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1 Personas

3 Brand Positioning

5 Desired Image Attributes

6 Design Criteria

CONTENTS

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Personas

Sean ElsnerA Day in the Life... On a normal workday, Sean wakes up at six and starts a pot of coffee before hopping in the shower, and is done in around five minutes. He isn’t a high maintenance kind of guy, well, that’s what he likes to think. Sean scoops some breakfast into Beau’s bowl, usually Sean’s own breakfast consists of two scrambled eggs and toast. Sean reads yesterday’s paper at the kitchen table before heading to work at around 6:40. In his truck the radio knob is set on K102 while the drive across town to the Lake Animal Hospital takes about 15 minutes.

Once Sean arrives at the clinic, the receptionist greets him as he makes his way to his office. His morning consists of three to five appointments and paperwork if he is behind. When noon rolls around, Sean pulls out his lunch that he packed the night before. While he has extra money he could be spending on eating out everyday, Sean prefers to put it towards something he enjoys. The afternoon is full of more appointments and if everything goes smoothly, Sean gets off work between four and four-thirty.

On the drive home Sean will turn on a local news station to hear about current events, both local and national. While he’s not exceptionally interested in politics, he knows he needs to keep informed. Beau waits for him at the door, and they

take their daily walk down the lake road. When they return home, Megan, his girlfriend of several years, has arrived back from her day at work and they decide what to cook together. They might watch their kitchen television as they are preparing the food, but turn it off when they are ready to eat.

After dinner, both go in their own directions and occupy themselves with their own hobbies and interests. However, around eight, they end up meeting again on the living room couch, settling in for an evening of television. Sean loves the his-tory channel and sports shows, while Megan likes something a little drama, but they can both agree on the Office. They will head to bed around 10:30 or eleven, preferring to get plenty of sleep during the week when they have the time.

On the weekends Sean enjoys meeting up with his friends, and just hanging out with them. They go fishing together, go to the bar, play in a softball league, and enjoy driving into Minneapolis to catch a Twins game. He doesn’t like to spend a lot of time taking care of his house, or making updates, he has better things to do.

Age: 36

Location: White Bear Lake, MN

Income: $62,000

Career: Veterinarian

Hobbies: Fishing with his dad on Saturday morn-ings, water sports, downhill skiing, and grilling burgers with his friends.

Likes: His yellow Labrador, Beau. Black coffee, his Chevy truck, and the Twins (even when their los-ing). Sean also just got the new iPhone, while he’s usually not an Apple guy, he thinks it ‘looks cool’ and makes him seem more tech-savvy.

Dislikes: The Vikings (even when they’re winning),

Consumer Habits: Appreciates quality and will spend more for something he believes is better quality. Sean also trusts his friends’ opinions; he tends to rely on their opinions and recommenda-tions when he is trying something new.

“He’s not a high-maintenance

kind of guy, well, that’s what he likes

to think.”

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Personas

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Brand Positioning

Who Are We?Sherwin-Williams is a nationally known paint supply company that has been operating since 1866.

What Do We Do?Sherwin-Williams provides service and consultation for understanding painting issues, while being quick and to the point.

We can help make your house the home you always wanted.

Why Does it Matter?

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Brand Positioning Statement:

Brand Positioning

Sherwin-Williams creates products and services that allow you to create your own unique environment, the way you’ve always wanted.

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Desired Image Attributes

Reliable+ Able to be trusted; dependable,

authentic, consistent.

+ Consistent dependability of character, performance, or result.

Innovative+ Forward-looking, modern,

groundbreaking.

+ Using or showing new methods, ideas, etc.

Knowledgeable+ Possessing or exhibiting

knowledge, insight, or understand-ing; intelligent; well informed.

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Design Criteria

Reliable

Look Feel Taste Smell Sound

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Design Criteria

Innovative

Look Feel Taste Smell Sound

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Design Criteria

Knowledgeable

Look Feel Taste Smell Sound

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