Lean UX Branding

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“Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.” - David Ogilvy …

“Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.” - David Ogilvy

A brand is a system of signs and symbols that engages the consumer in an imaginary/symbolic process that contributes tangible value to a product offering. As a sign system, brand communication is achieved through a complex matrix of signifying elements, including material,structural, conventional, contextual, and performative dimensions. Many organizations and startups make guesses about their brand. They "envision" a name, a mark, a promise, and imagine that it will resonate with consumers. Using Lean Startup and Lean UX concepts of formulating hypotheses, stating assumptions, and testing with customers, enterprise product managers and startup founders can apply a more rigorous approach to building and testing their brand.

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  • 1. WATERFALL BRANDING “We hired a brand consultancy and developed a grand brand strategy. Our ad agency went on to create and produce an ad campaign that stepped way ahead of our capability to deliver the brand promise. We ended up with customer disappointment, internal conflicts and brand credibility erosion”
  • 2. WHAT IS A BRAND? •  Is it the personification of an organization, product or service?
  • 3. WHAT IS A BRAND? •  Is it the personification of an organization, product or service? •  Is it the source of a promise to the customer?
  • 4. 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?
  • 5. 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?
  • 6. 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?
  • 7. 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 deisgn of the total customer experience?
  • 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? •  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 deisgn of the total customer experience? •  Is it a singular concept embedded in the minds of the customer?
  • 9. BRAND NARRATIVE
  • 10. BRAND NARRATIVE Narratives are constantly changing and open to Interpretation.
  • 11. BRAND NARRATIVE Narratives are constantly changing and open to Interpretation. There is no expectation of permanence.
  • 12. BRAND NARRATIVE Narratives are constantly changing and open to Interpretation. There is no expectation of permanence. Authorship is irrelevant.
  • 13. BRAND DRIVERS
  • 14. BRAND PRINCIPLES •  Be relevant – you’re only as valuable as your customers think you are •  Be different – but only different where it matter (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
  • 15. BRAND MATTERS FOR STARTUPS
  • 16. 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?
  • 17. ELEMENTS OF A BRAND
  • 18. VALUES •  What you believe in. •  What you care about. •  How you will make a difference. •  What guides your decision making.
  • 19. PROMISE You have identified a pain point in your customers’ experience, and validated that it’s real. How do you plan on solving it?
  • 20. STORY A narrative, told from the perspective of your customer, with a beginning, middle, and end. It starts with your customer’s problem, and ends with your solution easing their pain.
  • 21. NAME •  What is your name? •  Does it speak to your values? •  Does it resonate with your customers? •  Have your tested it? •  Does it align with your Visual Identity •  Logo •  Colour Palette •  Copywriting •  Style Guide
  • 22. LEAN UX BRANDING •  State your promise as a hypothesis •  Start small •  Assume your message is wrong •  Test your assumptions •  Iterate based on customer feedback •  Accept that you will fail •  Be comfortable with a brand pivot