Brand Manual / Branding & Service Design 2016
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A short introduction how to give your business a competitive edge by looking at it from the customers' point of view. Redesigning products and services to make them work better.
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Brand Manual / Branding & Service Design 2016
- 1. WE MAKE THEM TALK ABOUT YOU Branding & Service Design
- 2. WE MAKE THEM TALK ABOUT YOU Dan Mikkin
- 3. thebrandmanual.com It was no accident. It was done by design. Sherlock Holmes
- 5. thebrandmanual.com We close the delivery gap between business and customer perspective.
- 6. thebrandmanual.com Your first or 31st?
- 7. thebrandmanual.com Understanding the customer’s perspective
- 9. thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013 House
- 11. thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013 Describe, what your company is doing ?
- 12. thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013 Now explain this to me
- 14. thebrandmanual.com Think about your business
- 15. thebrandmanual.com Q: What are you selling?
- 16. thebrandmanual.com What are your customers buying? And then:
- 17. thebrandmanual.com Why is it important?
- 18. € 42,275.- 3.0L 6cyl 6 automatic Rear-wheel drive 0-100 km/h 7,2 sec 4-door sedan € 42,036.- 3.2L 6cyl CVT 6 automatic Front-wheel drive 0-100 km/h 6,9 sec 4-door sedan € 45,198.- 3.5L 6cyl 7 automatic Rear-wheel drive 0-100 km/h 7,4 sec 4-door sedan € 42,347.- 3.5L 6cyl 6 automatic Rear-wheel drive 0-100 km/h 7,3 sec 4-door sedan
- 19. € 42,275.- 3.0L 6cyl 6 automatic Rear-wheel drive 0-100 km/h 7,2 sec 4-door sedan € 42,036.- 3.2L 6cyl CVT 6 automatic Front-wheel drive 0-100 km/h 6,9 sec 4-door sedan € 45,198.- 3.5L 6cyl 7 automatic Rear-wheel drive 0-100 km/h 7,4 sec 4-door sedan € 42,347.- 3.5L 6cyl 6 automatic Rear-wheel drive 0-100 km/h 7,3 sec 4-door sedan
- 20. thebrandmanual.com Is it the logo?
- 21. The logo wouldn’t make you famous. You will make the logo famous. thebrandmanual.com
- 25. thebrandmanual.com We all presume people listen to us
- 26. thebrandmanual.com Your need to sell won’t make anyone buy.
- 27. thebrandmanual.com We are all important . . .to ourselves
- 29. thebrandmanual.com What makes us important to others?
- 30. thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013 thebrandmanual.com
- 31. thebrandmanual.com We get their attention when we do something that matters to them (not just us)
- 32. thebrandmanual.com How do we get there?
- 33. thebrandmanual.com DISCOVER DEVELOPDEFINE DELIVER © brand manual 2014
- 34. thebrandmanual.com UNDERLYING PROBLEM OR A NEED BUSINESSIDEAS DISCOVER DEFINE P R O B L E M C O N T E X T I HAVE A PROCESS ASKS QUESTIONS AND DELIVERS INSIGHT PROVIDES INFORMATION WITHOUT JUDGEMENT I HAVE AN EXPERIENCE PRODUCT OR SERVICE DESIGN DEVELOP D E S I G N C O N T E X T EXPLAINS AND DECIDES ASKS QUESTIONS AND DELIVERS I HAVE SKILLS I HAVE A VISION COOPERATION CONFUSION AGREEMENT
- 37. thebrandmanual.com Who are we talking to?
