1.
Human centered branding
erik roscam abbing//zilver innovation bv 16 juni 2009
Photo: www.mirrabikeco.com

2.
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

3.
What makes a strong brand?

4.
What makes a strong brand? A case study…

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The logo

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But behind the logo, there’s the product

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With its aesthetics

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Interaction

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Performance and functionality

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Construction and use of materials

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And then, there’s all those other expressions as well….

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Dealers

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On- and offline communication

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Service
Photo: flickr, rob gruhl

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These are all expressions, or touchpoints, of the brand

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And we didn’t even discuss all other forms of
brand behaviour yet: innovations, marketing, pr,
mergers, acquisitions, SRE, supplier selection etc

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Still, this is only the tip of the brand-iceberg
Photo: ralph clevenger

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Beneath the surface lies the source:
Photo: ralph clevenger

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The brand vision….
Photo: flickr, romeo 66

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This vision is shared…
Photo: flickr, red-cyan

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Its both inspirational and practical
Photo: bmw gina

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It answers the questions why, how and what…
Photo: flickr, captain andry

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It is a vision on technology…

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It is a vision on the future…
Photo: www.transfuture.net

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It is a vision on humanity…

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It is a vision on contexts of use…
Photo: germancarscene.com

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It’s a vision that’s focussed inward….
Photo: flickr, kim pierro

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…questioning the organisation’s unique qualities
Photo: flickr, phxwebguy

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But its focussed outward as well…
Photo: flickr, cand3la

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…gathering insights in users and their aspirations
Photo: flickr, mando2003us

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So yes, the brand’s a bit more than just the logo!

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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.

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What are the benefits of a strong brand?

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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

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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

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How do you build a strong brand?

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By involving the people who make the organisation…

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…in a quest to look for the shared vision…

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…and to make explicit…

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…what’s implicitly allready there…

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…and to find patterns and structure…

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…to give those insights back to the people…

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…for them to apply in their daily job.

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What you have then is a human centered brand

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That forms the basis for user exploration

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That inspires the exploration of opportunities

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That drives innovation efforts

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And helps position the brand in a competitive field

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And that’s well worth the effort!!