you never get a second chance to make a first impression
TRANSCRIPT
@Mar%jnKagenaar Startup Fest Brightlands Maastricht, May 27th 2016
YOU NEVER GET A SECOND CHANCE TO MAKE A FIRST IMPRESSION
Today 1. First impressions 2. What is branding? 3. Building blocks 4. First chances 5. Second chances 6. Start up!
branding & design since 1986 23 staff Dutch Top 20
consultants, designers, copywriters, project managers, developers, dtp, interns, administraIon, …
Branding
Design
Engagement
Een wereldvan verschil.
Red Dot Design Awards
1. First impressions 2. What is branding? 3. Building blocks 4. First chances 5. Second chances 6. Start up!
TV ad, Head & Shoulders (1)
TV ad, Head & Shoulders (2)
It’s biology, stupid!
Niko Tinbergen: supernormal sImuli
Are you a camera? Because every Ime I look at you, I smile.
Supernormal = super + normal
Supernormal ≠ exaggeraIon
Nice shoes! Wanna fuck?
A[er biology comes psychology
Now
Later
PercepIon Thought Decisions Behavior
1. First impressions
2. What is branding? 3. Building blocks 4. First chances 5. Second chances 6. Start up!
IdenIty & image Image
= percep%on
proposi%on
communica%on
design
Iden%ty = ambi%on
© Birkigt & Stadler
Branding in the year 1350
Branding in the year 1650
Branding in the year 1850
Branding in the year 1950
Branding in the year 2000
However… GOOD branding & design works. In three ways.
Strategy • More innova%on (TNO, 2005) • Less price compe%%on (CDI, 2007)
Image • Efficient transfer of values (SWOCC, 2008)
€ • 20% more profitable (Erasmus/TU Delc, 2010)
1. First impressions 2. What is branding?
3. Building blocks 4. First chances 5. Second chances 6. Start up!
1. Brand name 2. Brand design 3. Brand communicaIon
Brand name
What’s in a name?
Smile to the future
AvanIum
MC4E
TEC3D
Mondriaan
Plantafelt
The brand name is your brand’s most consistent element.
InspiraIon DisIncIon ProtecIon
Short Sustainable Sounds good
Types of brand names DescripIve DollarShaveClub, Kentucky Fried Chicken CommunicaIve Fedex, Microso;, LandRover
AssociaIve Puma, Jaguar, Zuiderlicht
Abstract HEMA, Sony, Pepsi
And don’t forget… • Brand values • Other languages • .com, .nl or .design etc.
Brand design
30%
Interpolis. Glashelder.
What do you think when you see these business cards?
Brand communicaIon
Endless sharpening.
We keep your promises.
1. First impressions 2. What is branding? 3. Building blocks
4. First chances 5. Second chances 6. Start up!
Best pracIces
TV ad, DollarShaveClub.com
TV ad, Apple (Macintosh, 1984)
Worst pracIces
1. First impressions 2. What is branding? 3. Building blocks 4. First chances
5. Second chances 6. Start up!
Sub-‐branding
What branding builds, sub-‐branding can destroy.
Re-‐branding
Supernormal ≠ exaggeraIon
Supernormal ≠ someone else
Supernormal = the very best you
TV ad, Cup-‐a-‐Soup (John de manager)
TV ad, Got Milk?
1. First impressions 2. What is branding? 3. Building blocks 4. First chances 5. Second chances
6. Start up!
All good branding starts with solid homework.
Briefing your creaIves can be…
… life-‐dangerous when you…
… leave open ends, like…
“Why don’t you just start with something…”
“I thought you were creaPve…”
“Please, surprise us…”
Even ‘co-‐creaIon’ requires solid homework.
Homework part 1 • Your company – Product & service – Markets & trends – Compe%%on – Target group – Current image
Homework part 2 • Your brand – Vision / mission – Strategy – Future image – Communica%on – Brand values
Homework part 3 • Your communicaIon – Targets – Promise – Proof – Obstacles – Means
Resume
First impressions maler a lot.
Name + design + communicaIon.
First aim, then shoot.
Branding = creaIng the very best you.
Only the best get a second chance to make a first impression.
Video, Apple: Steve Jobs introducing “Think Different” campaign
Thanks for your alenIon and have a f***ing great Startup Fest.