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The Strategic Designer Brand Strategy Development Workshop
 

The Strategic Designer Brand Strategy Development Workshop

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This workshop takes participants through a nine phase brand development process including discovering the organizations image, the brand vision, the brand perception, brand promise, the brand ...

This workshop takes participants through a nine phase brand development process including discovering the organizations image, the brand vision, the brand perception, brand promise, the brand audience, positioning and brand ROI, brand creative development and communicating the brand to constituents.

Refine your organizations positioning
Learn the methodology for developing a strategic branding
Link your organizations goals to its behaviors
Align stakeholders and build internal support for the brand

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    The Strategic Designer Brand Strategy Development Workshop The Strategic Designer Brand Strategy Development Workshop Presentation Transcript

    • the STRATEGIC DESIGNER Design for businessStrategic Designer WorkshopBrand Strategy Development Dave Holston The Strategic Designer www.the-strategic-designer.com dave@the-strategic-designer.com
    • the Strategic Designer STRATEGIC DESIGNER Design for businessAbout me •  Director of Online Communication at Georgia Institute of Technology•  Director of Strategic Design Management at The University of Texas•  25 years in marketing, public affairs, advertising & design•  Author of The Strategic Designer: Tools and techniques for managing the design process
    • the Brand Strategy Development STRATEGIC DESIGNER Design for businessWhat we’ll talk about This workshop will provide tools for working throughstrategic brand development questions with clients byusing collaborative activities to reach a meaningful brandpositioning.•  How to identify the real brand problem to be solved•  How to get the organization to clearly express their goals•  How to focus on audiences to gather brand insights•  How to develop creative and meaningful brand directions•  How to evaluate brand success
    • theBrand Strategy Development STRATEGIC DESIGNER Design for businessWhat we’ll do Congratulations!You own a wiffle ball company.Each table will work together todevelop a brand strategy•  Conduct business analysis•  Conduct audience analysis•  Develop a positioning•  Develop creative messaging and identity
    • the Brand Strategy Development STRATEGIC DESIGNER Design for businessWhy do we brand? •  Provides a competitive advantage•  Provides a stable asset•  Provides an economic value•  Sets expectations•  Creates the experience
    • theBranding is a process STRATEGIC DESIGNER Design for business
    • the Branding is a process STRATEGIC DESIGNER Design for business Strategic Brand Development QuestionsUnderstanding the Understanding the Competitive Creative Implementation Brand evaluationbusiness audience positioning development • How do we live the • How do we• What is our core • What do our • What is our unique • What is our brand brand? measure internal purpose? audiences value? name? • How do we launch alignment?• What is our vision? experience? • Where can we add • What is our brand the brand? • How do we • How do our value? tagline? measure audience• What is our mission? audiences • What is our brand • What is our visual awareness? behave? promise? style? • How do we• What are our goals? • What should our measure business logo represent? performance?• What is happening in our environment?
    • theWhy should designers care about strategy? STRATEGIC DESIGNER Design for business“Make it look pretty” Client
    • the Why should designers care about strategy? STRATEGIC DESIGNER Design for business“design skills and business skills are converging…Its time to embrace a new value proposition based on creating – indeed,often co-creating -- new products and services with customers that fill theirneeds, make them happy, and make companies and shareholders rich.“Martin goes on to say that the design skills of “understanding, empathy,problem solving” are what business need today.” Roger Martin, dean of the Rotman School of Management at the University of Toronto
    • theWhy should designers care about strategy? STRATEGIC DESIGNER Design for business Client
    • theThe brand is the experience STRATEGIC DESIGNER Design for business
    • theThe brand is the experience STRATEGIC DESIGNER Design for businessSensation transference•  Christian Brothers and E&J brandy
    • theThe brand is the experience STRATEGIC DESIGNER Design for businessSensation transference•  Christian Brothers and E&J brandy
