Branding Design Sprints

Sharing my branding process while mixing it up with some ideas from The Sprint Book by GoogleVentures.

Had the honor to share my thoughts to entrepreneurs in collaboration with DTI and GBG Cebu. Special thanks to Nicole Padin of Google Business Group Cebu for the invite!

I wrote more about this in detail here:
https://carbon.gitbook.io/branding-design-sprints/

Transcript

1. Branding Design Sprints A lightning-fast branding design process
 for startups & businesses I N T R O L E T ’ S TA L K
3. I N T R O W H O ’ S I N T H E R O O M ?
4. I N T R O W H O ’ S I N T H E R O O M ? Designers
5. I N T R O W H O ’ S I N T H E R O O M ? Designers Developers
6. Designers I N T R O W H O ’ S I N T H E R O O M ? Developers Entrepreneurs
7. Francis Alturas Product Designer + Coder
 @ Symph I N T R O W H O ’ S I N T H E R O O M ?
10. O U R C L I E N T S A N D A F E W O T H E R S
11. PA R T N E R S A N D A F E W O T H E R S S TA R T U P S
12. D I S C L A I M E R B E F O R E W E P R O C E E D You might already know about this stuff.
13. D I S C L A I M E R B E F O R E W E P R O C E E D You might already know about this stuff. Everything I’ll talk about is based on personal research & experience
14. D I S C L A I M E R B E F O R E W E P R O C E E D You might already know about this stuff. Everything I’ll talk about is based on personal research & experience
15. B U T B E F O R E W E S TA R T I N T R O What is a Brand?
19. Unique design, sign, symbol, words, or a combination of these, e A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.[ A brand is a distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Legal protection given to a brand name is called a trademark. Wikipedia Investopedia The first definition of “brand” is the name given to a product or service from a specific source. Used in this sense, “brand” is similar to the current meaning of the word “trademark.” Forbes a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” Technically speaking, then, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand. American Marketing Association Trademark, a mark of identification and differentiation
 
