Brand and Other Dirty Words

Brand and Other Dirty Words

At Camp Digital Manchester 2013, I shared a few approaches about how to create a focused brand expression through content and information design.

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Steph Troeth

March 12, 2013
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  1. Camp Digital Manchester March 2013 Stephanie Troeth Brand & Other

    Dirty Words @sniffles #campdigital Wednesday, 27 March 13
  2. Born here Lived here Living here Grew up here Please

    excuse the strange accent. Wednesday, 27 March 13
  3. When we build ... Wednesday, 27 March 13

  4. user technology business what makes money areas of growth needs

    constraints features sustainability desires Wednesday, 27 March 13
  5. user technology business features? features? features? how we make money?

    target different market? Wednesday, 27 March 13
  6. user experience business Wednesday, 27 March 13

  7. user experience business better! Wednesday, 27 March 13

  8. What makes a great user experience? Wednesday, 27 March 13

  9. What makes a great user experience? What makes a unique,

    great product or service? Wednesday, 27 March 13
  10. What makes a great user experience? What makes a unique,

    great product or service? what makes people love us? Wednesday, 27 March 13
  11. user brand business Hat tip: David Rollert Wednesday, 27 March

    13
  12. user brand business unique Hat tip: David Rollert Wednesday, 27

    March 13
  13. user brand business unique Hat tip: David Rollert fun! adventurous!

    exotic! Wednesday, 27 March 13
  14. user brand business unique Hat tip: David Rollert fun! adventurous!

    exotic! useful serious reliable Wednesday, 27 March 13
  15. “Conditioned by millennia of tribal warfare and fierce competition for

    limited resources, we are always looking for cues to help us make snap judgements about others.” — Susan T. Fiske. Wednesday, 27 March 13
  16. Brand is a differentiator in how a user experiences you

    — and if they identify with you. Wednesday, 27 March 13
  17. brand Think or feel? Wednesday, 27 March 13

  18. Wednesday, 27 March 13

  19. Wednesday, 27 March 13

  20. Wednesday, 27 March 13

  21. Key value proposition: customisation Wednesday, 27 March 13

  22. Bullet points = geek factor = rational quality = think

    of all the things we can do with it! Wednesday, 27 March 13
  23. Wednesday, 27 March 13

  24. Wednesday, 27 March 13

  25. Akoha is a fun way to spice up your life.

    logo Already a member? Sign in. Earn rewards for completing “missions” — exciting and simple activities that turn the ordinary into something extraordinary! • Get access to hundreds of real-world missions • Capture those experiences and share them • Earn rewards for trying out new things! Sign up now Signing up is free and takes less than 2 minutes. What’s this all about? Akoha: the world’s first social reality game Wednesday, 27 March 13
  26. Akoha is a fun way to spice up your life.

    logo Already a member? Sign in. Earn rewards for completing “missions” — exciting and simple activities that turn the ordinary into something extraordinary! • Get access to hundreds of real-world missions • Capture those experiences and share them • Earn rewards for trying out new things! Sign up now Signing up is free and takes less than 2 minutes. What’s this all about? Akoha: the world’s first social reality game rational! Wednesday, 27 March 13
  27. Hat tip: David Rollert, whose original method I adapted Wednesday,

    27 March 13
  28. rational emotional Hat tip: David Rollert, whose original method I

    adapted Wednesday, 27 March 13
  29. rational emotional fun psychic (knows exactly what I was looking

    for) motivating entertaining magical encouraging surprising allow me to influence — have an impact inspire effective affective (people's choice) facilitate discussion to play missions indication of progress Hat tip: David Rollert, whose original method I adapted Wednesday, 27 March 13
  30. Wednesday, 27 March 13

  31. Wednesday, 27 March 13

  32. Wednesday, 27 March 13

  33. Wednesday, 27 March 13

  34. Wednesday, 27 March 13

  35. Wednesday, 27 March 13

  36. Rational... Wednesday, 27 March 13

  37. Rational... but not always. Wednesday, 27 March 13

  38. Wednesday, 27 March 13

  39. Wednesday, 27 March 13

  40. Wednesday, 27 March 13

  41. Wednesday, 27 March 13

  42. Aarron Walter’s Design Personas http://aarronwalter.com/design-personas/ brand Wednesday, 27 March 13

  43. Wednesday, 27 March 13

  44. Wednesday, 27 March 13

  45. Wednesday, 27 March 13

  46. Wednesday, 27 March 13

  47. Wednesday, 27 March 13

  48. Wednesday, 27 March 13

  49. MailChimp is: ✤ fun but not childish ✤ clever but

    not silly ✤ powerful but not complicated ✤ smart but not stodgy ✤ cool but not alienating ✤ informal but not sloppy ✤ helpful but not overbearing ✤ expert but not bossy Wednesday, 27 March 13
  50. Kate Kiefer Lee’s Approach to “Voice and Tone” Tone and

    Voice: Showing Your Users That You Care http://uxmag.com/articles/tone-and-voice-showing-your-users-that-you-care brand user Wednesday, 27 March 13
  51. “Our company’s voice is an expression of personality, and it’s

    ingrained in every piece of content we publish. Our voice is who we are. Our brand’s voice naturally grows over time, but it generally stays the same from day to day. Our brand’s tone, on the other hand, should change often. Tone of voice is an adaptive reflection of feelings.” — Kate Kiefer Lee Wednesday, 27 March 13
  52. voiceandtone.com Wednesday, 27 March 13

