MISSION BRIEFING:
OPERATION MVB. WHAT DOES IT TAKE TO CRAFT A MINIMUM VIABLE BRAND AS A HEALTHCARE START-UP?
Dr. Carsten TotzStrategy Director - think moto GmbH Hauptgefreiter d.R. - German Air Force MESH Camp Berlin September 18, 2014
Photo: www.offdutygamers.com
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
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VS
BRANDINGUSABILITY
„as PARTICULAR as possible.“
„as HABITUAL as possible.“
BIxD
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
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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
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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?
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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?
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WHAT IS A BRAND?
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?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
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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
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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
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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
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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!
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beneficial for every relationship.CONSUMERS (B2C)
CLIENTS (B2B) EMPLOYEESINVESTORSPARTNERS
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!
BRANDING. BUSINESS’ VALUE CREATION MACHINE. BELIEVE IT OR NOT, IT REALLY WORKS!
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+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
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INTERBRAND BEST GLOBAL BRANDS 2013
CHANGE BRAND VALUE#
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
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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
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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?
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BRANDING & BRAND MANAGEMENT:THERE’S NO ONE-SIZE-FITS-ALL-SOLUTION.
BRANDING BYPLANNING// strategic, product portfolios & life-cycles etc.
Gillette Henkel Nestlé P&GUnilever
BRANDING BYIMAGERY// functional, ad campaigns, creative, iconic etc.
American Apparel Absolut Beck’s H&M Sony
BRANDING BYEXPERIENCE // exceeding, human, surprising, touching etc.
AirBNBAmazon Apple MyTaxi Starbucks
BRANDING BYSELF-EXPRESSION
// cooperative, fluid, fast-paced, participatory etc.
Burton Converse Mini Vans
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
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
BELIE
FS / VALUES
RALLY POINT YOUR WHY M
EDIUM
MESSAGE CHANNELS F
EEL (INTERACT)
E
XPER
IENC
E
SEE
(VIS
UAL)
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 PatienceFrom The Lean Brand | LeanBrandBook.com | #TheLeanBrand
DESIGNED BY:
source: Jeremiah Gardner & Dee Copeland Patience, The Lean Brand
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… 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
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OUR BIXD-PROCESS: STEP BY STEP TOWARDSINTERACTIONS THAT STRENGTHEN YOUR BRAND.
TODAY’S FOCUS
DISCOVERANALYSIS
DEFINE STRATEGY
DESIGNCONCEPT & DESIGN
DELIVER PRODUCTION &
DOCUMENTATION
DISTRIBUTEROLL-OUT &EVOLUTION
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
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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
fixed
variable
externalinternal
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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 commitmentto our customers, ouremployees and the world?
BRAND DELIVERY How do we intend to fulfillour 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
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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.“
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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
THE OTHERS
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DEFINE: BRAND POSITIONING. … OF COURSE YOU’RE BETTER, BUT IN WHAT WAY AND FOR WHOM?
mainstream
elite
pro
gres
sive
cons
erva
tive
1who are your (direct and indirect) competitors ?
what are the reasons people buy from them?
what is the competitor position in the market?
2what is the current position of your company, product or service?
what position can you achieve, realistically?
3what specific attribute or quality of your product or service makes you unique and desirable?
YOU
DIFFERENTIATOR
keep it real, stay true!
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
THE OTHERS
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mainstream
elite
pro
gres
sive
cons
erva
tive
1who are your (direct and indirect) competitors ?
what are the reasons people buy from them?
what is the competitor position in the market?
2what is the current position of your company, product or service?
what position can you achieve, realistically?
3what specific attribute or quality of your product or service makes you unique and desirable?
YOU
DIFFERENTIATOR
keep it real, stay true!
„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?
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DEFINE: BRAND PERSONALITY. HOW DOES IT FEEL INTERACTING WITH THE BRAND? WHAT DRIVES HER/ HIM, HOW DOES SHE/ HE BEHAVE?
Look & Feel
InformationArchitecture
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
fixed
variable
externalinternal
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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 commitmentto our customers, ouremployees and the world?
BRAND DELIVERY How do we intend to fulfillour 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
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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 ofa 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.
BenefitsRtB
PerformanceArchetype
Imagery
Name
LogoColors
Packaging
Product Design
UX
BXScripts
Advertising
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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
STORYTELLINGexpressing 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
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DESIGN: BRAND IDENTITY - NAME.THINK MOTO CASES.
HELLO
MY NAME IS
? iThings4U -> relayrCOMPANY: Internet of Things
assistr, heatr, homrPRODUCTS: Internet of Things
sayHEYSERVICE: Instant Smart Messaging
All-OnMOBILE TARIF: High Data-Volume
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
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DESIGN: BRAND IDENTITY - LOGO.THE VISUAL CORE OF YOUR STORY - …
GENUINE expresses essence or trait of your company, unique
DEEPunfolds 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
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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
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DESIGN: BRAND IDENTITY - COLORS. A MIGHTY TOOL, WHEN DEPLOYED BY THE BOLD AND BRAVE.
TelcoChocolateCreme Softdrink CoffeeRentalCars
„
„
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.
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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 generic stock-photography is yet wrong
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
source: www.winau-mag.de source: www.implaneo.de
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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 statementabout your personality
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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 Apppromises Joy-of-Use? For what App would you spend € 2 ,69?
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
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„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
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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.
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THANK YOU VERY MUCH. DISMISS!
40MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
CONTACT:
Dr. Carsten TotzStrategy Director Tel. +49 30 8101 [email protected]
Anna KubitzaAccount DirectorTel. +49 30 8101 [email protected]
www.thinkmoto.dewww.brandnewthinking.de
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