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Operation MVB. What does it take to craft a 'minimum viable brand' as a healthcare start-up?

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What is branding all about? What are the benefits of a brand for consumers and companies? How should healthcare start-up approach branding? What is vital, what is less important?

Presentation of Carsten Totz, Strategy Director at think moto GmbH Berlin, presented during M.E.S.H. Camp (Medical Entrepreneur Start-Up Hospital Camp) Berlin, September 2014.

Published in: Marketing

Operation MVB. What does it take to craft a 'minimum viable brand' as a healthcare start-up?

  1. 1. MISSION BRIEFING:
 OPERATION MVB.
 WHAT DOES IT TAKE TO CRAFT 
 A MINIMUM VIABLE BRAND AS 
 A HEALTHCARE START-UP? Dr. Carsten Totz
 Strategy Director - think moto GmbH Hauptgefreiter d.R. - German Air Force MESH Camp Berlin September 18, 2014 Photo: www.offdutygamers.com
  2. 2. Strategic design agency with a focus on digital media.
 Concept and design of branded interactions - as interfaces, products, services and identities. 
 10+ experts in brand strategy, user experience and interaction design, visual and interface design, creative development and projectmanagement. Web: www.thinkmoto.de Blog: www.brandnewthinking.de
  3. 3. 3 VS BRANDINGUSABILITY „as PARTICULAR 
 as possible.“ „as HABITUAL 
 as possible.“ BIxD MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  4. 4. 4 WE KNOW A LITTLE BIT ABOUT BUILDING BRANDS… 
 FOR START-UPS AND/OR HEALTHCARE PROVIDERS, TOO. Bookwire eBook-Publishing Internet-of-Things Furniture Dental Clinic Orthopedic Surgery Quantified Self START-UPS HEALTHCARE MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 Dental Clinic
  5. 5. 5 BRANDING. WHAT IS IT ALL ABOUT? WHY IS IT IMPORTANT - FOR YOU? MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 MVB - MINIMUM VIABLE BRAND. WHAT DOES IT TAKE? HOW TO DO IT? 1 2
  6. 6. 6 BRANDING. WHAT IS IT ALL ABOUT? WHY IS IT IMPORTANT - FOR YOU? MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 MVB - MINIMUM VIABLE BRAND. WHAT DOES IT TAKE? HOW TO DO IT? 1 2
  7. 7. WHAT IS A BRAND? 7 ? origin today … make … communicate … deliver company product service behavior performance communications promise image story logo identity experience interface … MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  8. 8. 8 BRANDING. WHAT’S IT ALL ABOUT? CONSUMER MARKETS & CULTURE CRISIS OF INSTITUTIONS INTEGRATED MARKETS ECOSYSTEMS ABUNDANCE ETC. MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  9. 9. 9 BRANDING. WHAT’S IT ALL ABOUT? BEING DIFFERENT, BEING UNIQUE, BEING BETTER. MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  10. 10. 10 BRANDING.
 BENEFICIAL FOR CONSUMERS. NOT JOKING, IT’S A MATTER OF FACT. 
 FUNCTIONS OF 
 A BRAND FOR A 
 CONSUMER: EFFICIENCY
 simplified information retrieval and processing RISK REDUCTION
 reduced risk to take a „bad“ decision SYMBOLIC BENEFITS enrichment of individual or social life
 MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  11. 11. 11 
 FUNCTIONS OF 
 A BRAND FOR A 
 COMPANY:
 TARGETING
 specific address and appeal PREFERENCE
 mental monopoly, activation, loyalty PROFITABILITY
