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                                            STRATEGIC DESIGNER
                                            Design for business

Strategic Designer Workshop
Brand Strategy Development




                              Dave Holston
                              The Strategic Designer
                              www.the-strategic-designer.com
                              dave@the-strategic-designer.com
the
 Strategic Designer                                       STRATEGIC DESIGNER
                                                          Design for business




About me
     	

•    Director of Online Communication at Georgia Institute of Technology
•    Director of Strategic Design Management at The University of Texas
•    25 years in marketing, public affairs, advertising & design
•    Author of The Strategic Designer: Tools and techniques for managing
     the design process
the
 Brand Strategy Development                                       STRATEGIC DESIGNER
                                                                  Design for business




What we’ll talk about
    	

This workshop will provide tools for working through
strategic brand development questions with clients by
using collaborative activities to reach a meaningful brand
positioning.

•    How to identify the real brand problem to be solved
•    How to get the organization to clearly express their goals
•    How to focus on audiences to gather brand insights
•    How to develop creative and meaningful brand directions
•    How to evaluate brand success
the
Brand Strategy Development          STRATEGIC DESIGNER
                                    Design for business




What we’ll do
	

Congratulations!
You own a wiffle ball company.

Each table will work together to
develop a brand strategy
•  Conduct business analysis
•  Conduct audience analysis
•  Develop a positioning
•  Develop creative messaging and
   identity
the
      Brand Strategy Development           STRATEGIC DESIGNER
                                           Design for business




Why do we brand?
	

•       Provides a competitive advantage
•       Provides a stable asset
•       Provides an economic value
•       Sets expectations
•       Creates the experience
the
Branding is a process   STRATEGIC DESIGNER
                        Design for business
the
    Branding is a process                                                                                 STRATEGIC DESIGNER
                                                                                                          Design for business




                        Strategic Brand Development Questions




Understanding the        Understanding the   Competitive            Creative               Implementation              Brand evaluation
business                 audience            positioning            development            • How do we live the        • How do we
• What is our core       • What do our       • What is our unique   • What is our brand      brand?                      measure internal
  purpose?                 audiences           value?                 name?                • How do we launch            alignment?
• What is our vision?      experience?       • Where can we add     • What is our brand      the brand?                • How do we
                         • How do our          value?                 tagline?                                           measure audience
• What is our
  mission?                 audiences         • What is our brand    • What is our visual                                 awareness?
                           behave?             promise?               style?                                           • How do we
• What are our
  goals?                                                            • What should our                                    measure business
                                                                      logo represent?                                    performance?
• What is happening
  in our
  environment?
the
Why should designers care about strategy?   STRATEGIC DESIGNER
                                            Design for business




“Make it look
  pretty”
                         Client
the
  Why should designers care about strategy?                                  STRATEGIC DESIGNER
                                                                             Design for business




“design skills and business skills are converging…
It's time to embrace a new value proposition based on creating – indeed,
often co-creating -- new products and services with customers that fill their
needs, make them happy, and make companies and shareholders rich.“
Martin goes on to say that the design skills of “understanding, empathy,
problem solving” are what business need today.”
	

Roger Martin, dean of the Rotman School of Management at the University of Toronto
the
Why should designers care about strategy?   STRATEGIC DESIGNER
                                            Design for business




                         Client
the
The brand is the experience   STRATEGIC DESIGNER
                              Design for business
the
The brand is the experience            STRATEGIC DESIGNER
                                       Design for business




Sensation transference
•  Christian Brothers and E&J brandy
the
The brand is the experience            STRATEGIC DESIGNER
                                       Design for business




Sensation transference
•  Christian Brothers and E&J brandy
the
The brand is the experience   STRATEGIC DESIGNER
                              Design for business
the
The brand is the experience        STRATEGIC DESIGNER
                                   Design for business




         These aren’t the droids
         you’re looking for…
the
Strategy and brand                         STRATEGIC DESIGNER
                                           Design for business




                       Why do you
                      hate your logo?
                                    	


                                            It’s not
                                          “swooshy”
                     Client                 enough
the
Strategy and brand            STRATEGIC DESIGNER
                              Design for business




               What is
              Strategy?
                     Client
the
Strategy and brand                                         STRATEGIC DESIGNER
                                                           Design for business




Competitive brand strategies


         Cost                       Focus               Differentiation


•  Achieve a sustainable   •  Focus on a small     •  Provide a unique
   cost advantage over        target audience or      audience value
   competitors though         provide a limited       through performance,
   market share or            product line            quality, life style or
                                                      prestige
   access to raw
   materials

•  EX: Walmart             •  EX: Anthropologie
                                                   •  EX: Harley Davidson
the
Strategy and brand                                    STRATEGIC DESIGNER
                                                      Design for business




Five competitive forces framework


                     Bargaining
                                      Threat of New
                      Power of
                                        Entrants
                     Customers
                      Client



       Bargaining
                                                   Threat of
        Power of
                                                  Substitutes
       Suppliers               Competitive
                                 Rivalry
                                within the
                                Industry
the
Strategy and brand                                                      STRATEGIC DESIGNER
                                                                        Design for business




Strategy development framework

                       Competitive           Audience analysis
                       analysis              •  Segments
                       •  Identity           •  Motivations
                       •  Performance        •  Behaviors
                       •  SWOT               •  Needs
                              Client
                       •  Culture


    Environment                                               Business analysis
    •  Political                                              •  Identity
    •  Environment                                            •  Performance
    •  Social                                                 •  SWOT
    •  Technological                                          •  Culture

                                        Strategy
the
Strategy and brand                                                              STRATEGIC DESIGNER
                                                                                Design for business




Strategic brand development framework

                                        Audience analysis
                                        •  Segments
                                        •  Motivations
                                        •  Behaviors
                Competitive analysis    •  Needs            Business analysis
                •  Identity                                 •  Identity
                •  Performance Client                       •  Performance
                •  SWOT                                     •  SWOT
                •  Culture                                  •  Culture




     Environment                                                      Creative development
     •  Political                                                     •  Positioning
     •  Environment                        Strategic                  •  Messaging
     •  Social                            Positioning                 •  Naming
     •  Technological                                                 •  Taglines
                                                                      •  Visual design
the
Branding creates alignment   STRATEGIC DESIGNER
                             Design for business
the
Branding is alignment           STRATEGIC DESIGNER
                                Design for business




            The most efficient way
            to achieve alignment
                  is through
           a collaborative process
the
     Branding is collaborative               STRATEGIC DESIGNER
                                             Design for business




EXERCISE:
Drawing game

•      Choose a partner

•      Work silently

•      Take turns drawing parts of a face,
       one feature at a time

•      When you hesitate, stop drawing

•      Now write the first letter of this
       characters name

•      Keep going till someone hesitates
the
 Branding is collaborative                             STRATEGIC DESIGNER
                                                       Design for business




Collaboration is key

•    Brands are now co-creators with their audiences
•    Cuts down on the disconnect between the
     organization and the people they serve
the
Branding is collaborative                               STRATEGIC DESIGNER
                                                        Design for business




Brand with your ears
    –    Listening creates trust
    –    Listening and questioning are our most valuable tools
    –    Questioning gets you to real motivations
                       Client
    –    Understanding motivations can help you influence behaviors
the
Branding is collaborative              STRATEGIC DESIGNER
                                       Design for business




                             On a side note:

                            HOWARD
                             ROARK
                              MUST
                               DIE
the
Branding is collaborative   STRATEGIC DESIGNER
                            Design for business




“People support what they
       help create”
the
Branding is a process                                           STRATEGIC DESIGNER
                                                                Design for business




   “Process is more important than outcome. When the outcome drives the
   process we will only ever go to where we've already been. If process
   drives outcome we may not know where we’re going, but we will know we
   want to be there.” - Bruce Mau
the
  Branding is a process                                                       STRATEGIC DESIGNER
                                                                              Design for business




