Operation MVB. What does it take to craft a 'minimum viable brand' as a healthcare start-up?

MISSION BRIEFING:

OPERATION MVB. WHAT DOES IT TAKE TO CRAFT A MINIMUM VIABLE BRAND AS A HEALTHCARE START-UP?

Dr. Carsten TotzStrategy Director - think moto GmbH Hauptgefreiter d.R. - German Air Force MESH Camp Berlin September 18, 2014

Photo: www.offdutygamers.com

http://www.offdutygamers.com

Strategic design agency with a focus on digital media. Concept and design of branded interactions - as interfaces, products, services and identities.

10+ experts in brand strategy, user experience and interaction design, visual and interface design, creative development and projectmanagement.

Web: www.thinkmoto.de Blog: www.brandnewthinking.de

http://www.thinkmoto.de

http://www.brandnewthinking.de

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VS

BRANDINGUSABILITY

„as PARTICULAR as possible.“

„as HABITUAL as possible.“

BIxD

MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014

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WE KNOW A LITTLE BIT ABOUT BUILDING BRANDS… FOR START-UPS AND/OR HEALTHCARE PROVIDERS, TOO.

Bookwire

eBook-Publishing Internet-of-Things Furniture

Dental Clinic Orthopedic Surgery

Quantified Self

START-UPS

HEALTHCARE


Dental Clinic

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BRANDING. WHAT IS IT ALL ABOUT? WHY IS IT IMPORTANT - FOR YOU?


MVB - MINIMUM VIABLE BRAND. WHAT DOES IT TAKE? HOW TO DO IT?

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WHAT IS A BRAND?

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?origin today

… make

… communicate

… deliver

company product service behavior performance communications promise image story logo identity experience interface …


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BRANDING. WHAT’S IT ALL ABOUT?

CONSUMER MARKETS & CULTURE

CRISIS OF INSTITUTIONS

INTEGRATED MARKETS

ECOSYSTEMS

ABUNDANCE

ETC.


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BRANDING. WHAT’S IT ALL ABOUT? BEING DIFFERENT, BEING UNIQUE, BEING BETTER.


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BRANDING.BENEFICIAL FOR CONSUMERS. NOT JOKING, IT’S A MATTER OF FACT.

FUNCTIONS OF A BRAND FOR A CONSUMER:

EFFICIENCY simplified information retrieval and processing

RISK REDUCTION reduced risk to take a „bad“ decision

SYMBOLIC BENEFITS enrichment of individual or social life


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FUNCTIONS OF A BRAND FOR A COMPANY:

TARGETING specific address and appeal

PREFERENCE mental monopoly, activation, loyalty

PROFITABILITY price premium, lower acquisition costs


BRANDING.BENEFICIAL FOR COMPANIES, TOO. WHAT A SURPRISE!

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beneficial for every relationship.CONSUMERS (B2C)

CLIENTS (B2B) EMPLOYEESINVESTORSPARTNERS

ETC.


BRANDING.BENEFICIAL FOR ALMOST EVERY BUSINESS-RELATIONSHIP. THAT’S REALLY A SURPRISE FOR MOST PEOPLE!

BRANDING. BUSINESS’ VALUE CREATION MACHINE. BELIEVE IT OR NOT, IT REALLY WORKS!

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+28% $ 98 Mrd.

+34% $ 93 Mrd.

+2% $ 79 Mrd.

+4% $ 79 Mrd.

+3% $ 60 Mrd.

+7% $ 47 Mrd.

+5% $ 42 Mrd.

+20% $ 40 Mrd.

-5% $ 37 Mrd.

+17% $ 35 Mrd.

1 2 3 4

8 96 7

5

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INTERBRAND BEST GLOBAL BRANDS 2013

CHANGE BRAND VALUE#


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BRANDING. BUT HOW TO STAND OUT?HOW TO BE DIFFERENT, UNIQUE & BETTER?

name logo color identity price quality service interaction experience communications etc.

HOW DO WE MAKE OUR BRAND UNIQUE? HOW DO WE STAND OUT?


