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WATERFALL BRANDING
“We hired a brand consultancy and developed a
grand brand strategy. Our ad agency went on to
create and...
WHAT IS A BRAND?
•  Is it the personification of an organization, product
or service?
WHAT IS A BRAND?
•  Is it the personification of an organization, product
or service?
•  Is it the source of a promise to t...
WHAT IS A BRAND?
•  Is it the personification of an organization, product
or service?
•  Is it the source of a promise to t...
WHAT IS A BRAND?
•  Is it the personification of an organization, product
or service?
•  Is it the source of a promise to t...
WHAT IS A BRAND?
•  Is it the personification of an organization, product
or service?
•  Is it the source of a promise to t...
WHAT IS A BRAND?
•  Is it the personification of an organization, product
or service?
•  Is it the source of a promise to t...
WHAT IS A BRAND?
•  Is it the personification of an organization, product
or service?
•  Is it the source of a promise to t...
BRAND NARRATIVE
BRAND NARRATIVE
Narratives are constantly changing and open to
Interpretation.
BRAND NARRATIVE
Narratives are constantly changing and open to
Interpretation.
There is no expectation of permanence.
BRAND NARRATIVE
Narratives are constantly changing and open to
Interpretation.
There is no expectation of permanence.
Auth...
BRAND DRIVERS
BRAND PRINCIPLES
•  Be relevant – you’re only as valuable as your
customers think you are
•  Be different – but only differe...
BRAND MATTERS FOR STARTUPS
BRAND AS HYPOTHESIS
•  What’s your hypothesis about how you will deliver
value to customers?
•  What was the source of the...
ELEMENTS OF A BRAND
VALUES
•  What you believe in.
•  What you care about.
•  How you will make a difference.
•  What guides your decision maki...
PROMISE
You have identified a pain point in your customers’
experience, and validated that it’s real.
How do you plan on so...
STORY
A narrative, told from the perspective of your
customer, with a beginning, middle, and end.
It starts with your cust...
NAME
•  What is your name?
•  Does it speak to your values?
•  Does it resonate with your customers?
•  Have your tested i...
LEAN UX BRANDING
•  State your promise as a hypothesis
•  Start small
•  Assume your message is wrong
•  Test your assumpt...
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
Lean UX Branding
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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

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.

Will Evans explores the convergence of practice and theory using Lean Systems, Design Thinking, and LeanUX with global corporations from NYC to Berlin to Singapore. As Chief Design Officer at PraxisFlow, he works with a select group of corporate clients undergoing Lean and Agile transformations across the entire organization. Will is also the Design Thinker-in-Residence at NYU Stern's Berkley Center for Innovation and Entrepreneurship.

Will was previously the Managing Director of TLCLabs, the world's leading Lean Design Innovation consultancy where he has brought Lean Startup, LeanUX, and Design Thinking to large media, finance, and healthcare companies.

Before TLC, he led experience design and research for TheLadders in New York City. He has over 15 years industry experience in design innovation, user experience strategy and research. His roles include directing UX for social network analytics & terrorism modeling at AIR Worldwide, UX Architect for social media site Gather.com, and UX Architect for travel search engine Kayak.com. He worked at Lotus/IBM where he was the senior information architect, and for Curl - a DARPA-funded MIT project when he was at the MIT Laboratory for Computer Science.

He lives in New York, NY, and drinks far too much coffee. He Co-Founded and Co-Chaired the LeanUX NYC conference, and is the User Experience track chair for the Agile 2013 and Agile 2014 conferences.

Recent talks:
Introducing The Theory of Constraints
Exploration & Exploitation Mindsets in Design-Driven Enterprises
Redesigned to Disrupt: A Systems Thinking Approach
Design Thinking: Beyond the Bounds of Your Own Head
Introduction to Kanban for Creative Agencies
Framing LeanUX: Epistemology and Complexity in Product Design
Introduction to Lean UX Branding

Published in: Design, Business, Technology

Transcript of "Lean UX Branding "

  1. 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. 2. WHAT IS A BRAND? •  Is it the personification of an organization, product or service?
  3. 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. 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. 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. 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. 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. 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. 9. BRAND NARRATIVE
  10. 10. BRAND NARRATIVE Narratives are constantly changing and open to Interpretation.
  11. 11. BRAND NARRATIVE Narratives are constantly changing and open to Interpretation. There is no expectation of permanence.
  12. 12. BRAND NARRATIVE Narratives are constantly changing and open to Interpretation. There is no expectation of permanence. Authorship is irrelevant.
  13. 13. BRAND DRIVERS
  14. 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. 15. BRAND MATTERS FOR STARTUPS
  16. 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. 17. ELEMENTS OF A BRAND
  18. 18. VALUES •  What you believe in. •  What you care about. •  How you will make a difference. •  What guides your decision making.
  19. 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. 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. 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. 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
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