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Lean BrandingRapid brand development for UX teams
Bill Beard
Beard Branding
@writebeard
#DISCLAIMER
@writebeard
What is a brand, REALLY?
Why is it important?
Why does the process need
to change?
How’s it work, yo?
@writebeard
@writebeard
?
@writebeard
5
@writebeard
6
@writebeard
7
@writebeard
The Garden of eden
prototype FAILED.
The users chose apple.
@writebeard
You’re here,
aren’t you?
@writebeard
@writebeard
@writebeard
@writebeard
@writebeard
@writebeard
BRAND:
How a person feels
about your product or service
@writebeard
“People will forget what you said.
People will forget what you did.
But they’ll never forget
HOW YOU MADE THEM FEEL.”
-Maya Angelou
@writebeard
+ =:)
@writebeard
EMOTIONS DRIVE OUR DECISIONS
@writebeard
own an
emotional
association
within our category
External:
Marketing &
Advertising
@writebeard
Will never die
TRADITIONAL ADVERTISING
your product
DRIVES BRAND
@writebeard
Branding moments
INFUSING YOUR BRAND INTO
PRODUCT Interactions “agony”
“Fun”
@writebeard
PRODUCT IS THE NEW BRAND*
*Not literally.
settle down.
FEATURES CAN BE
DIFFERENTIATORS UNTIL THEY’RE NOT
@writebeard
usableEMOTIONAL
Useful
GREAT
Experiences
HAPPEN HERE
@writebeard
Minimum VIAble product
DESIRABLE
@writebeard
Claudio Sepulveda Geoffroy, flickr
“I want to
connect
with a
brand
today.”
@writebeard
The process of influencing the
customer so they adapt the desired
emotional association
Branding:
@writebeard
marrick43215 flickr
influence,
not
manipulation
@writebeard
Discovery
CREATIVE
RESEARCH
GUIDELINES
STRATEGY
INTERNAL
APPROVALS
CHANGES
CLIENT
APPROVALS
CHANGES
TRADITIONAL BRAND DEVELOPMENT PROCESS
TRADITIONAL
BRAND GUIDELINES
@writebeard
$1.4MM
4+ months
@writebeard
RULES
COMPLEX
NOT ADJUSTABLE
Not Collaborative
WhytheoldwayOF
BRAND DEVELOPMENT
sucks for UX teams
@writebeard
I shall take no wives,
Father no Children…
@writebeard
@writebeard
TELL US WHAT THE ANSWER IS!
@writebeard
How do we do Branding Today?
Empower
Collaborate
Simplify
Listen
Learn
ADJUST
@writebeard
BUILD
MEasureLearn
LEAN
Startup
FOCUS
PURPOSE
PERSONALITY
CUSTOMER
PARTS OF THE
LEAN BRAND
WHO IS OUR CUSTOMER?
@writebeard
BRAND PERSONALITY:What do we act, sound
and look like?
@writebeard
Brand
Personality
-
humanize your
organization
@writebeard
Getyourpost-its
ready!
@writebeard
imagine
@writebeard
1. Share
2. GROUP/Consolidate
3. ELIMINATE Opposites
4. Get specific
5. Put all negatives together
@writebeard
PERSONALITY
BRAND PUPOSE
Decipher YOUR “WHY”
@writebeard
“People don’t buy
what you do,
they buy why you do it.”
Brand Purpose:
-Simon Sinek
GOLDEN CIRCLE
WHY
HOW
WHAT
Simon Sinek, Start withWhy
GOLDEN
CIRCLE
WHY
HOWWHAT
Make computers
& computer
related products
Beautiful design &
superior usability
Because we believe in challenging the
status quo in everything that we do
YOUR WHY:
SHARED ASPIRATION
with your customer
@writebeard
APPLE
MICROSOFT
@writebeard
BRAND focus: A single, UNIQUE sentiment
“When I use {product},
I feel _______.”
empowered
LOVED
TOUGH
GEEKY
SMARTER
In-the-know
SPECIAL
ENTERTAINEDUNDERSTOOD
Quick
BEAUTIFUL RELAXED
Handsome
SEXY
Privileged
UNIQUE
everyone can understand.
#2
sporting
apparel
company
market share:
Nike
UA
Adidas
46%
14%
4%
UNDER ARMOUR
@writebeard
@writebeard
“When I use UNDER ARMOUR,
I feel TOUGH.”
@writebeard
When I use Mailchimp,
I feel like I’m having fun!
[WHILE I SPAM EVERYONE!]
“Build it”
“Test IT”
“learn from It”
Lean Branding
be better than “generic
business guy!”
YOU ARE ALL
BRAND MANAGERS
NOW
@writebeard
If this can happen
ANYTHING IS
POSSIBLE
@writebeard
Q?
@writebeard
Bill Beard
BeardBranding.com
@writebeard
THANK YOU UXSCOT16!

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