Many people think of branding as logos and colors. But, there's more to this branding thing than you may realize. *Every encounter a customer has with your product is a brand impression*. Understanding and applying brand will always make your product more successful. A company’s brand — and how that brand is applied — is the differentiating factor in products. As developers, designers, and product managers, let’s work together to make the most of it in our applications.

1. Branding + Software
Sitting in A Tree
PAUL HART

2. b I’m unsure of how to integrate
brand into software
a
I’m unsure of what brand
means for product
development
c
I’m afraid of what
software development
will do to my brand

3. What brands are
represented here tonight?

4. Exercise:
Write down a current product

5. brandmarketing software
my
view

6. What is brand?1
Why does it matter?2
3
4
What’s the problem?
Software + Brand

9. alinearestaurant.com

10. “Delightful!”
Provide
Experience
Us User
Consumes
Experience

11. How do your customers feel?

15. What is brand?1

17. “an identifying mark
made by a hot iron”

18. distinguishable
identifiable
unique
personality

20. Brand
Promise
Brand
Identity
Brand
Attributes
Brand
Personality

21. “Everywhere I want it.”

22. Brand promise is like the North star

23. Exercise:
What’s your brand promise?

24. Identity
Brand
Experience+

25. Brand
Promise
Brand
Identity
Brand
Attributes
Brand
Personality
+

26. Experiences
invoke emotion

27. pablohart
pablohart
St. Joseph
head in the sand

33. What do you expect?

34. “We aim to be a place where guests
and team members will always find
more than they expect.” TARGET STORES

35. design for all
great guest
service
more for your
money
>
>
>
=
=
=

37. When
>
Trust is established
user
experience
user
expectation

38. Content
Interaction
Workflows
Performance
Accuracy
Timing
Images
What does
brand look like
in software?
Colors
(lack of) Bugs

40. Interaction affects the
brand experience

46. 15 Steps!

49. Everything has a brand
whether it’s intentional or not

51. Brand is the experience.

52. Why does it matter?2

53. Business
Goals
Consumer
Desires
Brand
Identity Experience

54. The brand provides context

55. Good experiences
make loyal customers

56. Helps achieve business goals
IMAGE FROM HTTP://PLACEIT.BREEZI.COM/

57. Brand is the experience.
Brand empowers.

58. What’s the problem?3

60. Development Cycle

61. Brand Drift

62. Frankenbrand
When you get a different feeling from
different communication channels.
BRAND SPEAKER AND CONSULTANT
Tamsen Webster
IMAGE FROM HTTP://WWW.DOCTORMACRO.COM/

63. Brand is the experience.
Brand empowers.
Brand drifts.

64. Exercise:
Where does brand drift occur
in your product?

65. Software + Brand4

66. As product makers
we are all
shepherds & facilitators
of the brand

67. User experiences change over
time (shifting requirements)
Brands need to adapt to new
platforms and media
Brands are more “agile” than
ever before

69. How we respond to change
is key to preventing brand drift.

70. Brand Alignment

71. AFTER
observe
reactions
promise
delivered?
DURING
what
informs?
ensure
integrity
BEFORE
brand promise
lenses
Evaluate Features

72. Evaluate Features
capability usability aesthetics

73. capability usability aesthetics

74. Exercise:
Identify 1 feature
for each lens

75. Case Study

76. Kidtelligent is a
personality-based system
for parents and kids to help
them better understand
how to succeed in life.

77. Define Personas

78. Mission
Help parents, teachers and
educators unlock the power of
personality to help a child thrive.

79. Kidtelligent

80. Research
w/real users

81. Inspiration

82. Mood boards

83. 6 min. Timer
Goals
Sketches
Sketching

84. Eli
Lydia
I’M A KIDTELLIGENT
COMPOSER
kidtelligent.com
I’M A KIDTELLIGENT
INVENTOR
kidtelligent.com
Kidtelligent
Empower your child.
123 Main Street
Suite 200
Grand Rapids, MI
49506
Kidtelligent
Kidtelligent
Empower your child.
Roger Jansen
616-555-1212
roger@kidtelligent.com
kidtelligent.com
KidtelligentEmpower your child.
KidtelligentEmpower your child.
KidtelligentEmpower your child.
Headline Museo Sans
Special use copy—Museo Sans
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Increase Your
Kidtelligence.
Help your kid thrive by unlocking the power of their
personality. Our specially designed assessment
shows you how and increases your kidtelligence.
Visit kidtelligent.com
Kidtelligent
Empower your child.
Increase Your Kidtelligence. kidtelligent.com
ATOMIC OBJECT — KIDTELLIGENT CONCEPT A AUGUST 5, 2010 PAGE 1/4
Ad Concept 1

85. Ad Concept 2

86. Web Concepts

87. Final Design

88. Trusted
Proven
Current
Approachable
Helpful
Intelligent

89. Key Activity

90. Usability Testing

91. Properly prioritize
the user experience for
specific key activities.

92. Brand is the experience.
Brand empowers.
Brand drifts.
Brand adapts.

93. Fall in love with the brand
Define the context
Talk to real people
Sweat the (right) details
Keep your eye on the North star

94. Before the build agree on the proper lens
for features & learn from users
PRODUCT OWNERS:
Find a balance between features
that extend capability and aesthetics
DESIGNERS:
Don't de-prioritize brand stories just
because they are not feature.
Brand *is* a critical feature
DEVELOPERS:

95. Software + Branding
Sitting in A Tree
PAUL HART