Lean UX Branding
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Lean UX Lean UX BrandingBranding
Will Evans | Thomas WendtWill Evans | Thomas Wendt
What is a Brand?NarrativeLean Branding Methods
Will Evans | Thomas Wendt
“Simplicity is not the goal of Lean UX Branding. It is the by-product of a good
idea, modest expectations, iterative execution and ruthless cutting.”
Will Evans | Thomas Wendt
What is the starting point for LeanUX Brand Strategy?
Ask these questions:•What is the deep seated, validated need that we satisfy? •What is our core competence? What are we really good at?•Why do we deserve to exist?•What role does branding play in our competitive strategy?
Will Evans | Thomas Wendt
What Brand is not:
• Trade marks (these are legal properties)
• Mission statement (this is a reminder)
• Logo or tagline (these are signatures)
• Products or services (these are the tangibles)
• Advertising (they are only a vehicle to deliver the message)
Will Evans | Thomas Wendt
Will Evans | @SemanticWill
Thomas Wendt | @thomas_wendt
The art of marketing is the art of brand The art of marketing is the art of brand building. If you are not a brand, you are a building. If you are not a brand, you are a
commodity. Then price is everything and the commodity. Then price is everything and the low-cost producer is the only winner. low-cost producer is the only winner.
- Philip Kotler, Kellogg- Philip Kotler, Kellogg
What is a Brand?• Is it the personification of an organization, product or
service?
Will Evans | Thomas Wendt
What is a Brand?• Is it the personification of an organization, product or
service?• Is it the source of a promise to the customer?
Will Evans | Thomas Wendt
What is a Brand?• Is it the personification of an organization, product or
service?• Is it the source of a promise to the customer?• Is it a trust mark?
Will Evans | Thomas Wendt
What is a Brand?• Is it the personification 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?
Will Evans | Thomas Wendt
What is a Brand?• Is it the personification 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?
Will Evans | Thomas Wendt
What is a Brand?• Is it the personification 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 design of the total
customer experience?
Will Evans | Thomas Wendt
What is a Brand?• Is it the personification 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 design of the total
customer experience?• Is it a singular concept embedded in the minds of the
customer?
Will Evans | Thomas Wendt
What is a Brand?NarrativeLean Branding Methods
Will Evans | Thomas Wendt
“In societies where modern conditions of production prevail, all of life presents itself as
an immense accumulation of spectacles. Everything that was directly lived has moved
away into a representation. ” - Guy Debord
Will Evans | Thomas Wendt
Will Evans | Thomas Wendt
Customer Psychology
Will Evans | Thomas Wendt
Customer Psychology
Strategic Experiments
Will Evans | Thomas Wendt
Customer Psychology
Strategic Experiments
Crafted Messaging
Will Evans | Thomas Wendt
Concerns with LeanUX Branding
• How do we brand a moving object?
• What if we pivot?
• Will we over-promise?
• How much should we invest in branding?
• Are we branding for our customers or our investors?
Will Evans | Thomas Wendt
Brand Narrative
“The brand needs to be reframed as a piece of narrative. And it follows that the consumer is no longer a mere ‘receiver’ of a message. We have finally established a model that places the consumer in a pivotal role--as a reader of brand activity.” Chris Barnham
Will Evans | Thomas Wendt
Brand Narrative
Narratives are constantly changing and open to interpretation.
Will Evans | Thomas Wendt
Brand Narrative
Narratives are constantly changing and open to interpretation.
There is no expectation of permanence.
Will Evans | Thomas Wendt
Brand Narrative
Narratives are constantly changing and open to interpretation.
There is no expectation of permanence
Authorship is irrelevant
Will Evans | Thomas Wendt
Branding Principles
• Be relevant – you’re only as valuable as your customers think you are
• Be different – but only different where it matters (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
Will Evans | Thomas Wendt
What is a Brand?NarrativeLean Branding Methods
Will Evans | Thomas Wendt
Brand matters for startups
Will Evans | Thomas Wendt
Brand as Hypothesis
• What’s 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?
Will Evans | Thomas Wendt
Elements of Brand
Will Evans | Thomas Wendt
Do not make the mistake of letting your brand image taking over and become the brand identity. It's only one part of the equation - not the whole equation.
Will Evans | Thomas Wendt
“Customers don't care about your solution. They care about their problems.”
- Dave McClure
Will Evans | Thomas Wendt
Values
• What you believe in.
• What you care about.
• How you will make a difference.
• What guides your start-up’s decision making
Will Evans | Thomas Wendt
Promise
You have identified a pain point in your customers’ experience
How do you plan on solving it?
Will Evans | Thomas Wendt
Story
A narrative, told from the perspective of the customer, with a beginning, middle, and end. It starts with the customer’s problem, and ends with your solution easing their pain.
Will Evans | Thomas Wendt
Name
• What is your name?
• Does it speak to your values?
• Does it resonate with your customers?
• Does it align with your Visual Identity– Logo– Colour Palette– Copywriting– Style Guide
Will Evans | Thomas Wendt
“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 conflicts and brand credibility erosion”
Waterfall Branding
Will Evans | Thomas Wendt
LeanUX Branding
• State your promise as a hypothesis
• Start small
• Test your assumptions
• Iterate based on customer feedback
• Accept that you will fail
• Be comfortable with a brand pivot
Will Evans | Thomas Wendt
Thanks!
Will Evans | @SemanticWillWill Evans | @SemanticWill
tlclabs.cotlclabs.co
Thomas Wendt | @thomas_wendtThomas Wendt | @thomas_wendt
srsg.cosrsg.co
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