  53. voiceandtone.com Wednesday, 27 March 13

  54. Clarity through storytelling brand user Wednesday, 27 March 13

  55. Clarity through storytelling soon-to-be dirty word brand user Wednesday, 27

    March 13
  56. https://www.youtube.com/watch?v=oP3c1h8v2ZQ The shape of stories Wednesday, 27 March 13

  57. http://www.musik-therapie.at/PederHill/Structure&Plot.htm The shape of stories Wednesday, 27 March 13

  58. Wednesday, 27 March 13

  59. Wednesday, 27 March 13

  60. Plot, character, or question? Wednesday, 27 March 13

  61. Wednesday, 27 March 13

  62. Wednesday, 27 March 13

  63. Skinny mobile version Wednesday, 27 March 13

  64. Stephanie Hay’s Message Hierarchy Method brand business Designing for Content:

    Creating a Message Hierarchy http://webstandardssherpa.com/reviews/designing-for-content-creating-a-message-hierarchy/ Wednesday, 27 March 13
  65. Wednesday, 27 March 13

  66. Write as many messages as possible Wednesday, 27 March 13

  67. Write as many messages as possible Align with business objectives

    Wednesday, 27 March 13
  68. Edit for redundancy Write as many messages as possible Align

    with business objectives Wednesday, 27 March 13
  69. Edit for redundancy Prioritise & validate Write as many messages

    as possible Align with business objectives Wednesday, 27 March 13
  70. Ways to listen user Wednesday, 27 March 13

  71. Common user listening methods open-ended close-ended “listening labs” “contextual enquiry”

    interviews usability testing remote testing tools surveys focus groups card sorting heuristic evaluation A/B testing analytics sentiment analysis Wednesday, 27 March 13
  72. Common user listening methods open-ended close-ended “listening labs” “contextual enquiry”

    interviews usability testing remote testing tools surveys focus groups card sorting heuristic evaluation A/B testing analytics sentiment analysis validate brand perception Wednesday, 27 March 13
  73. “Marketing’s Key New Metric: Engagement”, Brian Haven http://www.adobe.com/engagement/pdfs/marketings_new_key_metric_engagement.pdf Wednesday, 27

    March 13
  74. before during after Wednesday, 27 March 13

  75. before during after positive anticipation Wednesday, 27 March 13

  76. before during after positive anticipation satisfy needs Wednesday, 27 March

    13
  77. before during after positive anticipation satisfied satisfy needs Wednesday, 27

    March 13
  78. before during after positive anticipation satisfied satisfy needs functional UI

    Wednesday, 27 March 13
  79. before during after positive anticipation pleasure satisfied satisfy needs functional

    UI Wednesday, 27 March 13
  80. before during after positive anticipation pleasure satisfied satisfy needs contented

    functional UI Wednesday, 27 March 13
  81. before during after positive anticipation pleasure satisfied satisfy needs contented

    functional UI flawless UI Wednesday, 27 March 13
  82. before during after positive anticipation satisfy needs satisfied functional UI

    Wednesday, 27 March 13
  83. before during after positive anticipation excite satisfy needs satisfied functional

    UI Wednesday, 27 March 13
  84. before during after positive anticipation excite satisfy needs satisfied relief

    functional UI Wednesday, 27 March 13
  85. before during after positive anticipation excite satisfy needs e.g. tension

    through scarcity satisfied relief functional UI Wednesday, 27 March 13
  86. before during after positive anticipation excite exceed expectation satisfy needs

    e.g. tension through scarcity satisfied relief functional UI Wednesday, 27 March 13
  87. before during after positive anticipation excite exceed expectation satisfy needs

    e.g. tension through scarcity satisfied love + loyalty relief functional UI Wednesday, 27 March 13
  88. before during after positive anticipation excite exceed expectation satisfy needs

    e.g. tension through scarcity satisfied love + loyalty relief functional UI Wednesday, 27 March 13
  89. before during after positive anticipation excite exceed expectation satisfy needs

    e.g. tension through scarcity satisfied love + loyalty relief consistent brand experience functional UI Wednesday, 27 March 13
  90. Make a promise. Wednesday, 27 March 13

  91. Make a promise. an honest Wednesday, 27 March 13

  92. Keep it. Wednesday, 27 March 13

  93. Keep it. Consistently. Wednesday, 27 March 13

  94. ∞ Wednesday, 27 March 13

  95. Thank you! My eternal gratitude to great shoulders I stand

    upon: David Rollert, Aarron Walter, Kate Kiefer Lee, Stephanie Hay, Olivier Thereaux Many thanks to Team MONA: Cristina Valsera, Olga Feliu, Lluís Sabadell, Esther Fuldaver, Olga Voskoboinikova, Josep Romero, Mark Wong-Van Haren, Pablo Acuña, Alastair Warren, Stephanie Troeth @sniffles http://stephanietroeth.com/ http://about.me/stephtroeth Wednesday, 27 March 13