Download - Christian Vatter - Service Branding
![Page 1: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/1.jpg)
vServiceBranding:DesigningforDistinction
ChristianVatter|RlevanceConsulting
![Page 2: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/2.jpg)
– Commercial Psychologist & Brand Expert
– Founder of Rlevance, a human centered business consultancy
– Goal: Balancing business & user needs for the benefit of both
A few words about me
2
![Page 3: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/3.jpg)
3
How to brand a service?
![Page 4: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/4.jpg)
Human Centered Design is a great thing…
4
![Page 5: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/5.jpg)
5
…it helps to provide better ways of serving needs…
![Page 6: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/6.jpg)
6
…it makes things easier…
![Page 7: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/7.jpg)
7
…and it makes things more fun
![Page 8: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/8.jpg)
Designing human centered resultsin solutions that »work« for people.
8
But let‘s look a bit more into the details when designing human centered.
![Page 9: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/9.jpg)
Creating a solution for a given situation
9→ ideal solution for [person × situation]
Situation
Needs Goals Capabilities Restrictions
![Page 10: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/10.jpg)
10
Taking humans as primary measure doesn‘t come without downsides
ideal solution
for [person × situation]
task:
designing for a
commercial situation
similar solutions for
competing brands
HCD
Brand A = Brand B = Brand C
![Page 11: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/11.jpg)
11
Resulting in experiences that do not distinguish from each other
Source: Rupert Platz, http://de.slideshare.net/r000pert/why-youre-a-brand-shaper-knowingly-or-not-and-what-you-can-do-about-it?
![Page 12: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/12.jpg)
12
Especially important for large-scale services offers, you do not want the same experience as your competitor
![Page 13: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/13.jpg)
13
Yet differentiation is necessary as today‘s customers face an abundance of commercial choices
![Page 14: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/14.jpg)
14
When creating service experiences, it is not enough to design for human centeredness.
To ensure economic survival, it is vital to design for distinction.
![Page 15: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/15.jpg)
15
Designing for distinction
![Page 16: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/16.jpg)
16
There is one tool that specializes on that…
![Page 17: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/17.jpg)
17
![Page 18: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/18.jpg)
18
A brand is a what people think and feel about a product, service, or organization.
![Page 19: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/19.jpg)
19
Branding means designing for the cognitive world of thoughts, attitudes & emotions, not for usage in specific situations
![Page 20: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/20.jpg)
20
In the long run branding inspires an emotional bond through relevant meaning
![Page 21: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/21.jpg)
21
Branding facilitates perception
![Page 22: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/22.jpg)
22
Branding enables understanding
care
![Page 23: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/23.jpg)
23
Branding makes offers attractive
![Page 24: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/24.jpg)
»Fueling a life full of daring«
24
This meaning is packaged as »brand idea« which guides the building of a brand
![Page 25: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/25.jpg)
25
Creating brands, the very simple version
implementationstrategyresearch
find relevant aspects
looking at customers, offer, competitors
focus aspects on a crystal clear
brand idea
attractive, differentiating authentic
deliver the brand idea consistently
across touchpoints & time
![Page 26: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/26.jpg)
26
»Fueling a life full of daring« consistently delivered
![Page 27: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/27.jpg)
27
What are the mechanics of how a brand can deliver its idea?
![Page 28: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/28.jpg)
28
How can brands deliver their idea?
