adrian day "user experience or brand experience" - lbi masterclasses june 11

USEREXPERIENCEOR

BRAND EXPERIENCE?

Brand consultant

A Masterclassin brand strategy today

[email protected]

07990 594593

http://uk.linkedin.com/in/adriancday

Adrian Day

What’s a brand?

Brand strategy – theory and practice

Brand experience to user experience

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2

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9th June 2011

Adrian Day // User experience or brand experience?

1 WHAT’S A BRAND?

9th June 2011


A brand is…?

Not a logo or a name but an organisation’s reputation and a commitment to certain standards

Brands are created in the minds of people

… and (should be) delivered by every individual in the organisation

9th June 2011


A brand is a living entity and it is enriched or undermined cumulatively over time, the product of a thousand small steps Michael Eisner, former CEO of

Disney

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A brand is…

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… a thousand small gestures!

Employees

Community

New product development

Offices, reception areas &

meeting rooms

PRPromotions

Publications and literature

Word of mouth

AdvertisingSponsorship

Products

Business customers

Social media

Business partners

Websites

Products &Services

Communications

Place People

Community Suppliers

Retail customers

Call centre

ServicesMerchandising

New service development

BRANDESSENCE

Production facilities

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2 BRAND STRATEGY THEORY AND PRACTISE

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Brands have real value

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For a brand to be strong, it must be

Appealing&

Relevant

toits audience

Different

&

Know about

fromthe competition

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Brand success drives business success

Differentiation

Relevance

+ 289%

9th June 2011


Source: S&P: Change in EBIT over 3 years

+ 1%

+ 128%

+-

-

+

How do you create a brand?

A corporate brand is made up of a kit of parts including vision, values, proposition, positioning and personality

Brand expression is what brings the brand alive – The name, visual identity and communications – including website, social media, public relations, public affairs, employee engagement

Reputation is how people perceive the brand9th June 2011


Still in control?

In the past companies could ‘manage’ their brand interface – today they have less control

9th June 2011


30 million Britons have a Facebook presence.Almost a third of people who use social media are likely or very likely to post comments to express their opinions about a brand or company. So potentially 10 million people are ready to express their opinion via social media channels.YouGov online survey 24.5.11

The important bits of a brand

Propositionthe offer and benefits of that offer

Positioninghow the brand relates to other brands

Valuesthe qualities that make the brand appealing

Personalityhow the brand behaves

Architecturethe visual relationship between different brands

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These aren’t always explicitly defined

How brands position themselves

Tangible

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World class logistics

Intangible

Infrastructure

1

WHERE YOUR AREProducts& Services

2

WHAT YOU OFFER

Process

3

HOW DO YOU DO ITPersonality

4

WHO ARE WEPurpose/Benefit

5

WHY YOU DO IT

Experience

6

WHAT’S THE EXPERIENCE

Hardware & software

engineered to work together

Optimum search

The challenger

Better coverage

Cool design

Here’s one we did earlier…

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Background

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Academic Health Science Centres (AHSC), a Government initiative aimed at replicating the model collaborations between research-led universities and top clinicians in such centres as Johns Hopkins and Karolinska.

King’s College London and three leading Hospital Trusts:

Guy’s and St Thomas’King’s College HospitalSouth London and Maudsley

United to form a new AHSC

The brand challenge

How should the new entity be branded?

What should its positioning and personality be (university, established hospital, something new?)?

What should its relationship be with the component parts?

What should it be called?

How should it express itself? 9th June 2011


Brand definition

Extensive worlwide and UK research exploring brand equity in the partner brands.

- 50 international and UK depth interviews- Focus groups covering post-graduate students, patients, stakeholders such as GPs, PCTs and local authorities, governors and board members

Clear that the driving purpose of the new organisation would always be better patient outcomes.

Research showed worldwide academic equity in the King’s name. ‘London’, as a richly diverse world city, also had value in its own right.

But strong internal loyalty to existing brands.

The AHSC should be a supporting brand, but would also need to be a leading brand in it sown right

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Developing the brand

The combination of:

- King’s College London’s spread of health and health related schools- Three of London’s greatest teaching hospitals- One of the best mental health trusts in the UK and the internationally famous Institute of Psychiatry

Pointed to a uniquely comprehensive offering:

- Better research, care, teaching and training for the body and mind- Delivered in London, for the ultimate benefit of the world

9th June 2011


What is in the brand?

Better health

and well-being

Concentration on physical, mental and emotional health. And broader issues of medical ethics, medical law, public health

Whole Person

Working together in London, a world city, to deliver the best care for local patients, in all their diversity

Londonand the World

Improving the speed, efficiency and effectiveness of health research.

TranslationalResearch

Improving care, treatment and prevention of health problems for individuals and society alike.

MedicalAdvances

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Defining the brand

PositioningBetter health and well-being by integrating world class research, care and teaching

PropositionKing’s Health Partners brings together in London the world’s best in research, care and teaching t pioneer better ways of advancing health and well-being

VisionTo be a world leader in improving health and well-being

ValuesWe put patient care at the heart of everything we do, attracting and developing the best people, collaborating to translate pioneering research into new standards of healthcare for London and the world

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Brand message platform

Strapline

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Descriptor

Pioneering better health for all

King’s Health Partners is one of the world’s leading Academic Health Sciences Centres

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http://www.kingshealthpartners.org9th June 2011


3 BRAND EXPERIENCE TO USER EXPERIENCE

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Brand experience to user experience

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Translating the brand into a digital experience?

Think different Imagination at work

Smarter planet

Deloitte

The ‘human brand’?

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At Deloitte we understand our brand as an open platform. With blogs, internal fora, Facebook apps etc we not only allow but actively encourage our people to create, shape and run with our brand.Chief Marketing Officer

Different?

Ernst & Younghttp://www.ey.com

KPMGhttp://www.kpmg.com

PWChttp://www.pwc.co.uk

9th June 2011


http://www.ey.com/

http://www.kpmg.com/

http://www.pwc.co.uk/

Easier

Appealing and relevant for most people

40% of prospects willing to switch to ING if it was easier than its competitors

An internal organising concept

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No one tries harder for customersTreat people how we like to be treated

Tesco values sit at the hearth of our business and help us deliver our core purpose – to create value for customers to earn their lifetime loyalty.

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To enrich people’s lives with programmes and services that inform, educate and entertain.

Our mission:

To be the most creative organisation in the world.

Our vision:

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9th June 2011


All the same?

ISO 9241-210

6 key principles that will ensure your design is user centred:

- The design is based upon an explicit understanding of users, tasks and environments.

- Users are involved throughout design and development.

- The design is driven and refined by user-centred evaluation.

- The process is iterative.

- The design addresses the whole user experience.

- The design team includes multidisciplinary skills and perspectives.

Same principles, different brands?

How?

- Clearly define the customer experience to reflect the brand definition. What does ‘helpful’, ‘entertaining’, ‘intelligent’ look like?

- Research with audiences – what are their expectations? How do they interpret the brand?

- Benchmark against competitors and best practice peers

- Sense check with audiences - how do they perceive the experience?

- Review regularly

- Evolve with the brand

9th June 2011


THANK YOU

adrian day "user experience or brand experience" - lbi masterclasses june 11

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