 The sum of all experiences associated with an organization and its offerings Strategic Brand Management, Kevin Lane Keller
20. http://www.martyneumeier.com/the-brand-gap/
21. A brand is not a logo.
22. A brand is not an identity.
23. A brand is not a product.
25. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION. M A R T Y N E U M E I E R , T H E B R A N D G A P
27. http://www.martyneumeier.com/the-brand-gap/
28. Marketing http://www.martyneumeier.com/the-brand-gap/
29. http://www.martyneumeier.com/the-brand-gap/
30. Telemarketing http://www.martyneumeier.com/the-brand-gap/
31. http://www.martyneumeier.com/the-brand-gap/
32. Public Relations http://www.martyneumeier.com/the-brand-gap/
33. http://www.martyneumeier.com/the-brand-gap/
34. Advertising http://www.martyneumeier.com/the-brand-gap/
35. http://www.martyneumeier.com/the-brand-gap/
36. Graphic Design http://www.martyneumeier.com/the-brand-gap/
37. http://www.martyneumeier.com/the-brand-gap/
38. Branding http://www.martyneumeier.com/the-brand-gap/
39. IT’S NOT WHAT YOU SAY IT IS.
40. IT’S WHAT THEY SAY IT IS.
42. A N O T H E R Q U E S T I O N A F E W V E R Y O B V I O U S E X A M P L E S Why is everyone into branding?
51. I N T R O S H H . . D O N ’ T T E L L M Y B O S S Today, I’m going to share to you 
 our branding design process
52. S H H . . D O N ’ T T E L L M Y B O S S So you might 
 discover your own brand too! I N T R O
56. Branding Design Sprints A lightning-fast branding design process
 for startups & businesses I N T R O L E T ’ S TA L K
57. What does your design process look like?
58. Julie Zhuo. Junior Designers vs. Senior Designers https://medium.com/the-year-of-the-looking-glass/junior-designers-vs-senior-designers-fbe483d3b51e
59. Julie Zhuo. Junior Designers vs. Senior Designers https://medium.com/the-year-of-the-looking-glass/junior-designers-vs-senior-designers-fbe483d3b51e
60. A Need For A Branding Framework
61. Project Kickoff The Diagnostic Phase I N T R O 1 P R E - S P R I N T
62. 1. Stop Pitching, Start Listening
63. 2. Show Your Design Process
64. Sprint
65. Sprint
66. Leading the 
 Kickoff Meeting I N T R O L E T ’ S TA L K
67. 1) Meet with the stakeholders
68. 2) Assign a Decision Maker
69. 1 The Creative Brief B R A N D D I S C O V E R Y P R O C E S S K I C K O F F M E E T I N G S
71. “I will ask a lot of questions. Some of them may seem to have nothing to do with our project or not be necessary for the designer to know. But all this information is crucial. It will help me create an identity that expresses who you are and tap into your customers’ emotions.”
73. [ Brand Identity ]
74. 1 Who are you? 2 What do you do, and why? 3 What do you promise your customers? 4 What is your unique selling point? 
 (“We are the only company to [ provide this service ] ") 5 What is your story? 6 What is your future? 7 Who are your competitors? 8 Who loves or may love you, and why? 9 Are you going to influence the lifestyle of your customers and how? 10 What emotions do you want to evoke in your customers? Guidelines, Not Rules
75. [ Brand Personality ]
76. a) Are you expressing yourself? We are.. / We want to be seen as.. b) Are you modifying your customers? People buy our product because, they are.. they want to be.. At first, decide:
77. 1) Our customers want to become more <adjective>, <adjective> .. 2) Our customers want to feel <adjective>, <adjective> .. <adjective> 3) We want our customers to see our brand as <adjective>, <adjective> .. Then complete the sentences:
78. Visual Vocabulary Reference modern - classic masculine - feminine young - mature cozy - formal casual - elegant light - bold bright - dark fast - slow kind - strict agile - perfectionist helpful - selfish sociable - reserved confident - shy communicative - observant extrovert - introvert peaceful - rebellious extraordinary - usual inspiring - bossy friendly - snobbish flexible - stubborn loud - quiet innovative - traditional spontaneous - predictable romantic - sexy imaginative - rational playful - serious affordable - expensive
79. [ Special Requests ]
80. Word Mark Letterform Mark Pictorial Mark
81. Abstract Mark Emblems Characters or Mascots
82. T I M E T O G E T B U S Y L E T ’ S D O A K I C K O F F M E E T I N G Activity Time!
83. 1) Find a Partner M O V I N G O N L E T ’ S D O A K I C K O F F M E E T I N G One will take the role of a designer, and the other will take the role as the client 2) Discover Your Brand It could be a rebrand of an existing company , your business or a startup you want to do! 15 MINS
84. A Few Tips & Tricks T H I N G S T H AT A R E L I K E LY T O H A P P E N D U R I N G K I C K O F F K I C K O F F M E E T I N G S
85. Dealing with Creative Clients
86. CLIENT DESIGNER
87. Learn to engage with clients during brand creation
90. Always respect your client's ideas (keyword is consideration & collaboration)
92. 2 - Sprint Cycles Basically stuff you send to clients I N T R O L E T ’ S TA L K
93. Round 1: The Wild Ideas It’s as important as breakfast I N T R O 3 S P R I N T L E V E L S
95. I L L U S T R AT O R A R T B O A R D
96. B R A N D I N G D E L I V E R Y 1
97. Round 2: Distilling Diverse Ideas Start to make sense out of creative chaos I N T R O 3 S P R I N T L E V E L S
98. I L L U S T R AT O R A R T B O A R D
99. B R A N D I N G D E L I V E R Y 2
100. Round 3: Targeting A Single Look Establishing a strong design direction I N T R O 3 S P R I N T L E V E L S
101. I L L U S T R AT O R A R T B O A R D
102. B R A N D I N G D E L I V E R Y 3
103. Round 4: A Unified System Everything in harmony I N T R O 3 S P R I N T L E V E L S
104. I L L U S T R AT O R A R T B O A R D
105. B R A N D I N G D E L I V E R Y 4
106. The Finished Product
107. Activity Time!
108. 1) Everyone get a sheet of paper and fold it 3 times M O V I N G O N S P R I N T C Y C L E 1 Sketch 8 ideas in 8 mins 2) Now get to sketching! Try and rapidly sketch 8 ideas in each box. Go for quantity over quality. 8 MINS Crazy 8’s Unfold the paper and notice the 8 grid rectangles created
109. 1) Everyone get another sheet of paper and fold it into three parts M O V I N G O N Design Solutions 2) Improve & Iterate on the ideas you had Focus on materializing the ideas you have explored on the previous concepts 15 MINS Solution Sketch Unfold the paper and notice the 3 grid rectangles created S P R I N T C Y C L E 2
110. 1) Vote for Interesting Ideas M O V I N G O N Vote on Design Solutions 2) Discuss and Brainstorm Quickly discuss the highlights of each solution and use sticky notes to capture big ideas. 5 MINS Sticky Decision Look at all the solutions in silence, and use dot stickers to mark interesting parts. S P R I N T C Y C L E 3
112. And that’s a wrap!
113. Oh, one last thing
114. O U T R O A LWAY S R E M E M B E R Design is a Job
115. Contrary to popular belief, designers are not artists. We employ artistic methods to visualize thinking and process, but, unlike artists, we work to solve a client’s problem, not present our own view of the world. -Erik Spiekermann
116. Francis Alturas Product Designer + Coder
 @ Symph Q U E S T I O N S ? T H A N K Y O U
117. Branding Design Sprints O U T R O 4 S I G N O F F Branding Kickoff Meetings https://www.gitbook.com/@francisalturas For More Details:
118. This is a collective remix from all of these great references: O U T R O R E S O U R C E S The Brand Gap - Martry Neumeier Smashing Magazine - How To Get A Logo Accepted: 8 Steps To A Better Design Workflow Sidecar Studios - Crafting a Great Branding Delivery The Futur - Identity Design: Branding Google Ventures: The Design Sprint