                 Strategic Brand Development Process




Understanding       Understanding   Competitive          Creative                     Brand
the business        the audience    positioning          development                  evaluation
•  Mission &        •  Segments     •  Cost              •  Verbal identity           •  Internal
   Vision           •  Attitudes    •  Focus             •  Visual Identity              alignment
•  Goals            •  Beliefs      •  Differentiation                                •  Audience
•  Environment      •  Values                                                            awareness
                    •  Behaviors                                                      •  Business
                                                                                         performance
the
Strategic brand development                              STRATEGIC DESIGNER
                                                         Design for business




Agenda
•  Each table will be a fictitious wiffle ball manufacturing company
    –  Assign a scribe
                     Client
    –  Assign a spokesperson

•  We will go through each step of the brand process to create
   brand for your company
the
 Strategic brand development                     STRATEGIC DESIGNER
                                                 Design for business




The Competition:
Amalgamated
Wiffle Ball Corp.
•                           Client
     The leader in wiffle ball and wiffle ball
     related products
•    Founded by David J. Mullany in
     Shelton Conn.
•    Started in 1954
•    Got a contract with Woolworths in 1956
•    Latest innovation -1972 introduced the
     plastic bat
•    Motto: We strive to make the consumer
     happy and give them a solid product.
the
  Branding is a process                                                       STRATEGIC DESIGNER
                                                                              Design for business




                 Strategic Brand Development Process




Understanding       Understanding   Competitive          Creative                     Brand
the business        the audience    positioning          development                  evaluation
•  Mission &        •  Segments     •  Cost              •  Verbal identity           •  Internal
   Vision           •  Attitudes    •  Focus             •  Visual Identity              alignment
•  Goals            •  Beliefs      •  Differentiation                                •  Audience
•  Environment      •  Values                                                            awareness
                    •  Behaviors                                                      •  Business
                                                                                         performance
the
Understanding the business   STRATEGIC DESIGNER
                             Design for business
the
Understanding the business: Define the problem   STRATEGIC DESIGNER
                                                 Design for business
the
Understanding the business: Define the problem                STRATEGIC DESIGNER
                                                              Design for business




Problem definition tools


    Drill Down Technique                         Ishikawa Diagrams
the
Understanding the business: Define the problem   STRATEGIC DESIGNER
                                                 Design for business




PROBLEM DEFINITION EXERCISE:
Draw the problem

The Problem: Amalgamated Wiffle Ball
dominates the market and your company
has no name recognition with buyers
either in-store or online.

How would you solve this problem?
Step 1: Create a list of five items that
contribute to the problem.
Step 2: Draw a picture of how to solve
the problem. Consider the who, what,
where, when, why and how of the
problem.
the
Understanding the business: Purpose, vision & mission   STRATEGIC DESIGNER
                                                        Design for business
the
Understanding the business: Purpose, vision & mission        STRATEGIC DESIGNER
                                                             Design for business




                                                  Vision
                           Core Ideology
                                                  BHAG
                             Core values
                            Core Purpose         Vivid
                                               Description



                                       Mission
                                    What do we do?
                                   Who do we support?
                                    How do we do it?
the
Understanding the business: Purpose, vision & mission   STRATEGIC DESIGNER
                                                        Design for business
the
Understanding the business: Purpose, vision & mission    STRATEGIC DESIGNER
                                                         Design for business




CORE PURPOSE EXERCISE:
The Random Serial Killer Test

If someone were to buy the company at a generous price,
guarantee that the employees would maintain their salaries
albeit in a different industry, and that the buying company would
destroy the firm and eliminate all its offerings, causing the company
to no longer exist, would you accept the offer?

Why, or why not?
the
Understanding the business: Purpose, vision & mission   STRATEGIC DESIGNER
                                                        Design for business
the
 Understanding the business: Purpose, vision & mission   STRATEGIC DESIGNER
                                                         Design for business




VISION EXERCISE:
Drawing the future state

•    COVER – Time Magazine cover featuring the organization
•    HEADLINE – News headline about the organization
•    SIDEBAR – Interesting facts about the organization
•    QUOTES – What people are saying about the organization
•    IMAGES – Images that depict the future state

•  Write a one-sentence vision statement.
the
Understanding the business: Purpose, vision & mission     STRATEGIC DESIGNER
                                                          Design for business




MISSION EXERCISE:
Mission MadLibs
      Organization X serves (constituent groups)
            by (definition of the business).
      Organization X is different from (competitor)
         because of (point of differentiation).

                           Or

         (Constituent group) need (insight/why).
    (organization x) provides (differentiated solution)
the
Understanding the business: Goals   STRATEGIC DESIGNER
                                    Design for business
the
Understanding the business: Goals                                      STRATEGIC DESIGNER
                                                                       Design for business




Brand goal framework




Objectives            Goals                  KPI                    Target
•  Why does the       •  What strategies     •  What metrics will   •  What numerical
   brand exist?          will we use to         help us                values will we use
                         accomplish our         understand how         to measure brand
                         brand objectives?      we are doing?          success?
the
Understanding the business: Goals   STRATEGIC DESIGNER
                                    Design for business
the
Understanding the business: Goals                                            STRATEGIC DESIGNER
                                                                             Design for business




                                              Goal description                       Feasibility Importance
                                              1. Increase brand awareness
GOAL FOCUS EXERCISE                           2. Grow customer base
                                              3. Increase repeat customers              3              4

What’s important and achievable               4. Reduce costs
                                              5. Maintain pricing
                                              6. Create online store front
                                              7. Create a customer loyalty program

This exercise answers the question            8. Host a series of events
                                              Total                                    24              24

“Given our resources, what should
we do?                                                      5



                                                            4
Step 1: Brainstorm and list top eight goals




                                              Feasibility
Step 2: Rank for importance and feasibility                 3                             3             3. Increase repeat
                                                                                                           customers


Step 3: Chart points on the grid                            2



                                                            1




                                                                0   1   2       3        4         5
                                                                        Importance
the
Understanding the business: Goals                               STRATEGIC DESIGNER
                                                                Design for business




GOAL FOCUS EXERCISE
What’s important and achievable
Step 1: Brainstorm and rank goals


           Goal description                     Feasibility Importance
           1. Increase brand awareness
           2. Grow customer base
           3. Increase repeat customers            3           4
           4. Reduce costs
           5. Maintain pricing
           6. Create online store front
           7. Create a customer loyalty program
           8. Host a series of events
           Total                                  24          24
Goal description                       Feasibility Importance
                                                                                                                       the
Understanding the business: Goals                                          1. Increase brand awareness                 STRATEGIC DESIGNER
                                                                                                                         Design for business
                                                                           2. Grow customer base
                                                                           3. Increase repeat customers             3                   4
                                                                           4. Reduce costs
                                                                           5. Maintain pricing
GOAL FOCUS EXERCISE                                                        6. Create online store front
                                                                           7. Create a customer loyalty program
What’s important and achievable                                            8. Host a series of events
                                                                           Total                                    24                  24
Step 2: Chart the goals

                                                                                         5
Goal description                       Feasibility Importance
1. Increase brand awareness
2. Grow customer base
3. Increase repeat customers              3          4                                   4
4. Reduce costs
5. Maintain pricing                                                        Feasibility
                                                                                                                     3                   3. Increase repeat
6. Create online store front                                                             3                                                  customers
7. Create a customer loyalty program
8. Host a series of events
Total                                    24          24
                                                                                         2


              5
                                                                                         1

              4


                                                                                             0   1   2       3       4              5
Feasibility




                                           3          3. Increase repeat
              3                                          customers
                                                                                                     Importance

              2
the
Understanding the business: Internal analysis   STRATEGIC DESIGNER
                                                Design for business
the
 Understanding the business: Internal analysis                                                STRATEGIC DESIGNER
                                                                                              Design for business




                                                                                          	

                                                                            Internal forces
SWOT EXERCISE
Internal and external analysis
Strengths (tend to be internal)
•   What do we do better than our peers?                              Strengths   	

         Weaknesses            	

•   What are we known for?
•   What resources do we have?

