This is a preview presentation was used in the course "Foundations for Building Your Brand". For more about this course or other marketing resources, check out http://CuriousMarketeer.com For a limited time / quantity: Get this full course for just $7 (over 75% off). Use this link to access this special offer: http://bit.ly/12a8U3C

1. Target Consumer

2. A brand is the set of expectations, memories, stories and relationships
that, taken together, account for a consumer’s decision to choose one
product or service over another. If the consumer (whether it’s a
business, a buyer, a voter or a donor) doesn’t pay a premium, make a
selection or spread the word, then no brand value exists for that
consumer.
-Seth Godin
© 2013 Jeannie Chan. All Rights Reserved. 2

3. Who is your target?
• The end user
• The shop keeper
• The procurement manager
© 2013 Jeannie Chan. All Rights Reserved. 3

4. Demographic Attributes
• Age
• Gender
• Ethnicity
• Marital status
• Employment status
• Locations
© 2013 Jeannie Chan. All Rights Reserved. 4

5. Psychographics Attributes
• Personality
• Values
• Attitudes
• Interests
• Lifestyles
© 2013 Jeannie Chan. All Rights Reserved. 5

6. Mood Board Creation Process
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7. Final Mood Board
© 2013 Jeannie Chan. All Rights Reserved. 7