uxcamp europe 2016 workshop

P O S I T I O N I N G

V O I C E

S T R A T E G Y

V A L U E

I D E N T I T Y

E X P E R I E N C E

P E R S O N A L I T YM I S S I O N

A MEMORABLE STARTUP BRAND

ENTREPRENEUR’S GUIDE

TO BUILDING

by Iryna Nezhynska

Workshop agenda(F U LL- DAY O P T IO N, O R IGIN A LLY FO R S TA R T U P S)

10:00_ Doors open. Morning coffee & Kick-off

10:20_ New definition of brand. Successful stories and epic fails.

What is a Minimum Viable Brand (MVB)?

11:00_ One-minute-pitch session: attendees present their ideas.

11:30_ Creating MVB. Step 1 - Strategy

12:30_ Creating MVB. Step 2 - Naming

13:30_ Lunch break

14:00_ When to hire a designer and where to find them?

Tips on working together. What is a creative brief?

15:00_ Creating MVB. Step 3 - Look and feel

16:00_ Creating MVB. Step 4 - CJM. Brand touchpoints

17:00_ Three-minute-pitch session: attendees present their results.

18:00_ Networking, Q&A

PR ACTICE

PR ACTICE

PR ACTICE

PR ACTICE

Workshop agenda(T O DAY, FO R D ESIG N E R S A N D P R O D U C T O W N E R S)

10:00_ Doors open. Morning coffee & Kick-off

10:20_ New definition of brand. Successful stories and epic fails.

What is a Minimum Viable Brand (MVB)?

11:00_ One-minute-pitch session: attendees present their ideas.

11:30_ Creating MVB. Step 1 - Strategy

12:30_ Creating MVB. Step 2 - Naming

13:30_ Lunch break

14:00_ When to hire a designer and where to find them?

Tips on working together. What is a creative brief?

15:00_ Creating MVB. Step 3 - Look and feel

16:00_ Creating MVB. Step 4 - CJM. Brand touchpoints

17:00_ Three-minute-pitch session: attendees present their results.

18:00_ Networking, Q&A

PR ACTICE

PR ACTICE

PR ACTICE

PR ACTICE

T E A M _

_IN V ES T O R

REC

At last, the Big Day came.

Launch!

Whatever brilliant product

you create, customers will not automatically love it

1 Development

2 Growth

3 Stabilization

4 Decline

INNOVATORS

EARLY ADOPTE

RS

P R O D U C T

B E N EFIT

E M O TIO NS

B ELO N GIN G

M E A NIN G

one-stop shop

ambassadors

B LU EO CE A NR E D

P R O D U C T

B E N EFIT

E M O TIO NS

B ELO N GIN G

M E A NIN G

one-stop shop

ambassadors

R ATIO N A L E M O TIO N A LDECISIO NS

P R O D U C T

B E N EFIT

E M O TIO NS

B ELO N GIN G

M E A NIN G

one-stop shop

ambassadors

Brand is... ... a person’s gut feeling about

a product or company.

(Marty Neumeier, “Zag”)

Brand is... ... a space your company occupies in someone’s mind.

It is the reputation of your company.

Minimum Viable Product

Minimum Viable Product

Customers

Media

General public

Competitors

Prof. assosiations & industry experts

Government organisations

Employees

Shareholders& Investors

Partners & Suppliers

Brand

CUSTOMERS

Early adopters

Minimum Viable

Define your strategy.

Choose the right name.

Uncover your brand personality.

Create a list of touchpoints.

Design brand assets.

S T EP S O F C R E AT IN G M V B

1

2

3

4

5

D E F I N I N G Y O U R S T R A T E G Y

Who are you?

1. Who are you?2. What do you do, and why?3. What is your ONLY-statement? 4. What is your promise?5. What is your future?6. Who are your competitors?

Our brand is the only that .

Brand strategy/

O N LY-S TAT EM EN T

CATEGORY UNIQUE OFFER

(“Value Proposition Design”, Strategyzer)

Unlike , our helps

to by and .

COMPETITOR

THEIR GOALS/TASKS VERB/FEATURE VERB/FEATURE

CATEGORY AUDIENCE

Brand strategy/

ELE VATO R PI TC H

Brand strategy/

O N LY-S TAT EM EN T

What is your category?

How are you different?

Who are your customers?

Where are they located?

