lean branding & branding moments

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  • @writebeard

    Lean Branding &

    Branding Moments BILL BEARD Beardbranding.com

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    Intro

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    What is a brand?

    Lean Branding

    Overview

    Why is It Important?

    Branding Moments

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    Brand Failure.

    Not Product Failure.

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    Emotions drive our decisions

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    What is a brand?

    how a person feels about your product or service

    Photo: mightyaction.com

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    emotional associations

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    #2 sporting apparel company

    market share:

    Nike UA Adidas

    46% 14%

    4%

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    own an emotional association

    within your marketplace

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    differentiation

    loyaltyawareness

    increase perceived valueincrease revenue

    Brand Benefits

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    EXTERNAL

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    User Experience Branding

    your product

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    Discovery

    CREATIVE

    RESEARCH

    GUIDELINES

    STRATEGY

    INTERNAL APPROVALS

    CHANGES CLIENT APPROVALS CHANGES APPROVALS

    TRADITIONAL BRAND DEVELOPMENT PROCESS

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    BRAND GUIDELINES

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    EXPENSIVE SLOW INFLEXIBLE Unpredictable

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    we cant afford to fail

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    BUILD

    MEasureLearn

    LEAN Startup

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    Develop &

    EXPERIMENT

    MeasureLearn

    LEAN BRANDING

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    DEVELOP

    LEAN BRAND GUIDELINES

    Brand PURPOSE: WHAT WE STAND FOR

    Personality: What we act like

    Customer: Who WE ARE FOR

    DESIGN ELEMENTS: What We Look like Added organically

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    EXPERIMENT

    Landing Page

    Social

    Google Ad

    EMAIL

    A/B

    GOOB

    ETC.

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    MEASURESOCIAL SITE ANALYTICS

    Customer Service

    MKTGANALYTICS

    OTHER?

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    Your brand can only be as good as your execution of your brand guidelines

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    Brand success is easier to see than brand failure

    @DOUG88888 FLICKR

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    The customer ultimately controls your brand

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    Lean Branding

    You are all brand

    managers now

    be better than generic business guy!

  • @writebeardClaudio Sepulveda Geoffroy, flickr

    I want to connect with a brandtoday.

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    Branding Moment

    An interaction that provides an opportunity for a product/service to

    improve its brand

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    usableENJOYABLE

    UsefulGREAT

    ExperiencesHAPPEN HERE

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    MVP v.

    MDPNot just delight.

    Focused.

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    BIGLITTLE IDEAS

    IMPACT

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    make failure fun

    Branding Moments

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  • @writebeardINVALID

    YOUR PASSWORD IS

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    be human

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    Branding Moments

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    create the positive unexpected

    Branding Moments

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    cherish every interaction

    Branding Moments

  • @writebearduxmastery.com

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    dont let branding interfere with flow

    Branding Moments

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    PASSIONATE

    CUSTOMERSCREATORSPASSIONATE

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    QUESTIONS?

  • @writebeard

    @writebeard

    Beardbranding.com

    Lean Branding