hearing about it
non-direct, second-hand information
seeing it
direct, first-hand information, static
using it
direct, first-hand information, responsive
»I heard about John«
»I‘ve talked to John, now I know what he is like«
»I‘ve seen John, I know who he is«
![Page 29: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/29.jpg)
29
Service brands can focus on options that product brands hardly use: The service experience
hearing about it
seeing it
using it
Product Brand Service Brand
hearing about it
seeing it
using itexperience branding
communication branding
![Page 30: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/30.jpg)
30
Service Branding = Experience Branding
![Page 31: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/31.jpg)
31
How to brand service experiences
![Page 32: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/32.jpg)
32
Using the brand idea to »speak to people« through situations of product/service usage
Situation A
Brand Idea
Situation B
Situation C
Situation D
![Page 33: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/33.jpg)
33
In addition to translating the brand idea as usual into messages and appearance, we translate it additionally into distinct…
micro services
action/reactionbehavior
features
SITUATION
Goal: to evoke desired thoughts and emotions according to the meaning of the brand
![Page 34: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/34.jpg)
34
Designing for distinction: Human Centered Design combined with branding
improved solution
for [person × situation],task: designing for a
commercial situation
Improved offer
providing a distinct
experience to
competing offers „way“ of improvement
according to brand idea
HCD
Branding
![Page 35: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/35.jpg)
Service Branding Framework:
Creating value for the user
Using human centered design methods to improve customer
situation
Building a distinct brand
Making these improvements expressions of the brand idea
+
Giving value to customers while building brands
![Page 36: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/36.jpg)
36
Example: Experience Branding for airlines
![Page 37: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/37.jpg)
37
Study Brand Experience Airlines
– Airlines want to be brands, but only distinguish via design and communication,
the experience they provide are more or less the same
– Conducted an ethnographic study of 8 European airlines: experience journey,
pain points, brand perception
– Created service branding ideas for Lufthansa & easyJet
![Page 38: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/38.jpg)
38TV commercial Lufthansa: https://www.youtube.com/watch?v=7Aod5md6Ato
![Page 39: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/39.jpg)
39TV commercial easyJet 2013
TV commercial easyJet: https://www.youtube.com/watch?v=f2cbLjab_FM
![Page 40: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/40.jpg)
40
Two very different brand positionings
Bringing German reliability and precision into air-travel*
*) from interviews and communication analysis
Everyone can enjoy time away affordably*
![Page 41: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/41.jpg)
41
Insight and brand idea
Creating value for the user
An air-trip is a complex process full of uncertainties. For most
travelers, predictability and being in the know helps a lot.
The brand idea
+ Bringing German reliability and precision into air-travel
![Page 42: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/42.jpg)
Opportunity to create value There is a trade-off between not wanting to wait too long at the airport and not wanting to miss your flight. This dilemma is a source of stress.
![Page 43: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/43.jpg)
IdeaTo take away the feeling of insecurity, Lufthansa helps with the Travel Companion: An app that provides necessary information. It also shows how long it takes to airport with different modes of transport.
![Page 44: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/44.jpg)
Opportunity to create value Settling in your seat is when you have finally made it after all the stop and go, and the journey is about to begin. This is a very sensitive moment.
![Page 45: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/45.jpg)
IdeaLufthansa celebrates this with a new ritual, a very simple printed schedule of the services planned – taking away uncertainty, as many people like to sleep, but do not want to miss food and drinks.
![Page 46: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/46.jpg)
46
Insight and brand idea
Creating value for the user The brand idea
Everyone can enjoy time away affordably+Any air trip offers the opportunity
to do exciting things, meet friends and enjoy your time away.
![Page 47: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/47.jpg)
Opportunity to create valuePeople are often looking for getaways, and not necessarily need to travel to a certain destination. Also, it is more about activities and weather than a specific destination. This is why they are flexible with dates but have a fixed budget.
![Page 48: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/48.jpg)
IdeaeasyJet provides the Trip Alert: Users define certain criteria, including a price point. When all criteria are matched, the user is notified about his ideal trip, providing the feeling of great value.
![Page 49: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/49.jpg)
Opportunity to create value An air-flight is about the things you do at the destination. For private travelers this is meeting people and doing great things. Although planning is fun most find the time for it only in the plane.
![Page 50: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/50.jpg)
IdeaThe easyJet Trip Planner finds friends at the destina-tion through Facebook. It is also a bookmarking tool for activities, restaurants etc. at the destination. It increases the joy when looking forward to the trip.
![Page 51: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/51.jpg)
IdeaThe easyJet Trip Planner works in offline mode, so people can finally plan the trip in the plane, matching people and activities and create an itinerary. This way, easyJet increases the enjoyment of the trip.
![Page 52: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/52.jpg)
Through Service Branding two very different stories delivered
52
an enjoyable time away, affordably
German reliability and precision
![Page 53: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/53.jpg)
More Service Branding projects by Rlevance
53
![Page 54: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/54.jpg)
Summary
54
![Page 55: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/55.jpg)
Service Branding Framework:
Creating value for the user
Using human centered design methods to improve customer
situation
Building a distinct brand
Making these improvements expressions of the brand idea
+
Giving value to customers while building brands
![Page 56: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/56.jpg)
56
With Service Branding we create value for usersand also for our clients – delivering a sustainable result
Userneeds
Businessneeds
![Page 57: Christian Vatter - Service Branding](https://reader034.vdocuments.site/reader034/viewer/2022050613/586ff9431a28ab92198b7961/html5/thumbnails/57.jpg)
57
making companies relevant for people
Christian Vatter, [email protected]
www.rlevance.com
all intellectual property rights reserved
Illustrators Icons (Nounproject): Herbert Spencer / Stefan Kovac / Ates Evren Aydinel / Creative Stall / Francielly Costantin Senra / DKHN / Inn Style