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Brand id and_web-300112

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Brand id and_web-300112

  1. 1. Juho A. Juutilainen: Branding,identity andweb services. copyright Juho A. Juutilainen 2012
  2. 2. Brand idea:Captures the idea of the company, what it believes in and how it acts. copyright Juho A. Juutilainen 2012
  3. 3. stakeholder identity actions brand idea stakeholderstakeholder copyright Juho A. Juutilainen 2012
  4. 4. BrandStrategy Goal Where our Own strengths vs.success will competitor strengthscome from vs. stakeholder demands copyright Juho A. Juutilainen 2012
  5. 5. Needs t ahead o plan . Stakeholder demandsdefined using personas: Meet Saija Nurmi, 34 years old, Masters in computer sciences. of Responsible for Is a ta fraid ks. king ris service development. copyright Juho A. Juutilainen 2012
  6. 6. Media & and, if needed, by the blogs DM customer journey:PASS IV E AGENT Non notisi dolor dolor sigma WOM sit IN dolor ST SHO AL notisi NS ES LA SAL RTL TIO TI ipsum ER AFT ON extra IST TIA INGThe challenge is to training GOdolor sit amet non. dolor lorem NE presentations Main criteria on Ebit ea in sit exeritas nihici simus, id notisi estrum documentation copyright Juho A. Juutilainen 2012
  7. 7. Future industry trendsStrengths and Strengths of competences “Something competitors &(=potential for special” substitutes strengths) User needs copyright Juho A. Juutilainen 2012
  8. 8. Brand Idea CoreAnswers the question Promise, “What is unique elevator speech about us?” copyright Juho A. Juutilainen 2012
  9. 9. We offer frustration- free applications for lorem ipsum dolorWe are the only sit amet. Non notisi _______ that signi absuiam.can _________. copyright Juho A. Juutilainen 2012
  10. 10. Offering copyright Juho A. Juutilainen 2012
  11. 11. Offering:How our customers see our products andservices – can they easily find what they are looking for? copyright Juho A. Juutilainen 2012
  12. 12. Simple to understand – simple to buy A B CProduct name Product name Product name Elevator speech, why Elevator speech, why Elevator speech, whythis product is special? this product is special? this product is special?Lorem ipsum dolor sit Lorem ipsum dolor sit Lorem ipsum dolor sit amet non notisi. amet non notisi. amet non notisi. copyright Juho A. Juutilainen 2012
  13. 13. Identity copyright Juho A. Juutilainen 2012
  14. 14. Identity:Gives an impression of the company and maximizes brand equity through uniformity. copyright Juho A. Juutilainen 2012
  15. 15. Identity Style CoreMoodboards Logo, colors, typography, elements, etc. copyright Juho A. Juutilainen 2012
  16. 16. Firman nimi Lorper iusto con hent incipsum dolorti ssissis alit wis nonullaore volorpero commy num do exer adiatet et et lore dionsed mag- nim quamcommy nonum exer autatio odo consed tem irilis adipisit wisi.Vaihtari 1, moodboard-draft1: “HAIVAHDUS RETROA” copyright Juho A. Juutilainen 2012
  17. 17. Firman nimi Lorper iusto con hent incipsum dolorti ssissis alit wis nonullaore volorpero commy num do exer adiatet et et lore dionsed mag- nim quamcommy nonum exer autatio odo consed tem irilis adipisit wisi. Lortisim at. Min henit vulluptatum dipit am iriure venit at venit nos nullan velit praesse quamcon sequatum vulput acincin henisis- sisl ullum esed min henibh esting eu faccum quis nulluptat. Wismod modit ditVaihtari 2, moodboard-draft1: “KÄDENJÄLKEÄ JA VÄHÄN RETROA” copyright Juho A. Juutilainen 2012
  18. 18. FirmanNimi Lorper iusto con hent incipsum dolorti ssis- sis alit wis nonullaore volorpero commy num do exer adiatet et et lore dionsed mag- nim quamcommy nonum exer autatio odo consed tem irilis adipisit wisi.Vaihtari 3, moodboard-draft1: “KIRKKAAT VÄRIT JA MODERNIUTTA” copyright Juho A. Juutilainen 2012
  19. 19. Identity Style CoreMoodboards Logo, colors, typography, elements, etc. copyright Juho A. Juutilainen 2012
  20. 20. IdentityApplication ToolsSelected touchpoints Manual, guide or where stakeholders online center which meet the company helps users copyright Juho A. Juutilainen 2012
  21. 21. Web service copyright Juho A. Juutilainen 2012
  22. 22. GoalTo serve the selected stakeholders so you become important (ROI) copyright Juho A. Juutilainen 2012
  23. 23. copyright Juho A. Juutilainen 2012
  24. 24. Internal demandsKey groups define their goals. copyright Juho A. Juutilainen 2012
  25. 25. We want moreleads in sales. We want to make our services easier to buy. copyright Juho A. Juutilainen 2012
  26. 26. External demandsWhat are the needs of other companies and stakeholders? copyright Juho A. Juutilainen 2012
  27. 27. company web, personal contacts personal contacts web, campaigns, seminars, hardware personal contacts consultantintrested mostly customerin creating needfor aftersales creates shortlist, has “overall IT director makes responsibility” the decision based on personal whims copyright Juho A. Juutilainen 2012
  28. 28. Development demands Implementation of strategy and change management. copyright Juho A. Juutilainen 2012
  29. 29. User personas Creating 3 to 5 user personas.“Real people”, such as “Saija Nurmi,34 year old development manager”. copyright Juho A. Juutilainen 2012
  30. 30. Saija Nurmi34 years old, Masters in computer sciences. Responsible for developing the service. copyright Juho A. Juutilainen 2012
  31. 31. User demands: What are their goals,what are their needs when they arrive at the service? Values and habits? copyright Juho A. Juutilainen 2012
  32. 32. Saija Nurmi Is inte re in new sted Reads soluti on news but do s, e from have t s not ime web-sites. to res earch .Is afraid o ftaking ris cates ks. Co mmuni k, eboo with Fac Twitter ail. and e-m copyright Juho A. Juutilainen 2012
  33. 33. Internal Development External Userdemands demands demands demands Concept Content & Functionality copyright Juho A. Juutilainen 2012
  34. 34. phase 1 phase 2blog slideshareevent calendar even sign updirect twittercontacts copyright Juho A. Juutilainen 2012
  35. 35. Planning & design Site map and page structure Visual design (Planning development) copyright Juho A. Juutilainen 2012
  36. 36. copyright Juho A. Juutilainen 2012
  37. 37. Execution Wrap-up(Development) Documentation Graphics and training (Content input) copyright Juho A. Juutilainen 2012
  38. 38. Thank you! copyright Juho A. Juutilainen 2012

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