Download - UXcamp Europe 2016 workshop
P O S I T I O N I N G
V O I C E
S T R A T E G Y
V A L U E
I D E N T I T Y
E X P E R I E N C E
P E R S O N A L I T YM I S S I O N
A MEMORABLE STARTUP BRAND
ENTREPRENEUR’S GUIDE
TO BUILDING
by Iryna Nezhynska
Workshop agenda(F U LL- DAY O P T IO N, O R IGIN A LLY FO R S TA R T U P S)
10:00_ Doors open. Morning coffee & Kick-off
10:20_ New definition of brand. Successful stories and epic fails.
What is a Minimum Viable Brand (MVB)?
11:00_ One-minute-pitch session: attendees present their ideas.
11:30_ Creating MVB. Step 1 - Strategy
12:30_ Creating MVB. Step 2 - Naming
13:30_ Lunch break
14:00_ When to hire a designer and where to find them?
Tips on working together. What is a creative brief?
15:00_ Creating MVB. Step 3 - Look and feel
16:00_ Creating MVB. Step 4 - CJM. Brand touchpoints
17:00_ Three-minute-pitch session: attendees present their results.
18:00_ Networking, Q&A
PR ACTICE
PR ACTICE
PR ACTICE
PR ACTICE
Workshop agenda(T O DAY, FO R D ESIG N E R S A N D P R O D U C T O W N E R S)
10:00_ Doors open. Morning coffee & Kick-off
10:20_ New definition of brand. Successful stories and epic fails.
What is a Minimum Viable Brand (MVB)?
11:00_ One-minute-pitch session: attendees present their ideas.
11:30_ Creating MVB. Step 1 - Strategy
12:30_ Creating MVB. Step 2 - Naming
13:30_ Lunch break
14:00_ When to hire a designer and where to find them?
Tips on working together. What is a creative brief?
15:00_ Creating MVB. Step 3 - Look and feel
16:00_ Creating MVB. Step 4 - CJM. Brand touchpoints
17:00_ Three-minute-pitch session: attendees present their results.
18:00_ Networking, Q&A
PR ACTICE
PR ACTICE
PR ACTICE
PR ACTICE
T E A M _
_IN V ES T O R
REC
At last, the Big Day came.
Launch!
Whatever brilliant product
you create, customers will not automatically love it
1 Development
2 Growth
3 Stabilization
4 Decline
INNOVATORS
EARLY ADOPTE
RS
P R O D U C T
B E N EFIT
E M O TIO NS
B ELO N GIN G
M E A NIN G
one-stop shop
ambassadors
B LU EO CE A NR E D
P R O D U C T
B E N EFIT
E M O TIO NS
B ELO N GIN G
M E A NIN G
one-stop shop
ambassadors
R ATIO N A L E M O TIO N A LDECISIO NS
P R O D U C T
B E N EFIT
E M O TIO NS
B ELO N GIN G
M E A NIN G
one-stop shop
ambassadors
Brand is... ... a person’s gut feeling about
a product or company.
(Marty Neumeier, “Zag”)
Brand is... ... a space your company occupies in someone’s mind.
It is the reputation of your company.
Minimum Viable Product
Minimum Viable Product
Customers
Media
General public
Competitors
Prof. assosiations & industry experts
Government organisations
Employees
Shareholders& Investors
Partners & Suppliers
Brand
CUSTOMERS
Early adopters
Minimum Viable
Define your strategy.
Choose the right name.
Uncover your brand personality.
Create a list of touchpoints.
Design brand assets.
S T EP S O F C R E AT IN G M V B
1
2
3
4
5
D E F I N I N G Y O U R S T R A T E G Y
Who are you?
1. Who are you?2. What do you do, and why?3. What is your ONLY-statement? 4. What is your promise?5. What is your future?6. Who are your competitors?
Our brand is the only that .
Brand strategy/
O N LY-S TAT EM EN T
CATEGORY UNIQUE OFFER
(“Value Proposition Design”, Strategyzer)
Unlike , our helps
to by and .
COMPETITOR
THEIR GOALS/TASKS VERB/FEATURE VERB/FEATURE
CATEGORY AUDIENCE
Brand strategy/
ELE VATO R PI TC H
Brand strategy/
O N LY-S TAT EM EN T
What is your category?
How are you different?
