What is branding all about? What are the benefits of a brand for consumers and companies? How should healthcare start-up approach branding? What is vital, what is less important?
Presentation of Carsten Totz, Strategy Director at think moto GmbH Berlin, presented during M.E.S.H. Camp (Medical Entrepreneur Start-Up Hospital Camp) Berlin, September 2014.
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Operation MVB. What does it take to craft a 'minimum viable brand' as a healthcare start-up?
1. MISSION BRIEFING:
OPERATION MVB.
WHAT DOES IT TAKE TO CRAFT
A MINIMUM VIABLE BRAND AS
A HEALTHCARE START-UP?
Dr. Carsten Totz
Strategy Director - think moto GmbH
Hauptgefreiter d.R. - German Air Force
MESH Camp Berlin
September 18, 2014
Photo: www.offdutygamers.com
2. Strategic design agency with a focus on digital media.
Concept and design of branded interactions -
as interfaces, products, services and identities.
10+ experts in brand strategy, user experience and interaction design,
visual and interface design, creative development and
projectmanagement.
Web: www.thinkmoto.de
Blog: www.brandnewthinking.de
3. 3
VS
BRANDINGUSABILITY
„as PARTICULAR
as possible.“
„as HABITUAL
as possible.“
BIxD
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
4. 4
WE KNOW A LITTLE BIT ABOUT BUILDING BRANDS…
FOR START-UPS AND/OR HEALTHCARE PROVIDERS, TOO.
Bookwire
eBook-Publishing Internet-of-Things Furniture
Dental Clinic Orthopedic Surgery
Quantified Self
START-UPS
HEALTHCARE
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
Dental Clinic
5. 5
BRANDING.
WHAT IS IT ALL ABOUT?
WHY IS IT IMPORTANT - FOR YOU?
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
MVB - MINIMUM VIABLE BRAND.
WHAT DOES IT TAKE?
HOW TO DO IT?
1
2
6. 6
BRANDING.
WHAT IS IT ALL ABOUT?
WHY IS IT IMPORTANT - FOR YOU?
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
MVB - MINIMUM VIABLE BRAND.
WHAT DOES IT TAKE?
HOW TO DO IT?
1
2
7. WHAT IS A BRAND?
7
?
origin today
… make
… communicate
… deliver
company
product
service
behavior
performance
communications
promise
image
story
logo
identity
experience
interface
…
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
8. 8
BRANDING. WHAT’S IT ALL ABOUT?
CONSUMER MARKETS & CULTURE
CRISIS OF INSTITUTIONS
INTEGRATED MARKETS
ECOSYSTEMS
ABUNDANCE
ETC.
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
9. 9
BRANDING. WHAT’S IT ALL ABOUT?
BEING DIFFERENT, BEING UNIQUE, BEING BETTER.
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
10. 10
BRANDING.
BENEFICIAL FOR CONSUMERS.
NOT JOKING, IT’S A MATTER OF FACT.
FUNCTIONS OF
A BRAND FOR A
CONSUMER:
EFFICIENCY
simplified information retrieval and processing
RISK REDUCTION
reduced risk to take a „bad“ decision
SYMBOLIC BENEFITS
enrichment of individual or social life
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
11. 11
FUNCTIONS OF
A BRAND FOR A
COMPANY:
TARGETING
specific address and appeal
PREFERENCE
mental monopoly, activation, loyalty
PROFITABILITY
price premium, lower acquisition costs
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
BRANDING.
BENEFICIAL FOR COMPANIES, TOO.
WHAT A SURPRISE!
12. 12
beneficial for every relationship.
CONSUMERS (B2C)
CLIENTS (B2B)
EMPLOYEES
INVESTORS
PARTNERS
ETC.
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
BRANDING.
BENEFICIAL FOR ALMOST EVERY BUSINESS-RELATIONSHIP.
THAT’S REALLY A SURPRISE FOR MOST PEOPLE!
