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Building Products that Build Your Brand

by Robert Barlow-Busch on Nov 16, 2011

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Robert Barlow-Busch , Partner at ArtBarn For a bit of back story on the ideas in this presentation, check out my blog post 'The surprising and magical benefits of making brand a product requirement' at: http://chopsticker.com/2011/11/16/product-design-brand-marketing/ 6 months ago Reply
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“ Visa business lets you take control.” Well, it certainly didn ’t for the waitress at Vijay’s restaurant. All because of that stupid Visa machine. Figuring out brand ’s role in product development – Robert Barlow-Busch
BRAND DISCONNECT. And that’s not a good thing. Figuring out brand ’s role in product development – Robert Barlow-Busch
This old way of thinking is dead. In ruins. Brand is not a logo. Figuring out brand ’s role in product development – Robert Barlow-Busch
Brand exists only in the mind of the customer. Its meaning is created through experiences with, products, services, touchpoints. Figuring out brand ’s role in product development – Robert Barlow-Busch
A brand’s PRODUCT is it’s most powerful touchpoint. Disclosure: I’m a product designer, so there ya go. Why would you ever choose to drive a 5-speed instead of an automatic? It’s objectively more complex. It’s not a rational choice! But… Figuring out brand ’s role in product development – Robert Barlow-Busch
Biologically, our brain ’s decision center is driven by emotions. Our choices are driven by emotions as much as by anything rational. And brands are like that too. Figuring out brand ’s role in product development – Robert Barlow-Busch
BRAND = RATIONAL + EMOTIONAL How would you design for “magic?” For “achievement?” Figuring out brand ’s role in product development – Robert Barlow-Busch
What does your company promise to its customers? How is this different from what competitors promise? Figuring out brand ’s role in product development – Robert Barlow-Busch
How would you describe the promise being made by these companies? Figuring out brand ’s role in product development – Robert Barlow-Busch
Don’t undervalue this statement. It’s hard work figuring out what promise to make and to whom. Figuring out brand ’s role in product development – Robert Barlow-Busch
And this is hard work too, thanks to a never-ending and impossible juggling act of priorities. BRAND is the missing link that brings these worlds together! Figuring out brand ’s role in product development – Robert Barlow-Busch
A brand can be defined through attributes. Short descriptive words. Ideally phrased from the customer ’s perspective: “Brand X makes me feel…” Figuring out brand ’s role in product development – Robert Barlow-Busch
An ability to “set aside” documents in this project reinforced the idea of agility . Figuring out brand ’s role in product development – Robert Barlow-Busch
“ Community” information needed to be more prominent in this banking website. Figuring out brand ’s role in product development – Robert Barlow-Busch
Here, a deliberately “personal” voice was chosen instead of the obvious message alerts you’d normally expect. Figuring out brand ’s role in product development – Robert Barlow-Busch
It would have been much easier to simply publish a list of status information. But it wouldn’t have helped to reinforce the brand. Figuring out brand ’s role in product development – Robert Barlow-Busch
Here are two versions of exactly the same product . Do they evoke different emotions? Figuring out brand ’s role in product development – Robert Barlow-Busch
When testing, keep an extra eye open for how products are affecting brand. Don’t just look at usability or usefulness. Figuring out brand ’s role in product development – Robert Barlow-Busch
Before: photos that people selected to describe what the United Way means to them. Figuring out brand ’s role in product development – Robert Barlow-Busch
After: photos that people selected to describe their experience using the United Way website. Figuring out brand ’s role in product development – Robert Barlow-Busch
Does the website (right) keep the promise of the brand (left)? Uh-oh. A brand disconnect. Figuring out brand ’s role in product development – Robert Barlow-Busch
Simple exercise designed to tease out someone’s feelings about a product. My favorite quote: “It would be a Lexus. Gorgeous, incredible quality and construction. But it would be a Lexus WITH THE DASHBOARD RIPPED OUT! It’s impossible to actually drive the damn thing!” Figuring out brand ’s role in product development – Robert Barlow-Busch
The Family of Brands exercise helps us to understand how customers see brands in relation to each other. Instructions : Imagine these brands are members of a family. Which brand would play which role? E.g., who is the mother, the father, the daughter, and so on? And most importantly, why ? Figuring out brand ’s role in product development – Robert Barlow-Busch
This is where brands become powerful. And product design/development can take us there. Figuring out brand ’s role in product development – Robert Barlow-Busch
Thanks to all for the their Creative Commons licenses.

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Nup Hero , Strategy Analyst at IDD Corp 6 months ago
Dimah Barakat , Business Development Consultant at Freelancer Tags new approach to branding 6 months ago
Katie Cerar 6 months ago

Building Products that Build Your Brand — Presentation Transcript

Robert Barlow-Busch • ArtBarn • @becubed Building products that build your brand Photo by Anshu
“ Lets you take control”
Photo by TomOnTheRoof
Brand is about experiences
Products deliver experiences Photo by Thomas Hawk
We are emotional creatures Photo by meddygarnet
- Rational: Family entertainment
- Emotional: Magic
Brands are emotional too Rational: Quality sportswear Emotional: Achievement
A brand is like a promise Photo by Tim Parkinson
What’s the promise?
Marketing MAKES the promise…
… product development KEEPS it.
Brand promise as a product requirement
Interaction Design: Promoting “agility”
Information Architecture: Highlighting “community”
Copywriting: Speaking in a “personal” voice
Information Design: Providing “visibility”
Visual Design: Evoking “playfulness”
But how to confirm you’re on the right track?
Photo collage: The brand
Photo collage: The website
vs.
If this product was a car, what kind of car would it be? Photo by 27147
If this was a human family, what role would each play?
Your target is this sweet spot
Q&A Robert Barlow-Busch • ArtBarn • @becubed
Photo credits Anshu http://www.flickr.com/photos/anshu_si/5537146181/ TomOnTheRoof http://www.flickr.com/photos/_tom/2222124500/ Thomas Hawk http://www.flickr.com/photos/thomashawk/509278 meddygarnet http://www.flickr.com/photos/meddygarnet/3392686660/ Tim Parkinson http://www.flickr.com/photos/timparkinson/2991873690/ 27147 http://www.flickr.com/photos/27147/3411775886/

Building Products that Build Your Brand

by Robert Barlow-Busch on Nov 16, 2011

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Building Products that Build Your Brand — Presentation Transcript