Branding + Software

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Branding + Software Sitting in A Tree PAUL HART

description

Many people think of branding as logos and colors. But, there's more to this branding thing than you may realize. *Every encounter a customer has with your product is a brand impression*. Understanding and applying brand will always make your product more successful. A company’s brand — and how that brand is applied — is the differentiating factor in products. As developers, designers, and product managers, let’s work together to make the most of it in our applications.

Transcript of Branding + Software

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Branding + SoftwareSitting in A Tree

PAUL HART

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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

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What brands are represented here tonight?

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Exercise:

Write down a current product

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brandmarketing software

my view

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What is brand?1

Why does it matter?2

3

4

What’s the problem?

Software + Brand

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alinearestaurant.com

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“Delightful!”

Provide Experience

Us User

Consumes Experience

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How do your customers feel?

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What is brand?1

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“an identifying mark made by a hot iron”

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distinguishableidentifiable

uniquepersonality

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Brand Promise

Brand Identity

Brand Attributes

Brand Personality

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“Everywhere I want it.”

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Brand promise is like the North star

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Exercise:

What’s your brand promise?

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Identity

Brand

Experience+

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Brand Promise

Brand Identity

Brand Attributes

Brand Personality

+

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Experiences invoke emotion

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pablohart

pablohart

St. Joseph

head in the sand

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What do you expect?

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

more than they expect.”TARGET STORES

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design for all

great guest service

more for your money

>

>

>

=

=

=

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When

>

Trust is established

user experience

user expectation

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Content

Interaction

Workflows

Performance

Accuracy

Timing

Images

What does brand look like in software?

Colors

(lack of) Bugs

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Interaction affects the brand experience

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15 Steps!

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Everything has a brand whether it’s intentional or not

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Brand is the experience.

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Why does it matter?2

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BusinessGoals

ConsumerDesires

BrandIdentity Experience

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The brand provides context

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Good experiences make loyal customers

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

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Brand is the experience.

Brand empowers.

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What’s the problem?3

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Development Cycle

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Brand Drift

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FrankenbrandWhen you get a different feeling from

different communication channels.

BRAND SPEAKER AND CONSULTANTTamsen Webster

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

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Brand is the experience.

Brand empowers.

Brand drifts.

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Exercise:

Where does brand drift occur in your product?

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Software + Brand4

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As product makers we are all

shepherds & facilitatorsof the brand

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User experiences change over time (shifting requirements)

Brands need to adapt to new platforms and media

Brands are more “agile” than ever before

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

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Brand Alignment

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AFTER

observereactions

promise delivered?

DURING

what informs?

ensureintegrity

BEFORE

brand promise

lenses

Evaluate Features

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Evaluate Features

capability usability aesthetics

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capability usability aesthetics

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Exercise:

Identify 1 feature for each lens

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Case Study

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Kidtelligent is a personality-based system

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

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Define Personas

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Mission

Help parents, teachers and educators unlock the power of

personality to help a child thrive.

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Kidtelligent

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Research w/real users

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Inspiration

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6 min. Timer

Goals

Sketches

Sketching

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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

[email protected]

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

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Ad Concept 2

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Web Concepts

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Final Design

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TrustedProvenCurrent

ApproachableHelpful

Intelligent

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Key Activity

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Usability Testing

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Properly prioritize the user experience for specific key activities.

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Brand is the experience.

Brand empowers.

Brand drifts.

Brand adapts.

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Fall in love with the brandDefine the contextTalk to real people

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

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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:

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Software + BrandingSitting in A Tree

PAUL HART