Fsfsguerrillabrandingtease 121220151008-phpapp01
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Fsfsguerrillabrandingtease 121220151008-phpapp01 Fsfsguerrillabrandingtease 121220151008-phpapp01 Presentation Transcript

  • FOUNDER’S STUDIO GUERRILLA BRANDING FOR ENTREPRENEURS A TEASER Guthrie Dolin @gee3 Caroline O’Connor @dtcaroline
  • THIS CLASS IS A PROTOTYPE 10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  • INSTRUCTOR / CONSUMER A INSTRUCTOR / CONSUMER B Caroline O’Connor Guthrie Dolin 10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS View slide
  • ID EXTERNAL THEME LINE BRAND PROMISE INTERNAL BRAND POSITIONING TARGET AUDIENCE 10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS View slide
  • PRODUCT CONCEPT SPOTIFY FOR RECIPES Our product offers a new way to search, collect and share recipes all through a social lens. The service offers a vast library of recipes (many with photos and/or how-to videos) from the top recipe sites and a massive community of users — surfacing truly personal suggestions based on you and your friend’s personal preferences. 10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  • YOU’RE FOUNDER AND CEO 10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  • And, the product-market fit is on you. RELEVANCE AUDIENCE OFFERING What they need. What you deliver. SWEET SPOT OPPORTUNITY LANDSCAPE How you’re different. 10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS DISTINCTION
  • SESSION 1 Know your audience. WHO ARE YOU DESIGNING FOR?
  • You need to know your customers so well that you feel like you can walk in their shoes. 10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  • Start with the usual suspects. 10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  • When interviewing: DO Use open-ended questions, seeks stories, and always ask them “why”? DON’T Begin your question with “usually” or ask them to create your brand for you.
  • SESSION 2 Building the platform. HOW DO WE ARTICULATE THE BRAND?
  • Core Persona Ingredients: Demographic profile Psychographic profile These are the current statistical characteristics of your audience. Among others, these commonly include gender, ethnicity, age, relationship status, employment, education, home ownership and household income. These are the behavioral variables for your audience. The profile should include a brief description of the audience's mindset, such as; values, attitudes, interests, key motivators, behaviors and proclivities. Note: Not all stats will be relevant to your business or product category, so you will need to determine which are valuable. Note: The more vivid and specific your description, the more you can leverage them insights to help drive decisions. 10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  • PERSONA TITLE / NAME DEMOGRAPHIC PROFILE PSYCHOGRAPHIC PROFILE GENDER ETHNICITY DISABILITIES AGE / LIFE-STAGE RELATIONSHIP STATUS LOCATION EMPLOYMENT EDUCATION LEVEL HOUSE HOLD INCOME The description should be a sentence or two highlighting key characteristics of the target audience’s mindset, such as; values, attitudes, interests, motivators, behaviors and proclivities. BRANDS THEY BUY/USE BRAND A BRANDS THEY DESIRE/ASPIRE BRAND B BRAND C BRAND X BRAND Y BRAND Z PRACTICAL CONCERNS/NEEDS EMOTIONAL CONCERNS/NEEDS List approx. five practical needs/concerns for your audience. It is helpful to make them in the form of questions from your audience. List approximately five emotional needs/concerns for your audience. It is helpful to make them in the form of questions from your audience.
  • Positioning Statement: For: Who wants/needs: Our products is a: That provides: Which, unlike the competition, offers: 10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  • SESSION 3 Bringing it to life. HOW DO WE MAKE IT REAL?
  • Naming process: Explore a spectrum Aesthetic decisions Practical considerations Attributes vs. Benefit Caffienator vs. NoDoz Amazon vs. Best Buy Single real words (Apple, Word) Trademark for single real words is very difficult to attain Descriptive vs. Suggestive PizzaHut vs. RoundTable Live Search vs. Bing Acronyms (UPS, IBM) Compounds (PayPal, PowerPoint) Coined (Vimeo, Vizio) Unique spelling (Flickr, Qwitter) 10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS Do you need the direct URL? Is the name for US only? Or international? Which countries? Will it be lost in translation?
  • DO THIS BEFORE BUILDING STUFF. 38
  • 84 SKETCH
  • LET’S DO THIS!