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!