Guerrilla Branding for Entrepreneurs Teaser
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Transcript of Guerrilla Branding for Entrepreneurs Teaser
GUERRILLA BRANDING FOR ENTREPRENEURS
Guthrie Dolin@gee3
Caroline O’Connor@dtcaroline
FOUNDER’S STUDIO
A TEASER
FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS10/2012
THIS CLASS IS A PROTOTYPE
FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS10/2012
INSTRUCTOR / CONSUMER A
Caroline O’ConnorINSTRUCTOR / CONSUMER B
Guthrie Dolin
FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS10/2012
TARGET AUDIENCE
BRAND POSITIONING
BRAND PROMISE
THEME LINE
IDEXTERNAL
INTERNAL
FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS10/2012
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.
FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS10/2012
YOU’RE FOUNDER AND CEO
FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS10/2012
And, the product-market fit is on you.
SWEET SPOT
AUDIENCEWhat they need.
OFFERINGWhat you deliver.
LANDSCAPEHow you’re different.
RELEVANCE
OPPORTUNITY DISTINCTION
Know your audience.WHO ARE YOU DESIGNING FOR?
1SESSION
FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS10/2012
You need to know your customers so well that you feel like you can walk in their shoes.
FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS10/2012
Start with the usual suspects.
DOUse open-ended questions, seeks stories, and always ask them “why”?
DON’TBegin your question with “usually” or ask them to create your brand for you.
When interviewing:
Building the platform.HOW DO WE ARTICULATE THE BRAND?
2SESSION
FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS10/2012
Core Persona Ingredients:
Demographic 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.
Note: Not all stats will be relevant to your business or product category, so you will need to determine which are valuable.
Psychographic profile
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: The more vivid and specific your description, the more you can leverage them insights to help drive decisions.
DEMOGRAPHIC PROFILE
GENDERETHNICITYDISABILITIESAGE / LIFE-STAGERELATIONSHIP STATUSLOCATIONEMPLOYMENT EDUCATION LEVELHOUSE HOLD INCOME
PERSONA TITLE / NAME
BRANDS THEY BUY/USE
PRACTICAL 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.
EMOTIONAL CONCERNS/NEEDS
List approximately five emotional needs/concerns for your audience. It is helpful to make them in the form of questions from your audience.
BRANDS THEY DESIRE/ASPIRE
BRAND A BRAND B BRAND C BRAND X BRAND Y BRAND Z
PSYCHOGRAPHIC PROFILE
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.
FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS10/2012
Positioning Statement:For:
Who wants/needs:
Our products is a:
That provides:
Which, unlike the competition, offers:
Bringing it to life.HOW DO WE MAKE IT REAL?
3SESSION
FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS10/2012
Single real words (Apple, Word)
Compounds (PayPal,
PowerPoint)
Acronyms (UPS, IBM)
Coined (Vimeo, Vizio)
Unique spelling (Flickr, Qwitter)
Trademark for single real words
is very difficult to attain
Do you need the direct URL?
Is the name for US only? Or
international? Which countries?
Will it be lost in translation?
Attributes vs. Benefit
Caffienator vs. NoDoz
Amazon vs. Best Buy
Descriptive vs. Suggestive
PizzaHut vs. RoundTable
Live Search vs. Bing
Practical considerations
Explore aspectrum
Aesthetic decisions
Naming process:
38
DO THIS BEFORE BUILDING STUFF.
84
SKETCH
LET’S DO THIS!