lean branding & branding moments
TRANSCRIPT
@writebeard
Lean Branding &
Branding Moments BILL BEARD
Beardbranding.com
@writebeard
Intro
@writebeard
What is a brand?
Lean Branding
Overview
Why is It Important?
Branding Moments
@writebeard
Brand Failure.
Not Product Failure.
@writebeard
Emotions drive our decisions
@writebeard
What is a brand?
how a person feels about your product or service
Photo: mightyaction.com
@writebeard
emotional associations
@writebeard
#2 sporting apparel company
market share:
Nike UA Adidas
46% 14%
4%
@writebeard
@writebeard
@writebeard
@writebeard
own an emotional association
within your marketplace
@writebeard
differentiation
loyaltyawareness
increase perceived valueincrease revenue
Brand Benefits
@writebeard
EXTERNAL
@writebeard
User Experience Branding
your product
@writebeard
Discovery
CREATIVE
RESEARCH
GUIDELINES
STRATEGY
INTERNAL APPROVALS
CHANGES CLIENT APPROVALS CHANGES APPROVALS
TRADITIONAL BRAND DEVELOPMENT PROCESS
@writebeard
BRAND GUIDELINES
@writebeard
EXPENSIVE SLOW INFLEXIBLE Unpredictable
@writebeard
we can’t afford to fail…
@writebeard
BUILD
MEasureLearn
LEAN Startup
@writebeard
Develop &
EXPERIMENT
MeasureLearn
LEAN BRANDING
@writebeard
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
@writebeard
EXPERIMENT
Landing Page
Social
Google Ad
A/B
GOOB
ETC.
@writebeard
MEASURESOCIAL SITE ANALYTICS
Customer Service
MKTGANALYTICS
OTHER?
@writebeard
Your brand can only be as good as your execution of your brand guidelines
@writebeard
Brand success is easier to see than brand failure
@DOUG88888 FLICKR
@writebeard
The customer ultimately controls your brand
@writebeard
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.”
@writebeard
Branding Moment
An interaction that provides an opportunity for a product/service to
improve its brand
@writebeard
usableENJOYABLE
UsefulGREAT
ExperiencesHAPPEN HERE
@writebeard
MVP v.
MDPNot just delight.
Focused.
@writebeard
BIGLITTLE IDEAS
IMPACT
@writebeard
make failure fun☺
Branding Moments
@writebeard
@writebeardINVALID
YOUR PASSWORD IS
@writebeard
be human
@writebeard
Branding Moments
@writebeard
create the positive unexpected
Branding Moments
@writebeard
@writebeard
@writebeard
cherish every interaction
Branding Moments
@writebearduxmastery.com
@writebeard
don’t let branding interfere with flow
Branding Moments
@writebeard
PASSIONATE
CUSTOMERSCREATORSPASSIONATE
@writebeard
QUESTIONS?
@writebeard
@writebeard
Beardbranding.com
Lean Branding