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On Branding
Turning Emotion into Connection
WILLIAM EVANS
WELCOME
Will Evans
will@semanticfoundry.com
@SemanticWill
http://semanticfoundry.com
http://linkedin/in/semanticwill
CONTACT
Copyright © 2016-2017 William Evans
“Every advertisement should be thought
of as a contribution to the complex
symbol which is the brand image.”
- David Ogilvy
SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
Waterfall Branding
“We hired a brand consultancy and developed a
grand brand strategy. Our ad agency went on to
create and produce an ad campaign that stepped
way ahead of our capability to deliver the brand
promise.
We ended up with customer disappointment,
internal conflicts, and brand credibility erosion.”
Defining Brand
A brand is the unique story that consumers recall
when they think of you. This story associates your
purpose with their personal stories, a particular
personality, what you promise to solve, and your
position relative to your competitors.
Your brand is represented by your visual symbols and
feeds from multiple conversations where you must
participate strategically.
“Regarding Lean Branding, simplicity is not the goal.
It is the result of a good idea, modest expectations,
constant testing, iterative execution, and ruthless
cutting.”
- Will Evans
A S K T H E S E Q U E S T I O N S :
• What is the deep seated, validated need
that we satisfy?
• What is our core competence? What are
we really good at?
• Why do we deserve to exist?
• What role does branding play in our
competitive strategy?
Defining Brand
• Trademarks (these are legal properties)
• Mission statement (this is a reminder)
• Logo or tagline (these are signatures)
• Products or services (these are the tangibles)
• Advertising (they are the vehicle)
What a Brand Isn’t
“The art of marketing is the art of
brand building. If you are not a
brand, you are a commodity.
Then price is everything and the
low-cost producer is the only
winner.” - Philip Kotler
SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
Challenging Brand
§ Is it the personification of an organization, product or service?
§ Is it the source of a promise to the customer?
§ Is it a trust mark?
§ Is it a set of associations that enhance or detract from the related
product or service?
§ Is it a source of emotional connections with customers?
§ Is it something that should drive the deisgn of the total customer
experience?
§ Is it a singular concept embedded in the minds of the customer?
Branding as Storytelling
Man is, in his actions and practice, as well as in his
fictions, essentially a story-telling animal. He is not
essentially, but becomes through his history, a teller of
stories that aspire to truth. But the key question for
men is not about their own authorship; I can only
answer the question "What am I to do?" if I can
answer the prior question "Of what story or stories
do I find myself a part?"
“In societies where modern conditions of
production prevail, all of life presents itself
as an immense accumulation of spectacles.
Everything that was directly lived has
moved away into a representation.”
- Guy Debord
SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
“Customers don’t
care about your
solution. They care
about their
problems.”
D E S I G N
T H I N K I N G
L E A N A 3
BRAND
STRATEGY
LEAN UX
BRANDING+ + =
SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
D E S I G N
T H I N K I N G
L E A N A 3
BRAND
STRATEGY
LEAN UX
BRANDING+ + =
Customer
Psychology
SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
D E S I G N
T H I N K I N G
L E A N A 3
BRAND
STRATEGY
LEAN UX
BRANDING+ + =
Customer
Psychology
Strategic
Experiments
SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
D E S I G N
T H I N K I N G
L E A N A 3
BRAND
STRATEGY
LEAN UX
BRANDING+ + =
Customer
Psychology
Strategic
Experiments
Crafted
Messaging
SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
“The brand needs to be reframed as a piece of
narrative. And it follows that the consumer is
no longer a mere ‘receiver’ of a message. We
have finally established a model that places the
consumer in a pivotal role — as a reader of
brand activity.”
— Chris Barnham
Branding as Storytelling
§ Narratives are constantly changing
and open to interpretation.
§ There is no expectation of
permanence.
§ Authorship is irrelevant.