Who are your customers?
Where are they located?
Why are you important to them?
When do they need you?
The ONLY
that
for
mostly in
because they
when .
(Marty Neumeier, “Zag”)
UNIQUE PROP OSITION
PRODUCT CATEGORY
CUSTOMER CATEGORY
TERRITORY
GOAL/TASK
M OMENT/CONTEX T
We promise all to .
(the)
CUSTOMER CATEGORY
Brand strategy/
P R O MIS E
UNIQUE OFFER
MAIN TITLE
quote
subtitle
photo
Brand strategy/
YO U R FU T U R E (in 2 years)
What was the cause of death? Was it unexpected?
Who will miss the brand and why?
What was the brand’s biggest accomplishment in life?
What lessons can be learned from the brand’s life?
Who will take the brand’s place now?
Brand strategy/
YO U R FU T U R E (in 25 years)
(by Denise Lee Yohn)
1. Who are you?2. What do you do, and why?3. What is your ONLY-statement? 4. What is your promise?5. What is your future?6. Who are your competitors?
1. Who are you?2. What do you do, and why?3. What is your ONLY-statement? 4. What is your promise?5. What is your future?6. Who are your competitors?
Where are your customers?
O LD N E WB R A N DIN G
companies sell products
customers as a target
inproving and positioning products
customers join brands
customers as people
inproving and positioning customers
TribesCustomers
Who are we?
Who are they?
Who do they want to become?
Brand strategy/
C US TO M ER P O SIT IO NIN G
Our customers want to be (to feel) more ... .
Our customers want to highlight that they are ... .
Our customers want to be seen as ... .
U N C O V E R I N G T H E B R A N D P E R S O N A L I T Y
How do you look and feel?
R ATIO N A L E M O TIO N A LDECISIO NS
Brand personality/
E M O TIO N A L T RIG G E RS
_desire to control our lives;
_dominance of and influence over others;
_proof of being better (self-affirmation);
_becoming better (self-achievement);
_reinventing oneself;
_wish-fulfillment;
_family values (and nurturing);
_sex, love, romance;
_desire to belong;
_excitement of discovery;
_lack of time;
_fun as a reward.
Brand strategy/
C US TO M ER P O SIT IO NIN G
Our customers want to be (to feel) more ... .
Our customers want to highlight that they are ... .
Our customers want to be seen as ... .
Brand personality/
C O R E C H A R AC T ERIS T IC S
To make our customers notice us and trust us,
our brand should look , and .
People will join us,
if they think we are , and brand.
We want people to tell others that we are ... .
Aware
Engage
Buy
Use
Share
(a person discovers that you exist and who you are)
(he/she starts to believe in your values and realises that you are the best among others)
(convinced customer purchases from you, online or offline)
(from the moment when customer unpacks
the product and later)
(delighted customer starts telling people
about his/her experience with your brand)
the positive reference attracts new customers
customer comes back to buy again
Core assetsIdentity 1.0
Identity 2.0
(name, logo, tagline, mood, voice, color palette)
(key touchpoints)
Thank you!
nezhynska.com
“What? Additional slides?”
Yes. I decided to add two more slides, so all participants can make
a better use of this presentation.
Key takeawaysFO R D ESIG N E R S:
1_ Use these exercises for the workshops with clients on the early stage
of any new digital product project. The results of such workshop form
the base (and content) of the creative brief for the visual identity
of the upcoming product.
2_ Pay high attention to the last two exercises (Customer positioning
and Core brand characteristics) and use them for creating a moodboard*.
Stick to this moodboard and update it only when your product strategy
is changing. If based on the deep research of “who do your early adopters
want to become” and “how they should see your brand” this moodboard
will help you to keep the same emotional message across the entire
visual communication.
3_ There is one very useful book for you.
* - Your can read about the importance of moodboards here.
Key takeawaysFO R P R O D U C T O W N E R S
A N D P EO P LE “B E HIN D T H E B U SIN ES S G OA LS”:
1_ Take the time to do the Strategy section exercises. The results of
these exercises are Your Business’s North Star on the road toward
launching not just an app, but a successful brand.
2_ Share the results of these exercises with designers or agencies
who are going to create visual communication for your business.
3_ There is one very useful book for you.
And the second one I mentioned during the workshop.
The workshop is based on the extended version of this guide