14. 14
BRANDING.
BUT HOW TO STAND OUT?
HOW TO BE DIFFERENT, UNIQUE & BETTER?
name
logo
color
identity
price
quality
service
interaction
experience
communications
etc.
HOW DO WE MAKE OUR
BRAND UNIQUE? HOW
DO WE STAND OUT?
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
15. 15
BRANDING.
WHAT IS IT ALL ABOUT?
WHY IS IT IMPORTANT - FOR YOU?
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
MVB - MINIMUM VIABLE BRAND.
WHAT DOES IT TAKE?
HOW TO DO IT?
1
2
16. 16
BRANDING & BRAND MANAGEMENT:
THERE’S NO ONE-SIZE-FITS-ALL-SOLUTION.
BRANDING BY
PLANNING
// strategic, product
portfolios & life-
cycles etc.
Gillette
Henkel
Nestlé
P&G
Unilever
BRANDING BY
IMAGERY
// functional, ad
campaigns, creative,
iconic etc.
American Apparel
Absolut
Beck’s
H&M
Sony
BRANDING BY
EXPERIENCE
// exceeding, human,
surprising, touching
etc.
AirBNB
Amazon
Apple
MyTaxi
Starbucks
BRANDING BY
SELF-
EXPRESSION
// cooperative,
fluid, fast-paced,
participatory etc.
Burton
Converse
Mini
Vans
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
17. 17MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
MVB CANVAS™
BUILD, TEST, AND ITERATE YOUR MINIMUM VIABLE BRAND
MVB
STORY
ARTIFACTS INVITATION
BELI
EFS
/ VALUES
RALLY POINT
YO
UR
W
HY
MEDIUM
MESSAGE
CHANNELSFEEL(INTERACT)
EXPERIENCE
SEE(VISUAL)
ORGANIZATION:
PERSONA SEGMENT:
DATE:
ITERATION NO:
VITALS
This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-nc-sa/4.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
Jeremiah Gardner & Dee Copeland Patience
From The Lean Brand | LeanBrandBook.com | #TheLeanBrand
DESIGNED BY:
source: Jeremiah Gardner & Dee Copeland Patience, The Lean Brand
18. 18
… BUT ONE THING IS CLEAR-CUT:
YOU WON’T CREATE A STRONG BRAND WITHOUT
A BRAND STRATEGY THAT IS BACKED BY A BUSINESS STRATEGY.
logo
name
slogan
visuals
may help to
… identify company, product, service etc.
… appear professional
… deal with short-term communicationsBRAND
BUSINESS
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
19. 19
OUR BIXD-PROCESS: STEP BY STEP TOWARDS
INTERACTIONS THAT STRENGTHEN YOUR BRAND.
TODAY’S FOCUS
DISCOVER
ANALYSIS
DEFINE
STRATEGY
DESIGN
CONCEPT & DESIGN
DELIVER
PRODUCTION &
DOCUMENTATION
DISTRIBUTE
ROLL-OUT &
EVOLUTION
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
20. 20
DISCOVER: UNDERSTANDING THE INTERPLAY OF FACTORS
INFLUENCING BRANDED INTERACTIONS.
BUSINESS USER
BRAND
- vision & values
- promise
- behavior
- offering
- appearance
- story
- business model
- competitors
- product & services
- customer-life-cycles
- touchpoints
- applications
- content
- task
- activity
- context
- culture
- lifestyle
- demographics
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
21. fixed
variable
externalinternal
21
DEFINE: A SOLID STRATEGY IS THE FOUNDATION OF YOUR BRAND.
YOU DON’T WANNA BUILD ON SAND!
BRAND VISION
What do we want our brand to
become?
BRAND PROMISE
What is our commitment
to our customers, our
employees and
the world?
BRAND DELIVERY
How do we intend to fulfill
our commitment and
what actions will we take?
BRAND POSITIONING
How do we want to be
perceived and what
are our competitive
advantages?
