At 9:15am On 11/17/16 I attended Your product is Your Brand. Your Brand is a Product presented by Josh Gibbs and Dr. Jeff Smith | Bandwidth at the 2016 Internet Summit located at the Raleigh Convention Center in Raleigh, NC.
Your product is Your Brand. Your Brand is a Product.
“Josh Gibbs and Dr. Jeff Smith from Bandwidth will guide you through a rapid-fire working session highlighting the overlap between product, brand, and marketing”. I hope they week show you examples of successful, and not so successful, brand and product alignments. They will walk through their works in progress to show you the exact challenges and pitfalls they encounter every day, and how to overcome them.
I hope to learn:
- How to quickly benchmark the relationship between product and marketing
- How to apply product design best practices to your brand
- How to systematically translate your products into an enduring brand
It started with a slideshow of puppy dogs, so that’s a fine start, I think.
Brands: Evoking Emotion
WE started with puppies to give you a good feeling. AMazon is happy, because we like getting gifts and packages. Negative brands, like the DMV
bproduct evoke emotion
brands evoke emotion
products are brands
people experience your brand through your products
Interacting with your brand is interact with products
Your Brand is what others say it is
Know and influednce what others say
ABC of brand maturity
l3 Accountable. big awareness, beneficial
Is your brand authentic? Your brand is what others say it is. Method: stakeholder interviews. Find out the WHY behind what they are hoping to accomplish, and why is that? Interviewing is an art form, it is challenging. Advice here: ask what you want to accomplish, and ask why. Get the fundamentals drivers. ALSO, silence is golden. Show and ask vs. Show and tell.
At bandwidth, wee what people know so you can document and use it. Use the same methods you use on outside sources with interior sources. Consult everything and everyone. It is important to get everyone involved in the process.
Create personas without talking to people first. how close are you to the users. if close, you can know how to better handle them. if you’re off base, time to learn. Validate afterwards with actual customers. Do you need to train your staff?
Is your brand beautiful?
Unless your brand is intentionally ugly, quickly make some things and gather feedback. With a tool like 99designs (not recommended for everything), is a fine way to get feedback. 99d and USERBOB simplify the relationship from people. for $25 you can get 25 1-minute videos of people using the website. It is a quick turnaround. User testing can only take a short time to get rapid feedback.
WE should try this!
Is your brand promise clear?
Your brand is what others say. method?: the five second test/customer interview. Show for a short time and have them react. USERBOB and USERTESTING are great for this. These can be pre-screened for higher fees. Because the feedback is so fast, there is no reason why you cannot take it and make it beautiful
USERBOB and USERTESTING are for more than products. THey can go from web brand to product. Do peoples perceptions changE? if they change, its called brand schizophrenia. Make sure you have a consistent experience from one item to the next. Otherwise you create an inconsistent feel. It can also work with paper prototypes
Are people aware of your brand. See image of marketing tech brands. There are so many companies out there. Take time to measure how people feel about your brand.
Don’t use surveymonkey. Its ugly.
Always collect data to integrate brand and product.
Is the brand beneficial
Tie your brand to revenue. Use TYPEFORM. its great to marry quantitative to qualitative data. It;s $20 and has free
is it consistent
experience map and artifact analysis.
Experience mapping from experience mapping adaptive prints guide to experience mapping- find that
Sample of mapping out and experience…
Map out the experience the user will have with your website and/or services. What are the touchpoints that they have. What is the message, what is the voice you’re using?
Are the important message getting stuck behind the unimportant ones. WHat are the challenges that the staff is facing. If important things are causing problems. FInd the touchpoints inside the product and outside the product, because those are ALSO the product.
Pruning the product/brand tree. Print out your collateral. pull out key individuals and put your feelings about the materials we are providing. What do they love, what do they hate? print it, stick it. Keep good stuff and lose old materials.
Solve the customer’s problem
Solve the customer’s problem. Don’t just do what’s easiest for you. Everyone says the customer is important, but what is the reality? think customer first in an actionable way.
Is your brand accountable. Method NPS, word of mouth
Lean analytics by eric ries
When justifying brand initiatives, how dowes that tie back to revenue?
vanity metrics vs actionable metrics joe chernov wean off vanity metrics.
pedowitz group the rev marketing journey
Moving from traditional marketing to rev marketing
is your brand collaborative?
Your brand is what they say it is. Method: participation design
See how a large brand brings in large brand participation. Get people involved and let them feel included. This did look great in 1999. THis doesn’t look like our product anymore. Look at other brands. Evaluate other brands. What can we take and make our own. Lets get behind this new idea, in the branding and launch it.
I think this would be awesome to do on some courses
Case study SPRINT.
Monday: interviews with internal and externals