Published on July 5, 2009
Human centered branding erik roscam abbing//zilver innovation bv 16 juni 2009 Photo: www.mirrabikeco.com
The purpose of this presentation is to learn… 1. what makes a strong brand 2. The beneﬁts of a strong brand 3. How to build a strong brand
What makes a strong brand?
What makes a strong brand? A case study…
But behind the logo, there’s the product
With its aesthetics
Performance and functionality
Construction and use of materials
And then, there’s all those other expressions as well….
On- and ofﬂine communication
Service Photo: ﬂickr, rob gruhl
These are all expressions, or touchpoints, of the brand
And we didn’t even discuss all other forms of brand behaviour yet: innovations, marketing, pr, mergers, acquisitions, SRE, supplier selection etc
Still, this is only the tip of the brand-iceberg Photo: ralph clevenger
Beneath the surface lies the source: Photo: ralph clevenger
The brand vision…. Photo: ﬂickr, romeo 66
This vision is shared… Photo: ﬂickr, red-cyan
Its both inspirational and practical Photo: bmw gina
It answers the questions why, how and what… Photo: ﬂickr, captain andry
It is a vision on technology…
It is a vision on the future… Photo: www.transfuture.net
It is a vision on humanity…
It is a vision on contexts of use… Photo: germancarscene.com
It’s a vision that’s focussed inward…. Photo: ﬂickr, kim pierro
…questioning the organisation’s unique qualities Photo: ﬂickr, phxwebguy
But its focussed outward as well… Photo: ﬂickr, cand3la
…gathering insights in users and their aspirations Photo: ﬂickr, mando2003us
So yes, the brand’s a bit more than just the logo!
summarizing: A brand is a shared vision that provides direction for behaviour and that is based on a deep understanding of the organisation’s qualities and how these are relevant for the customer or user.
What are the beneﬁts of a strong brand?
Internally, a strong brand: Makes sure that actions are rooted in vision Provides a guideline for decisions Leads to coherent behaviour Provides a grip on the future Gives direction to innovation Leads to strong teams Keeps you focussed
Externally, a strong brand Offers a vision on the customer or user Separates the wheat from the chaff Turns authenticity into relevance Strengthens relationships Creates differentiation Facilitates choice Offers trust
How do you build a strong brand?
By involving the people who make the organisation…
…in a quest to look for the shared vision…
…and to make explicit…
…what’s implicitly allready there…
…and to ﬁnd patterns and structure…
…to give those insights back to the people…
…for them to apply in their daily job.
What you have then is a human centered brand
That forms the basis for user exploration
That inspires the exploration of opportunities
That drives innovation efforts
And helps position the brand in a competitive ﬁeld
And that’s well worth the effort!!
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Human Centered Branding, Rotterdam, Netherlands. 968 likes · 99 talking about this · 65 were here. &A - human centered branding
Human Centered Branding, Rotterdam, Netherlands. 969 likes · 8 talking about this · 65 were here. &A - human centered branding
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