Weaknesses (tend to be internal)
•  What problems does the university face?
•  What don’t we do well?
•  What holds us back from being where we want to be?
                                                                  Opportunities         	

       Threats    	

Opportunities (tend to be external)
•  What trends can we take advantage of?
•  What actions can we take that will produce a competitive
   advantage?

Threats (tend to be external)
•   What unfavorable trends are occurring?                                                	

                                                                            External forces
•   What’s happening in the state that could have a negative impact
    on the university?
the
 Understand the audience                                       STRATEGIC DESIGNER
                                                               Design for business




PEST EXERCISE
Environmental analysis

PEST Analysis is a useful tool for understanding the ‘big picture’ of the
environment in which you are operating, and for thinking about the
opportunities and threats that lie within it. By understanding your environment,
you can take advantage of the opportunities and minimize the threats. PEST
analysis consists of four questions.

•    POLITICAL: What political considerations do we need to be aware of?
•    ENVIRONMENT: What is happening in the environment/industry?
•    SOCIAL: What social trends and consumer values do we need to consider?
•    TECHNICAL: What technological tools can we take advantage of?
the
Understand the audience   STRATEGIC DESIGNER
                          Design for business
the
 Understand the audience                                STRATEGIC DESIGNER
                                                        Design for business




Focus groups

•    Moderator
•    Scripted series of questions
•    Getting to why, gaining insight
•    Neutral locations
•    1 - 2 hours long
•    3 rounds of test will get you best results
•    Good for brainstorming with audiences or to develop a deeper
     understanding of their motivations
the
 Understand the audience                                                 STRATEGIC DESIGNER
                                                                         Design for business




Dyads and Triads

•    Dyads – Two friends interviewed as a pair
      –  Used for exploring issues that might be hard to articulate
      –  Good for getting “honest” responses
      –  Friends keep each other in check, making them less likely to lie

•    Triads – Three people who are either similar to one another, or different in a
     specific way
      –  The same: The conversation can be generative like a focus group
      –  Different (but in the same arena, like donors who contribute at different
         levels): Their responses can be seen as comparative
the
Understand the audience            STRATEGIC DESIGNER
                                   Design for business




Ethnography

•  Looks at audiences in the
   context of their lives
•  Produces detailed in depth
   observations in natural
   environments
•  Observing people in their day
   to day activities
•  Allows designer to better
   understand audiences
the
Understand the audience: Personas                                 STRATEGIC DESIGNER
                                                                  Design for business




Who is the audience?




   Demographics        Myers-Briggs          Keirsey-Bates     Hippocrates
   •  Age              •  Extroverts/        •  Artisans       •  Sanguine
   •  Gender              Introverts         •  Guardians      •  Choleric
   •  Location         •  Sensors/Feelers    •  Idealists      •  Melancholic
   •  Status           •  Judgers/           •  Rationalists   •  Phlegmatic
                          Perceivers
                       •  Thinkers/Feelers
the
Understand the audience: Personas                      STRATEGIC DESIGNER
                                                       Design for business




Building a persuasion architecture

•  What personality type are they?
   Meticulous, humanist, spontaneous, competitive
•  What are their behaviors?
•  How do they like to be communicated with?
•  What are the points of resolution - What info do they need to
   move forward?
•  Conversion beacons - The first place the prospect takes action
•  Baseline metrics - How do we measure success?
the
Understand the audience: Brand pyramid                  STRATEGIC DESIGNER
                                                        Design for business




EXERCISE:
Building a brand experience pyramid
Answer the following questions
•  Presence - How will the audience find out about us?
•  Relevance – What is the cost/value to the audience?
•  Performance – What unique value do we provide our audiences?
•  Advantage – What emotional needs do we provide?
•  Bonding – What does the product say about the audience?
the
 Understand the audience: Personas                   STRATEGIC DESIGNER
                                                     Design for business




EXERCISE:
Empathy Maps

Empathy maps act as a simple
personas that help get the team
thinking about the audience


•    What do you feel?
•    What do you hear?
•    What do you say?
•    What do you see?



 Image from Alexander Osterwalder and Yves Pigneur
the
  Understand the audience: Personas                    STRATEGIC DESIGNER
                                                       Design for business



Persona Framework


                       Spontaneous      Competitive
       Quick	

             Quick/         Quick/
            	

            emotional       logical

            	

            	

            	

            	

         Humanist        Methodical
            	

           Deliberate/    Deliberate/
                          emotional       logical
            	

   Deliberate
            	

                          Emotional       Logical
the
Understand the audience: Personas                              STRATEGIC DESIGNER
                                                               Design for business




     Competitive Persona
     Attitude                   Business like

     Use of time                Disciplines and fast paced

     Requirements               Your qualifications

     Weaknesses                 Documented evidence/results

     How to present             What you can do for them

     Problem solving            Support their ideas and conclusions


     Facilitate decisions       Provide option
the
Understand the audience: Personas                                 STRATEGIC DESIGNER
                                                                  Design for business




     Spontaneous Persona
     Attitude                   Personal and activity oriented

     Use of time                Undisciplined and fast paced

     Requirements               Evidence you’re trustworthy and friendly

     Weaknesses                 Personal attention and interest

     How to present             Why you are the best solution

     Problem solving            Support their feelings, interests and
                                excitement
     Facilitate decisions       Provide guarantees and opinions, not
                                options
the
Understand the audience: Personas                                 STRATEGIC DESIGNER
                                                                  Design for business




     Humanist Persona
     Attitude                   Personal and relationship oriented

     Use of time                Undisciplined and slow paced

     Requirements               Who are you, what you think and who
                                you know
     Weaknesses                 Give recognition and approval

     How to present             Who have provided solutions to

     Problem solving            Support their ideas, intuitions, your
                                relationship
     Facilitate decisions       Offer testimony and incentives
the
Understand the audience: Personas                                STRATEGIC DESIGNER
                                                                 Design for business




     Methodical Persona
     Attitude                   Business and detail oriented

     Use of time                Disciplined and slow paced

     Requirements               Evidence of your experience and
                                knowledge
     Weaknesses                 Documented evidence and preparation

     How to present             How you can provide a solution

     Problem solving            Support their principles and rational
                                approach
     Facilitate decisions       Provide evidence and service
the
Understand the audience: Personas   STRATEGIC DESIGNER
                                    Design for business
the
 Understand the audience: Personas                           STRATEGIC DESIGNER
                                                             Design for business




EXERCISE:
Building a persuasion architecture
•    Photo: What do they look like
•    Name: What do we call them?
•    Personality type: Which of the four personality types are they?
•    Description: What is the problem they are trying to solve?
•    Personality profile:
      –  Attitude: Are they emotional or logical
      –  Use of time: Are they quick, or deliberate?
      –  Requirements: What do they need from the brand?
      –  Weaknesses
      –  How to present: How do they want the brand information presented?
      –  Problem solving: How can the brand support their decision making?
      –  Decision making
the
Understand the audience: Personas   STRATEGIC DESIGNER
                                    Design for business
the
Understand the audience: Personas   STRATEGIC DESIGNER
                                    Design for business
the
Brand Positioning   STRATEGIC DESIGNER
                    Design for business
the
Brand Positioning                                                     STRATEGIC DESIGNER
                                                                      Design for business




Three elements of brand experience


                                       People
                               •  Employees need to
                                embody the brand in
                                 values and behavior




                     Offerings                    Processes
                    •  Need to meet             •  The organization
                       the emotional               must always be
                      and functional                looking for new
                        needs of the               ways to provide
                         audience                   audience value
the
Brand Positioning                                                                                                           STRATEGIC DESIGNER
                                                                                                                            Design for business




EXERCISE:
Competitive analysis
                                                                  10
 Differentiation is
 about expressing a                                                9

 unique value that is                                              8
 meaningful to the



