The document provides information about Stephanie Schechter and her company The Skool. It discusses defining brand attributes, user profiles, and brand vs. identity. Key points include: - Stephanie teaches branding, design, and entrepreneurship. - The Skool educates on collaborating and thriving in the digital economy. - To define a brand, clarify products/services, unique value, personality, and target audience. - User profiles help understand customers' needs and find the right voice to resonate with them.

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