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Christian Vatter - Service Branding


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Service Branding
Designing for distinction

Designing human-centric is a wonderful thing, but leads in similar situation to similar results. However, especially large scale services need to be distinct to stick out in the competitor field. This presentation features a framework and applied case studies on Service Branding – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.

Uniting two different fields that are closely related but yet in practical terms are rarely collaborating: The field of marketing communication and branding with a need for image, differentiation and preference („shaping expectation“), and the field of service design and human centered design with a need for utility, usefulness and desirability („shaping experiences“). In this unique combination, Service Design and its methods become even more relevant in a broader business context.

Published in: Design
  • I'd like to object that "Airlines ... only distinguish via design and communication, the experience they provide is more or less the same". Given the example of Lufthansa and easyjet- even when comparing a lower-priced Lufthansa offer with easyjet, they both provide quite different service experiences, don't they?
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Christian Vatter - Service Branding

  1. 1. vService Branding: Designing for Distinction Christian Vatter | Rlevance Consulting
  2. 2. – Commercial Psychologist & Brand Expert – Founder of Rlevance, a human centered business consultancy – Goal: Balancing business & user needs for the benefit of both A few words about me 2
  3. 3. 3 How to brand a service?
  4. 4. Human Centered Design is a great thing… 4
  5. 5. 5 …it helps to provide better ways of serving needs…
  6. 6. 6 …it makes things easier…
  7. 7. 7 …and it makes things more fun
  8. 8. Designing human centered results in solutions that »work« for people. 8 But let‘s look a bit more into the details when designing human centered.
  9. 9. Creating a solution for a given situation 9 → ideal solution for [person × situation] Situation Needs Goals Capabilities Restrictions
  10. 10. 10 Taking humans as primary measure doesn‘t come without downsides ideal solution for [person × situation] task: designing for a commercial situation similar solutions for competing brands HCD Brand A = Brand B = Brand C
  11. 11. 11 Resulting in experiences that do not distinguish from each other Source: Rupert Platz,
  12. 12. 12 Especially important for large-scale services offers, you do not want the same experience as your competitor
  13. 13. 13 Yet differentiation is necessary as today‘s customers face an abundance of commercial choices
  14. 14. 14 When creating service experiences, it is not enough to design for human centeredness. To ensure economic survival, it is vital to design for distinction.
  15. 15. 15 Designing for distinction
  16. 16. 16 There is one tool that specializes on that…
  17. 17. 17
  18. 18. 18 A brand is a what people think and feel about a product, service, or organization.
  19. 19. 19 Branding means designing for the cognitive world of thoughts, attitudes & emotions, not for usage in specific situations
  20. 20. 20 In the long run branding inspires an emotional bond through relevant meaning
  21. 21. 21 Branding facilitates perception
  22. 22. 22 Branding enables understanding care
  23. 23. 23 Branding makes offers attractive
  24. 24. »Fueling a life full of daring« 24 This meaning is packaged as »brand idea« which guides the building of a brand
  25. 25. 25 Creating brands, the very simple version implementationstrategyresearch find relevant aspects looking at customers, offer, competitors focus aspects on a crystal clear brand idea attractive, differentiating authentic deliver the brand idea consistently across touchpoints & time
  26. 26. 26 »Fueling a life full of daring« consistently delivered
  27. 27. 27 What are the mechanics of how a brand can deliver its idea?
  28. 28. 28 How can brands deliver their idea? hearing about it non-direct, second-hand information seeing it direct, first-hand information, static using it direct, first-hand information, responsive »I heard about John« »I‘ve talked to John, now I know what he is like« »I‘ve seen John, I know who he is«
  29. 29. 29 Service brands can focus on options that product brands hardly use: The service experience hearing about it seeing it using it Product Brand Service Brand hearing about it seeing it using itexperience branding communication branding
  30. 30. 30 Service Branding = Experience Branding
  31. 31. 31 How to brand service experiences
  32. 32. 32 Using the brand idea to »speak to people« through situations of product/ service usage Situation A Brand Idea Situation B Situation C Situation D