                                           Level of performance
                                                                   7
 target audience
                                                                   6
 Step 1: Make a list of                                            5
 eight things that are
                                                                   4
 important to the
 audience in this category                                         3

 Step 2: Rank yourself                                             2
 and your competitors                                              1

 Step 3: Chart on a graph                                          0
                              Areas of customer
                                                                       Cost     Availability   Durability   Variety   Fun      Usability          Safety   _________
 Step 4: Identify points of         expectation
 differentiation
                                                                              Amalgamated Wiffle Ball
the
Brand Positioning                                                                                                           STRATEGIC DESIGNER
                                                                                                                            Design for business




EXERCISE:
Competitive analysis
                                                                  10
 Differentiation is
                                                                   9
 about expressing a
 unique value that is                                              8




                                           Level of performance
 meaningful to the                                                 7
 target audience
                                                                   6

 Step 1: Make a list of                                            5
 eight things that are
                                                                   4
 important to the
 audience in this category                                         3

                                                                   2
 Step 2: Rank yourself
 and your competitors                                              1

 Step 3: Chart on a graph                                          0
                              Areas of customer
                                                                       Cost     Availability   Durability   Variety   Fun     Usability       Safety   _________
 Step 4: Identify points of         expectation
 differentiation
                                                                              Amalgamated Wiffle Ball

                                                                              Your Wiffle Ball Company
the
Brand Positioning                                                            STRATEGIC DESIGNER
                                                                             Design for business




EXERCISE:
Competitive differentiation
Where to focus the organization and the brand


                    Eliminate                              Raise
          What factors that the industry        Which factors should be raised
           takes for granted can be               well above the industry’s
                  eliminated?                             standard?




                    Reduce                                 Create
         Which factors should be reduced        Which factors should be created
        well below the industry’s standard?       that the industry has never
                                                            offered?
the
Creating the verbal and visual brand   STRATEGIC DESIGNER
                                       Design for business
the
Creating the verbal and visual brand                              STRATEGIC DESIGNER
                                                                  Design for business




Brand messaging framework

                                                                      Brand proof
 Brand promise             Brand name     Brand tagline
                                                                         points
•  Organizations name   •  Character    •  Short and punchy      •  Examples of how you
                                                                    live the brand
•  Unique audience      •  Value        •  Memorable
   value
                        •  Offering     •  Describe the unique
•  Category                                audience value
                        •  Unique
•  Audience profile

•  Audience point of
   satisfaction
the
 Creating the verbal and visual brand                                 STRATEGIC DESIGNER
                                                                      Design for business




EXERCISE:
Brand Promise
The brand promise is not a tagline. It is a permanent statement about the core value
that the organization provides. It is timeless. Taglines on the other hand change
depending on trends and the changing audience needs.

•    The brand promise can contain some of the following elements:
      –  The organizations name
      –  Unique value audience value
      –  Category
      –  Audience profile
      –  A value that can be consistently achieved
the
Creating the verbal and visual brand                                STRATEGIC DESIGNER
                                                                    Design for business




EXERCISE:
Brand Name
The name of the organization conveys ideas about personality, values and position
in the marketplace. Strong brand names express both the character and the offering
of the organization, are unique and should reinforce the brand image and brand
promise.

The brand name contains the following elements:
•  Reflects the brands persona
•  Describes the offering
•  Creates an association to the meaning of the brand
•  Is unique and memorable
•  Short enough to fit on materials
•  Available for trademark
the
Creating the verbal and visual brand                                     STRATEGIC DESIGNER
                                                                         Design for business




EXERCISE:
Brand Tagline
A strong tagline implies the point of differentiation by describing the unique value the
organization provides its audience. The tagline should be directed at audiences and
not internally to the organization.

The brand tagline contains the following elements:
•  Memorable
•  Short and quick to recite
•  Expresses the brands points of differentiation
•  Reflects the brands personality
the
Creating the verbal and visual brand              STRATEGIC DESIGNER
                                                  Design for business




Creating visual brand alignment
Drawing, keywords, mind maps, word associations
the
 Creating the verbal and visual brand   STRATEGIC DESIGNER
                                        Design for business




EXERCISE:
Conceptual drawing

•    Drawing the experience
•    Conceptual
•    Fun
•    Creates buy-in
the
Understanding the audience   STRATEGIC DESIGNER
                             Design for business




•  Projective
   techniques
    –  Drawing the
       experience
the
Understanding the audience   STRATEGIC DESIGNER
                             Design for business




•  Projective
   techniques
    –  Drawing the
       experience
the
Understanding the audience   STRATEGIC DESIGNER
                             Design for business




•  Projective
   techniques
    –  Drawing the
       experience
the
Understanding the audience   STRATEGIC DESIGNER
                             Design for business




•  Projective
   techniques
    –  Drawing the
       experience
the
Creating the verbal and visual brand   STRATEGIC DESIGNER
                                       Design for business




EXERCISE:
Visual development

Totemics
•  Developed by Angela Dumas
•  How to build a totem
    –  Define context
    –  Build vocabulary
    –  Refine perceptions
    –  Distill the totem
the
Creating the verbal and visual brand                   STRATEGIC DESIGNER
                                                       Design for business




Step one
•  Build a context. Customers are asked to present ideas or
   examples of what they like and don’t like.
the
Creating the verbal and visual brand                               STRATEGIC DESIGNER
                                                                   Design for business




Step two: Define the context
•  Team members narrow down a customer’s selections and list
   ten descriptive valued word from the personas to describe the
   piece. Next, they draw a depiction of the piece and write words
   below it to describe it.


                                    Valued Words
           Quick, new, fun, spontaneous, reliable, clean, accommodating,
                              flexible, open and friendly
the
Creating the verbal and visual brand                   STRATEGIC DESIGNER
                                                       Design for business




Step three: Build a vocabulary
•  Collect images showing furniture, interiors, textiles, consumer
   products and industrial products (Each category shows a range
   of styles and approaches.)
the
Creating the verbal and visual brand                STRATEGIC DESIGNER
                                                    Design for business




Step four: Select images
•  The team selects one image from each category to match the
   ten descriptors from step one.
the
Creating the verbal and visual brand           STRATEGIC DESIGNER
                                               Design for business




Visually articulating the concept

    –  Heinrich Wolfflin - Psychology and
       comparison (linear-painterly, plane-
       recession, closed-open, multiplicity-
       clearness)

    –  Rudolph Arnheim - The art of
       perception (balance, shape, form,
       growth, light, space, color,
       movement and dynamics)

    –  Dr. Bernd Schmitt - Defining the
       parameters of style
the
 Creating the verbal and visual brand                        STRATEGIC DESIGNER
                                                             Design for business




A tool for aligning collaborators
•    Defining the parameters of style
      –  Complexity: minimal <> complex
      –  Representation: realist <> abstract
      –  Movement: dynamic <> static
      –  Voice: loud <> understated
      –  Time: contemporary <> traditional
      –  Location: city/country/state/nation/international
      –  Authenticity: authentic <> derivative
      –  Technology: Hi tech <> handmade
      –  Sophistication: casual <> sophisticated
the
Creating the verbal and visual brand   STRATEGIC DESIGNER
                                       Design for business




•  Complexity: minimal <> complex
the
Creating the verbal and visual brand     STRATEGIC DESIGNER
                                         Design for business




•  Representation: realist <> abstract
the
Creating the verbal and visual brand   STRATEGIC DESIGNER
                                       Design for business




•  Movement: dynamic <> solid
the
Creating the verbal and visual brand   STRATEGIC DESIGNER
                                       Design for business




•  Voice: loud <> understated
the
Creating the verbal and visual brand   STRATEGIC DESIGNER
                                       Design for business




•  Time: contemporary <> traditional
the
Creating the verbal and visual brand                   STRATEGIC DESIGNER
                                                       Design for business




•  Location: city/country/state/nation/international
the
Creating the verbal and visual brand       STRATEGIC DESIGNER
                                           Design for business




•  Authenticity: authentic <> derivative
the
Creating the verbal and visual brand   STRATEGIC DESIGNER
                                       Design for business




•  Technology: Hi tech <> handmade
the
Creating the verbal and visual brand                            STRATEGIC DESIGNER
                                                                Design for business




EXERCISE
Parameters of style

Defining the parameters of style for your wiffle ball company

    –    Complexity: minimal <> complex
    –    Representation: realist <> abstract
    –    Movement: dynamic <> static
    –    Voice: loud <> understated
    –    Time: contemporary <> traditional
    –    Location: city/country/state/nation/international
    –    Authenticity: authentic <> derivative
    –    Technology: Hi tech <> handmade
    –    Sophistication: casual <> sophisticated
the
    Creating the verbal and visual brand             STRATEGIC DESIGNER
                                                     Design for business




EXERCISE
Logo development with
Brain sketching
Step 1: Brainstorm. Use a standard
brainstorming technique to begin the session,
then switch to pictures when ideas begin to
dwindle

Step 2: Sketching. Participants will have two
minutes to draw their solution to the problem.
Once the time limit is up, participants then slide
their papers to the person on the right.