Brand Narrative
p u r p o s e
the reasons to tell
brand stories
Customer Stories Brand Stories
Brand advocate
Stories told through
social media
stories told to share
experiments
Strengthen positioning
Stories told through
paid & earned
media
Stories told to
leverage events
m e t h o d
the channels of
storytelling
opportunity
when to tell brand
stories
Brand Drivers
• Be relevant — you’re only as valuable as your
customers thing you are
• Be different — but only different where it
matters (like creating value)
• Always deliver — but never over-promis
• Have a story — connect your idea emotionally
with customers
• Open authorship — customers create the
brand along with you
Brand Principles
what is a brand?
narrative
lean branding methods
Saturated
Market
WHY YOU?
Short
Attention
Span
Low
Switching
Cost
Speed of
Viral
No
Advertising
Budget
Low
Barriers
to Entry
Brand Matters
SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
• What is your testable hypothesis about how
you will deliver value to customers?
• What experiment did you run?
• Can you repeat the experiment?
• What was the source of the insight?
• Did you validate that insight?
• How did you test your hypothesis?
• Can you distill it to one core promise?
Brand as Hypothesis
Promise Story
Values Name
Elements of Branding
01 Promise
02 Values
03Story
04 Name
SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
LEAN
BRANDING
Brand
Images
Brand
Attributes
Brand
Associations
CORPORATE
STRATEGY
BRAND
IDENTITY
INTERNAL
BRANDING
PRODUCT
DESIGN
Do not make the mistake of letting
your brand image take over and
become the brand identity. It’s only
part of the equation —
not the whole equation.
SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
• What you believe in
• What you care about
• How you will make a difference
• What guides your decision making
Values
• You have identified a pain point in your
customers’ experience, and validated that it’s real.
• How do you plan on solving it?
Brand Promise
§ A narrative, told from the perspective of your
customer, with a beginning, middle, and end.
§ It starts with your customer’s problem, and ends
with your solution easing their pain.
Story
• What is your name?
• Does it speak to your values?
• Does it resonate with your customers?
• Have you tested it?
• Does it align with your visual identity?
• Logo
• Colour Palette
• Copywriting
• Style Guide
Name
§ State your promise as a hypothesis
§ Start small
§ Assume your message is wrong
§ Test your assumptions
§ Iterate based on customer feedback
§ Accept that you will fail
§ Be comfortable with a brand pivot
Lean Branding
“If you don’t talk to your customers,
how will you know how to talk to
your customers?”
- WILL EVANS
THANKS
Will Evans
will@semanticfoundry.com
@SemanticWill
http://semanticfoundry.com
http://linkedin/in/semanticwill
Copyright © 2016-2017 William Evans
SEMANTIC FOUNDRY ATELIERMADE WITH LOVE

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On Branding: Turning Emotion into Connection

  • 1. On Branding Turning Emotion into Connection WILLIAM EVANS
  • 3. “Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.” - David Ogilvy SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  • 4. Waterfall Branding “We hired a brand consultancy and developed a grand brand strategy. Our ad agency went on to create and produce an ad campaign that stepped way ahead of our capability to deliver the brand promise. We ended up with customer disappointment, internal conflicts, and brand credibility erosion.”
  • 5. Defining Brand A brand is the unique story that consumers recall when they think of you. This story associates your purpose with their personal stories, a particular personality, what you promise to solve, and your position relative to your competitors. Your brand is represented by your visual symbols and feeds from multiple conversations where you must participate strategically.
  • 6. “Regarding Lean Branding, simplicity is not the goal. It is the result of a good idea, modest expectations, constant testing, iterative execution, and ruthless cutting.” - Will Evans
  • 7. A S K T H E S E Q U E S T I O N S : • What is the deep seated, validated need that we satisfy? • What is our core competence? What are we really good at? • Why do we deserve to exist? • What role does branding play in our competitive strategy? Defining Brand
  • 8. • Trademarks (these are legal properties) • Mission statement (this is a reminder) • Logo or tagline (these are signatures) • Products or services (these are the tangibles) • Advertising (they are the vehicle) What a Brand Isn’t
  • 9. “The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.” - Philip Kotler SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  • 10. Challenging Brand § Is it the personification of an organization, product or service? § Is it the source of a promise to the customer? § Is it a trust mark? § Is it a set of associations that enhance or detract from the related product or service? § Is it a source of emotional connections with customers? § Is it something that should drive the deisgn of the total customer experience? § Is it a singular concept embedded in the minds of the customer?
