lean ux branding

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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. - David Ogilvy A brand is a system of signs and symbols that engages the consumer in an imaginary/symbolic process that contributes tangible value to a product offering. As a sign system, brand communication is achieved through a complex matrix of signifying elements, including material,structural, conventional, contextual, and performative dimensions. Many organizations and startups make guesses about their brand. They "envision" a name, a mark, a promise, and imagine that it will resonate with consumers. Using Lean Startup and Lean UX concepts of formulating hypotheses, stating assumptions, and testing with customers, enterprise product managers and startup founders can apply a more rigorous approach to building and testing their brand.

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LEANUXBRANDING.pptx

WATERFALL BRANDING

We hired a brand consultancy and developed a grand brand strategy. Our ad agency went on to

create and produce an ad campaign that stepped way ahead of our capability to deliver the brand promise.

We ended up with customer disappointment, internal conicts and brand credibility erosion

WHAT IS A BRAND?

Is it the personication of an organization, product or service?

WHAT IS A BRAND?

Is it the personication of an organization, product or service?

Is it the source of a promise to the customer?

WHAT IS A BRAND?

Is it the personication of an organization, product or service?

Is it the source of a promise to the customer? Is it a trust mark?

WHAT IS A BRAND?

Is it the personication of an organization, product or service?

Is it the source of a promise to the customer? Is it a trust mark? Is it a set of associations that enhance or detract

from the related product or service?

WHAT IS A BRAND?

Is it the personication of an organization, product or service?

Is it the source of a promise to the customer? Is it a trust mark? Is it a set of associations that enhance or detract

from the related product or service? Is it a source of emotional connections with

customers?

WHAT IS A BRAND?

Is it the personication of an organization, product or service?

Is it the source of a promise to the customer? Is it a trust mark? Is it a set of associations that enhance or detract

from the related product or service? Is it a source of emotional connections with

customers? Is it something that should drive the deisgn of the

total customer experience?

WHAT IS A BRAND?

Is it the personication of an organization, product or service?

Is it the source of a promise to the customer? Is it a trust mark? Is it a set of associations that enhance or detract

from the related product or service? Is it a source of emotional connections with

customers? Is it something that should drive the deisgn of the

total customer experience? Is it a singular concept embedded in the minds of

the customer?

BRAND NARRATIVE

BRAND NARRATIVE

Narratives are constantly changing and open to Interpretation.

BRAND NARRATIVE

Narratives are constantly changing and open to Interpretation. "ere is no expectation of permanence.

BRAND NARRATIVE

Narratives are constantly changing and open to Interpretation. "ere is no expectation of permanence. Authorship is irrelevant.

BRAND DRIVERS

BRAND PRINCIPLES

Be relevant youre only as valuable as your customers think you are

Be dierent but only dierent where it matter (like creating value)

Always deliver but never over-promise Have a story connect your idea emotionally with

customers Open authorship customers create the brand

along with you

BRAND MATTERS FOR STARTUPS

BRAND AS HYPOTHESIS

Whats your hypothesis about how you will deliver value to customers?

What was the source of the insight? Did you validate that insight? How did you test your hypothesis? Can you distill it to one core promise?

ELEMENTS OF A BRAND

VALUES

What you believe in. What you care about. How you will make a dierence. What guides your decision making.

PROMISE

You have identied a pain point in your customers experience, and validated that its real. How do you plan on solving it?

STORY

A narrative, told from the perspective of your customer, with a beginning, middle, and end.

It starts with your customers problem, and ends with

your solution easing their pain.

NAME

What is your name? Does it speak to your values? Does it resonate with your customers? Have your tested it? Does it align with your Visual Identity

Logo Colour Palette Copywriting Style Guide

LEAN UX BRANDING

State your promise as a hypothesis Start small Assume your message is wrong Test your assumptions Iterate based on customer feedback Accept that you will fail Be comfortable with a brand pivot