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
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
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