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.

1. FOUNDER’S STUDIO
GUERRILLA BRANDING
FOR ENTREPRENEURS
Guthrie Dolin Caroline O’Connor
A TEASER @gee3 @dtcaroline

2. THIS CLASS IS A PROTOTYPE
10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS

3. INSTRUCTOR / CONSUMER A INSTRUCTOR / CONSUMER B
Caroline O’Connor Guthrie Dolin
10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS

4. EXTERNAL ID
THEME
LINE
BRAND PROMISE
INTERNAL
BRAND POSITIONING
TARGET AUDIENCE
10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS

5. 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.
10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS

6. YOU’RE FOUNDER AND CEO
10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS

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. SESSION
1
Know your audience.
WHO ARE YOU DESIGNING FOR?

9. You need to know
your customers so
well that you feel
like you can walk in
their shoes.
10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS

10. Start with the usual suspects.
10/2012 FOUNDER’S STUDIO GUERRILLA BRANDING FOR FOR ENTREPRENEURS

11. When interviewing:
DO
Use open-ended questions,
seeks stories, and always
ask them “why”?
DON’T
Begin your question with
“usually” or ask them to
create your brand for you.

12. SESSION
2
Building the platform.
HOW DO WE ARTICULATE THE BRAND?

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 audience's 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. 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 INCOME
BRANDS THEY BUY/USE BRANDS THEY DESIRE/ASPIRE
BRAND A BRAND B BRAND C BRAND X BRAND Y BRAND Z
PRACTICAL CONCERNS/NEEDS EMOTIONAL CONCERNS/NEEDS
List approx. five practical needs/concerns for your List approximately five emotional needs/concerns
audience. It is helpful to make them in the form of for your audience. It is helpful to make them in the
questions from your audience. form of questions from your audience.

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. SESSION
3
Bringing it to life.
HOW DO WE MAKE IT REAL?

17. Naming process:
Explore a Aesthetic Practical
spectrum decisions considerations
Attributes vs. Benefit Single real words (Apple, Word) Trademark for single real words
Caffienator 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? Or
PizzaHut 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. DO THIS BEFORE BUILDING STUFF.
38

19. 84
SKETCH

20. LET’S DO THIS!