Step 3: Collection and reflection: Once all the
images have gone around the table, they are
collected and discussed. These images are
then used as jumping-off points for new ideas.


.
the
Evaluating brand success   STRATEGIC DESIGNER
                           Design for business
the
Evaluating brand success                                           STRATEGIC DESIGNER
                                                                   Design for business




Calculating Brand Value

Employees: How well do they reflect the brand in their behavior?
•  Do they personify the brand?
•  Do they evangelize the brand?
•  Are they committed to audience satisfaction?

Audience: Perceptions and promotion
•  Audience perception vs. brand perception
•  Does the audience promote the brand to family and friends?
•  How loyal are they to the brand?

Financial: Future profits, brand name equity
•  Revenue and profit growth
•  Process improvement
•  Brand valuation
the
 Evaluating brand success         STRATEGIC DESIGNER
                                  Design for business




Not picking winners
•    The best looking designs
     are not always the most
     effective
•    Design must be looked at
     “in context”
•    How does the proposed
     design work against the
     competition?
•    Allows designers to focus
     on real design issues, not
     perceived issues
•    Design must ultimately
     achieve a goal. Looks are
     secondary.
the
Evaluating brand success   STRATEGIC DESIGNER
                           Design for business




Review in context
•  Don’t vote
•  it’s not about
   comparing options,
   it’s about simulating
   the introduction of
   new systems
•  Use a monadic
   approach
the
Evaluating brand success                          STRATEGIC DESIGNER
                                                  Design for business




Monadic Approach
A means for testing multiple design options
•  Two groups of people
•  Each group reviews one of the design options
•  Compare the responses
the
Evaluating brand success   STRATEGIC DESIGNER
                           Design for business




EXERCISE:
Visual Equities

Draw the logos created
by the other tables from
memory.
the
Evaluating brand success                                STRATEGIC DESIGNER
                                                        Design for business




EXERCISE:
Net Promoter Score

How likely is it that you would recommend this organization to a
friend or colleague?

•  Promoters (score 9-10)
•  Passives (score 7-8)
•  Detractors (score 0-6)
the
Alignment   STRATEGIC DESIGNER
            Design for business
the
Shameless promotion                     STRATEGIC DESIGNER
                                        Design for business




                      Published by




                      Available through the HOW
                      bookstore at:

                      MyDesignShop.com

                      Dave Holston
                      The Strategic Designer
                      www.the-strategic-designer.com
                      dave@the-strategic-designer.com
the
                                            STRATEGIC DESIGNER
                                            Design for business


Strategic Designer Workshop
Brand Strategy Development




                              Dave Holston
                              The Strategic Designer
                              www.the-strategic-designer.com
                              dave@the-strategic-designer.com

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The Strategic Designer Brand Strategy Development Workshop

