bryant eoc workshop roll call completed

Brand Attributes &

User Profiles Exercises

©2013 The Skool

©2013 The Skool

STEPHANIE SCHECHTER

Strategic Branding & 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

Brand Driven Design & Marketing

©2013 The Skool


©2013 The Skool

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?

Your Brand

©2013 The Skool

Brand vs. Identity

©2013 The Skool

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.

Why Define Your Brand?

©2013 The Skool

Have an Objective Foundation for

Decision Making

Avoid Guess Work

Avoid “Shiny Object Syndrome”

Focus & Clear Priorities

Example:

©2013 The Skool

Roll Call

©013 The Skool

Define Your Brand Attributes In each of the categories below write as many

adjectives that describe your business.

Roll Call provides a physical social game to people needing a

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

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

short amount of time.

General We are:

(our culture)

Our users are:

(our community)

Our

personality

is:

(brand voice)

We make you

feel:

(value,

emotional,

qualitative)

We tangibly help

you: (benefit,

time, money,

quantity)

Quality

Focused

Responsive

to customer

preferences

Facilitating

Amusing

Emerging

Potatoes

Personal

Friendly

Mean

Competitive

Engaging

Witty

Thoughtful

Innovative

Interactive

Responsive

Informed

Flexible

Attentive to

Detail

Ethical

Social

Tech-Savvy

Punny

Creative

Ambitious

Intellectual

Egotistical

Smart-phone

users

Social Game

Players

Competitive

Game Players

Discerning

Maintainers of

Busy Schedules

Socializers

Needing of a

Break

Collectors

neo-Geeks

Thinkers

Sailors

Firemen

Family

Campers

Tradesmen

Witty

Unique

Creative

Culturally

Aware

Competiti

ve

Deceptive

Intensive

Approacha

ble

Fast paced

Like a

strategic

genius

Like a high

roller

Relaxed

Hip and Cool

Accepted,

like you

belong

Carefree

Unique and

Special

In-The-Know

Hated in a

good way

Drunk

Refreshed

Safe

Get a mental

break from work

and class

Play a game in

a short amount

of time

Play an

engaging game

without

complicated

setup

Stow a game on

your person

easily

Express your

personality

through your

Emblem

Provides an

easy way to

meet new

people

Critical Thinking

Stress Relief

Escape

Your Company Product/Service Users

Culture Personality Value

Benefits

Your Users

©2013 The Skool

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

Why Create User Profiles?

Type #1 College Student

Type #2 Collector

Type #3 Mother or Father (family buyer)

©2013 The Skool

Roll Call Users (Customers)

©2013 The Skool

User Example- Sally Mason Soccer Mom

Demographics (Stats) Story (Situation that has created

interest in your product)

38 Years Old

Married (Mostly Happy)

3 Kids

Has 28 Years Left on Mortgage

Lives in Warwick, RI

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

Had a bad experience with a service

department and felt disrespected,

demeaned, at the mercy of the service

department and cheated when she got the

bill.

Goals (Big picture results they hope to

gain from using your product)

Needs (What does that person need to

accomplish that goal? Feature or attribute

of your product)

Looking for an advantage

Wants to feel relevant

Have car knowledge

To feel empowered

To feel confident and in control of herself

and destiny

Plain English, basic information that helps

her immediately

Quick & easy to use interface

Intuitive

Tone (Voice and style that will

resonate with this user)

Value Proposition (Qualities of

your product important to this user)

Friendly but Professional

Direct

Straight-to-the-point

Not slick

Trustworthy

Simple

Stress Free

Immediate

Gives knowledge to feel in control

Automotive Diagnostic App

©2013 The Skool

User #1- Garrett Coors College Student



20.5 Fake ID says 24

“Complicated” Relationship Status

Frat House, Hometown Leominster MA

Entrepreneurship Major

Unemployed trying to be wedding singer

$30 at all times

Drinks & lacrosse

Socializer

Scooter from CL, espn, gshock watch,

Likes cat sweatshirts

Deadbeat

Pirates of the Caribbean, saw some people

playing, drinking Coors, even though he’s

a deadbeat he could use it as a way to

interact with people, won his first game,

then got hooked

Goals (Big picture results they hope to


Needs (What does that person need to

accomplish that goal? Feature or attribute

of your product)

Become a pro

Fill some time

Give him excitement

Tournaments

Wide player base

Rules that encourage competition

Potential to win

Clear Winners & Losers





Personal

Ironic

Twisted

Retro

Easy

Fun

Can do it while drinking

©2013 The Skool

User #2- Name Type



Goals (Specific results they hope to


Needs (Feature or attribute of

your product)





©2013 The Skool

User #3- Name Type



Goals (Specific results they hope to


Needs (Feature or attribute of

your product)





slideshare.net/SchechterDesign

[email protected]

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

Q&A

bryant eoc workshop roll call completed

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