Lean BrandingRapid brand development for UX teams
Bill Beard Beard Branding
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#DISCLAIMER
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What is a brand, REALLY? Why is it important? Why does the process need to change? How’s it work, yo?
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The Garden of eden prototype FAILED. The users chose apple.
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You’re here, aren’t you?
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BRAND: How a person feels about your product or service
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“People will forget what you said. People will forget what you did. But they’ll never forget HOW YOU MADE THEM FEEL.”
-Maya Angelou
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+ =:)
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EMOTIONS DRIVE OUR DECISIONS
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own an emotional
association within our category
External: Marketing & Advertising
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Will never die
TRADITIONAL ADVERTISING
your product DRIVES BRAND
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Branding moments INFUSING YOUR BRAND INTO PRODUCT Interactions “agony”
“Fun”
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PRODUCT IS THE NEW BRAND*
*Not literally. settle down.
FEATURES CAN BE DIFFERENTIATORS UNTIL THEY’RE NOT
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usableEMOTIONAL
UsefulGREAT
ExperiencesHAPPEN HERE
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Minimum VIAble productDESIRABLE
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Claudio Sepulveda Geoffroy, flickr
“I want to connect with a brand
today.”
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The process of influencing the customer so they adapt the desired emotional association
Branding:
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marrick43215 flickr
influence, not
manipulation
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Discovery
CREATIVE
RESEARCH
GUIDELINES
STRATEGY
INTERNAL APPROVALS
CHANGES CLIENT APPROVALS CHANGES
TRADITIONAL BRAND DEVELOPMENT PROCESS
TRADITIONAL BRAND GUIDELINES
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$1.4MM4+ months
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RULES COMPLEX NOT ADJUSTABLE Not Collaborative
Why the old way OF BRAND DEVELOPMENT sucks for UX teams
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I shall take no wives, Father no Children…
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TELL US WHAT THE ANSWER IS!
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How do we do Branding Today?Empower Collaborate Simplify Listen Learn ADJUST
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BUILD
MEasureLearn
LEAN Startup
FOCUS
PURPOSE
PERSONALITY
CUSTOMER
PARTS OF THE LEAN BRAND
WHO IS OUR CUSTOMER?
@writebeardBRAND PERSONALITY: What do we act, sound
and look like?
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Brand Personality
- humanize your organization
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Get your post-its ready!
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imagine
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1. Share 2. GROUP/Consolidate 3. ELIMINATE Opposites 4. Get specific 5. Put all negatives together
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PERSONALITY
BRAND PUPOSE Decipher YOUR “WHY”
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“People don’t buy what you do, they buy why you do it.”
Brand Purpose:
-Simon Sinek
GOLDEN CIRCLE
WHY
HOWWHAT
Simon Sinek, Start with Why
GOLDEN CIRCLE
WHY
HOWWHATMake computers & computer related products
Beautiful design & superior usability
Because we believe in challenging the status quo in everything that we do
YOUR WHY: SHARED ASPIRATION
with your customer
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APPLE
MICROSOFT
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BRAND focus: A single, UNIQUE sentiment
“When I use {product}, I feel _______.”
empowered
LOVED
TOUGHGEEKY
SMARTER
In-the-know
SPECIALENTERTAINEDUNDERSTOOD
Quick
BEAUTIFUL RELAXED
Handsome
SEXY
Privileged
UNIQUE
everyone can understand.
#2 sporting apparel company
market share:
Nike UA Adidas
46% 14%
4%
UNDER ARMOUR
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“When I use UNDER ARMOUR, I feel TOUGH.”
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When I use Mailchimp, I feel like I’m having fun! [WHILE I SPAM EVERYONE!]
“Build it” “Test IT”
“learn from It” Lean Branding
be better than “generic business guy!”
YOU ARE ALL BRAND MANAGERS
NOW
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If this can happen
ANYTHING IS POSSIBLE
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Q?
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Bill Beard BeardBranding.com@writebeard
THANK YOU UXSCOT16!