Source: Mootee, 60 Minute Brand Strategist, p. 182
BRAND PERSONALITY
What is our character, what
drives us and how do we
behave and interact?
+
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
22. 22
DEFINE: BRAND VISION.
HOW DOES YOUR BRAND SUPPORT YOUR CORPORATE STRATEGY?
WHAT DO WE WANT OUR BRAND TO BECOME?
„… our vision is to create a better everyday life
for the [sic] many people. Our business idea
supports this vision by offering a wide range
of well-designed, functional home furnishing
products at prices so low that as many people
as possible will be able to afford them.“
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
„To bring inspiration and innovation to every athlete* in the world.
*if you have a body, you are an athlete.“
23. 23
DEFINE: BRAND MEANING (OR PROMISE).
HOW DO YOU IMPROVE THE LIFE OF YOUR CLIENT?
BRAND
MEANING
MISSION
STATEMENT
external perspective, client’s point of view internal perspective, organizational point of view
essence of the brand’s benefits
(functional and emotional)
experienced through a brand’s
products and services
direction and objectives of a brand
saying you „add value“
is not enough…
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
24. THE OTHERS
24
DEFINE: BRAND POSITIONING.
… OF COURSE YOU’RE BETTER, BUT IN WHAT WAY AND FOR WHOM?
mainstream
elite
progressive
conservative
1
who are your (direct and indirect) competitors ?
what are the reasons people buy from them?
what is the competitor position in the market?
2
what is the current position of your
company, product or service?
what position can you achieve, realistically?
3
what specific attribute or quality of your product
or service makes you unique and desirable?
YOU
DIFFERENTIATOR
keep itreal, staytrue!
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
25. THE OTHERS
25
mainstream
elite
progressive
conservative
1
who are your (direct and indirect) competitors ?
what are the reasons people buy from them?
what is the competitor position in the market?
2
what is the current position of your
company, product or service?
what position can you achieve, realistically?
3
what specific attribute or quality of your product
or service makes you unique and desirable?
YOU
DIFFERENTIATOR
keep itreal, staytrue!
„The professional/ trustworthy/ passionate leader/ partner/ expert in/for innovative/ state-of-the-art/ efficient healthcare solutions.“
If your positioning statement goes like this:
Throw it away and start again!
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
DEFINE: BRAND POSITIONING.
… OF COURSE YOU’RE BETTER, BUT IN WHAT WAY AND FOR WHOM?
26. 26
DEFINE: BRAND PERSONALITY.
HOW DOES IT FEEL INTERACTING WITH THE BRAND?
WHAT DRIVES HER/ HIM, HOW DOES SHE/ HE BEHAVE?
Look &
Feel
Information
Architecture
User
Guidance
Motion &
Interaction
empathic determined efficient
VERBAL DESCRIPTION
„
„
[Brandname] is a 45 year old male, top-educated and
extremely experienced. He lives with his wife and two
kids in a spacious house in Munichs suburbia. The interior
of his house is bright, welcoming and ‚scandinavian‘ -
mixing inherited furniture with design icons. […]
He is healthy and in a very good shape. He loves to spend
spend time outdoors - hiking, running, mountain biking.
Being on vacation means to do something, to be active,
to sail in the mediterranean or crossing the Andes. […]
BRAND FILTER
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
27. fixed
variable
externalinternal
27
THE STRATEGIC FOUNDATION GIVES STABILITY.
LET’S BUILD THE HOUSE!
BRAND VISION
What do we want our brand to
become?
BRAND PROMISE
What is our commitment
to our customers, our
employees and
the world?
BRAND DELIVERY
How do we intend to fulfill
our commitment and
what actions will we take?
BRAND POSITIONING
How do we want to be
perceived and what
are our competitive
advantages?
source: Mootee, 60 Minute Brand Strategist
BRAND PERSONALITY
What is our character, what
drives us and how do we
behave and interact?