    • theThe brand is the experience STRATEGIC DESIGNER Design for business
    • theThe brand is the experience STRATEGIC DESIGNER Design for business These aren’t the droids you’re looking for…
    • theStrategy and brand STRATEGIC DESIGNER Design for business Why do you hate your logo? It’s not “swooshy” Client enough
    • theStrategy and brand STRATEGIC DESIGNER Design for business What is Strategy? Client
    • theStrategy and brand STRATEGIC DESIGNER Design for businessCompetitive brand strategies Cost Focus Differentiation•  Achieve a sustainable •  Focus on a small •  Provide a unique cost advantage over target audience or audience value competitors though provide a limited through performance, market share or product line quality, life style or prestige access to raw materials•  EX: Walmart •  EX: Anthropologie •  EX: Harley Davidson
    • theStrategy and brand STRATEGIC DESIGNER Design for businessFive competitive forces framework Bargaining Threat of New Power of Entrants Customers Client Bargaining Threat of Power of Substitutes Suppliers Competitive Rivalry within the Industry
    • theStrategy and brand STRATEGIC DESIGNER Design for businessStrategy development framework Competitive Audience analysis analysis •  Segments •  Identity •  Motivations •  Performance •  Behaviors •  SWOT •  Needs Client •  Culture Environment Business analysis •  Political •  Identity •  Environment •  Performance •  Social •  SWOT •  Technological •  Culture Strategy
    • theStrategy and brand STRATEGIC DESIGNER Design for businessStrategic brand development framework Audience analysis •  Segments •  Motivations •  Behaviors Competitive analysis •  Needs Business analysis •  Identity •  Identity •  Performance Client •  Performance •  SWOT •  SWOT •  Culture •  Culture Environment Creative development •  Political •  Positioning •  Environment Strategic •  Messaging •  Social Positioning •  Naming •  Technological •  Taglines •  Visual design
    • theBranding creates alignment STRATEGIC DESIGNER Design for business
    • theBranding is alignment STRATEGIC DESIGNER Design for business The most efficient way to achieve alignment is through a collaborative process
    • the Branding is collaborative STRATEGIC DESIGNER Design for businessEXERCISE:Drawing game•  Choose a partner•  Work silently•  Take turns drawing parts of a face, one feature at a time•  When you hesitate, stop drawing•  Now write the first letter of this characters name•  Keep going till someone hesitates
    • the Branding is collaborative STRATEGIC DESIGNER Design for businessCollaboration is key•  Brands are now co-creators with their audiences•  Cuts down on the disconnect between the organization and the people they serve
    • theBranding is collaborative STRATEGIC DESIGNER Design for businessBrand with your ears –  Listening creates trust –  Listening and questioning are our most valuable tools –  Questioning gets you to real motivations Client –  Understanding motivations can help you influence behaviors
    • theBranding is collaborative STRATEGIC DESIGNER Design for business On a side note: HOWARD ROARK MUST DIE
    • theBranding is collaborative STRATEGIC DESIGNER Design for business“People support what they help create”
    • theBranding is a process STRATEGIC DESIGNER Design for business “Process is more important than outcome. When the outcome drives the process we will only ever go to where weve already been. If process drives outcome we may not know where we’re going, but we will know we want to be there.” - Bruce Mau
    • the Branding is a process STRATEGIC DESIGNER Design for business Strategic Brand Development ProcessUnderstanding Understanding Competitive Creative Brandthe business the audience positioning development evaluation•  Mission & •  Segments •  Cost •  Verbal identity •  Internal Vision •  Attitudes •  Focus •  Visual Identity alignment•  Goals •  Beliefs •  Differentiation •  Audience•  Environment •  Values awareness •  Behaviors •  Business performance
    • theStrategic brand development STRATEGIC DESIGNER Design for businessAgenda•  Each table will be a fictitious wiffle ball manufacturing company –  Assign a scribe Client –  Assign a spokesperson•  We will go through each step of the brand process to create brand for your company
    • the Strategic brand development STRATEGIC DESIGNER Design for businessThe Competition:AmalgamatedWiffle Ball Corp.•  Client The leader in wiffle ball and wiffle ball related products•  Founded by David J. Mullany in Shelton Conn.•  Started in 1954•  Got a contract with Woolworths in 1956•  Latest innovation -1972 introduced the plastic bat•  Motto: We strive to make the consumer happy and give them a solid product.