 price premium, lower acquisition costs
 MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 BRANDING.
 BENEFICIAL FOR COMPANIES, TOO. WHAT A SURPRISE!
  12. 12. 12 beneficial for every relationship.
 CONSUMERS (B2C)
 CLIENTS (B2B)
 EMPLOYEES
 INVESTORS
 PARTNERS
 ETC.
 MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 BRANDING.
 BENEFICIAL FOR ALMOST EVERY BUSINESS-RELATIONSHIP. THAT’S REALLY A SURPRISE FOR MOST PEOPLE!
  13. 13. BRANDING. BUSINESS’ VALUE CREATION MACHINE. BELIEVE IT OR NOT, IT REALLY WORKS! 13 +28% $ 98 Mrd. +34% $ 93 Mrd. +2% $ 79 Mrd. +4% $ 79 Mrd. +3% $ 60 Mrd. +7% $ 47 Mrd. +5% $ 42 Mrd. +20% $ 40 Mrd. -5% $ 37 Mrd. +17% $ 35 Mrd. 1 2 3 4 8 96 7 5 10 INTERBRAND BEST GLOBAL 
 BRANDS 2013 CHANGE BRAND VALUE# MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  14. 14. 14 BRANDING. BUT HOW TO STAND OUT?
 HOW TO BE DIFFERENT, UNIQUE & BETTER? name logo color identity price quality service interaction experience communications etc. HOW DO WE MAKE OUR BRAND UNIQUE? HOW 
 DO WE STAND OUT? MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  15. 15. 15 BRANDING. WHAT IS IT ALL ABOUT? WHY IS IT IMPORTANT - FOR YOU? MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 MVB - MINIMUM VIABLE BRAND. WHAT DOES IT TAKE? HOW TO DO IT? 1 2
  16. 16. 16 BRANDING & BRAND MANAGEMENT:
 THERE’S NO ONE-SIZE-FITS-ALL-SOLUTION. BRANDING BY
 PLANNING
 // strategic, product portfolios & life- cycles etc. Gillette Henkel Nestlé P&G
 Unilever BRANDING BY
 IMAGERY
 // functional, ad campaigns, creative, iconic etc. American Apparel Absolut Beck’s H&M Sony BRANDING BY
 EXPERIENCE // exceeding, human, surprising, touching etc. AirBNB
 Amazon Apple MyTaxi Starbucks BRANDING BY
 SELF- EXPRESSION // cooperative, 
 fluid, fast-paced, participatory etc. Burton Converse Mini Vans MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  17. 17. 17MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 MVB CANVAS™ BUILD, TEST, AND ITERATE YOUR MINIMUM VIABLE BRAND MVB STORY ARTIFACTS INVITATION BELI EFS / VALUES RALLY POINT YO UR W HY MEDIUM MESSAGE CHANNELSFEEL(INTERACT) EXPERIENCE SEE(VISUAL) ORGANIZATION: PERSONA SEGMENT: DATE: ITERATION NO: VITALS This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-nc-sa/4.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Jeremiah Gardner & Dee Copeland Patience From The Lean Brand | LeanBrandBook.com | #TheLeanBrand DESIGNED BY: source: Jeremiah Gardner & Dee Copeland Patience, The Lean Brand
  18. 18. 18 … BUT ONE THING IS CLEAR-CUT: 
 YOU WON’T CREATE A STRONG BRAND WITHOUT 
 A BRAND STRATEGY THAT IS BACKED BY A BUSINESS STRATEGY. logo name slogan visuals may help to
 … identify company, product, service etc. … appear professional … deal with short-term communicationsBRAND BUSINESS MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  19. 19. 19 OUR BIXD-PROCESS: STEP BY STEP TOWARDS
 INTERACTIONS THAT STRENGTHEN YOUR BRAND. TODAY’S FOCUS DISCOVER
 ANALYSIS DEFINE STRATEGY DESIGN
 CONCEPT & DESIGN DELIVER PRODUCTION &
 DOCUMENTATION DISTRIBUTE
 ROLL-OUT &
 EVOLUTION MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  20. 20. 20 DISCOVER: UNDERSTANDING THE INTERPLAY OF FACTORS 
 INFLUENCING BRANDED INTERACTIONS. 
 
