@writebeard

Lean Branding &

Branding Moments BILL BEARD

Beardbranding.com

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Intro

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What is a brand?

Lean Branding

Overview

Why is It Important?

Branding Moments

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Brand Failure.

Not Product Failure.

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Emotions drive our decisions

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What is a brand?

how a person feels about your product or service

Photo: mightyaction.com

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emotional associations

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#2 sporting apparel company

market share:

Nike UA Adidas

46% 14%

4%

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own an emotional association

within your marketplace

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differentiation

loyaltyawareness

increase perceived valueincrease revenue

Brand Benefits

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EXTERNAL

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User Experience Branding

your product

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Discovery

CREATIVE

RESEARCH

GUIDELINES

STRATEGY

INTERNAL APPROVALS

CHANGES CLIENT APPROVALS CHANGES APPROVALS

TRADITIONAL BRAND DEVELOPMENT PROCESS

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BRAND GUIDELINES

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EXPENSIVE SLOW INFLEXIBLE Unpredictable

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we can’t afford to fail…

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BUILD

MEasureLearn

LEAN Startup

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Develop &

EXPERIMENT

MeasureLearn

LEAN BRANDING

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DEVELOP

LEAN BRAND GUIDELINES

Brand PURPOSE: WHAT WE STAND FOR

Personality: What we act like

Customer: Who WE ARE FOR

DESIGN ELEMENTS: What We Look like Added organically

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EXPERIMENT

Landing Page

Social

Google Ad

EMAIL

A/B

GOOB

ETC.

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MEASURESOCIAL SITE ANALYTICS

Customer Service

MKTGANALYTICS

OTHER?

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Your brand can only be as good as your execution of your brand guidelines

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Brand success is easier to see than brand failure

@DOUG88888 FLICKR

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The customer ultimately controls your brand

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Lean Branding

You are all brand

managers now

be better than “generic business guy!”

@writebeardClaudio Sepulveda Geoffroy, flickr

“I want to connect with a brandtoday.”

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Branding Moment

An interaction that provides an opportunity for a product/service to

improve its brand

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usableENJOYABLE

UsefulGREAT

ExperiencesHAPPEN HERE

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MVP v.

MDPNot just delight.

Focused.

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BIGLITTLE IDEAS

IMPACT

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make failure fun☺

Branding Moments

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YOUR PASSWORD IS

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be human

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Branding Moments

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create the positive unexpected

Branding Moments

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cherish every interaction

Branding Moments

@writebearduxmastery.com

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don’t let branding interfere with flow

Branding Moments

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PASSIONATE

CUSTOMERSCREATORSPASSIONATE

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QUESTIONS?

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Beardbranding.com

Lean Branding