is this for me?
why is yours better?
underline a meaningful
difference in competition
why should i believe you?
evidence to support the benefit claims
what does it cost?
real cost of the offering
for the consumer
what might go wrong?
adoption risks for the
what should I do to make it useful?
target audience’s implementation effort
what’s in it for me?
benefits product gives to
the target audience
Branding is not a logo. Branding is a story to tell
BRAND POSITIONING FRAMEWORK
Core Target Audience Needs
• Core need #1 (from Value Proposition Framework or Vision Document)
• Secondary need #2
• Secondary need #3
Brand Positioning Statement For %target audience% who want to do %target audience perception/insight/need%, %Brand or
Product Name% is the %generic descriptor/category% that %single overarching benefit%. Unlike
%the competition%, %Brand or Product Name% is %differentiating support pillars%.
Alignment with Corporate
A few sentences that describe the alignment. Ask yourself: Will the core audience easily see that the
brand or product aligns with the values of the your company’s brand?
Support Pillar 1 Support Pillar 2 Support Pillar 3
Key Support Point
Customer Issue Solved by
Key Differentiation from
Help people to solve their
tasks.Don’t stop them,their
jobs = your product
as much as you can.
Какую проблему вы решаете?
DON’T STOP YOUR USER
It is important to come back
and start planning product
improvements before the
previous version is released
3Project goals, user goals, information
architecture & story board
Interaction model & visual design proposal
Final visual design & measured UI
4 Regular drops of working code & broad
WHY TO CHANGE THROUGH DESIGN?
The IT and data-driven revolution has made business
more reliable, but it has also driven courage and
intuition out of management.
Bridging design thinking with management science
will create better leadership. Any attempt to drive
innovation with design needs to acknowledge that
there are many factors within the client organization
that can affect the ability to deliver innovation.
I Help companies to bring
meaning to their products