    • the Branding is a process STRATEGIC DESIGNER Design for business Strategic Brand Development ProcessUnderstanding Understanding Competitive Creative Brandthe business the audience positioning development evaluation•  Mission & •  Segments •  Cost •  Verbal identity •  Internal Vision •  Attitudes •  Focus •  Visual Identity alignment•  Goals •  Beliefs •  Differentiation •  Audience•  Environment •  Values awareness •  Behaviors •  Business performance
    • theUnderstanding the business STRATEGIC DESIGNER Design for business
    • theUnderstanding the business: Define the problem STRATEGIC DESIGNER Design for business
    • theUnderstanding the business: Define the problem STRATEGIC DESIGNER Design for businessProblem definition tools Drill Down Technique Ishikawa Diagrams
    • theUnderstanding the business: Define the problem STRATEGIC DESIGNER Design for businessPROBLEM DEFINITION EXERCISE:Draw the problemThe Problem: Amalgamated Wiffle Balldominates the market and your companyhas no name recognition with buyerseither in-store or online.How would you solve this problem?Step 1: Create a list of five items thatcontribute to the problem.Step 2: Draw a picture of how to solvethe problem. Consider the who, what,where, when, why and how of theproblem.
    • theUnderstanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for business
    • theUnderstanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for business Vision Core Ideology BHAG Core values Core Purpose Vivid Description Mission What do we do? Who do we support? How do we do it?
    • theUnderstanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for business
    • theUnderstanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for businessCORE PURPOSE EXERCISE:The Random Serial Killer TestIf someone were to buy the company at a generous price,guarantee that the employees would maintain their salariesalbeit in a different industry, and that the buying company woulddestroy the firm and eliminate all its offerings, causing the companyto no longer exist, would you accept the offer?Why, or why not?
    • theUnderstanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for business
    • the Understanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for businessVISION EXERCISE:Drawing the future state•  COVER – Time Magazine cover featuring the organization•  HEADLINE – News headline about the organization•  SIDEBAR – Interesting facts about the organization•  QUOTES – What people are saying about the organization•  IMAGES – Images that depict the future state•  Write a one-sentence vision statement.
    • theUnderstanding the business: Purpose, vision & mission STRATEGIC DESIGNER Design for businessMISSION EXERCISE:Mission MadLibs Organization X serves (constituent groups) by (definition of the business). Organization X is different from (competitor) because of (point of differentiation). Or (Constituent group) need (insight/why). (organization x) provides (differentiated solution)
    • theUnderstanding the business: Goals STRATEGIC DESIGNER Design for business
    • theUnderstanding the business: Goals STRATEGIC DESIGNER Design for businessBrand goal frameworkObjectives Goals KPI Target•  Why does the •  What strategies •  What metrics will •  What numerical brand exist? will we use to help us values will we use accomplish our understand how to measure brand brand objectives? we are doing? success?
    • theUnderstanding the business: Goals STRATEGIC DESIGNER Design for business
    • theUnderstanding the business: Goals STRATEGIC DESIGNER Design for business Goal description Feasibility Importance 1. Increase brand awarenessGOAL FOCUS EXERCISE 2. Grow customer base 3. Increase repeat customers 3 4What’s important and achievable 4. Reduce costs 5. Maintain pricing 6. Create online store front 7. Create a customer loyalty programThis exercise answers the question 8. Host a series of events Total 24 24“Given our resources, what shouldwe do? 5 4Step 1: Brainstorm and list top eight goals FeasibilityStep 2: Rank for importance and feasibility 3 3 3. Increase repeat customersStep 3: Chart points on the grid 2 1 0 1 2 3 4 5 Importance
    • theUnderstanding the business: Goals STRATEGIC DESIGNER Design for businessGOAL FOCUS EXERCISEWhat’s important and achievableStep 1: Brainstorm and rank goals Goal description Feasibility Importance 1. Increase brand awareness 2. Grow customer base 3. Increase repeat customers 3 4 4. Reduce costs 5. Maintain pricing 6. Create online store front 7. Create a customer loyalty program 8. Host a series of events Total 24 24
