building a meaningful brand
DESCRIPTION
In today's over-saturated market, it is impossible to grow into a strong, value-driven organization without having an intimate knowledge of who you are, and who you're not. You must be willing to commit to a highly differentiated position. You simply cannot be everything to everyone. But how do you open your organization up for this kind of introspection, and what exactly do you need to learn about yourself to start evolving your image into what you've always wanted it to be? This talk walks through the steps to define and solidify your brand foundation, followed by an overview of the outlets you can use to uniquely express these qualities in such a way that provides a unique experience for your customers, shows you stand up for what you believe, and allows you to stand out in a sea of competition.TRANSCRIPT
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