  • 1. the STRATEGIC DESIGNER Design for business Strategic Designer Workshop Brand Strategy Development Dave Holston The Strategic Designer www.the-strategic-designer.com dave@the-strategic-designer.com
  • 2. the Strategic Designer STRATEGIC DESIGNER Design for business About me •  Director of Online Communication at Georgia Institute of Technology •  Director of Strategic Design Management at The University of Texas •  25 years in marketing, public affairs, advertising & design •  Author of The Strategic Designer: Tools and techniques for managing the design process
  • 3. the Brand Strategy Development STRATEGIC DESIGNER Design for business What we’ll talk about This workshop will provide tools for working through strategic brand development questions with clients by using collaborative activities to reach a meaningful brand positioning. •  How to identify the real brand problem to be solved •  How to get the organization to clearly express their goals •  How to focus on audiences to gather brand insights •  How to develop creative and meaningful brand directions •  How to evaluate brand success
  • 4. the Brand Strategy Development STRATEGIC DESIGNER Design for business What we’ll do Congratulations! You own a wiffle ball company. Each table will work together to develop a brand strategy •  Conduct business analysis •  Conduct audience analysis •  Develop a positioning •  Develop creative messaging and identity
  • 5. the Brand Strategy Development STRATEGIC DESIGNER Design for business Why do we brand? •  Provides a competitive advantage •  Provides a stable asset •  Provides an economic value •  Sets expectations •  Creates the experience
  • 6. the Branding is a process STRATEGIC DESIGNER Design for business
  • 7. the Branding is a process STRATEGIC DESIGNER Design for business Strategic Brand Development Questions Understanding the Understanding the Competitive Creative Implementation Brand evaluation business audience positioning development • How do we live the • How do we • What is our core • What do our • What is our unique • What is our brand brand? measure internal purpose? audiences value? name? • How do we launch alignment? • What is our vision? experience? • Where can we add • What is our brand the brand? • How do we • How do our value? tagline? measure audience • What is our mission? audiences • What is our brand • What is our visual awareness? behave? promise? style? • How do we • What are our goals? • What should our measure business logo represent? performance? • What is happening in our environment?
  • 8. the Why should designers care about strategy? STRATEGIC DESIGNER Design for business “Make it look pretty” Client
  • 9. the Why should designers care about strategy? STRATEGIC DESIGNER Design for business “design skills and business skills are converging… It's time to embrace a new value proposition based on creating – indeed, often co-creating -- new products and services with customers that fill their needs, make them happy, and make companies and shareholders rich.“ Martin goes on to say that the design skills of “understanding, empathy, problem solving” are what business need today.” Roger Martin, dean of the Rotman School of Management at the University of Toronto
  • 10. the Why should designers care about strategy? STRATEGIC DESIGNER Design for business Client
  • 11. the The brand is the experience STRATEGIC DESIGNER Design for business
  • 12. the The brand is the experience STRATEGIC DESIGNER Design for business Sensation transference •  Christian Brothers and E&J brandy
  • 13. the The brand is the experience STRATEGIC DESIGNER Design for business Sensation transference •  Christian Brothers and E&J brandy
  • 14. the The brand is the experience STRATEGIC DESIGNER Design for business
  • 15. the The brand is the experience STRATEGIC DESIGNER Design for business These aren’t the droids you’re looking for…
  • 16. the Strategy and brand STRATEGIC DESIGNER Design for business Why do you hate your logo? It’s not “swooshy” Client enough
  • 17. the Strategy and brand STRATEGIC DESIGNER Design for business What is Strategy? Client
  • 18. the Strategy and brand STRATEGIC DESIGNER Design for business Competitive brand strategies Cost Focus Differentiation •  Achieve a sustainable •  Focus on a small •  Provide a unique cost advantage over target audience or audience value competitors though provide a limited through performance, market share or product line quality, life style or prestige access to raw materials •  EX: Walmart •  EX: Anthropologie •  EX: Harley Davidson
  • 19. the Strategy and brand STRATEGIC DESIGNER Design for business Five competitive forces framework Bargaining Threat of New Power of Entrants Customers Client Bargaining Threat of Power of Substitutes Suppliers Competitive Rivalry within the Industry
  • 20. the Strategy and brand STRATEGIC DESIGNER Design for business Strategy development framework Competitive Audience analysis analysis •  Segments •  Identity •  Motivations •  Performance •  Behaviors •  SWOT •  Needs Client •  Culture Environment Business analysis •  Political •  Identity •  Environment •  Performance •  Social •  SWOT •  Technological •  Culture Strategy
  • 21. the Strategy and brand STRATEGIC DESIGNER Design for business Strategic brand development framework Audience analysis •  Segments •  Motivations •  Behaviors Competitive analysis •  Needs Business analysis •  Identity •  Identity •  Performance Client •  Performance •  SWOT •  SWOT •  Culture •  Culture Environment Creative development •  Political •  Positioning •  Environment Strategic •  Messaging •  Social Positioning •  Naming •  Technological •  Taglines •  Visual design
  • 22. the Branding creates alignment STRATEGIC DESIGNER Design for business
  • 23. the Branding is alignment STRATEGIC DESIGNER Design for business The most efficient way to achieve alignment is through a collaborative process
  • 24. the Branding is collaborative STRATEGIC DESIGNER Design for business EXERCISE: Drawing game •  Choose a partner •  Work silently •  Take turns drawing parts of a face, one feature at a time •  When you hesitate, stop drawing •  Now write the first letter of this characters name •  Keep going till someone hesitates
  • 25. the Branding is collaborative STRATEGIC DESIGNER Design for business Collaboration is key •  Brands are now co-creators with their audiences •  Cuts down on the disconnect between the organization and the people they serve
  • 26. the Branding is collaborative STRATEGIC DESIGNER Design for business Brand with your ears –  Listening creates trust –  Listening and questioning are our most valuable tools –  Questioning gets you to real motivations Client –  Understanding motivations can help you influence behaviors
  • 27. the Branding is collaborative STRATEGIC DESIGNER Design for business On a side note: HOWARD ROARK MUST DIE
  • 28. the Branding is collaborative STRATEGIC DESIGNER Design for business “People support what they help create”
  • 29. the Branding is a process STRATEGIC DESIGNER Design for business “Process is more important than outcome. When the outcome drives the process we will only ever go to where we've already been. If process drives outcome we may not know where we’re going, but we will know we want to be there.” - Bruce Mau
  • 30. the Branding is a process STRATEGIC DESIGNER Design for business Strategic Brand Development Process Understanding Understanding Competitive Creative Brand the business the audience positioning development evaluation •  Mission & •  Segments •  Cost •  Verbal identity •  Internal Vision •  Attitudes •  Focus •  Visual Identity alignment •  Goals •  Beliefs •  Differentiation •  Audience •  Environment •  Values awareness •  Behaviors •  Business performance
  • 31. the Strategic brand development STRATEGIC DESIGNER Design for business Agenda •  Each table will be a fictitious wiffle ball manufacturing company –  Assign a scribe Client –  Assign a spokesperson •  We will go through each step of the brand process to create brand for your company
  • 32. the Strategic brand development STRATEGIC DESIGNER Design for business The Competition: Amalgamated Wiffle Ball Corp. •  Client The leader in wiffle ball and wiffle ball related products •  Founded by David J. Mullany in Shelton Conn. •  Started in 1954 •  Got a contract with Woolworths in 1956 •  Latest innovation -1972 introduced the plastic bat •  Motto: We strive to make the consumer happy and give them a solid product.
  • 33. the Branding is a process STRATEGIC DESIGNER Design for business Strategic Brand Development Process Understanding Understanding Competitive Creative Brand the business the audience positioning development evaluation •  Mission & •  Segments •  Cost •  Verbal identity •  Internal Vision •  Attitudes •  Focus •  Visual Identity alignment •  Goals •  Beliefs •  Differentiation •  Audience •  Environment •  Values awareness •  Behaviors •  Business performance
  • 34. the Understanding the business STRATEGIC DESIGNER Design for business
  • 35. the Understanding the business: Define the problem STRATEGIC DESIGNER Design for business
  • 36. the Understanding the business: Define the problem STRATEGIC DESIGNER Design for business Problem definition tools Drill Down Technique Ishikawa Diagrams
  • 37. the Understanding the business: Define the problem STRATEGIC DESIGNER Design for business PROBLEM DEFINITION EXERCISE: Draw the problem The Problem: Amalgamated Wiffle Ball dominates the market and your company has no name recognition with buyers either in-store or online. How would you solve this problem? Step 1: Create a list of five items that contribute to the problem. Step 2: Draw a picture of how to solve the problem. Consider the who, what, where, when, why and how of the problem.
  • 38. the Understanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for business
  • 39. the Understanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for business Vision Core Ideology BHAG Core values Core Purpose Vivid Description Mission What do we do? Who do we support? How do we do it?
  • 40. the Understanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for business
  • 41. the Understanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for business CORE PURPOSE EXERCISE: The Random Serial Killer Test If someone were to buy the company at a generous price, guarantee that the employees would maintain their salaries albeit in a different industry, and that the buying company would destroy the firm and eliminate all its offerings, causing the company to no longer exist, would you accept the offer? Why, or why not?
  • 42. the Understanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for business
  • 43. the Understanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for business VISION EXERCISE: Drawing the future state •  COVER – Time Magazine cover featuring the organization •  HEADLINE – News headline about the organization •  SIDEBAR – Interesting facts about the organization •  QUOTES – What people are saying about the organization •  IMAGES – Images that depict the future state •  Write a one-sentence vision statement.