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BRANDING & BRAND MANAGEMENT:THERE’S NO ONE-SIZE-FITS-ALL-SOLUTION.

BRANDING BYPLANNING// strategic, product portfolios & life-cycles etc.

Gillette Henkel Nestlé P&GUnilever

BRANDING BYIMAGERY// functional, ad campaigns, creative, iconic etc.

American Apparel Absolut Beck’s H&M Sony

BRANDING BYEXPERIENCE // exceeding, human, surprising, touching etc.

AirBNBAmazon Apple MyTaxi Starbucks

BRANDING BYSELF-EXPRESSION

// cooperative, fluid, fast-paced, participatory etc.

Burton Converse Mini Vans


17MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014

MVB CANVAS™

BUILD, TEST, AND ITERATE YOUR MINIMUM VIABLE BRAND

MVB

STORY

ARTIFACTS INVITATION

BELIE

FS / VALUES

RALLY POINT YOUR WHY M

EDIUM

MESSAGE CHANNELS F

EEL (INTERACT)

E

XPER

IENC

E

SEE

(VIS

UAL)

ORGANIZATION:

PERSONA SEGMENT:

DATE:

ITERATION NO:

VITALS

This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-nc-sa/4.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

Jeremiah Gardner & Dee Copeland PatienceFrom The Lean Brand | LeanBrandBook.com | #TheLeanBrand

DESIGNED BY:

source: Jeremiah Gardner & Dee Copeland Patience, The Lean Brand

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… BUT ONE THING IS CLEAR-CUT: YOU WON’T CREATE A STRONG BRAND WITHOUT A BRAND STRATEGY THAT IS BACKED BY A BUSINESS STRATEGY.

logo name

slogan visuals

may help to… identify company, product, service etc. … appear professional … deal with short-term communicationsBRAND

BUSINESS


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OUR BIXD-PROCESS: STEP BY STEP TOWARDSINTERACTIONS THAT STRENGTHEN YOUR BRAND.

TODAY’S FOCUS

DISCOVERANALYSIS

DEFINE STRATEGY

DESIGNCONCEPT & DESIGN

DELIVER PRODUCTION &

DOCUMENTATION

DISTRIBUTEROLL-OUT &EVOLUTION


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DISCOVER: UNDERSTANDING THE INTERPLAY OF FACTORS INFLUENCING BRANDED INTERACTIONS.

BUSINESS USER

BRAND- vision & values - promise - behavior - offering - appearance - story

- business model - competitors - product & services - customer-life-cycles - touchpoints - applications - content

- task - activity - context - culture - lifestyle - demographics


fixed

variable

externalinternal

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DEFINE: A SOLID STRATEGY IS THE FOUNDATION OF YOUR BRAND. YOU DON’T WANNA BUILD ON SAND!

BRAND VISION What do we want our brand to become?

BRAND PROMISE What is our commitmentto our customers, ouremployees and the world?

BRAND DELIVERY How do we intend to fulfillour commitment and what actions will we take?

BRAND POSITIONING How do we want to be perceived and what are our competitive advantages?

Source: Mootee, 60 Minute Brand Strategist, p. 182

BRAND PERSONALITY What is our character, what drives us and how do we behave and interact?+


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DEFINE: BRAND VISION. HOW DOES YOUR BRAND SUPPORT YOUR CORPORATE STRATEGY?WHAT DO WE WANT OUR BRAND TO BECOME?

„… our vision is to create a better everyday life

for the [sic] many people. Our business idea

supports this vision by offering a wide range

of well-designed, functional home furnishing

products at prices so low that as many people

as possible will be able to afford them.“


„To bring inspiration and innovation to every athlete* in the world. *if you have a body, you are an athlete.“

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DEFINE: BRAND MEANING (OR PROMISE). HOW DO YOU IMPROVE THE LIFE OF YOUR CLIENT?

