Lean Branding-Rapid brand development for UX teams-Bill Beard-UXScotland2016

Lean BrandingRapid brand development for UX teams

Bill Beard Beard Branding

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#DISCLAIMER

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What is a brand, REALLY? Why is it important? Why does the process need to change? How’s it work, yo?

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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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You’re here, aren’t you?

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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 they’ll 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 THEY’RE NOT

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usableEMOTIONAL

UsefulGREAT

ExperiencesHAPPEN HERE

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Minimum VIAble productDESIRABLE

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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 don’t 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 I’m 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!