Lean UX Branding

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A collaboration between Will Evans of TLC Labs and Thomas Wendt of Surrounding Signifiers that begins to describe how startups can think about brand strategy.

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Lean UX Branding

  1. 1. Lean UX BrandingWill Evans | Thomas Wendt
  2. 2. What is a Brand?NarrativeLean Branding Methods Will Evans | Thomas Wendt
  3. 3. “Simplicity is not the goal of Lean UXBranding. It is the by-product of a good idea, modest expectations, iterative execution and ruthless cutting.” Will Evans | Thomas Wendt
  4. 4. What is the starting point for LeanUX Brand Strategy?Ask these questions:•What is the deep seated, validated need that we satisfy?•What is our core competence? What are we really good at?•Why do we deserve to exist?•What role does branding play in our competitive strategy? Will Evans | Thomas Wendt
  5. 5. What Brand is not:• Trade marks (these are legal properties)• Mission statement (this is a reminder)• Logo or tagline (these are signatures)• Products or services (these are the tangibles)• Advertising (they are only a vehicle to deliver the message) Will Evans | Thomas Wendt
  6. 6. The art of marketing is the art of brand building. If you are not a brand, you are acommodity. Then price is everything and the low-cost producer is the only winner. - Philip Kotler, KelloggWill Evans | @SemanticWillThomas Wendt | @thomas_wendt
  7. 7. What is a Brand?• Is it the personification of an organization, product or service? Will Evans | Thomas Wendt
  8. 8. What is a Brand?• Is it the personification of an organization, product or service?• Is it the source of a promise to the customer? Will Evans | Thomas Wendt
  9. 9. What is a Brand?• Is it the personification of an organization, product or service?• Is it the source of a promise to the customer?• Is it a trust mark? Will Evans | Thomas Wendt
  10. 10. What is a Brand?• Is it the personification of an organization, product or service?• Is it the source of a promise to the customer?• Is it a trust mark?• Is it a set of associations that enhance or detract from the related product or service? Will Evans | Thomas Wendt
  11. 11. What is a Brand?• Is it the personification of an organization, product or service?• Is it the source of a promise to the customer?• Is it a trust mark?• Is it a set of associations that enhance or detract from the related product or service?• Is it a source of emotional connections with customers? Will Evans | Thomas Wendt
  12. 12. What is a Brand?• Is it the personification of an organization, product or service?• Is it the source of a promise to the customer?• Is it a trust mark?• Is it a set of associations that enhance or detract from the related product or service?• Is it a source of emotional connections with customers?• Is it something that should drive the design of the total customer experience? Will Evans | Thomas Wendt
  13. 13. What is a Brand?• Is it the personification of an organization, product or service?• Is it the source of a promise to the customer?• Is it a trust mark?• Is it a set of associations that enhance or detract from the related product or service?• Is it a source of emotional connections with customers?• Is it something that should drive the design of the total customer experience?• Is it a singular concept embedded in the minds of the customer? Will Evans | Thomas Wendt
  14. 14. What is a Brand?NarrativeLean Branding Methods Will Evans | Thomas Wendt
  15. 15. “In societies where modern conditions ofproduction prevail, all of life presents itself as an immense accumulation of spectacles.Everything that was directly lived has moved away into a representation. ” - Guy Debord Will Evans | Thomas Wendt
  16. 16. Will Evans | Thomas Wendt
  17. 17. CustomerPsychology Will Evans | Thomas Wendt
  18. 18. Customer StrategicPsychology Experiments Will Evans | Thomas Wendt
  19. 19. Customer Strategic CraftedPsychology Experiments Messaging Will Evans | Thomas Wendt
  20. 20. Concerns with LeanUX Branding• How do we brand a moving object?• What if we pivot?• Will we over-promise?• How much should we invest in branding?• Are we branding for our customers or our investors? Will Evans | Thomas Wendt
  21. 21. Brand Narrative“The brand needs to be reframed as a pieceof narrative. And it follows that the consumeris no longer a mere ‘receiver’ of a message.We have finally established a model thatplaces the consumer in a pivotal role--as areader of brand activity.” Chris Barnham Will Evans | Thomas Wendt
  22. 22. Brand NarrativeNarratives are constantly changing and opento interpretation. Will Evans | Thomas Wendt
  23. 23. Brand NarrativeNarratives are constantly changing and opento interpretation.There is no expectation of permanence. Will Evans | Thomas Wendt
  24. 24. Brand NarrativeNarratives are constantly changing and opento interpretation.There is no expectation of permanenceAuthorship is irrelevant Will Evans | Thomas Wendt
  25. 25. Branding Principles• Be relevant – you’re only as valuable as your customers think you are• Be different – but only different where it matters (like creating value)• Always deliver – but never over-promise• Have a story – connect your idea emotionally with customers• Open authorship – customers create the brand along with you Will Evans | Thomas Wendt
  26. 26. What is a Brand?NarrativeLean Branding Methods Will Evans | Thomas Wendt
  27. 27. Brand matters for startups Will Evans | Thomas Wendt
  28. 28. Brand as Hypothesis• What’s your hypothesis about how you will deliver value to customers?• What was the source of the insight?• Did you validate that insight?• How did you test your hypothesis?• Can you distill it to one core promise? Will Evans | Thomas Wendt
  29. 29. Elements of Brand Will Evans | Thomas Wendt
  30. 30. Do not make the mistake of letting your brand image taking over and become the brand identity. Its only one part of the equation - not the whole equation.Will Evans | Thomas Wendt
  31. 31. “Customers dont care about your solution. They care about their problems.” - Dave McClure Will Evans | Thomas Wendt
  32. 32. Values• What you believe in.• What you care about.• How you will make a difference.• What guides your start-up’s decision making Will Evans | Thomas Wendt
  33. 33. PromiseYou have identified a pain point in yourcustomers’ experienceHow do you plan on solving it? Will Evans | Thomas Wendt
  34. 34. StoryA narrative, told from the perspective of thecustomer, with a beginning, middle, and end.It starts with the customer’s problem, andends with your solution easing their pain. Will Evans | Thomas Wendt
  35. 35. Name• What is your name?• Does it speak to your values?• Does it resonate with your customers?• Does it align with your Visual Identity – Logo – Colour Palette – Copywriting – Style Guide Will Evans | Thomas Wendt
  36. 36. Waterfall Branding“We hired a brand consultancy and developed agrand brand strategy. Our ad agency went on tocreate and produce an ad campaign that steppedway ahead of our capability to deliver the brandpromise. We ended up with customerdisappointment, internal conflicts and brandcredibility erosion” Will Evans | Thomas Wendt
  37. 37. LeanUX Branding• State your promise as a hypothesis• Start small• Test your assumptions• Iterate based on customer feedback• Accept that you will fail• Be comfortable with a brand pivot Will Evans | Thomas Wendt
  38. 38. Thanks! Will Evans | @SemanticWill tlclabs.coThomas Wendt | @thomas_wendt srsg.co
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