    • Goal description Feasibility Importance theUnderstanding the business: Goals 1. Increase brand awareness STRATEGIC DESIGNER Design for business 2. Grow customer base 3. Increase repeat customers 3 4 4. Reduce costs 5. Maintain pricingGOAL FOCUS EXERCISE 6. Create online store front 7. Create a customer loyalty programWhat’s important and achievable 8. Host a series of events Total 24 24Step 2: Chart the goals 5Goal description Feasibility Importance1. Increase brand awareness2. Grow customer base3. Increase repeat customers 3 4 44. Reduce costs5. Maintain pricing Feasibility 3 3. Increase repeat6. Create online store front 3 customers7. Create a customer loyalty program8. Host a series of eventsTotal 24 24 2 5 1 4 0 1 2 3 4 5Feasibility 3 3. Increase repeat 3 customers Importance 2
    • theUnderstanding the business: Internal analysis STRATEGIC DESIGNER Design for business
    • the Understanding the business: Internal analysis STRATEGIC DESIGNER Design for business Internal forcesSWOT EXERCISEInternal and external analysisStrengths (tend to be internal)•  What do we do better than our peers? Strengths Weaknesses •  What are we known for?•  What resources do we have?Weaknesses (tend to be internal)•  What problems does the university face?•  What don’t we do well?•  What holds us back from being where we want to be? Opportunities Threats Opportunities (tend to be external)•  What trends can we take advantage of?•  What actions can we take that will produce a competitive advantage?Threats (tend to be external)•  What unfavorable trends are occurring? External forces•  What’s happening in the state that could have a negative impact on the university?
    • the Understand the audience STRATEGIC DESIGNER Design for businessPEST EXERCISEEnvironmental analysisPEST Analysis is a useful tool for understanding the ‘big picture’ of theenvironment in which you are operating, and for thinking about theopportunities and threats that lie within it. By understanding your environment,you can take advantage of the opportunities and minimize the threats. PESTanalysis consists of four questions.•  POLITICAL: What political considerations do we need to be aware of?•  ENVIRONMENT: What is happening in the environment/industry?•  SOCIAL: What social trends and consumer values do we need to consider?•  TECHNICAL: What technological tools can we take advantage of?
    • theUnderstand the audience STRATEGIC DESIGNER Design for business
    • the Understand the audience STRATEGIC DESIGNER Design for businessFocus groups•  Moderator•  Scripted series of questions•  Getting to why, gaining insight•  Neutral locations•  1 - 2 hours long•  3 rounds of test will get you best results•  Good for brainstorming with audiences or to develop a deeper understanding of their motivations
    • the Understand the audience STRATEGIC DESIGNER Design for businessDyads and Triads•  Dyads – Two friends interviewed as a pair –  Used for exploring issues that might be hard to articulate –  Good for getting “honest” responses –  Friends keep each other in check, making them less likely to lie•  Triads – Three people who are either similar to one another, or different in a specific way –  The same: The conversation can be generative like a focus group –  Different (but in the same arena, like donors who contribute at different levels): Their responses can be seen as comparative
    • theUnderstand the audience STRATEGIC DESIGNER Design for businessEthnography•  Looks at audiences in the context of their lives•  Produces detailed in depth observations in natural environments•  Observing people in their day to day activities•  Allows designer to better understand audiences
    • theUnderstand the audience: Personas STRATEGIC DESIGNER Design for businessWho is the audience? Demographics Myers-Briggs Keirsey-Bates Hippocrates •  Age •  Extroverts/ •  Artisans •  Sanguine •  Gender Introverts •  Guardians •  Choleric •  Location •  Sensors/Feelers •  Idealists •  Melancholic •  Status •  Judgers/ •  Rationalists •  Phlegmatic Perceivers •  Thinkers/Feelers
    • theUnderstand the audience: Personas STRATEGIC DESIGNER Design for businessBuilding a persuasion architecture•  What personality type are they? Meticulous, humanist, spontaneous, competitive•  What are their behaviors?•  How do they like to be communicated with?•  What are the points of resolution - What info do they need to move forward?•  Conversion beacons - The first place the prospect takes action•  Baseline metrics - How do we measure success?
