Post on 05-Dec-2014
description
slideshare.net/mbalkon/building-a-meaningful-brand | #meaningfulbrand
BUILDING AMEANINGFUL BRAND
Melissa Balkon – @melissabalkonStrong Design Studios – www.strongdesignstudios.com
MELISSA BALKON
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Founder + Lead Designer at Strong Design Studioswww.strongdesignstudios.com
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A BRAND IS NOT A:
Logo Color Mascot Product Name
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A BRAND IS:
Your audience’s collectiveimpression of you
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BRANDING IS:
The process of designing the experience associated with your
organization.
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Every Apple experience is simple, sleek and delightful.
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Every Starbucks experience is warm and friendly.
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Every Target experience is fun, fresh and well-designed.
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When your brand is well-defined,it allows you to differentiate
yourself in your market...
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...and often charge a premium.
BEFORE WE BEGIN:A FEW ITEMS TO CONSIDER...
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DEFINE YOUR AUDIENCEAudience provides important context
Audience may change, but your brand remains
Be as specific as possible—”everyone” is not a demographic
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AUTHENTICITY IS KEY
Your brand attributes must be true
Brand attributes can be someone aspirational
Strong brands both attract and repel
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WATCH OUT FOR DEFAULTS
Your first ideas will probably be defaults
Would anyone want to be the opposite of this?
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BRANDING IS A PROCESSYou’re building, not creating
Brand development is never done
Over time your brand will stand for more than your product or service, but what you’re about
Experience
Foundation
THEMEANINGFUL BRANDMade up of 2 layers
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The foundation layer is madeup of the core tenets that
describe who you are.
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The experience layer is madeup of the ways you execute your
foundational brand tenets.
Purpose
Experience
Values Style
YOUR BRAND FOUNDATIONIncludes 3 components
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PURPOSEThe reason your organization exists.
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WHY DO YOU NEED IT?
It is a guiding light for organizational strategy
It helps you build your business with intent
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HOW DO YOU FIND IT?
Why did you start the business?
What activity do you love most, and why?
When would you work for free?
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Challenge the status quo and delight users.
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Organize the world’s information.
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Refresh the world and inspire moments of optimism and happiness.
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Create a "third place" between work and home.
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Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.
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DEFAULTS TO AVOID:
Your purpose should not be monetary
Your purpose should not be a description of your product or service
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VALUESYour deeply-held beliefs.
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WHY DO YOU NEED THEM?
They will help make quicker, better decisions
Help you determine client and staff fit
Customers are drawn to what they believe in
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HOW DO YOU FIND THEM?
What clients/projects do you love, and why?
What clients/projects do you hate, and why?
Complete the statement “We value...” or “We believe...”
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Deliver WOW through serviceEmbrace and drive changeCreate fun and weirdnessBe adventurous, creative and open-mindedPursue growth and learning
Build open, honest relationships with communicationBuild a positive team, family spiritDo more with lessBe passionate and determinedBe humble
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Fight for the humansSolve the bigger problemSay what you seeInvest in the futureAssume the best
Work with what you’ve gotTake the high roadStay flexibleBe consistently reliable
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Design is a business assetDesign is strategicBoldness trumps blandnessCommunication is critical
The devil is in the detailsAssume the bestThere’s purpose in the processSimple is beautiful
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DEFAULTS TO AVOID:
Certain criteria are expected (e.g. integrity, professionalism, trustworthiness, etc.)
Would anyone want to be the opposite of this?
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STYLEYour unique personality or character.
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WHY DO YOU NEED IT?
Unique style will differentiate your organization
Customers are drawn to style they value
Style can become iconic to your company
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HOW DO YOU FIND IT?
How does your organization do things?
Are there trends in aesthetic decisions made in your organization?
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Motivating, competitive, aggressive, playful
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Rebellious, edgy, bold, unexpected
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Bold, trendy, high design
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DEFAULTS TO AVOID:
Beware of generic, overused traits (e.g. simple, professional, modern, etc.)
Would anyone want to be the opposite of this?
Purpose
Values Style
YOUR BRAND EXPERIENCEIncludes 3 components
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Visual Verbal
Interaction
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VISUALHow your brand experience is
translated visually.
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VISUALS CAN INCLUDE:
Logo
Colors
Typefaces
Typography
Illustration
Iconography
Photography
Pattern
Etc.
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Nike’s typeface selection is bold and aggressive.
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T-Mobile’s look is bold, unexpected and irreverent.
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Tiffany is renown for their timelessness and quality.
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VERBALHow your brand experience is
translated verbally.
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VERBAL CAN INCLUDE:
Voice/point-of-view
Tone
Structure
Length
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Nike’s messaging is a verbal kick in the pants.
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Apple’s messaging empowers it’s users.
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Coca-Cola’s messaging is delightful.
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INTERACTIONHow your brand experience is
translated through your actions.
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INTERACTION CAN INCLUDE:
Service design
Retail experience
Product offering
Process design
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Apple’s product line has only one, refined model.
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Apple’s retail experience is simple and delightful.
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Walmart’s experience comes back to low cost.
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Starbucks’ beer and wine offering allows them to be the third place in the evening.
THE MEANINGFULBRAND
#meaningfulbrandPurpose
Values Style
Visual Verbal
Interaction
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LESSONS I’VE LEARNED:
Give yourself time to flesh these things out
Gain insights from customers and staff
Your brand will continue to evolve
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MORE INFORMATION:
Start With Why by Simon Sinek
Positioning for Professionals by Tim Williams
The Brand Gap by Marty Neumeier
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BRANDCAMP IS IN DEVELOPMENT
Sign up for updates at strongdesignstudios.com/brandcamp
Sign up for Brandcamp updates at strongdesignstudios.com/brandcamp
slideshare.net/mbalkon/building-a-meaningful-brand | #meaningfulbrand
QUESTIONS?
Melissa Balkon – @melissabalkonStrong Design Studios – www.strongdesignstudios.com