USEREXPERIENCEOR
BRAND EXPERIENCE?
Brand consultant
A Masterclassin brand strategy today
07990 594593
http://uk.linkedin.com/in/adriancday
Adrian Day
What’s a brand?
Brand strategy – theory and practice
Brand experience to user experience
1
2
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Adrian Day // User experience or brand experience?
1 WHAT’S A BRAND?
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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
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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%
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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
Adrian Day // User experience or brand experience?
Still in control?
In the past companies could ‘manage’ their brand interface – today they have less control
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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
Adrian Day // User experience or brand experience?
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
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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
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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
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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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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
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THANK YOU