BUSINESS USER BRAND - vision & values - promise - behavior - offering - appearance - story - business model - competitors - product & services - customer-life-cycles - touchpoints - applications - content - task - activity - context - culture - lifestyle - demographics MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  21. 21. fixed variable externalinternal 21 DEFINE: A SOLID STRATEGY IS THE FOUNDATION OF YOUR BRAND. YOU DON’T WANNA BUILD ON SAND! BRAND VISION What do we want our brand to become? BRAND PROMISE What is our commitment
 to our customers, our
 employees and 
 the world? BRAND DELIVERY How do we intend to fulfill
 our commitment and 
 what actions will we take? BRAND POSITIONING How do we want to be perceived and what 
 are our competitive advantages? Source: Mootee, 60 Minute Brand Strategist, p. 182 BRAND PERSONALITY What is our character, what drives us and how do we 
 behave and interact? + MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  22. 22. 22 DEFINE: BRAND VISION. HOW DOES YOUR BRAND SUPPORT YOUR CORPORATE STRATEGY?
 WHAT DO WE WANT OUR BRAND TO BECOME? „… our vision is to create a better everyday life 
 for the [sic] many people. Our business idea
 supports this vision by offering a wide range
 of well-designed, functional home furnishing
 products at prices so low that as many people
 as possible will be able to afford them.“ MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 „To bring inspiration and innovation to 
every athlete* in the world. *if you have a body, you are an athlete.“
  23. 23. 23 DEFINE: BRAND MEANING (OR PROMISE). HOW DO YOU IMPROVE THE LIFE OF YOUR CLIENT? BRAND 
 MEANING MISSION 
 STATEMENT external perspective, client’s point of view internal perspective, organizational point of view essence of the brand’s benefits 
 (functional and emotional) 
 experienced through a brand’s
 products and services direction and objectives of a brand saying you „add value“ 
 is not enough… MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  24. 24. THE OTHERS 24 DEFINE: BRAND POSITIONING. … OF COURSE YOU’RE BETTER, BUT IN WHAT WAY AND FOR WHOM? mainstream elite progressive conservative 1 who are your (direct and indirect) competitors ? what are the reasons people buy from them? what is the competitor position in the market? 2 what is the current position of your 
 company, product or service? what position can you achieve, realistically? 3 what specific attribute or quality of your product 
 or service makes you unique and desirable? YOU DIFFERENTIATOR keep itreal, staytrue! MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  25. 25. THE OTHERS 25 mainstream elite progressive conservative 1 who are your (direct and indirect) competitors ? what are the reasons people buy from them? what is the competitor position in the market? 2 what is the current position of your 
 company, product or service? what position can you achieve, realistically? 3 what specific attribute or quality of your product 
 or service makes you unique and desirable? YOU DIFFERENTIATOR keep itreal, staytrue! „The professional/ trustworthy/ passionate
leader/ partner/ expert in/for 
innovative/ state-of-the-art/ efficient 
healthcare solutions.“ If your positioning statement goes like this: Throw it away and start again! MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 DEFINE: BRAND POSITIONING. … OF COURSE YOU’RE BETTER, BUT IN WHAT WAY AND FOR WHOM?
  26. 26. 26 DEFINE: BRAND PERSONALITY. HOW DOES IT FEEL INTERACTING WITH THE BRAND? WHAT DRIVES HER/ HIM, HOW DOES SHE/ HE BEHAVE? Look & 
 Feel Information
 Architecture User Guidance Motion & 
 Interaction empathic determined efficient VERBAL DESCRIPTION „ „ [Brandname] is a 45 year old male, top-educated and 
 extremely experienced. He lives with his wife and two
 kids in a spacious house in Munichs suburbia. The interior
 of his house is bright, welcoming and ‚scandinavian‘ - 
 mixing inherited furniture with design icons. […] He is healthy and in a very good shape. He loves to spend
 spend time outdoors - hiking, running, mountain biking. 
 Being on vacation means to do something, to be active,
 to sail in the mediterranean or crossing the Andes. […] BRAND FILTER MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  27. 27. fixed variable externalinternal 27 THE STRATEGIC FOUNDATION GIVES STABILITY. LET’S BUILD THE HOUSE! BRAND VISION What do we want our brand to become? BRAND PROMISE What is our commitment
 to our customers, our
 employees and 
 the world? BRAND DELIVERY How do we intend to fulfill
 our commitment and 
 what actions will we take? BRAND POSITIONING How do we want to be perceived and what 
 are our competitive advantages? source: Mootee, 60 Minute Brand Strategist BRAND PERSONALITY What is our character, what drives us and how do we 
 behave and interact? + MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  28. 28. 28 DEFINE & DESIGN: OUR BRAND MODEL. THE THINK MOTO BRAND BIOS. MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 OFFERING BEHAVIOR IMAGE STORY MEANING USP The narrative, that tells a story about the origin, the myths, the legends and the cornerstones of
