 38 Years Old Had a bad experience with a service Married (Mostly Happy) department and felt disrespected, 3 Kids demeaned, at the mercy of the service Has 28 Years Left on Mortgage department and cheated when she got the Lives in Warwick, RI bill. Drives Minivan with French Fries on the Floor Watches Reality TV Guilty Pleasure- Godiva Chatty Cathy, Influencer Sells Pampered Chef/ Hosts Parties 15 Lbs Overweight Has Car That is 8 Years Old Goals (Big picture results they hope to Needs (What does that person need to gain from using your product) accomplish that goal? Feature or attribute of your product) Looking for an advantage Plain English, basic information that helps Wants to feel relevant her immediately Have car knowledge Quick & easy to use interface To feel empowered Intuitive To feel confident and in control of herself and destiny Tone (Voice and style that will Value Proposition (Qualities of resonate with this user) your product important to this user) Friendly but Professional Simple Direct Stress Free Straight-to-the-point Immediate Not slick Gives knowledge to feel in control Trustworthy ©2013 The Skool
  • 14. User #1- Name Type Demographics (Stats) Story (Situation that has created interest in your product) Age Relationship Status Where do the live? Job/ aspirations Income Hobbies/ free time Interests Style- ie. Car, clothing, other products Goals (Big picture results they hope to Needs (What does that person need to gain from using your product) accomplish that goal? Feature or attribute of your product) Tone (Voice and style that will Value Proposition (Qualities of resonate with this user) your product important to this user) ©2013 The Skool
  • 15. User #2- Name Type Demographics (Stats) Story (Situation that has created interest in your product) Goals (Specific results they hope to Needs (Feature or attribute of gain from using your product) your product) Tone (Voice and style that will Value Proposition (Qualities of resonate with this user) your product important to this user) ©2013 The Skool
  • 16. User #3- Name Type Demographics (Stats) Story (Situation that has created interest in your product) Goals (Specific results they hope to Needs (Feature or attribute of gain from using your product) your product) Tone (Voice and style that will Value Proposition (Qualities of resonate with this user) your product important to this user) ©2013 The Skool
  • 17. Brand Driven Design & Marketing ©2013 The Skool
  • 18. Q&A slideshare.net/SchechterDesign info@stephanieschechter.com stephanieschechter.com @SchechterDesign theskoolrocks.com ……………………………………………meetup.com/Skool-Meetup-for-New-Entrepreneurs/ Tuesday, Feb. 5th Define It! Full Brand Definition workshop Tuesday, Feb. 19th Skool Council: Support Group For entrepreneurs who want to accomplish more. ©2013 The Skool