- 38. thebrandmanual.com Born 1948 Male Grew up in England Married 2nd time Successful in business Wealthy Spends winter holidays in the Alps Likes dogs
- 44. thebrandmanual.com Harbour captain’s point of view
- 45. thebrandmanual.com Harbour captain’s point of view marina restaurant concertslipway
- 46. thebrandmanual.com Sailor point of view
- 47. thebrandmanual.com Sailor point of view port port port port port
- 48. thebrandmanual.com Sailor point of view
- 52. thebrandmanual.com PRE INFO RACE FAME PORT CHAIN SAFETY SAFETY HYGIENE WATER FUEL AC/DC WC / SHOWER PEOPLE EASY ENTRY WINTER STORAGETECH SUPPORT EXTRA SERVICES THE COST PRE INFO WIFI RESTO SHOP ATM KIDS RACE FAME PORT CHAIN WAVE BREAKERS
- 53. thebrandmanual.com PRE INFO RACE FAME PORT CHAIN NIGHT LIGHT & QUIET PORT HISTORY RACERS SAFETY SAFETY NICE ENVIRON- MENT HYGIENE WATER FUEL AC/DC WC / SHOWER PEOPLE EASY ENTRY WINTER STORAGETECH SUPPORT EXTRA SERVICES THE COST PRE INFO WIFI RESTO SHOP ATM KIDS RACE FAME PORT CHAIN WAVE BREAKERS LOCAL LIFE 365
- 54. thebrandmanual.com PRE INFO RACE FAME PORT CHAIN NIGHT LIGHT & QUIET CITY / VILLAGE SIGHTS NOT A DESTINATION PORT HISTORY WHERE TO GO? CLUB CONCERT SHOW RACERS SAFETY SAFETY NICE ENVIRON- MENT HYGIENE WATER FUEL AC/DC WC / SHOWER PEOPLE EASY ENTRY WINTER STORAGETECH SUPPORT EXTRA SERVICES THE COST PRE INFO WIFI RESTO SHOP ATM KIDS RACE FAME PORT CHAIN WAVE BREAKERS LOCAL LIFE 365
- 55. thebrandmanual.com NIGHT LIGHT & QUIET CITY / VILLAGE SIGHTS NOT A DESTINATION PORT HISTORY WHERE TO GO? CLUB CONCERT SHOW RACERS SAFETY SAFETY NICE ENVIRON- MENT HYGIENE WATER FUEL AC/DC WC / SHOWER PEOPLE EASY ENTRY WINTER STORAGETECH SUPPORT EXTRA SERVICES THE COST PEER REFERENCE PRE INFO WIFI RESTO SHOP ATM KIDS RACE FAME PORT CHAIN WAVE BREAKERS LOCAL LIFE 365
- 57. thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015 Customer comes in Sees what she needs Chooses Pays Leaves
- 58. thebrandmanual.com Packaged meats Cheese, eggs & milk My favourite beer is warm Where have they hidden the toothpaste? Long line at the cashier F**k – forgot the butter - run back Cashier What do you mean my card doesn’t go? Pack into new bags Need one more bag – but I have no cash Out of the supermarket – it’s pouring! Fresh meat and fish No lettuce – I have to change the menu Fruit aisle - the bananas are rotten Damn, the wheel is loose Get a shopping trolley What an interesting choice of music SUPERMARKET
- 67. thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
- 68. thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
- 69. thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
- 70. thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
- 71. thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
- 72. Quality is no longer unique. thebrandmanual.com
- 73. thebrandmanual.com What’s the difference? Really?
- 74. thebrandmanual.com Do any of these feel different to ride?
- 85. BRAND idea + positioning Legal protection Brand platform Brand architecture Visual communication Marketing PR Product Quality management Patents Package Retail environment Experience Partners Suppliers Logistics Team Culture Competence Attitude
- 92. Who are you important to? thebrandmanual.com
- 100. thebrandmanual.com
- 101. thebrandmanual.com
- 103. thebrandmanual.com This is no scam
- 105. thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013 thebrandmanual.com Identiteet on firma ambitsiooni väljendus. Looks more expensive than is
- 107. thebrandmanual.com
- 108. thebrandmanual.com
- 112. WE MAKE THEM TALK ABOUT YOU Thank you!