Guerrilla Branding for Entrepreneurs Teaser

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Prototype Class Teaser:

The fall quarter offering for Founder’s Studio will focus on how to instantly communicate who you are and what you do–also known as branding.

No need to have an idea yet for what your startup will be, we’ll have a project for you to practice your skills on. Just come as you are, and plan to dive into three intense evening studio sessions. You’ll leave the course with a set of tools you can apply to any startup you want to build, a deeper understanding of how to create a strong brand, and and understanding of why it’s a fundamental key to building a successful start up.

The core teaching team for this class: Guthrie Dolin, a VP at award-laden digital agency Odopod (and the creator of the d.school brand), and Caroline O’Connor, former Storyteller-in-Chief at the d.school and currently Designer in Residence at Google Ventures. We’ll be joined by bigwig guests.

Guerrilla Branding for Entrepreneurs Teaser

  1. 1. FOUNDER’S STUDIOGUERRILLA BRANDINGFOR ENTREPRENEURS Guthrie Dolin Caroline O’ConnorA TEASER @gee3 @dtcaroline
  2. 2. THIS CLASS IS A PROTOTYPE10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  3. 3. INSTRUCTOR / CONSUMER A INSTRUCTOR / CONSUMER BCaroline O’Connor Guthrie Dolin10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  4. 4. EXTERNAL ID THEME LINE BRAND PROMISEINTERNAL BRAND POSITIONING TARGET AUDIENCE10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  5. 5. PRODUCT CONCEPTSPOTIFY FOR RECIPESOur product offers a new way to search, collect andshare recipes all through a social lens. The serviceoffers a vast library of recipes (many with photosand/or how-to videos) from the top recipe sites anda massive community of users — surfacing trulypersonal suggestions based on you and your friend’spersonal preferences.10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  6. 6. YOU’RE FOUNDER AND CEO10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  7. 7. And, the product-market fit is on you. RELEVANCE AUDIENCE OFFERING What they need. What you deliver.SWEET SPOT OPPORTUNITY LANDSCAPE DISTINCTION How you’re different.10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  8. 8. SESSION 1Know your audience.WHO ARE YOU DESIGNING FOR?
  9. 9. You need to knowyour customers sowell that you feellike you can walk intheir shoes.10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  10. 10. Start with the usual suspects.10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  11. 11. When interviewing:DOUse open-ended questions,seeks stories, and alwaysask them “why”?DON’TBegin your question with“usually” or ask them tocreate your brand for you.
  12. 12. SESSION 2Building the platform.HOW DO WE ARTICULATE THE BRAND?
  13. 13. Core Persona Ingredients: Demographic profile Psychographic profile These are the current statistical These are the behavioral variables for characteristics of your audience. your audience. The profile should Among others, these commonly include include a brief description of the gender, ethnicity, age, relationship audiences mindset, such as; values, status, employment, education, home attitudes, interests, key motivators, ownership and household income. behaviors and proclivities. Note: Not all stats will be relevant to your business or product Note: The more vivid and specific your description, the more category, so you will need to determine which are valuable. you can leverage them insights to help drive decisions.10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  14. 14. PERSONA TITLE / NAME DEMOGRAPHIC PROFILE PSYCHOGRAPHIC PROFILE GENDER ETHNICITY The description should be a sentence or two DISABILITIES highlighting key characteristics of the target AGE / LIFE-STAGE RELATIONSHIP STATUS audience’s mindset, such as; values, attitudes, LOCATION interests, motivators, behaviors and proclivities. EMPLOYMENT EDUCATION LEVEL HOUSE HOLD INCOMEBRANDS THEY BUY/USE BRANDS THEY DESIRE/ASPIRE BRAND A BRAND B BRAND C BRAND X BRAND Y BRAND ZPRACTICAL CONCERNS/NEEDS EMOTIONAL CONCERNS/NEEDSList approx. five practical needs/concerns for your List approximately five emotional needs/concernsaudience. It is helpful to make them in the form of for your audience. It is helpful to make them in thequestions from your audience. form of questions from your audience.
  15. 15. 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
  16. 16. SESSION 3Bringing it to life.HOW DO WE MAKE IT REAL?
  17. 17. Naming process:Explore a Aesthetic Practicalspectrum decisions considerationsAttributes vs. Benefit Single real words (Apple, Word) Trademark for single real wordsCaffienator vs. NoDoz is very difficult to attain Compounds (PayPal,Amazon vs. Best Buy PowerPoint) Do you need the direct URL?Descriptive vs. Suggestive Acronyms (UPS, IBM) Is the name for US only? OrPizzaHut vs. RoundTable international? Which countries? Coined (Vimeo, Vizio)Live Search vs. Bing Will it be lost in translation? Unique spelling (Flickr, Qwitter)10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS
  18. 18. DO THIS BEFORE BUILDING STUFF.38
  19. 19. 84 SKETCH
  20. 20. LET’S DO THIS!

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