This talk was given by Bill Beard on 2.16.15 at the New York City Agile Experience Design Meetup. In a Lean and Agile world, where we’re rapidly iterating and deploying MVPs, branding is in danger of becoming an afterthought. We don’t talk enough about how we can add value by building powerful brands that connect with your customers. In this talk, we’ll discuss how branding has had to change in an Agile/Lean world--and why we need to change the way we think about it. We’ll cover how we apply basic Lean Startup and LeanUX principles to execute Lean Branding, and provide some quick tips for building your brand into your experience to create products people love, called Branding Moments. To learn more about Lean Branding or Branding Moments, follow or reach out to Bill on twitter at @writebeard.

1. @writebeard
Lean Branding
&
Branding
Moments BILL BEARD
Beardbranding.com

2. @writebeard
Intro

3. @writebeard
What isa brand?
Lean Branding
Overview
Why is It Important?
Branding Moments

4. @writebeard
Brand
Failure.
Not Product
Failure.

5. @writebeard
Emotions drive our decisions

6. @writebeard
What is a brand?
how a person feels about
your product or servicePhoto: mightyaction.com

7. @writebeard
emotional associations

8. @writebeard
#2
sporting
apparel
company
market share:
Nike
UA
Adidas
46%
14%
4%

9. @writebeard

10. @writebeard

11. @writebeard

12. @writebeard
own an
emotional association
within your marketplace

13. @writebeard
differentiation
loyalty
awareness
increase perceived value
increase revenue
Brand Benefits

14. @writebeard
EXTERNAL

15. @writebeard
User Experience
Branding
your product

16. @writebeard
Discovery
CREATIVE
RESEARCH
GUIDELINES
STRATEGY
INTERNAL
APPROVALS
CHANGES
CLIENT
APPROVALS
CHANGES APPROVALS
TRADITIONAL BRAND DEVELOPMENT PROCESS

17. @writebeard
BRAND GUIDELINES

18. @writebeard
EXPENSIVE
SLOW
INFLEXIBLE
Unpredictable

19. @writebeard
we can’t afford to fail…

20. @writebeard
BUILD
MEasureLearn
LEAN Startup

21. @writebeard
Develop
&
EXPERIMENT
MeasureLearn
LEAN BRANDING

22. @writebeard
DEVELOP
LEAN BRAND GUIDELINES
Brand PURPOSE: WHAT WE STAND FOR
Personality: What we act like
Customer: Who WE ARE FOR
DESIGN ELEMENTS: What We Look like
Added organically

23. @writebeard
EXPERIMENT
Landing Page
Social
Google Ad
EMAIL
A/B
GOOB
ETC.

24. @writebeard
MEASURESOCIAL
SITE
ANALYTICS
Customer
Service
MKTG
ANALYTICS
OTHER?

25. @writebeard
Your brand can only be as good as
your execution of your brand guidelines

26. @writebeard
Brand success is easier to see
than brand failure
@DOUG88888 FLICKR

27. @writebeard
The customer ultimately
controls your brand

28. @writebeard
Lean Branding
You are all
brand
managers
now
be better than “generic business guy!”

29. @writebeardClaudio Sepulveda Geoffroy, flickr
“I want to
connect
with a
brand
today.”

30. @writebeard
BrandingMoment
An interaction that
provides an opportunity
for a product/service to
improve its brand

31. @writebeard
usableENJOYABLE
Useful
GREAT
Experiences
HAPPEN HERE

32. @writebeard
MVP
v.
MDP
Not just
delight.
Focused.

33. @writebeard
BIG
LITTLE IDEAS
IMPACT

34. @writebeard
make failure fun
☺
Branding Moments

35. @writebeard

36. @writebeard
INVALID
YOUR
PASSWORD IS

37. @writebeard
be human

38. @writebeard
Branding Moments

39. @writebeard
create the positive
unexpected
Branding Moments

40. @writebeard

41. @writebeard

42. @writebeard
cherish every
interaction
Branding Moments

43. @writebearduxmastery.com

44. @writebeard
don’t let branding
interfere with flow
Branding Moments

45. @writebeard
PASSIONATE
CUSTOMERS
CREATORS
PASSIONATE

46. @writebeard
QUESTIONS?

47. @writebeard
@writebeard
Beardbranding.com
Lean Branding