    • theUnderstand the audience: Brand pyramid STRATEGIC DESIGNER Design for businessEXERCISE:Building a brand experience pyramidAnswer the following questions•  Presence - How will the audience find out about us?•  Relevance – What is the cost/value to the audience?•  Performance – What unique value do we provide our audiences?•  Advantage – What emotional needs do we provide?•  Bonding – What does the product say about the audience?
    • the Understand the audience: Personas STRATEGIC DESIGNER Design for businessEXERCISE:Empathy MapsEmpathy maps act as a simplepersonas that help get the teamthinking about the audience•  What do you feel?•  What do you hear?•  What do you say?•  What do you see? Image from Alexander Osterwalder and Yves Pigneur
    • the Understand the audience: Personas STRATEGIC DESIGNER Design for businessPersona Framework Spontaneous Competitive Quick Quick/ Quick/ emotional logical Humanist Methodical Deliberate/ Deliberate/ emotional logical Deliberate Emotional Logical
    • theUnderstand the audience: Personas STRATEGIC DESIGNER Design for business Competitive Persona Attitude Business like Use of time Disciplines and fast paced Requirements Your qualifications Weaknesses Documented evidence/results How to present What you can do for them Problem solving Support their ideas and conclusions Facilitate decisions Provide option
    • theUnderstand the audience: Personas STRATEGIC DESIGNER Design for business Spontaneous Persona Attitude Personal and activity oriented Use of time Undisciplined and fast paced Requirements Evidence you’re trustworthy and friendly Weaknesses Personal attention and interest How to present Why you are the best solution Problem solving Support their feelings, interests and excitement Facilitate decisions Provide guarantees and opinions, not options
    • theUnderstand the audience: Personas STRATEGIC DESIGNER Design for business Humanist Persona Attitude Personal and relationship oriented Use of time Undisciplined and slow paced Requirements Who are you, what you think and who you know Weaknesses Give recognition and approval How to present Who have provided solutions to Problem solving Support their ideas, intuitions, your relationship Facilitate decisions Offer testimony and incentives
    • theUnderstand the audience: Personas STRATEGIC DESIGNER Design for business Methodical Persona Attitude Business and detail oriented Use of time Disciplined and slow paced Requirements Evidence of your experience and knowledge Weaknesses Documented evidence and preparation How to present How you can provide a solution Problem solving Support their principles and rational approach Facilitate decisions Provide evidence and service
    • theUnderstand the audience: Personas STRATEGIC DESIGNER Design for business
    • the Understand the audience: Personas STRATEGIC DESIGNER Design for businessEXERCISE:Building a persuasion architecture•  Photo: What do they look like•  Name: What do we call them?•  Personality type: Which of the four personality types are they?•  Description: What is the problem they are trying to solve?•  Personality profile: –  Attitude: Are they emotional or logical –  Use of time: Are they quick, or deliberate? –  Requirements: What do they need from the brand? –  Weaknesses –  How to present: How do they want the brand information presented? –  Problem solving: How can the brand support their decision making? –  Decision making
    • theUnderstand the audience: Personas STRATEGIC DESIGNER Design for business
    • theUnderstand the audience: Personas STRATEGIC DESIGNER Design for business
    • theBrand Positioning STRATEGIC DESIGNER Design for business
    • theBrand Positioning STRATEGIC DESIGNER Design for businessThree elements of brand experience People •  Employees need to embody the brand in values and behavior Offerings Processes •  Need to meet •  The organization the emotional must always be and functional looking for new needs of the ways to provide audience audience value
    • theBrand Positioning STRATEGIC DESIGNER Design for businessEXERCISE:Competitive analysis 10 Differentiation is about expressing a 9 unique value that is 8 meaningful to the Level of performance 7 target audience 6 Step 1: Make a list of 5 eight things that are 4 important to the audience in this category 3 Step 2: Rank yourself 2 and your competitors 1 Step 3: Chart on a graph 0 Areas of customer Cost Availability Durability Variety Fun Usability Safety _________ Step 4: Identify points of expectation differentiation Amalgamated Wiffle Ball
    • theBrand Positioning STRATEGIC DESIGNER Design for businessEXERCISE:Competitive analysis 10 Differentiation is 9 about expressing a unique value that is 8 Level of performance meaningful to the 7 target audience 6 Step 1: Make a list of 5 eight things that are 4 important to the audience in this category 3 2 Step 2: Rank yourself and your competitors 1 Step 3: Chart on a graph 0 Areas of customer Cost Availability Durability Variety Fun Usability Safety _________ Step 4: Identify points of expectation differentiation Amalgamated Wiffle Ball Your Wiffle Ball Company
    • theBrand Positioning STRATEGIC DESIGNER Design for businessEXERCISE:Competitive differentiationWhere to focus the organization and the brand Eliminate Raise What factors that the industry Which factors should be raised takes for granted can be well above the industry’s eliminated? standard? Reduce Create Which factors should be reduced Which factors should be created well below the industry’s standard? that the industry has never offered?
