lean branding-rapid brand development for ux teams-bill beard-uxscotland2016

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  • Lean BrandingRapid brand development for UX teams

    Bill Beard Beard Branding

    @writebeard

  • #DISCLAIMER

    @writebeard

  • What is a brand, REALLY? Why is it important? Why does the process need to change? Hows it work, yo?

    @writebeard

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    ?

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    5

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    6

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    7

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    The Garden of eden prototype FAILED. The users chose apple.

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    Youre here, arent you?

  • @writebeard

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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 theyll 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 THEYRE NOT

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    usableEMOTIONAL

    UsefulGREAT

    ExperiencesHAPPEN HERE

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    Minimum VIAble productDESI

    RABLE

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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 dont 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 Im 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!