Branding + Software

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Many people think of branding as logos and colors. But, there's more to this branding thing than you may realize. *Every encounter a customer has with your product is a brand impression*. Understanding and applying brand will always make your product more successful.

A company’s brand — and how that brand is applied — is the differentiating factor in products. As developers, designers, and product managers, let’s work together to make the most of it in our applications.

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Branding + Software

  1. Branding + Software Sitting in A Tree PAUL HART
  2. b I’m unsure of how to integrate brand into software a I’m unsure of what brand means for product development c I’m afraid of what software development will do to my brand
  3. What brands are represented here tonight?
  4. Exercise: Write down a current product
  5. brandmarketing software my view
  6. What is brand?1 Why does it matter?2 3 4 What’s the problem? Software + Brand
  7. alinearestaurant.com
  8. “Delightful!” Provide Experience Us User Consumes Experience
  9. How do your customers feel?
  10. What is brand?1
  11. “an identifying mark made by a hot iron”
  12. distinguishable identifiable unique personality
  13. Brand Promise Brand Identity Brand Attributes Brand Personality
  14. “Everywhere I want it.”
  15. Brand promise is like the North star
  16. Exercise: What’s your brand promise?
  17. Identity Brand Experience+
  18. Brand Promise Brand Identity Brand Attributes Brand Personality +
  19. Experiences invoke emotion
  20. pablohart pablohart St. Joseph head in the sand
  21. What do you expect?
  22. “We aim to be a place where guests and team members will always find more than they expect.” TARGET STORES
  23. design for all great guest service more for your money > > > = = =
  24. When > Trust is established user experience user expectation
  25. Content Interaction Workflows Performance Accuracy Timing Images What does brand look like in software? Colors (lack of) Bugs
  26. Interaction affects the brand experience
  27. 15 Steps!
  28. Everything has a brand whether it’s intentional or not
  29. Brand is the experience.
  30. Why does it matter?2
  31. Business Goals Consumer Desires Brand Identity Experience
  32. The brand provides context
  33. Good experiences make loyal customers
  34. Helps achieve business goals IMAGE FROM HTTP://PLACEIT.BREEZI.COM/
  35. Brand is the experience. Brand empowers.
  36. What’s the problem?3
  37. Development Cycle
  38. Brand Drift
  39. Frankenbrand When you get a different feeling from different communication channels. BRAND SPEAKER AND CONSULTANT Tamsen Webster IMAGE FROM HTTP://WWW.DOCTORMACRO.COM/
  40. Brand is the experience. Brand empowers. Brand drifts.
  41. Exercise: Where does brand drift occur in your product?
  42. Software + Brand4
  43. As product makers we are all shepherds & facilitators of the brand
  44. User experiences change over time (shifting requirements) Brands need to adapt to new platforms and media Brands are more “agile” than ever before
  45. How we respond to change is key to preventing brand drift.
  46. Brand Alignment
  47. AFTER observe reactions promise delivered? DURING what informs? ensure integrity BEFORE brand promise lenses Evaluate Features
  48. Evaluate Features capability usability aesthetics
  49. capability usability aesthetics
  50. Exercise: Identify 1 feature for each lens
  51. Case Study
  52. Kidtelligent is a personality-based system for parents and kids to help them better understand how to succeed in life.
  53. Define Personas
  54. Mission Help parents, teachers and educators unlock the power of personality to help a child thrive.
  55. Kidtelligent
  56. Research w/real users
  57. Inspiration
  58. Mood boards
  59. 6 min. Timer Goals Sketches Sketching
  60. Eli Lydia I’M A KIDTELLIGENT COMPOSER kidtelligent.com I’M A KIDTELLIGENT INVENTOR kidtelligent.com Kidtelligent Empower your child. 123 Main Street Suite 200 Grand Rapids, MI 49506 Kidtelligent Kidtelligent Empower your child. Roger Jansen 616-555-1212 roger@kidtelligent.com kidtelligent.com KidtelligentEmpower your child. KidtelligentEmpower your child. KidtelligentEmpower your child. Headline Museo Sans Special use copy—Museo Sans Lorem ipsum dolor sit amet, consecte- tur adipiscing elit. Nulla semper vulpu- tate diam, eget ullamcorper orci porta vitae. Aenean tortor ante, fermentum fermentum sollicitudin vel, scelerisque sed metus. Donec sed enim ligula, nec laoreet dui. Aliquam erat volutpat. Web body copy—Helvetica Neue Lorem ipsum dolor sit amet, consecte- tur adipiscing elit. Nulla semper vulpu- tate diam, eget ullamcorper orci porta vitae. Aenean tortor ante, fermentum fermentum sollicitudin vel, scelerisque sed metus. Donec sed enim ligula, nec laoreet dui. Aliquam erat volutpat. Increase Your Kidtelligence. Help your kid thrive by unlocking the power of their personality. Our specially designed assessment shows you how and increases your kidtelligence. Visit kidtelligent.com Kidtelligent Empower your child. Increase Your Kidtelligence. kidtelligent.com ATOMIC OBJECT — KIDTELLIGENT CONCEPT A AUGUST 5, 2010 PAGE 1/4 Ad Concept 1
  61. Ad Concept 2
  62. Web Concepts
  63. Final Design
  64. Trusted Proven Current Approachable Helpful Intelligent
  65. Key Activity
  66. Usability Testing
  67. Properly prioritize the user experience for specific key activities.
  68. Brand is the experience. Brand empowers. Brand drifts. Brand adapts.
  69. Fall in love with the brand Define the context Talk to real people Sweat the (right) details Keep your eye on the North star
  70. Before the build agree on the proper lens for features & learn from users PRODUCT OWNERS: Find a balance between features that extend capability and aesthetics DESIGNERS: Don't de-prioritize brand stories just because they are not feature. Brand *is* a critical feature DEVELOPERS:
  71. Software + Branding Sitting in A Tree PAUL HART

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