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Brand Attributes
        &
  User Profiles
   Exercises




      ©2013 The Skool
STEPHANIE   Strategic
                                              Branding
                                  SCHECHTER   & Design




About Me:
• Graphic design
• Industrial design
• Create “Brand Experiences”
• Entrepreneur
• Creative direction, education and
  coaching for new entrepreneurs who
  want to build thriving brands

About the Skool:
The Skool teaches designers, developers
& marketers how to collaborate, execute
and thrive in the digital economy.

See more at: theskoolrocks.com




                ©2013 The Skool
Brand Driven Design
   & Marketing




       ©2013 The Skool
Brand Driven Design
   & Marketing

            Three factors:

              Your Brand
Who 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
Your Brand




  ©2013 The Skool
Brand vs. Identity

What is Branding?
A set of qualities, ideas, and attributes promised and
delivered in every experience and every interaction a
person may have with your business. It’s the gut feeling
a customer gets when they think of you.

How is Identity different?
Your Identity system is the outward expression of the
brand through symbol and logotype, typography, color
palette, copywriting and layout.

But how do I define a brand?
You must clarify the products and services your
company offers, your unique value proposition,
personality and target audience.




                     ©2013 The Skool
Why Define Your
     Brand?

Have an Objective Foundation for
         Decision Making

       Avoid Guess Work

Avoid “Shiny Object Syndrome”

    Focus & Clear Priorities




            ©2013 The Skool
Example:




Roll Call



   ©2013 The Skool
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
                                   Tradesmen



Roll Call provides a physical social game to people needing a
Your Company                         Product/Service                               Users

break, in a(n) creative, approachable and refreshing way, and
                      Culture        Personality                     Value

delivers an easy to way to meet new people and can be played in a
                                                   Benefits

short amount of time.                                                        ©013 The Skool
Your Users




  ©2013 The Skool
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
Roll Call Users
        (Customers)

       Type #1 College Student

          Type #2 Collector

Type #3 Mother or Father (family buyer)




               ©2013 The Skool
Automotive Diagnostic App


User 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
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
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
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
Brand Driven Design
   & Marketing




       ©2013 The Skool
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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Bryant EoC Workshop Roll Call Completed

  • 1. Brand Attributes & User Profiles Exercises ©2013 The Skool
  • 2. STEPHANIE Strategic Branding SCHECHTER & Design About Me: • Graphic design • Industrial design • Create “Brand Experiences” • Entrepreneur • Creative direction, education and coaching for new entrepreneurs who want to build thriving brands About the Skool: The Skool teaches designers, developers & marketers how to collaborate, execute and 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 Brand Who 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. Identity What is Branding? A set of qualities, ideas, and attributes promised and delivered in every experience and every interaction a person may have with your business. It’s the gut feeling a customer gets when they think of you. How is Identity different? Your Identity system is the outward expression of the brand through symbol and logotype, typography, color palette, copywriting and layout. But how do I define a brand? You must clarify the products and services your company 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 Work Avoid “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 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 Tradesmen Roll Call provides a physical social game to people needing a Your Company Product/Service Users break, in a(n) creative, approachable and refreshing way, and Culture Personality Value delivers an easy to way to meet new people and can be played in a Benefits short amount of time. ©013 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 College Student Type #2 Collector Type #3 Mother or Father (family buyer) ©2013 The Skool
  • 13. Automotive Diagnostic App User 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- 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. 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