UXcamp Europe 2016 workshop

Download UXcamp Europe 2016 workshop

Post on 14-Feb-2017

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P O S I T I O N I N GV O I C ES T R A T E G YV A L U EI D E N T I T YE X P E R I E N C EP E R S O N A L I T YM I S S I O NA MEMORABLE STARTUP BRANDENTREPRENEURS GUIDETO BUILDINGby Iryna NezhynskaWorkshop agenda(F U LL- DAY O P T IO N, O R IGIN A LLY FO R S TA R T U P S)10:00_ Doors open. Morning coffee & Kick-off10:20_ New definition of brand. Successful stories and epic fails. What is a Minimum Viable Brand (MVB)?11:00_ One-minute-pitch session: attendees present their ideas.11:30_ Creating MVB. Step 1 - Strategy12:30_ Creating MVB. Step 2 - Naming13:30_ Lunch break14:00_ When to hire a designer and where to find them? Tips on working together. What is a creative brief?15:00_ Creating MVB. Step 3 - Look and feel16:00_ Creating MVB. Step 4 - CJM. Brand touchpoints17:00_ Three-minute-pitch session: attendees present their results.18:00_ Networking, Q&APR ACTICEPR ACTICEPR ACTICEPR ACTICEWorkshop agenda(T O DAY, FO R D ESIG N E R S A N D P R O D U C T O W N E R S)10:00_ Doors open. Morning coffee & Kick-off10:20_ New definition of brand. Successful stories and epic fails. What is a Minimum Viable Brand (MVB)?11:00_ One-minute-pitch session: attendees present their ideas.11:30_ Creating MVB. Step 1 - Strategy12:30_ Creating MVB. Step 2 - Naming13:30_ Lunch break14:00_ When to hire a designer and where to find them? Tips on working together. What is a creative brief?15:00_ Creating MVB. Step 3 - Look and feel16:00_ Creating MVB. Step 4 - CJM. Brand touchpoints17:00_ Three-minute-pitch session: attendees present their results.18:00_ Networking, Q&APR ACTICEPR ACTICEPR ACTICEPR ACTICET E A M __IN V ES T O RREC At last, the Big Day came. Launch! Whatever brilliant product you create, customers will not automatically love it1 Development2 Growth3 Stabilization4 DeclineINNOVATORSEARLY ADOPTERSP R O D U C T B E N EFITE M O TIO NSB ELO N GIN GM E A NIN Gone-stop shopambassadorsB LU EO CE A NR E DP R O D U C T B E N EFITE M O TIO NSB ELO N GIN GM E A NIN Gone-stop shopambassadorsR ATIO N A L E M O TIO N A LDECISIO NSP R O D U C T B E N EFITE M O TIO NSB ELO N GIN GM E A NIN Gone-stop shopambassadorsBrand is... ... a persons gut feeling about a product or company. (Marty Neumeier, Zag)Brand is... ... a space your company occupies in someones mind. It is the reputation of your company.Minimum Viable ProductMinimum Viable Product CustomersMediaGeneral publicCompetitorsProf. assosiations & industry expertsGovernment organisations EmployeesShareholders& Investors Partners & Suppliers Brand CUSTOMERS Early adoptersMinimum ViableDefine your strategy. Choose the right name. Uncover your brand personality.Create a list of touchpoints.Design brand assets.S T EP S O F C R E AT IN G M V B12345D E F I N I N G Y O U R S T R A T E G YWho are you?1. Who are you?2. What do you do, and why?3. What is your ONLY-statement? 4. What is your promise?5. What is your future?6. Who are your competitors?Our brand is the only that .Brand strategy/O N LY-S TAT EM EN T CATEGORY UNIQUE OFFER(Value Proposition Design, Strategyzer)Unlike , our helps to by and .COMPETITORTHEIR GOALS/TASKS VERB/FEATURE VERB/FEATURECATEGORY AUDIENCEBrand strategy/ELE VATO R PI TC H Brand strategy/O N LY-S TAT EM EN T What is your category? How are you different? Who are your customers? Where are they located? Why are you important to them?When do they need you? The ONLY thatformostly inbecause theywhen .(Marty Neumeier, Zag)UNIQUE PROP OSITIONPRODUCT CATEGORYCUSTOMER CATEGORYTERRITORYGOAL/TASKM OMENT/CONTEX TWe promise all to .(the)CUSTOMER CATEGORYBrand strategy/P R O MIS E UNIQUE OFFERMAIN TITLEquotesubtitlephotoBrand strategy/YO U R FU T U R E (in 2 years) What was the cause of death? Was it unexpected? Who will miss the brand and why? What was the brands biggest accomplishment in life? What lessons can be learned from the brands life?Who will take the brands place now? Brand strategy/YO U R FU T U R E (in 25 years) (by Denise Lee Yohn)1. Who are you?2. What do you do, and why?3. What is your ONLY-statement? 4. What is your promise?5. What is your future?6. Who are your competitors?1. Who are you?2. What do you do, and why?3. What is your ONLY-statement? 