Why are you important to them?

When do they need you?

The ONLY

that

for

mostly in

because they

when .

(Marty Neumeier, “Zag”)

UNIQUE PROP OSITION

PRODUCT CATEGORY

CUSTOMER CATEGORY

TERRITORY

GOAL/TASK

M OMENT/CONTEX T

We promise all to .

(the)

CUSTOMER CATEGORY

Brand strategy/

P R O MIS E

UNIQUE OFFER

MAIN TITLE

quote

subtitle

photo

Brand strategy/

YO U R FU T U R E (in 2 years)

What was the cause of death? Was it unexpected?

Who will miss the brand and why?

What was the brand’s biggest accomplishment in life?

What lessons can be learned from the brand’s life?

Who will take the brand’s place now?

Brand strategy/

YO U R FU T U R E (in 25 years)

(by Denise Lee Yohn)

1. Who are you?2. What do you do, and why?3. What is your ONLY-statement? 4. What is your promise?5. What is your future?6. Who are your competitors?

1. Who are you?2. What do you do, and why?3. What is your ONLY-statement? 4. What is your promise?5. What is your future?6. Who are your competitors?

Where are your customers?

O LD N E WB R A N DIN G

companies sell products

customers as a target

inproving and positioning products

customers join brands

customers as people

inproving and positioning customers

TribesCustomers

Who are we?

Who are they?

Who do they want to become?

Brand strategy/

C US TO M ER P O SIT IO NIN G

Our customers want to be (to feel) more ... .

Our customers want to highlight that they are ... .

Our customers want to be seen as ... .

U N C O V E R I N G T H E B R A N D P E R S O N A L I T Y

How do you look and feel?

R ATIO N A L E M O TIO N A LDECISIO NS

Brand personality/

E M O TIO N A L T RIG G E RS

_desire to control our lives;

_dominance of and influence over others;

_proof of being better (self-affirmation);

_becoming better (self-achievement);

_reinventing oneself;

_wish-fulfillment;

_family values (and nurturing);

_sex, love, romance;

_desire to belong;

_excitement of discovery;

_lack of time;

_fun as a reward.

Brand strategy/

C US TO M ER P O SIT IO NIN G

Our customers want to be (to feel) more ... .

Our customers want to highlight that they are ... .

Our customers want to be seen as ... .

Brand personality/

C O R E C H A R AC T ERIS T IC S

To make our customers notice us and trust us,

our brand should look , and .

People will join us,

if they think we are , and brand.

We want people to tell others that we are ... .

Aware

Engage

Buy

Use

Share

(a person discovers that you exist and who you are)

(he/she starts to believe in your values and realises that you are the best among others)

(convinced customer purchases from you, online or offline)

(from the moment when customer unpacks

the product and later)

(delighted customer starts telling people

about his/her experience with your brand)

the positive reference attracts new customers

customer comes back to buy again

Core assetsIdentity 1.0

Identity 2.0

(name, logo, tagline, mood, voice, color palette)

(key touchpoints)

Thank you!

@IraNezhynskairyna.nezhynska@gmail.com

nezhynska.com

“What? Additional slides?”

Yes. I decided to add two more slides, so all participants can make

a better use of this presentation.

Key takeawaysFO R D ESIG N E R S:

1_ Use these exercises for the workshops with clients on the early stage

of any new digital product project. The results of such workshop form

the base (and content) of the creative brief for the visual identity

of the upcoming product.

2_ Pay high attention to the last two exercises (Customer positioning

and Core brand characteristics) and use them for creating a moodboard*.

Stick to this moodboard and update it only when your product strategy

is changing. If based on the deep research of “who do your early adopters

want to become” and “how they should see your brand” this moodboard

will help you to keep the same emotional message across the entire

visual communication.

3_ There is one very useful book for you.

* - Your can read about the importance of moodboards here.

Key takeawaysFO R P R O D U C T O W N E R S

A N D P EO P LE “B E HIN D T H E B U SIN ES S G OA LS”:

1_ Take the time to do the Strategy section exercises. The results of

these exercises are Your Business’s North Star on the road toward

launching not just an app, but a successful brand.

2_ Share the results of these exercises with designers or agencies

who are going to create visual communication for your business.

3_ There is one very useful book for you.

And the second one I mentioned during the workshop.

The workshop is based on the extended version of this guide