branding + software

Branding + SoftwareSitting in A Tree

PAUL HART

b I’m unsure of how to integrate brand into software

aI’m unsure of what brand means for product development

c I’m afraid of what software development will do to my brand

What brands are represented here tonight?

Exercise:

Write down a current product

brandmarketing software

my view

What is brand?1

Why does it matter?2

3

4

What’s the problem?

Software + Brand

alinearestaurant.com

“Delightful!”

Provide Experience

Us User

Consumes Experience

How do your customers feel?

What is brand?1

“an identifying mark made by a hot iron”

distinguishableidentifiable

uniquepersonality

Brand Promise

Brand Identity

Brand Attributes

Brand Personality

“Everywhere I want it.”

Brand promise is like the North star

Exercise:

What’s your brand promise?

Identity

Brand

Experience+

Brand Promise

Brand Identity

Brand Attributes

Brand Personality

+

Experiences invoke emotion

pablohart

pablohart

St. Joseph

head in the sand

What do you expect?

“We aim to be a place where guests and team members will always find

more than they expect.”TARGET STORES

design for all

great guest service

more for your money

>

>

>

=

=

=

When

>

Trust is established

user experience

user expectation

Content

Interaction

Workflows

Performance

Accuracy

Timing

Images

What does brand look like in software?

Colors

(lack of) Bugs

Interaction affects the brand experience

15 Steps!

Everything has a brand whether it’s intentional or not

Brand is the experience.

Why does it matter?2

BusinessGoals

ConsumerDesires

BrandIdentity Experience

The brand provides context

Good experiences make loyal customers

Helps achieve business goalsIMAGE FROM HTTP://PLACEIT.BREEZI.COM/

Brand is the experience.

Brand empowers.

What’s the problem?3

Development Cycle

Brand Drift

FrankenbrandWhen you get a different feeling from

different communication channels.

BRAND SPEAKER AND CONSULTANTTamsen Webster

IMAGE FROM HTTP://WWW.DOCTORMACRO.COM/

Brand is the experience.

Brand empowers.

Brand drifts.

Exercise:

Where does brand drift occur in your product?

Software + Brand4

As product makers we are all

shepherds & facilitatorsof the brand

User experiences change over time (shifting requirements)

Brands need to adapt to new platforms and media

Brands are more “agile” than ever before

How we respond to change is key to preventing brand drift.

Brand Alignment

AFTER

observereactions

promise delivered?

DURING

what informs?

ensureintegrity

BEFORE

brand promise

lenses

Evaluate Features

Evaluate Features

capability usability aesthetics

capability usability aesthetics

Exercise:

Identify 1 feature for each lens

Case Study

Kidtelligent is a personality-based system

for parents and kids to help them better understand how to succeed in life.

Define Personas

Mission

Help parents, teachers and educators unlock the power of

personality to help a child thrive.

Kidtelligent

Research w/real users

Inspiration

Mood boards

6 min. Timer

Goals

Sketches

Sketching

Eli

LydiaI’M A KIDTELLIGENT

COMPOSER

kidtelligent.com

I’M A KIDTELLIGENT INVENTOR

kidtelligent.com

KidtelligentEmpower your child.

123 Main Street

Suite 200

Grand Rapids, MI

49506

Kid

tellig

ent

KidtelligentEmpower your child.

Roger Jansen

616-555-1212

roger@kidtelligent.com

kidtelligent.com

KidtelligentEmpower your child.

KidtelligentEmpower your child.

KidtelligentEmpower your child.

Headline Museo Sans

Special use copy—Museo SansLorem ipsum dolor sit amet, consecte-tur adipiscing elit. Nulla semper vulpu-tate diam, eget ullamcorper orci porta vitae. Aenean tortor ante, fermentum fermentum sollicitudin vel, scelerisque sed metus. Donec sed enim ligula, nec laoreet dui. Aliquam erat volutpat.

Web body copy—Helvetica NeueLorem ipsum dolor sit amet, consecte-tur adipiscing elit. Nulla semper vulpu-tate diam, eget ullamcorper orci porta vitae. Aenean tortor ante, fermentum fermentum sollicitudin vel, scelerisque sed metus. Donec sed enim ligula, nec laoreet dui. Aliquam erat volutpat.

Increase Your Kidtelligence.Help your kid thrive by unlocking the power of their personality. Our specially designed assessment shows you how and increases your kidtelligence.

Visit kidtelligent.com

KidtelligentEmpower your child.

Increase Your Kidtelligence. kidtelligent.com

ATOMIC OBJECT — KIDTELLIGENT CONCEPT A AUGUST 5, 2010 PAGE 1/4Ad Concept 1

Ad Concept 2

Web Concepts

Final Design

TrustedProvenCurrent

ApproachableHelpful

Intelligent

Key Activity

Usability Testing

Properly prioritize the user experience for specific key activities.

Brand is the experience.

Brand empowers.

Brand drifts.

Brand adapts.

Fall in love with the brandDefine the contextTalk to real people

Sweat the (right) detailsKeep your eye on the North star

Before the build agree on the proper lens for features & learn from users

PRODUCT OWNERS:

Find a balance between features that extend capability and aesthetics

DESIGNERS:

Don't de-prioritize brand stories just because they are not feature. Brand *is* a critical feature

DEVELOPERS:

Software + BrandingSitting in A Tree

PAUL HART