Post on 18-Jul-2015
transcript
@writebeard
Lean Branding &
Branding Moments BILL BEARD
Beardbranding.com
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Intro
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What is a brand?
Lean Branding
Overview
Why is It Important?
Branding Moments
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Brand Failure.
Not Product Failure.
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Emotions drive our decisions
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What is a brand?
how a person feels about your product or service
Photo: mightyaction.com
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emotional associations
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#2 sporting apparel company
market share:
Nike UA Adidas
46% 14%
4%
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own an emotional association
within your marketplace
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differentiation
loyaltyawareness
increase perceived valueincrease revenue
Brand Benefits
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EXTERNAL
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User Experience Branding
your product
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Discovery
CREATIVE
RESEARCH
GUIDELINES
STRATEGY
INTERNAL APPROVALS
CHANGES CLIENT APPROVALS CHANGES APPROVALS
TRADITIONAL BRAND DEVELOPMENT PROCESS
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BRAND GUIDELINES
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EXPENSIVE SLOW INFLEXIBLE Unpredictable
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we can’t afford to fail…
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BUILD
MEasureLearn
LEAN Startup
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Develop &
EXPERIMENT
MeasureLearn
LEAN BRANDING
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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
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EXPERIMENT
Landing Page
Social
Google Ad
A/B
GOOB
ETC.
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MEASURESOCIAL SITE ANALYTICS
Customer Service
MKTGANALYTICS
OTHER?
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Your brand can only be as good as your execution of your brand guidelines
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Brand success is easier to see than brand failure
@DOUG88888 FLICKR
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The customer ultimately controls your brand
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Lean Branding
You are all brand
managers now
be better than “generic business guy!”
@writebeardClaudio Sepulveda Geoffroy, flickr
“I want to connect with a brandtoday.”
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Branding Moment
An interaction that provides an opportunity for a product/service to
improve its brand
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usableENJOYABLE
UsefulGREAT
ExperiencesHAPPEN HERE
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MVP v.
MDPNot just delight.
Focused.
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BIGLITTLE IDEAS
IMPACT
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make failure fun☺
Branding Moments
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YOUR PASSWORD IS
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be human
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Branding Moments
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create the positive unexpected
Branding Moments
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cherish every interaction
Branding Moments
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don’t let branding interfere with flow
Branding Moments
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PASSIONATE
CUSTOMERSCREATORSPASSIONATE
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QUESTIONS?
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Beardbranding.com
Lean Branding