BRAND MEANING

MISSION STATEMENT

external perspective, client’s point of view internal perspective, organizational point of view

essence of the brand’s benefits (functional and emotional) experienced through a brand’s products and services

direction and objectives of a brand

saying you „add value“ is not enough…


THE OTHERS

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DEFINE: BRAND POSITIONING. … OF COURSE YOU’RE BETTER, BUT IN WHAT WAY AND FOR WHOM?

mainstream

elite

pro

gres

sive

cons

erva

tive

1who are your (direct and indirect) competitors ?

what are the reasons people buy from them?

what is the competitor position in the market?

2what is the current position of your company, product or service?

what position can you achieve, realistically?

3what specific attribute or quality of your product or service makes you unique and desirable?

YOU

DIFFERENTIATOR

keep it real, stay true!


THE OTHERS

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mainstream

elite

pro

gres

sive

cons

erva

tive

1who are your (direct and indirect) competitors ?

what are the reasons people buy from them?

what is the competitor position in the market?

2what is the current position of your company, product or service?

what position can you achieve, realistically?

3what specific attribute or quality of your product or service makes you unique and desirable?

YOU

DIFFERENTIATOR

keep it real, stay true!

„The professional/ trustworthy/ passionate leader/ partner/ expert in/for innovative/ state-of-the-art/ efficient healthcare solutions.“

If your positioning statement goes like this:

Throw it away and start again!


DEFINE: BRAND POSITIONING. … OF COURSE YOU’RE BETTER, BUT IN WHAT WAY AND FOR WHOM?

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DEFINE: BRAND PERSONALITY. HOW DOES IT FEEL INTERACTING WITH THE BRAND? WHAT DRIVES HER/ HIM, HOW DOES SHE/ HE BEHAVE?

Look & Feel

InformationArchitecture

User Guidance

Motion & Interaction

empathic determined efficient

VERBAL DESCRIPTION

„

„

[Brandname] is a 45 year old male, top-educated and

extremely experienced. He lives with his wife and two

kids in a spacious house in Munichs suburbia. The interior

of his house is bright, welcoming and ‚scandinavian‘ -

mixing inherited furniture with design icons. […]

He is healthy and in a very good shape. He loves to spend

spend time outdoors - hiking, running, mountain biking.

Being on vacation means to do something, to be active,

to sail in the mediterranean or crossing the Andes. […]

BRAND FILTER


fixed

variable

externalinternal

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THE STRATEGIC FOUNDATION GIVES STABILITY. LET’S BUILD THE HOUSE!

BRAND VISION What do we want our brand to become?

BRAND PROMISE What is our commitmentto our customers, ouremployees and the world?

BRAND DELIVERY How do we intend to fulfillour commitment and what actions will we take?

BRAND POSITIONING How do we want to be perceived and what are our competitive advantages?

source: Mootee, 60 Minute Brand Strategist

BRAND PERSONALITY What is our character, what drives us and how do we behave and interact?+


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DEFINE & DESIGN: OUR BRAND MODEL. THE THINK MOTO BRAND BIOS.


OFFERING

BEHAVIOR IMAGE

STORY

MEANING

USP

The narrative, that tells a story about the origin, the myths, the legends and the cornerstones ofa brand.

The goal: CREDIBILITY.

The brand identity, that expresses the essence and promise of the brand visually.

The goal: UNIQUENESS.

The behavior, the interactions that express the personality and

character of a brand

The goal: EXPERIENCE.

The offer, the selling point - defining the value and benefits of the brand

for the human being.

The Goal: RELEVANCE.

BenefitsRtB

PerformanceArchetype

Imagery

Name

LogoColors

Packaging

Product Design

UX

BXScripts

Advertising

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DESIGN: BRAND IDENTITY - NAME.THE BEGINNING OF A CONVERSATION AND ESSENCE OF YOUR STORY.

HELLO

MY NAME IS

?DIFFERENTIATING ‚cos there’s too much „same same“ out there

STORYTELLINGexpressing the brand personality and tonality

EASY to understand, write, pronounce & memorize

PROTECTABLE or at least „ownable“

INTERNATIONAL suitable in different cultures and languages


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DESIGN: BRAND IDENTITY - NAME.THINK MOTO CASES.

