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Branding + Software
Sitting in A Tree
PAUL HART
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
What brands are
represented here tonight?
Exercise:
Write down a current product
brandmarketing software
my
view
What is brand?1
Why does it matter?2
3
4
What’s the problem?
Software + Brand
alinearestaurant.com
“Delightful!”
Provide
Experience
Us User
Consumes
Experience
How do your customers feel?
What is brand?1
“an identifying mark
made by a hot iron”
distinguishable
identifiable
unique
personality
Brand
Promise
Brand
Identity
Brand
Attributes
Brand
Personality
“Everywhere I want it.”
Brand promise is like the North star
Exercise:
What’s your brand promise?
Identity
Brand
Experience+
Brand
Promise
Brand
Identity
Brand
Attributes
Brand
Personality
+
Experiences
invoke emotion
pablohart
pablohart
St. Joseph
head in the sand
What do you expect?
“We aim to be a place where guests
and team members will always find
more than they expect.” TARGET STORES
design for all
great guest
service
more for your
money
>
>
>
=
=
=
When
>
Trust is established
user
experience
user
expectation
Content
Interaction
Workflows
Performance
Accuracy
Timing
Images
What does
brand look like
in software?
Colors
(lack of) Bugs
Interaction affects the
brand experience
15 Steps!
Everything has a brand
whether it’s intentional or not
Brand is the experience.
Why does it matter?2
Business
Goals
Consumer
Desires
Brand
Identity Experience
The brand provides context
Good experiences
make loyal customers
Helps achieve business goals
IMAGE FROM HTTP://PLACEIT.BREEZI.COM/
Brand is the experience.
Brand empowers.
What’s the problem?3
Development Cycle
Brand Drift
Frankenbrand
When you get a different feeling from
different communication channels.
BRAND SPEAKER AND CONSULTANT
Tamsen Webster
IMAGE FROM HTTP://WWW.DOCTORMACRO.COM/
Brand is the experience.
Brand empowers.
Brand drifts.
Exercise:
Where does brand drift occur
in your product?
Software + Brand4
As product makers
we are all
shepherds & facilitators
of the brand
User experiences change over
time (shifting requirements)
Brands need to adapt to new
platforms and media
Brands are more “agile” than
ever before
How we respond to change
is key to preventing brand drift.
Brand Alignment
AFTER
observe
reactions
promise
delivered?
DURING
what
informs?
ensure
integrity
BEFORE
brand promise
lenses
Evaluate Features
Evaluate Features
capability usability aesthetics
capability usability aesthetics
Exercise:
Identify 1 feature
for each lens
Case Study
Kidtelligent is a
personality-based system
for parents and kids to help
them better understand
how to succeed in life.
Define Personas
Mission
Help parents, teachers and
educators unlock the power of
personality to help a child thrive.
Kidtelligent
Research
w/real users
Inspiration
Mood boards
6 min. Timer
Goals
Sketches
Sketching
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
Ad Concept 2
Web Concepts
Final Design
Trusted
Proven
Current
Approachable
Helpful
Intelligent
Key Activity
Usability Testing
Properly prioritize
the user experience for
specific key activities.
Brand is the experience.
Brand empowers.
Brand drifts.
Brand adapts.
Fall in love with the brand
Define the context
Talk to real people
Sweat the (right) details
Keep your eye on the North star
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:
Software + Branding
Sitting in A Tree
PAUL HART

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