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for business
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for businessBrand messaging framework Brand proof Brand promise Brand name Brand tagline points•  Organizations name •  Character •  Short and punchy •  Examples of how you live the brand•  Unique audience •  Value •  Memorable value •  Offering •  Describe the unique•  Category audience value •  Unique•  Audience profile•  Audience point of satisfaction
    • the Creating the verbal and visual brand STRATEGIC DESIGNER Design for businessEXERCISE:Brand PromiseThe brand promise is not a tagline. It is a permanent statement about the core valuethat the organization provides. It is timeless. Taglines on the other hand changedepending on trends and the changing audience needs.•  The brand promise can contain some of the following elements: –  The organizations name –  Unique value audience value –  Category –  Audience profile –  A value that can be consistently achieved
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for businessEXERCISE:Brand NameThe name of the organization conveys ideas about personality, values and positionin the marketplace. Strong brand names express both the character and the offeringof the organization, are unique and should reinforce the brand image and brandpromise.The brand name contains the following elements:•  Reflects the brands persona•  Describes the offering•  Creates an association to the meaning of the brand•  Is unique and memorable•  Short enough to fit on materials•  Available for trademark
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for businessEXERCISE:Brand TaglineA strong tagline implies the point of differentiation by describing the unique value theorganization provides its audience. The tagline should be directed at audiences andnot internally to the organization.The brand tagline contains the following elements:•  Memorable•  Short and quick to recite•  Expresses the brands points of differentiation•  Reflects the brands personality
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for businessCreating visual brand alignmentDrawing, keywords, mind maps, word associations
    • the Creating the verbal and visual brand STRATEGIC DESIGNER Design for businessEXERCISE:Conceptual drawing•  Drawing the experience•  Conceptual•  Fun•  Creates buy-in
    • theUnderstanding the audience STRATEGIC DESIGNER Design for business•  Projective techniques –  Drawing the experience
    • theUnderstanding the audience STRATEGIC DESIGNER Design for business•  Projective techniques –  Drawing the experience
    • theUnderstanding the audience STRATEGIC DESIGNER Design for business•  Projective techniques –  Drawing the experience
    • theUnderstanding the audience STRATEGIC DESIGNER Design for business•  Projective techniques –  Drawing the experience
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for businessEXERCISE:Visual developmentTotemics•  Developed by Angela Dumas•  How to build a totem –  Define context –  Build vocabulary –  Refine perceptions –  Distill the totem
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for businessStep one•  Build a context. Customers are asked to present ideas or examples of what they like and don’t like.
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for businessStep two: Define the context•  Team members narrow down a customer’s selections and list ten descriptive valued word from the personas to describe the piece. Next, they draw a depiction of the piece and write words below it to describe it. Valued Words Quick, new, fun, spontaneous, reliable, clean, accommodating, flexible, open and friendly
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for businessStep three: Build a vocabulary•  Collect images showing furniture, interiors, textiles, consumer products and industrial products (Each category shows a range of styles and approaches.)
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for businessStep four: Select images•  The team selects one image from each category to match the ten descriptors from step one.