 a brand. The goal: CREDIBILITY. The brand identity, that expresses the essence and promise of the brand visually. The goal: UNIQUENESS. The behavior, the interactions that express the personality and character of a brand The goal: EXPERIENCE. The offer, the selling point - defining the value and benefits of the brand for the human being. The Goal: RELEVANCE. Benefits RtB Performance Archetype Imagery Name Logo Colors Packaging Product 
 Design UX BX Scripts Advertising
  29. 29. 29 DESIGN: BRAND IDENTITY - NAME.
 THE BEGINNING OF A CONVERSATION 
 AND ESSENCE OF YOUR STORY. HELLO MY NAME IS ? DIFFERENTIATING ‚cos there’s too much „same same“ out there STORYTELLING
 expressing the brand personality and tonality EASY 
 to understand, write, pronounce & memorize PROTECTABLE or at least „ownable“ INTERNATIONAL suitable in different cultures and languages MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  30. 30. 30 DESIGN: BRAND IDENTITY - NAME.
 THINK MOTO CASES. HELLO MY NAME IS ? iThings4U -> relayr COMPANY: Internet of Things assistr, heatr, homr PRODUCTS: Internet of Things sayHEY SERVICE: Instant Smart Messaging All-On MOBILE TARIF: High Data-Volume MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  31. 31. 31 DESIGN: BRAND IDENTITY - LOGO.
 THE VISUAL CORE OF YOUR STORY - …
 GENUINE expresses essence or trait of your company, unique DEEP
 unfolds deeper meaning/aspects, surprising, sophisticated SIMPLE 
 uncluttered, not too much detail, works in black & white SCALABLE should work in small and large sizes, in every medium BALANCED harmonious, pleasing the eye MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  32. 32. 32 DESIGN: BRAND IDENTITY - LOGO.
 THE VISUAL CORE OF YOUR STORY - 
 …WILL CHANGE OVER TIME, FOR SURE. MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 t
  33. 33. 33MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 DESIGN: BRAND IDENTITY - COLORS. A MIGHTY TOOL, WHEN DEPLOYED 
 BY THE BOLD AND BRAVE. TelcoChocolateCreme Softdrink Coffee Rental
 Cars „ „ There are more valid colors for healthcare companies than BLUE & WHITE! It’s not just about expressing “serious“, “trust“ or “clinical“ - it’s about empathy, quality-of- life, optimism, change etc., too. Clarify what your offer is all about (for the client), define your focus, balance the colors, explore different shades… don’t go for the too obvious, be courageous.
  34. 34. 34 DESIGN: BRAND IDENTITY - IMAGERY. THERE’S NO GENERAL RIGHT OR WRONG*. 
 IT HAS TO EXPRESS YOUR BRAND PERSONALITY. two 
 top-notch 
 dental 
 clinics two 
 different 
 brand 
 personalities *well, maybe genericstock-photographyis yet wrong MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 source: www.winau-mag.de source: www.implaneo.de
  35. 35. 35 DESIGN: BRAND EXPERIENCE - PACKAGING.
 WHAT IS YOUR PRODUCT WEARING? 
 WORKWEAR, CHEAP CHIC OR HIGH FASHION? MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 a statement
 about your personality
  36. 36. 36 DESIGN: BRAND EXPERIENCE - DIGITAL INTERACTIONS.
 MAYBE THE MOST IMPORTANT TO BUILD (OR DESTROY) A BRAND TODAY. MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 JOY 
 OF USE ADRESSING 
 EMOTIONAL NEEDS SENSITIVITY FOR CONTEXT
 & ‚JOB TO BE DONE‘
 COMMUNICATION OF USP & VALUE MAKING THE SERVICE ACCESSIBLE & USABLE What App
promises 
Joy-of-Use? For what App wouldyou spend 
€ 2 ,69?
  37. 37. CRAFTING YOUR MVB - MINIMUM VIABLE BRAND. FOCUS ON WHAT TRULY MATTERS. POSITIONING OFFERING NAME (USER) EXPERIENCE IMAGERY STATIONARY STORY LOGO „I suppose, there are more important 
 challenges to tackle at the moment.“ „Take it seriously, 
 don’t build on sand!“ „Put some effort on it, 
 it pays of. Trust me.“ „Well… better to have a good one, 
 but can grow over time.“ MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 CAUTION:
THIS CHART WILL 
DESTROY ITSELF 
IN 30 SECONDS! WHY HOW WHAT
  38. 38. 38 „Branding, now more than ever, is about owning the idea, putting it at the heart of the organisation, and enabling it to spread across all touch-points and channels, no matter how much the media landscape changes. It’s not simply a copy-paste of graphic principles. It’s experiential. The logo isn’t dead, it’s just irrelevant.“ 
 (Jason Little, Creative Director, Landor Associates London) MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
  39. 39. 39 BRANDING. BUSINESS’ MOST POWERFUL TOOL TO CREATE 
 VALUE FOR (ALMOST) EVERY RELATIONSHIP. MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 MVB - MINIMUM VIABLE BRAND. A START-UPS PROOF-OF-CONCEPT FROM 
 A COMMUNICATIONS/ USER PERSPECTIVE. 1 2
  40. 40. THANK YOU VERY MUCH. DISMISS! 40MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014 CONTACT: Dr. Carsten Totz
 Strategy Director
 Tel. +49 30 8101 2006
 carsten.totz@thinkmoto.de Anna Kubitza
 Account Director
 Tel. +49 30 8101 1998
 anna.kubitza@thinkmoto.de www.thinkmoto.de
 www.brandnewthinking.de


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