4. What is your promise?5. What is your future?6. Who are your competitors?Where are your customers?O LD N E WB R A N DIN Gcompanies sell productscustomers as a targetinproving and positioning productscustomers join brandscustomers as peopleinproving and positioning customersTribesCustomersWho are we?Who are they?Who do they want to become?Brand strategy/C US TO M ER P O SIT IO NIN G Our customers want to be (to feel) more ... . Our customers want to highlight that they are ... . Our customers want to be seen as ... . U N C O V E R I N G T H E B R A N D P E R S O N A L I T YHow do you look and feel?R ATIO N A L E M O TIO N A LDECISIO NSBrand personality/E M O TIO N A L T RIG G E RS _desire to control our lives;_dominance of and influence over others;_proof of being better (self-affirmation);_becoming better (self-achievement);_reinventing oneself; _wish-fulfillment; _family values (and nurturing);_sex, love, romance;_desire to belong; _excitement of discovery;_lack of time; _fun as a reward.Brand strategy/C US TO M ER P O SIT IO NIN G Our customers want to be (to feel) more ... . Our customers want to highlight that they are ... . Our customers want to be seen as ... . Brand personality/C O R E C H A R AC T ERIS T IC S To make our customers notice us and trust us, our brand should look , and . People will join us, if they think we are , and brand.We want people to tell others that we are ... .AwareEngageBuyUseShare(a person discovers that you exist and who you are)(he/she starts to believe in your values and realises that you are the best among others)(convinced customer purchases from you, online or offline)(from the moment when customer unpacks the product and later)(delighted customer starts telling people about his/her experience with your brand) the positive reference attracts new customerscustomer comes back to buy againCore assetsIdentity 1.0Identity 2.0(name, logo, tagline, mood, voice, color palette)(key touchpoints)Thank you!@IraNezhynskairyna.nezhynska@gmail.com nezhynska.comhttps://twitter.com/IraNezhynskahttp://www.nezhynska.com/What? Additional slides?Yes. I decided to add two more slides, so all participants can make a better use of this presentation. Key takeawaysFO R D ESIG N E R S:1_ Use these exercises for the workshops with clients on the early stage of any new digital product project. The results of such workshop form the base (and content) of the creative brief for the visual identity of the upcoming product.2_ Pay high attention to the last two exercises (Customer positioning and Core brand characteristics) and use them for creating a moodboard*. Stick to this moodboard and update it only when your product strategy is changing. If based on the deep research of who do your early adopters want to become and how they should see your brand this moodboard will help you to keep the same emotional message across the entire visual communication.3_ There is one very useful book for you.* - Your can read about the importance of moodboards here.https://www.amazon.com/Brand-Flip-customers-companies-profit/dp/0134172817/ref=sr_1_2?s=books&ie=UTF8&qid=1466963574&sr=1-2&keywords=the+flipped+brandhttps://www.smashingmagazine.com/2016/02/design-workflow/Key takeawaysFO R P R O D U C T O W N E R S A N D P EO P LE B E HIN D T H E B U SIN ES S G OA LS:1_ Take the time to do the Strategy section exercises. The results of these exercises are Your Businesss North Star on the road toward launching not just an app, but a successful brand.2_ Share the results of these exercises with designers or agencies who are going to create visual communication for your business.3_ There is one very useful book for you. And the second one I mentioned during the workshop.https://www.amazon.com/dp/1625274491/ref=pd_lpo_sbs_dp_ss_1?pf_rd_p=1944687522&pf_rd_s=lpo-top-stripe-1&pf_rd_t=201&pf_rd_i=1596590688&pf_rd_m=ATVPDKIKX0DER&pf_rd_r=JAK49SZSAEMREQSK6F8Rhttps://www.amazon.com/Value-Proposition-Design-Customers-Strategyzer/dp/1118968050/ref=pd_bxgy_14_img_2?ie=UTF8&refRID=J50SH1VZ3F7ZCYVSMC5RThe workshop is based on the extended version of this guide http://www.slideshare.net/IrynaNezhynska/entrepreneurs-guide-to-building-a-memorable-startup-brand