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for businessVisually articulating the concept –  Heinrich Wolfflin - Psychology and comparison (linear-painterly, plane- recession, closed-open, multiplicity- clearness) –  Rudolph Arnheim - The art of perception (balance, shape, form, growth, light, space, color, movement and dynamics) –  Dr. Bernd Schmitt - Defining the parameters of style
    • the Creating the verbal and visual brand STRATEGIC DESIGNER Design for businessA tool for aligning collaborators•  Defining the parameters of style –  Complexity: minimal <> complex –  Representation: realist <> abstract –  Movement: dynamic <> static –  Voice: loud <> understated –  Time: contemporary <> traditional –  Location: city/country/state/nation/international –  Authenticity: authentic <> derivative –  Technology: Hi tech <> handmade –  Sophistication: casual <> sophisticated
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for business•  Complexity: minimal <> complex
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for business•  Representation: realist <> abstract
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for business•  Movement: dynamic <> solid
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for business•  Voice: loud <> understated
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for business•  Time: contemporary <> traditional
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for business•  Location: city/country/state/nation/international
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for business•  Authenticity: authentic <> derivative
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for business•  Technology: Hi tech <> handmade
    • theCreating the verbal and visual brand STRATEGIC DESIGNER Design for businessEXERCISEParameters of styleDefining the parameters of style for your wiffle ball company –  Complexity: minimal <> complex –  Representation: realist <> abstract –  Movement: dynamic <> static –  Voice: loud <> understated –  Time: contemporary <> traditional –  Location: city/country/state/nation/international –  Authenticity: authentic <> derivative –  Technology: Hi tech <> handmade –  Sophistication: casual <> sophisticated
    • the Creating the verbal and visual brand STRATEGIC DESIGNER Design for businessEXERCISELogo development withBrain sketchingStep 1: Brainstorm. Use a standardbrainstorming technique to begin the session,then switch to pictures when ideas begin todwindleStep 2: Sketching. Participants will have twominutes to draw their solution to the problem.Once the time limit is up, participants then slidetheir papers to the person on the right.Step 3: Collection and reflection: Once all theimages have gone around the table, they arecollected and discussed. These images arethen used as jumping-off points for new ideas..
    • theEvaluating brand success STRATEGIC DESIGNER Design for business
    • theEvaluating brand success STRATEGIC DESIGNER Design for businessCalculating Brand ValueEmployees: How well do they reflect the brand in their behavior?•  Do they personify the brand?•  Do they evangelize the brand?•  Are they committed to audience satisfaction?Audience: Perceptions and promotion•  Audience perception vs. brand perception•  Does the audience promote the brand to family and friends?•  How loyal are they to the brand?Financial: Future profits, brand name equity•  Revenue and profit growth•  Process improvement•  Brand valuation
    • the Evaluating brand success STRATEGIC DESIGNER Design for businessNot picking winners•  The best looking designs are not always the most effective•  Design must be looked at “in context”•  How does the proposed design work against the competition?•  Allows designers to focus on real design issues, not perceived issues•  Design must ultimately achieve a goal. Looks are secondary.
    • theEvaluating brand success STRATEGIC DESIGNER Design for businessReview in context•  Don’t vote•  it’s not about comparing options, it’s about simulating the introduction of new systems•  Use a monadic approach
    • theEvaluating brand success STRATEGIC DESIGNER Design for businessMonadic ApproachA means for testing multiple design options•  Two groups of people•  Each group reviews one of the design options•  Compare the responses
    • theEvaluating brand success STRATEGIC DESIGNER Design for businessEXERCISE:Visual EquitiesDraw the logos createdby the other tables frommemory.
    • theEvaluating brand success STRATEGIC DESIGNER Design for businessEXERCISE:Net Promoter ScoreHow likely is it that you would recommend this organization to afriend or colleague?•  Promoters (score 9-10)•  Passives (score 7-8)•  Detractors (score 0-6)
    • theAlignment STRATEGIC DESIGNER Design for business
    • theShameless promotion STRATEGIC DESIGNER Design for business Published by Available through the HOW bookstore at: MyDesignShop.com Dave Holston The Strategic Designer www.the-strategic-designer.com dave@the-strategic-designer.com
    • the STRATEGIC DESIGNER Design for businessStrategic Designer WorkshopBrand Strategy Development Dave Holston The Strategic Designer www.the-strategic-designer.com dave@the-strategic-designer.com