  • 11. Branding as Storytelling Man is, in his actions and practice, as well as in his fictions, essentially a story-telling animal. He is not essentially, but becomes through his history, a teller of stories that aspire to truth. But the key question for men is not about their own authorship; I can only answer the question "What am I to do?" if I can answer the prior question "Of what story or stories do I find myself a part?"
  • 12. “In societies where modern conditions of production prevail, all of life presents itself as an immense accumulation of spectacles. Everything that was directly lived has moved away into a representation.” - Guy Debord SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  • 13. “Customers don’t care about your solution. They care about their problems.”
  • 14. D E S I G N T H I N K I N G L E A N A 3 BRAND STRATEGY LEAN UX BRANDING+ + = SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  • 15. D E S I G N T H I N K I N G L E A N A 3 BRAND STRATEGY LEAN UX BRANDING+ + = Customer Psychology SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  • 16. D E S I G N T H I N K I N G L E A N A 3 BRAND STRATEGY LEAN UX BRANDING+ + = Customer Psychology Strategic Experiments SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  • 17. D E S I G N T H I N K I N G L E A N A 3 BRAND STRATEGY LEAN UX BRANDING+ + = Customer Psychology Strategic Experiments Crafted Messaging SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  • 18. “The brand needs to be reframed as a piece of narrative. And it follows that the consumer is no longer a mere ‘receiver’ of a message. We have finally established a model that places the consumer in a pivotal role — as a reader of brand activity.” — Chris Barnham Branding as Storytelling
  • 19. § Narratives are constantly changing and open to interpretation. § There is no expectation of permanence. § Authorship is irrelevant. Brand Narrative
  • 20. p u r p o s e the reasons to tell brand stories Customer Stories Brand Stories Brand advocate Stories told through social media stories told to share experiments Strengthen positioning Stories told through paid & earned media Stories told to leverage events m e t h o d the channels of storytelling opportunity when to tell brand stories Brand Drivers
  • 21. • Be relevant — you’re only as valuable as your customers thing you are • Be different — but only different where it matters (like creating value) • Always deliver — but never over-promis • Have a story — connect your idea emotionally with customers • Open authorship — customers create the brand along with you Brand Principles
  • 22. what is a brand? narrative lean branding methods
  • 24. • What is your testable hypothesis about how you will deliver value to customers? • What experiment did you run? • Can you repeat the experiment? • What was the source of the insight? • Did you validate that insight? • How did you test your hypothesis? • Can you distill it to one core promise? Brand as Hypothesis
  • 25. Promise Story Values Name Elements of Branding 01 Promise 02 Values 03Story 04 Name SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  • 26. LEAN BRANDING Brand Images Brand Attributes Brand Associations CORPORATE STRATEGY BRAND IDENTITY INTERNAL BRANDING PRODUCT DESIGN Do not make the mistake of letting your brand image take over and become the brand identity. It’s only part of the equation — not the whole equation. SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  • 27. • What you believe in • What you care about • How you will make a difference • What guides your decision making Values
  • 28. • You have identified a pain point in your customers’ experience, and validated that it’s real. • How do you plan on solving it? Brand Promise
  • 29. § A narrative, told from the perspective of your customer, with a beginning, middle, and end. § It starts with your customer’s problem, and ends with your solution easing their pain. Story
  • 30. • What is your name? • Does it speak to your values? • Does it resonate with your customers? • Have you tested it? • Does it align with your visual identity? • Logo • Colour Palette • Copywriting • Style Guide Name
  • 31. § State your promise as a hypothesis § Start small § Assume your message is wrong § Test your assumptions § Iterate based on customer feedback § Accept that you will fail § Be comfortable with a brand pivot Lean Branding
  • 32. “If you don’t talk to your customers, how will you know how to talk to your customers?” - WILL EVANS