building a meaningful brand

slideshare.net/mbalkon/building-a-meaningful-brand | #meaningfulbrand

BUILDING AMEANINGFUL BRAND

Melissa Balkon – @melissabalkonStrong Design Studios – www.strongdesignstudios.com

MELISSA BALKON

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Founder + Lead Designer at Strong Design Studioswww.strongdesignstudios.com

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A BRAND IS NOT A:

Logo Color Mascot Product Name

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A BRAND IS:

Your audience’s collectiveimpression of you

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BRANDING IS:

The process of designing the experience associated with your

organization.

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Every Apple experience is simple, sleek and delightful.

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Every Starbucks experience is warm and friendly.

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Every Target experience is fun, fresh and well-designed.

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When your brand is well-defined,it allows you to differentiate

yourself in your market...

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...and often charge a premium.

BEFORE WE BEGIN:A FEW ITEMS TO CONSIDER...

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DEFINE YOUR AUDIENCEAudience provides important context

Audience may change, but your brand remains

Be as specific as possible—”everyone” is not a demographic

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AUTHENTICITY IS KEY

Your brand attributes must be true

Brand attributes can be someone aspirational

Strong brands both attract and repel

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WATCH OUT FOR DEFAULTS

Your first ideas will probably be defaults

Would anyone want to be the opposite of this?

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BRANDING IS A PROCESSYou’re building, not creating

Brand development is never done

Over time your brand will stand for more than your product or service, but what you’re about

Experience

Foundation

THEMEANINGFUL BRANDMade up of 2 layers

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The foundation layer is madeup of the core tenets that

describe who you are.

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The experience layer is madeup of the ways you execute your

foundational brand tenets.

Purpose

Experience

Values Style

YOUR BRAND FOUNDATIONIncludes 3 components

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PURPOSEThe reason your organization exists.

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WHY DO YOU NEED IT?

It is a guiding light for organizational strategy

It helps you build your business with intent

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HOW DO YOU FIND IT?

Why did you start the business?

What activity do you love most, and why?

When would you work for free?

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Challenge the status quo and delight users.

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Organize the world’s information.

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Refresh the world and inspire moments of optimism and happiness.

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Create a "third place" between work and home.

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Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.

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DEFAULTS TO AVOID:

Your purpose should not be monetary

Your purpose should not be a description of your product or service

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VALUESYour deeply-held beliefs.

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WHY DO YOU NEED THEM?

They will help make quicker, better decisions

Help you determine client and staff fit

Customers are drawn to what they believe in

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HOW DO YOU FIND THEM?

What clients/projects do you love, and why?

What clients/projects do you hate, and why?

Complete the statement “We value...” or “We believe...”

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Deliver WOW through serviceEmbrace and drive changeCreate fun and weirdnessBe adventurous, creative and open-mindedPursue growth and learning

Build open, honest relationships with communicationBuild a positive team, family spiritDo more with lessBe passionate and determinedBe humble

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Fight for the humansSolve the bigger problemSay what you seeInvest in the futureAssume the best

Work with what you’ve gotTake the high roadStay flexibleBe consistently reliable

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Design is a business assetDesign is strategicBoldness trumps blandnessCommunication is critical

The devil is in the detailsAssume the bestThere’s purpose in the processSimple is beautiful

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DEFAULTS TO AVOID:

Certain criteria are expected (e.g. integrity, professionalism, trustworthiness, etc.)

Would anyone want to be the opposite of this?

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STYLEYour unique personality or character.

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WHY DO YOU NEED IT?

Unique style will differentiate your organization

Customers are drawn to style they value

Style can become iconic to your company

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HOW DO YOU FIND IT?

How does your organization do things?

Are there trends in aesthetic decisions made in your organization?

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Motivating, competitive, aggressive, playful

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Rebellious, edgy, bold, unexpected

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Bold, trendy, high design

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DEFAULTS TO AVOID:

Beware of generic, overused traits (e.g. simple, professional, modern, etc.)

Would anyone want to be the opposite of this?

Purpose

Values Style

YOUR BRAND EXPERIENCEIncludes 3 components

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Visual Verbal

Interaction

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VISUALHow your brand experience is

translated visually.

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VISUALS CAN INCLUDE:

Logo

Colors

Typefaces

Typography

Illustration

Iconography

Photography

Pattern

Etc.

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Nike’s typeface selection is bold and aggressive.

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T-Mobile’s look is bold, unexpected and irreverent.

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Tiffany is renown for their timelessness and quality.

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VERBALHow your brand experience is

translated verbally.

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VERBAL CAN INCLUDE:

Voice/point-of-view

Tone

Structure

Length

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Nike’s messaging is a verbal kick in the pants.

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Apple’s messaging empowers it’s users.

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Coca-Cola’s messaging is delightful.

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INTERACTIONHow your brand experience is

translated through your actions.

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INTERACTION CAN INCLUDE:

Service design

Retail experience

Product offering

Process design

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Apple’s product line has only one, refined model.

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Apple’s retail experience is simple and delightful.

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Walmart’s experience comes back to low cost.

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Starbucks’ beer and wine offering allows them to be the third place in the evening.

THE MEANINGFULBRAND

#meaningfulbrandPurpose

Values Style

Visual Verbal

Interaction

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LESSONS I’VE LEARNED:

Give yourself time to flesh these things out

Gain insights from customers and staff

Your brand will continue to evolve

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MORE INFORMATION:

Start With Why by Simon Sinek

Positioning for Professionals by Tim Williams

The Brand Gap by Marty Neumeier

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BRANDCAMP IS IN DEVELOPMENT

Sign up for updates at strongdesignstudios.com/brandcamp

Sign up for Brandcamp updates at strongdesignstudios.com/brandcamp

slideshare.net/mbalkon/building-a-meaningful-brand | #meaningfulbrand

QUESTIONS?

Melissa Balkon – @melissabalkonStrong Design Studios – www.strongdesignstudios.com