  • 44. the Understanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for business MISSION EXERCISE: Mission MadLibs Organization X serves (constituent groups) by (definition of the business). Organization X is different from (competitor) because of (point of differentiation). Or (Constituent group) need (insight/why). (organization x) provides (differentiated solution)
  • 45. the Understanding the business: Goals STRATEGIC DESIGNER Design for business
  • 46. the Understanding the business: Goals STRATEGIC DESIGNER Design for business Brand goal framework Objectives Goals KPI Target •  Why does the •  What strategies •  What metrics will •  What numerical brand exist? will we use to help us values will we use accomplish our understand how to measure brand brand objectives? we are doing? success?
  • 47. the Understanding the business: Goals STRATEGIC DESIGNER Design for business
  • 48. the Understanding the business: Goals STRATEGIC DESIGNER Design for business Goal description Feasibility Importance 1. Increase brand awareness GOAL FOCUS EXERCISE 2. Grow customer base 3. Increase repeat customers 3 4 What’s important and achievable 4. Reduce costs 5. Maintain pricing 6. Create online store front 7. Create a customer loyalty program This exercise answers the question 8. Host a series of events Total 24 24 “Given our resources, what should we do? 5 4 Step 1: Brainstorm and list top eight goals Feasibility Step 2: Rank for importance and feasibility 3 3 3. Increase repeat customers Step 3: Chart points on the grid 2 1 0 1 2 3 4 5 Importance
  • 49. the Understanding the business: Goals STRATEGIC DESIGNER Design for business GOAL FOCUS EXERCISE What’s important and achievable Step 1: Brainstorm and rank goals Goal description Feasibility Importance 1. Increase brand awareness 2. Grow customer base 3. Increase repeat customers 3 4 4. Reduce costs 5. Maintain pricing 6. Create online store front 7. Create a customer loyalty program 8. Host a series of events Total 24 24
  • 50. Goal description Feasibility Importance the Understanding the business: Goals 1. Increase brand awareness STRATEGIC DESIGNER Design for business 2. Grow customer base 3. Increase repeat customers 3 4 4. Reduce costs 5. Maintain pricing GOAL FOCUS EXERCISE 6. Create online store front 7. Create a customer loyalty program What’s important and achievable 8. Host a series of events Total 24 24 Step 2: Chart the goals 5 Goal description Feasibility Importance 1. Increase brand awareness 2. Grow customer base 3. Increase repeat customers 3 4 4 4. Reduce costs 5. Maintain pricing Feasibility 3 3. Increase repeat 6. Create online store front 3 customers 7. Create a customer loyalty program 8. Host a series of events Total 24 24 2 5 1 4 0 1 2 3 4 5 Feasibility 3 3. Increase repeat 3 customers Importance 2
  • 51. the Understanding the business: Internal analysis STRATEGIC DESIGNER Design for business
  • 52. the Understanding the business: Internal analysis STRATEGIC DESIGNER Design for business Internal forces SWOT EXERCISE Internal and external analysis Strengths (tend to be internal) •  What do we do better than our peers? Strengths Weaknesses •  What are we known for? •  What resources do we have? Weaknesses (tend to be internal) •  What problems does the university face? •  What don’t we do well? •  What holds us back from being where we want to be? Opportunities Threats Opportunities (tend to be external) •  What trends can we take advantage of? •  What actions can we take that will produce a competitive advantage? Threats (tend to be external) •  What unfavorable trends are occurring? External forces •  What’s happening in the state that could have a negative impact on the university?
  • 53. the Understand the audience STRATEGIC DESIGNER Design for business PEST EXERCISE Environmental analysis PEST Analysis is a useful tool for understanding the ‘big picture’ of the environment in which you are operating, and for thinking about the opportunities and threats that lie within it. By understanding your environment, you can take advantage of the opportunities and minimize the threats. PEST analysis consists of four questions. •  POLITICAL: What political considerations do we need to be aware of? •  ENVIRONMENT: What is happening in the environment/industry? •  SOCIAL: What social trends and consumer values do we need to consider? •  TECHNICAL: What technological tools can we take advantage of?
  • 54. the Understand the audience STRATEGIC DESIGNER Design for business
  • 55. the Understand the audience STRATEGIC DESIGNER Design for business Focus groups •  Moderator •  Scripted series of questions •  Getting to why, gaining insight •  Neutral locations •  1 - 2 hours long •  3 rounds of test will get you best results •  Good for brainstorming with audiences or to develop a deeper understanding of their motivations
  • 56. the Understand the audience STRATEGIC DESIGNER Design for business Dyads and Triads •  Dyads – Two friends interviewed as a pair –  Used for exploring issues that might be hard to articulate –  Good for getting “honest” responses –  Friends keep each other in check, making them less likely to lie •  Triads – Three people who are either similar to one another, or different in a specific way –  The same: The conversation can be generative like a focus group –  Different (but in the same arena, like donors who contribute at different levels): Their responses can be seen as comparative
  • 57. the Understand the audience STRATEGIC DESIGNER Design for business Ethnography •  Looks at audiences in the context of their lives •  Produces detailed in depth observations in natural environments •  Observing people in their day to day activities •  Allows designer to better understand audiences
  • 58. the Understand the audience: Personas STRATEGIC DESIGNER Design for business Who is the audience? Demographics Myers-Briggs Keirsey-Bates Hippocrates •  Age •  Extroverts/ •  Artisans •  Sanguine •  Gender Introverts •  Guardians •  Choleric •  Location •  Sensors/Feelers •  Idealists •  Melancholic •  Status •  Judgers/ •  Rationalists •  Phlegmatic Perceivers •  Thinkers/Feelers
  • 59. the Understand the audience: Personas STRATEGIC DESIGNER Design for business Building a persuasion architecture •  What personality type are they? Meticulous, humanist, spontaneous, competitive •  What are their behaviors? •  How do they like to be communicated with? •  What are the points of resolution - What info do they need to move forward? •  Conversion beacons - The first place the prospect takes action •  Baseline metrics - How do we measure success?
  • 60. the Understand the audience: Brand pyramid STRATEGIC DESIGNER Design for business EXERCISE: Building a brand experience pyramid Answer the following questions •  Presence - How will the audience find out about us? •  Relevance – What is the cost/value to the audience? •  Performance – What unique value do we provide our audiences? •  Advantage – What emotional needs do we provide? •  Bonding – What does the product say about the audience?
  • 61. the Understand the audience: Personas STRATEGIC DESIGNER Design for business EXERCISE: Empathy Maps Empathy maps act as a simple personas that help get the team thinking about the audience •  What do you feel? •  What do you hear? •  What do you say? •  What do you see? Image from Alexander Osterwalder and Yves Pigneur
  • 62. the Understand the audience: Personas STRATEGIC DESIGNER Design for business Persona Framework Spontaneous Competitive Quick Quick/ Quick/ emotional logical Humanist Methodical Deliberate/ Deliberate/ emotional logical Deliberate Emotional Logical
  • 63. the Understand the audience: Personas STRATEGIC DESIGNER Design for business Competitive Persona Attitude Business like Use of time Disciplines and fast paced Requirements Your qualifications Weaknesses Documented evidence/results How to present What you can do for them Problem solving Support their ideas and conclusions Facilitate decisions Provide option
  • 64. the Understand the audience: Personas STRATEGIC DESIGNER Design for business Spontaneous Persona Attitude Personal and activity oriented Use of time Undisciplined and fast paced Requirements Evidence you’re trustworthy and friendly Weaknesses Personal attention and interest How to present Why you are the best solution Problem solving Support their feelings, interests and excitement Facilitate decisions Provide guarantees and opinions, not options
  • 65. the Understand the audience: Personas STRATEGIC DESIGNER Design for business Humanist Persona Attitude Personal and relationship oriented Use of time Undisciplined and slow paced Requirements Who are you, what you think and who you know Weaknesses Give recognition and approval How to present Who have provided solutions to Problem solving Support their ideas, intuitions, your relationship Facilitate decisions Offer testimony and incentives
  • 66. the Understand the audience: Personas STRATEGIC DESIGNER Design for business Methodical Persona Attitude Business and detail oriented Use of time Disciplined and slow paced Requirements Evidence of your experience and knowledge Weaknesses Documented evidence and preparation How to present How you can provide a solution Problem solving Support their principles and rational approach Facilitate decisions Provide evidence and service
  • 67. the Understand the audience: Personas STRATEGIC DESIGNER Design for business
  • 68. the Understand the audience: Personas STRATEGIC DESIGNER Design for business EXERCISE: Building a persuasion architecture •  Photo: What do they look like •  Name: What do we call them? •  Personality type: Which of the four personality types are they? •  Description: What is the problem they are trying to solve? •  Personality profile: –  Attitude: Are they emotional or logical –  Use of time: Are they quick, or deliberate? –  Requirements: What do they need from the brand? –  Weaknesses –  How to present: How do they want the brand information presented? –  Problem solving: How can the brand support their decision making? –  Decision making
  • 69. the Understand the audience: Personas STRATEGIC DESIGNER Design for business
  • 70. the Understand the audience: Personas STRATEGIC DESIGNER Design for business
  • 71. the Brand Positioning STRATEGIC DESIGNER Design for business
  • 72. the Brand Positioning STRATEGIC DESIGNER Design for business Three elements of brand experience People •  Employees need to embody the brand in values and behavior Offerings Processes •  Need to meet •  The organization the emotional must always be and functional looking for new needs of the ways to provide audience audience value
