BRAND-DRIVEN DESIGN
@MIKEATHERTON
A MINIMUM VIABLE PRESENTATION FOR EURO IA 2012
50 MILLION USERS
50 years 10 years 5 years 6 months 50 days
Pure function
Feature wars
Experience wars
TECHNOLOGY LIFECYCLE
Don Norman, The Invisible Computer, 1998
The feature wars are an arms race. Beyond lies experience.
“Good design is invisible.” Dieter Rams
Pure function
Feature wars
Experience wars
Commodities TECHNOLOGY LIFECYCLE
Don Norman, The Invisible Computer, 1998
Via Josh Porter and Stephen Anderson
Emotional design seeks to increase the motivation to use a product.
2001 “No wireless. Less space than a Nomad. Lame. I don't see many sales in the future of iPod.” Slashdot commenter “I still can't believe this! All this hype for something so ridiculous! Who cares about an MP3 player?” MacRumors commenter 300,000,000 iPods sold (October 2011)
“I've never been particularly good with numbers, but I think I've done a reasonable job with feelings. I'm convinced that it is feelings, and feelings alone, that account for the success of the Virgin brand and all its myriad forms.” Richard Branson
UNDERSTANDING BRANDING
@MIKEATHERTON
PART II
BRAND-DRIVEN DESIGN
Branding is not the same thing as choosing a logo or colour palette.
A brand is the single idea you own in the mind of the consumer.
SAFETY in cars
OVERNIGHT in freight
THE FIRST LAW OF BRANDING IS
FOCUS OWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND
AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING
Every category has a leader and a challenger.
Huddle seeks to challenge the space dominated by Sharepoint.
CHALLENGER BRANDS
REFRAME THE CONVERSATION
GETTING CONSUMERS TO CONSIDER THE CATEGORY IN NEW WAYS
ADAM MORGAN, THE PIRATE INSIDE
Segmenting a category creates new leadership opportunity.
“I’m lovin’ it.”
“Reassuringly expensive”
“Just do it”
“I’m lovin’ it.” “Reassuringly expensive” “Just do it”
Personal, informal, feminine
Premium, reliable Assertive, simple, transparent
Branding describes the position, not the product.
“In the factory, we make cosmetics. In the drugstore we sell hope.” Charles Revson, founder of Revlon
Digital products are their own brand marketing.
Tone of voice in a product communicates brand personality...
Screenshotsofdespair.tumblr.com
...as do the moments of theatre and irreverent delight.
Focus product design around your category differentator.
BRAND-DRIVEN DESIGN PUTS YOUR DIFFERENTIATOR, VALUES AND ATTITUDE
INTO THE HEART OF YOUR PRODUCT.
BUILDING A BRAND @MIKEATHERTON
PART III
BRAND-DRIVEN DESIGN
Brand building is a customer journey...
K L Keller, 2001
RESONANCE
SALIENCE
IMAGERY
FEELINGS
PERFORMANCE
JUDGEMENTS
Customer-based Brand Equity Model
K L Keller, 2001
...both rational and emotional.
Your mission is the change you want to see in the world.
Find inspiration from within your company.
In the UK, the Co-operative own the category of ethical banking.
You need to live your values in everything you do.
Personality transforms the relationship we have with ordinary products.
Sometimes rational benefit is not enough to occupy the mind...
...yet character can create a strong emotional bond.
www.naugahyde.com/history.html
A backstory develops the character and helps engagement.
Naugahyde built a differentiator of cruelty-free fabric.
Owning the character helps people connect with the brand.
Be the nauga. Build engagement through personality.
THE BRANDING WORKSHOP
@MIKEATHERTON
PART IV
BRAND-DRIVEN DESIGN
Run a brand development workshop to define your values and personality traits.
TRAITS AND VALUES Brand personality is driven by two things: TRAITS: Your specific characteristics, or how others would describe you. VALUES: The iconic things that you stand for above all else.
Plot your performance against other brands.
Assess the positioning of competitors to uncover your own.
Define your personality to determine tone of voice.
Hugh Laurie British manner with global relevance, dry sarcasm.
David Tennant Charm, British but global, warmth, geek chic.
New MINI British know-how, glamour, fun, well-built, informal, technology wrapped in timeless style.
Tina Fey Modern woman, intelligent humor, touch of sarcasm.
Use known characters to define your own.
Write it. Share it. Live it.
Unique
Authentic
Talkable
Personality
Rohit Bhargava Personality Not Included, 2010
Brand voice must be unique, authentic and talkable.
JUST DO IT @MIKEATHERTON
PART V
BRAND-DRIVEN DESIGN
Web design favours fashion over differentiation.
Imitated experiences cannot be owned.
Consumer web products are full of happy happy joy joy!
Playful, informal tone is lovely...
wackaging.tumblr.com
...but is quickly losing distinctiveness.
Find product touchpoints to introduce brand voice.
B2B products struggle to show distinctive personality.
How much mail would a MailChimp mail if a MailChimp could chimp mail?
Freddie adds character, but never, ever gets in the way.
Netflix recommendations are the heart of the product experience.
BRAND-DRIVEN DESIGN GUIDES OUR PRODUCT PROPOSITION
“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are.” Steve Jobs
THE POWER OF A BRAND IS INVERSELY PROPORTIONAL
TO ITS SCOPE
AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING
Find the uncontested space where your product can be top-of-mind.
Communicate your values and personality to build empathy.
BRAND-DRIVEN DESIGN Competes not on features, but on an experience built
around a single, differentiated idea communicated through authentic, talkable and unique values and
personality traits.
It builds preference, loyalty and love.
Go own a single idea in the mind of your customer.
THANKS! @MIKEATHERTON
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