Brand Attributes        &  User Profiles   Exercises      ©2013 The Skool
STEPHANIE   Strategic                                              Branding                                  SCHECHTER   &...
Brand Driven Design   & Marketing       ©2013 The Skool
Brand Driven Design   & Marketing            Three factors:              Your BrandWho are you? What do people say about y...
Your Brand  ©2013 The Skool
Brand vs. IdentityWhat is Branding?A set of qualities, ideas, and attributes promised anddelivered in every experience and...
Why Define Your     Brand?Have an Objective Foundation for         Decision Making       Avoid Guess WorkAvoid “Shiny Obje...
Example:Roll Call   ©2013 The Skool
Define Your Brand Attributes                                          In each of the categories below write as many       ...
Your Users  ©2013 The Skool
Why Create User    Profiles?Customers are most important to          your success  Get a mental picture of who        they...
Roll Call Users        (Customers)       Type #1 College Student          Type #2 CollectorType #3 Mother or Father (famil...
Automotive Diagnostic AppUser Example- Sally Mason Soccer Mom Demographics (Stats)                             Story (Situ...
User #1- Garrett Coors College Student Demographics (Stats)                          Story (Situation that has created    ...
User #2- Name Type Demographics (Stats)                          Story (Situation that has created                        ...
User #3- Name Type Demographics (Stats)                          Story (Situation that has created                        ...
Brand Driven Design   & Marketing       ©2013 The Skool
Q&A          slideshare.net/SchechterDesign           info@stephanieschechter.com              stephanieschechter.com     ...
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Bryant EoC Workshop Roll Call Completed

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Bryant EoC Workshop Roll Call Completed

  1. 1. Brand Attributes & User Profiles Exercises ©2013 The Skool
  2. 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. 3. Brand Driven Design & Marketing ©2013 The Skool
  4. 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. 5. Your Brand ©2013 The Skool
  6. 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. 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. 8. Example:Roll Call ©2013 The Skool
  9. 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 work Innovative Unique genius and class Social Game Responsive Players Play a game in to customer Interactive Creative Like a high a short amount preferences Competitive roller of time Responsive Game Players Culturally Facilitating Aware Relaxed Play an Informed Discerning engaging game Amusing Competiti Hip and Cool without Flexible Maintainers of ve complicated Emerging Busy Schedules Accepted, setup Potatoes Attentive to Deceptive like you Socializers Stow a game on Detail belong your person Personal Needing of a Intensive easily Ethical Break Carefree Friendly Approacha Express your Social Collectors ble Unique and personality Mean Special through your Tech-Savvy neo-Geeks Fast paced Emblem Competitive In-The-Know Thinkers Provides an Punny easy way to Engaging Hated in a Sailors meet new Creative good way people Witty Firemen Ambitious Drunk Critical Thinking Family Intellectual Refreshed Stress Relief Campers Egotistical Safe Escape TradesmenRoll Call provides a physical social game to people needing aYour Company Product/Service Usersbreak, in a(n) creative, approachable and refreshing way, and Culture Personality Valuedelivers an easy to way to meet new people and can be played in a Benefitsshort amount of time. ©013 The Skool
  10. 10. Your Users ©2013 The Skool
  11. 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. 12. Roll Call Users (Customers) Type #1 College Student Type #2 CollectorType #3 Mother or Father (family buyer) ©2013 The Skool
  13. 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. 14. User #1- Garrett Coors College Student Demographics (Stats) Story (Situation that has created interest in your product) 20.5 Fake ID says 24 Pirates of the Caribbean, saw some people “Complicated” Relationship Status playing, drinking Coors, even though he’s Frat House, Hometown Leominster MA a deadbeat he could use it as a way to Entrepreneurship Major interact with people, won his first game, Unemployed trying to be wedding singer then got hooked $30 at all times Drinks & lacrosse Socializer Scooter from CL, espn, gshock watch, Likes cat sweatshirts Deadbeat 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) Become a pro Tournaments Fill some time Wide player base Give him excitement Rules that encourage competition Potential to win Clear Winners & Losers Tone (Voice and style that will Value Proposition (Qualities of resonate with this user) your product important to this user) Personal Easy Ironic Fun Twisted Can do it while drinking Retro ©2013 The Skool
  15. 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. 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. 17. Brand Driven Design & Marketing ©2013 The Skool
  18. 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

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