  33. 33. 33 In addition to translating the brand idea as usual into messages and appearance, we translate it additionally into distinct… micro services action/reaction behavior features SITUATION Goal: to evoke desired thoughts and emotions according to the meaning of the brand
  34. 34. 34 Designing for distinction: Human Centered Design combined with branding improved solution for [person × situation],task: designing for a commercial situation Improved offer providing a distinct experience to competing offers „way“ of improvement according to brand idea HCD Branding
  35. 35. Service Branding Framework: Creating value for the user Using human centered design methods to improve customer situation Building a distinct brand Making these improvements expressions of the brand idea + Giving value to customers while building brands
  36. 36. 36 Example: Experience Branding for airlines
  37. 37. 37 Study Brand Experience Airlines – Airlines want to be brands, but only distinguish via design and communication, the experience they provide are more or less the same – Conducted an ethnographic study of 8 European airlines: experience journey, pain points, brand perception – Created service branding ideas for Lufthansa & easyJet
  38. 38. 38TV commercial Lufthansa:
  39. 39. 39 TV commercial easyJet 2013 TV commercial easyJet:
  40. 40. 40 Two very different brand positionings Bringing German reliability and precision into air-travel* *) from interviews and communication analysis Everyone can enjoy time away affordably*
  41. 41. 41 Insight and brand idea Creating value for the user An air-trip is a complex process full of uncertainties. For most travelers, predictability and being in the know helps a lot. The brand idea + Bringing German reliability and precision into air-travel
  42. 42. Opportunity to create value There is a trade-off between not wanting to wait too long at the airport and not wanting to miss your flight. This dilemma is a source of stress.
  43. 43. Idea To take away the feeling of insecurity, Lufthansa helps with the Travel Companion: An app that provides necessary information. It also shows how long it takes to airport with different modes of transport.
  44. 44. Opportunity to create value Settling in your seat is when you have finally made it after all the stop and go, and the journey is about to begin. This is a very sensitive moment.
  45. 45. Idea Lufthansa celebrates this with a new ritual, a very simple printed schedule of the services planned – taking away uncertainty, as many people like to sleep, but do not want to miss food and drinks.
  46. 46. 46 Insight and brand idea Creating value for the user The brand idea Everyone can enjoy time away affordably+Any air trip offers the opportunity to do exciting things, meet friends and enjoy your time away.
  47. 47. Opportunity to create value People are often looking for getaways, and not necessarily need to travel to a certain destination. Also, it is more about activities and weather than a specific destination. This is why they are flexible with dates but have a fixed budget.
  48. 48. Idea easyJet provides the Trip Alert: Users define certain criteria, including a price point. When all criteria are matched, the user is notified about his ideal trip, providing the feeling of great value.
  49. 49. Opportunity to create value An air-flight is about the things you do at the destination. For private travelers this is meeting people and doing great things. Although planning is fun most find the time for it only in the plane.
  50. 50. Idea The easyJet Trip Planner finds friends at the destina-tion through Facebook. It is also a bookmarking tool for activities, restaurants etc. at the destination. It increases the joy when looking forward to the trip.
  51. 51. Idea The easyJet Trip Planner works in offline mode, so people can finally plan the trip in the plane, matching people and activities and create an itinerary. This way, easyJet increases the enjoyment of the trip.
  52. 52. Through Service Branding two very different stories delivered 52 an enjoyable time away, affordably German reliability and precision
  53. 53. More Service Branding projects by Rlevance 53
  54. 54. Summary 54
  55. 55. Service Branding Framework: Creating value for the user Using human centered design methods to improve customer situation Building a distinct brand Making these improvements expressions of the brand idea + Giving value to customers while building brands
  56. 56. 56 With Service Branding we create value for users and also for our clients – delivering a sustainable result User needs Business needs
  57. 57. 57 making companies relevant for people Christian Vatter, all intellectual property rights reserved Illustrators Icons (Nounproject): Herbert Spencer / Stefan Kovac / Ates Evren Aydinel / Creative Stall / Francielly Costantin Senra / DKHN / Inn Style