HELLO

MY NAME IS

? iThings4U -> relayrCOMPANY: Internet of Things

assistr, heatr, homrPRODUCTS: Internet of Things

sayHEYSERVICE: Instant Smart Messaging

All-OnMOBILE TARIF: High Data-Volume


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DESIGN: BRAND IDENTITY - LOGO.THE VISUAL CORE OF YOUR STORY - …

GENUINE expresses essence or trait of your company, unique

DEEPunfolds deeper meaning/aspects, surprising, sophisticated

SIMPLE uncluttered, not too much detail, works in black & white

SCALABLE should work in small and large sizes, in every medium

BALANCED harmonious, pleasing the eye


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DESIGN: BRAND IDENTITY - LOGO.THE VISUAL CORE OF YOUR STORY - …WILL CHANGE OVER TIME, FOR SURE.


t


DESIGN: BRAND IDENTITY - COLORS. A MIGHTY TOOL, WHEN DEPLOYED BY THE BOLD AND BRAVE.

TelcoChocolateCreme Softdrink CoffeeRentalCars

„

„

There are more valid colors for healthcare

companies than BLUE & WHITE! It’s not just

about expressing “serious“, “trust“ or “clinical“ - it’s about empathy, quality-of-

life, optimism, change etc., too. Clarify what

your offer is all about (for the client), define

your focus, balance the colors, explore different shades… don’t go for the too

obvious, be courageous.

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DESIGN: BRAND IDENTITY - IMAGERY. THERE’S NO GENERAL RIGHT OR WRONG*. IT HAS TO EXPRESS YOUR BRAND PERSONALITY.

two top-notch

dental clinics

two different brand personalities

*well, maybe generic stock-photography is yet wrong


source: www.winau-mag.de source: www.implaneo.de

http://www.winau-mag.de

http://www.implaneo.de

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DESIGN: BRAND EXPERIENCE - PACKAGING. WHAT IS YOUR PRODUCT WEARING? WORKWEAR, CHEAP CHIC OR HIGH FASHION?


a statementabout your personality

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DESIGN: BRAND EXPERIENCE - DIGITAL INTERACTIONS.MAYBE THE MOST IMPORTANT TO BUILD (OR DESTROY) A BRAND TODAY.


JOY OF USE

ADRESSING EMOTIONAL NEEDS

SENSITIVITY FOR CONTEXT & ‚JOB TO BE DONE‘

COMMUNICATION OF USP & VALUE

MAKING THE SERVICE ACCESSIBLE & USABLE

What Apppromises Joy-of-Use? For what App would you spend € 2 ,69?

CRAFTING YOUR MVB - MINIMUM VIABLE BRAND. FOCUS ON WHAT TRULY MATTERS.

POSITIONING OFFERING

NAME (USER) EXPERIENCE

IMAGERY STATIONARY

STORY LOGO

„I suppose, there are more important challenges to tackle at the moment.“

„Take it seriously, don’t build on sand!“

„Put some effort on it, it pays of. Trust me.“

„Well… better to have a good one, but can grow over time.“


CAUTION:THIS CHART WILL DESTROY ITSELF IN 30 SECONDS!

WHY

HOW

WHAT

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„Branding, now more than ever, is about owning the idea, putting it at the heart of the organisation, and enabling it to spread across all touch-points and channels, no matter how much the media landscape changes.

It’s not simply a copy-paste of graphic principles. It’s experiential. The logo isn’t dead, it’s just irrelevant.“

(Jason Little, Creative Director, Landor Associates London)


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BRANDING. BUSINESS’ MOST POWERFUL TOOL TO CREATE VALUE FOR (ALMOST) EVERY RELATIONSHIP.


MVB - MINIMUM VIABLE BRAND. A START-UPS PROOF-OF-CONCEPT FROM A COMMUNICATIONS/ USER PERSPECTIVE.

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THANK YOU VERY MUCH. DISMISS!


CONTACT:

Dr. Carsten TotzStrategy Director Tel. +49 30 8101 [email protected]

Anna KubitzaAccount DirectorTel. +49 30 8101 [email protected]

www.thinkmoto.dewww.brandnewthinking.de

Marketing

Operation MVB. What does it take to craft a 'minimum viable brand' as a healthcare start-up?