  • 73. the Brand Positioning STRATEGIC DESIGNER Design for business EXERCISE: Competitive analysis 10 Differentiation is about expressing a 9 unique value that is 8 meaningful to the Level of performance 7 target audience 6 Step 1: Make a list of 5 eight things that are 4 important to the audience in this category 3 Step 2: Rank yourself 2 and your competitors 1 Step 3: Chart on a graph 0 Areas of customer Cost Availability Durability Variety Fun Usability Safety _________ Step 4: Identify points of expectation differentiation Amalgamated Wiffle Ball
  • 74. the Brand Positioning STRATEGIC DESIGNER Design for business EXERCISE: Competitive analysis 10 Differentiation is 9 about expressing a unique value that is 8 Level of performance meaningful to the 7 target audience 6 Step 1: Make a list of 5 eight things that are 4 important to the audience in this category 3 2 Step 2: Rank yourself and your competitors 1 Step 3: Chart on a graph 0 Areas of customer Cost Availability Durability Variety Fun Usability Safety _________ Step 4: Identify points of expectation differentiation Amalgamated Wiffle Ball Your Wiffle Ball Company
  • 75. the Brand Positioning STRATEGIC DESIGNER Design for business EXERCISE: Competitive differentiation Where to focus the organization and the brand Eliminate Raise What factors that the industry Which factors should be raised takes for granted can be well above the industry’s eliminated? standard? Reduce Create Which factors should be reduced Which factors should be created well below the industry’s standard? that the industry has never offered?
  • 76. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business
  • 77. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business Brand messaging framework Brand proof Brand promise Brand name Brand tagline points •  Organizations name •  Character •  Short and punchy •  Examples of how you live the brand •  Unique audience •  Value •  Memorable value •  Offering •  Describe the unique •  Category audience value •  Unique •  Audience profile •  Audience point of satisfaction
  • 78. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business EXERCISE: Brand Promise The brand promise is not a tagline. It is a permanent statement about the core value that the organization provides. It is timeless. Taglines on the other hand change depending on trends and the changing audience needs. •  The brand promise can contain some of the following elements: –  The organizations name –  Unique value audience value –  Category –  Audience profile –  A value that can be consistently achieved
  • 79. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business EXERCISE: Brand Name The name of the organization conveys ideas about personality, values and position in the marketplace. Strong brand names express both the character and the offering of the organization, are unique and should reinforce the brand image and brand promise. The brand name contains the following elements: •  Reflects the brands persona •  Describes the offering •  Creates an association to the meaning of the brand •  Is unique and memorable •  Short enough to fit on materials •  Available for trademark
  • 80. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business EXERCISE: Brand Tagline A strong tagline implies the point of differentiation by describing the unique value the organization provides its audience. The tagline should be directed at audiences and not internally to the organization. The brand tagline contains the following elements: •  Memorable •  Short and quick to recite •  Expresses the brands points of differentiation •  Reflects the brands personality
  • 81. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business Creating visual brand alignment Drawing, keywords, mind maps, word associations
  • 82. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business EXERCISE: Conceptual drawing •  Drawing the experience •  Conceptual •  Fun •  Creates buy-in
  • 83. the Understanding the audience STRATEGIC DESIGNER Design for business •  Projective techniques –  Drawing the experience
  • 84. the Understanding the audience STRATEGIC DESIGNER Design for business •  Projective techniques –  Drawing the experience
  • 85. the Understanding the audience STRATEGIC DESIGNER Design for business •  Projective techniques –  Drawing the experience
  • 86. the Understanding the audience STRATEGIC DESIGNER Design for business •  Projective techniques –  Drawing the experience
  • 87. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business EXERCISE: Visual development Totemics •  Developed by Angela Dumas •  How to build a totem –  Define context –  Build vocabulary –  Refine perceptions –  Distill the totem
  • 88. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business Step one •  Build a context. Customers are asked to present ideas or examples of what they like and don’t like.
  • 89. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business Step two: Define the context •  Team members narrow down a customer’s selections and list ten descriptive valued word from the personas to describe the piece. Next, they draw a depiction of the piece and write words below it to describe it. Valued Words Quick, new, fun, spontaneous, reliable, clean, accommodating, flexible, open and friendly
  • 90. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business Step three: Build a vocabulary •  Collect images showing furniture, interiors, textiles, consumer products and industrial products (Each category shows a range of styles and approaches.)
  • 91. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business Step four: Select images •  The team selects one image from each category to match the ten descriptors from step one.
  • 92. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business Visually articulating the concept –  Heinrich Wolfflin - Psychology and comparison (linear-painterly, plane- recession, closed-open, multiplicity- clearness) –  Rudolph Arnheim - The art of perception (balance, shape, form, growth, light, space, color, movement and dynamics) –  Dr. Bernd Schmitt - Defining the parameters of style
  • 93. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business A tool for aligning collaborators •  Defining the parameters of style –  Complexity: minimal <> complex –  Representation: realist <> abstract –  Movement: dynamic <> static –  Voice: loud <> understated –  Time: contemporary <> traditional –  Location: city/country/state/nation/international –  Authenticity: authentic <> derivative –  Technology: Hi tech <> handmade –  Sophistication: casual <> sophisticated
  • 94. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business •  Complexity: minimal <> complex
  • 95. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business •  Representation: realist <> abstract
  • 96. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business •  Movement: dynamic <> solid
  • 97. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business •  Voice: loud <> understated
  • 98. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business •  Time: contemporary <> traditional
  • 99. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business •  Location: city/country/state/nation/international
  • 100. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business •  Authenticity: authentic <> derivative
  • 101. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business •  Technology: Hi tech <> handmade
  • 102. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business EXERCISE Parameters of style Defining the parameters of style for your wiffle ball company –  Complexity: minimal <> complex –  Representation: realist <> abstract –  Movement: dynamic <> static –  Voice: loud <> understated –  Time: contemporary <> traditional –  Location: city/country/state/nation/international –  Authenticity: authentic <> derivative –  Technology: Hi tech <> handmade –  Sophistication: casual <> sophisticated
  • 103. the Creating the verbal and visual brand STRATEGIC DESIGNER Design for business EXERCISE Logo development with Brain sketching Step 1: Brainstorm. Use a standard brainstorming technique to begin the session, then switch to pictures when ideas begin to dwindle Step 2: Sketching. Participants will have two minutes to draw their solution to the problem. Once the time limit is up, participants then slide their papers to the person on the right. Step 3: Collection and reflection: Once all the images have gone around the table, they are collected and discussed. These images are then used as jumping-off points for new ideas. .
  • 104. the Evaluating brand success STRATEGIC DESIGNER Design for business
  • 105. the Evaluating brand success STRATEGIC DESIGNER Design for business Calculating Brand Value Employees: How well do they reflect the brand in their behavior? •  Do they personify the brand? •  Do they evangelize the brand? •  Are they committed to audience satisfaction? Audience: Perceptions and promotion •  Audience perception vs. brand perception •  Does the audience promote the brand to family and friends? •  How loyal are they to the brand? Financial: Future profits, brand name equity •  Revenue and profit growth •  Process improvement •  Brand valuation
  • 106. the Evaluating brand success STRATEGIC DESIGNER Design for business Not picking winners •  The best looking designs are not always the most effective •  Design must be looked at “in context” •  How does the proposed design work against the competition? •  Allows designers to focus on real design issues, not perceived issues •  Design must ultimately achieve a goal. Looks are secondary.
  • 107. the Evaluating brand success STRATEGIC DESIGNER Design for business Review in context •  Don’t vote •  it’s not about comparing options, it’s about simulating the introduction of new systems •  Use a monadic approach
  • 108. the Evaluating brand success STRATEGIC DESIGNER Design for business Monadic Approach A means for testing multiple design options •  Two groups of people •  Each group reviews one of the design options •  Compare the responses
  • 109. the Evaluating brand success STRATEGIC DESIGNER Design for business EXERCISE: Visual Equities Draw the logos created by the other tables from memory.
  • 110. the Evaluating brand success STRATEGIC DESIGNER Design for business EXERCISE: Net Promoter Score How likely is it that you would recommend this organization to a friend or colleague? •  Promoters (score 9-10) •  Passives (score 7-8) •  Detractors (score 0-6)
  • 111. the Alignment STRATEGIC DESIGNER Design for business
  • 112. the Shameless promotion STRATEGIC DESIGNER Design for business Published by Available through the HOW bookstore at: MyDesignShop.com Dave Holston The Strategic Designer www.the-strategic-designer.com dave@the-strategic-designer.com
  • 113. the STRATEGIC DESIGNER Design for business Strategic Designer Workshop Brand Strategy Development Dave Holston The Strategic Designer www.the-strategic-designer.com dave@the-strategic-designer.com