+
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
28. 28
DEFINE & DESIGN: OUR BRAND MODEL.
THE THINK MOTO BRAND BIOS.
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
OFFERING
BEHAVIOR IMAGE
STORY
MEANING
USP
The narrative, that tells a story
about the origin, the myths, the
legends and the cornerstones of
a brand.
The goal: CREDIBILITY.
The brand identity, that expresses
the essence and promise of the
brand visually.
The goal: UNIQUENESS.
The behavior, the interactions that
express the personality and
character of a brand
The goal: EXPERIENCE.
The offer, the selling point - defining
the value and benefits of the brand
for the human being.
The Goal: RELEVANCE.
Benefits
RtB
Performance
Archetype
Imagery
Name
Logo
Colors
Packaging
Product
Design
UX
BX
Scripts
Advertising
29. 29
DESIGN: BRAND IDENTITY - NAME.
THE BEGINNING OF A CONVERSATION
AND ESSENCE OF YOUR STORY.
HELLO
MY NAME IS
?
DIFFERENTIATING
‚cos there’s too much „same same“ out there
STORYTELLING
expressing the brand personality and tonality
EASY
to understand, write, pronounce & memorize
PROTECTABLE
or at least „ownable“
INTERNATIONAL
suitable in different cultures and languages
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
30. 30
DESIGN: BRAND IDENTITY - NAME.
THINK MOTO CASES.
HELLO
MY NAME IS
?
iThings4U -> relayr
COMPANY: Internet of Things
assistr, heatr, homr
PRODUCTS: Internet of Things
sayHEY
SERVICE: Instant Smart Messaging
All-On
MOBILE TARIF: High Data-Volume
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
31. 31
DESIGN: BRAND IDENTITY - LOGO.
THE VISUAL CORE OF YOUR STORY - …
GENUINE
expresses essence or trait of your company, unique
DEEP
unfolds deeper meaning/aspects, surprising, sophisticated
SIMPLE
uncluttered, not too much detail, works in black & white
SCALABLE
should work in small and large sizes, in every medium
BALANCED
harmonious, pleasing the eye
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
32. 32
DESIGN: BRAND IDENTITY - LOGO.
THE VISUAL CORE OF YOUR STORY -
…WILL CHANGE OVER TIME, FOR SURE.
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
t
33. 33MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
DESIGN: BRAND IDENTITY - COLORS.
A MIGHTY TOOL, WHEN DEPLOYED
BY THE BOLD AND BRAVE.
TelcoChocolateCreme Softdrink Coffee
Rental
Cars
„
„
There are more valid colors for healthcare
companies than BLUE & WHITE! It’s not just
about expressing “serious“, “trust“ or
“clinical“ - it’s about empathy, quality-of-
life, optimism, change etc., too. Clarify what
your offer is all about (for the client), define
your focus, balance the colors, explore
different shades… don’t go for the too
obvious, be courageous.
34. 34
DESIGN: BRAND IDENTITY - IMAGERY.
THERE’S NO GENERAL RIGHT OR WRONG*.
IT HAS TO EXPRESS YOUR BRAND PERSONALITY.
two
top-notch
dental
clinics
two
different
brand
personalities
*well, maybe genericstock-photographyis yet wrong
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
source: www.winau-mag.de source: www.implaneo.de
35. 35
DESIGN: BRAND EXPERIENCE - PACKAGING.
WHAT IS YOUR PRODUCT WEARING?
WORKWEAR, CHEAP CHIC OR HIGH FASHION?
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
a statement
about your
personality
36. 36
DESIGN: BRAND EXPERIENCE - DIGITAL INTERACTIONS.
MAYBE THE MOST IMPORTANT TO BUILD (OR DESTROY) A BRAND TODAY.
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
JOY
OF USE
ADRESSING
EMOTIONAL NEEDS
SENSITIVITY FOR CONTEXT
& ‚JOB TO BE DONE‘
COMMUNICATION
OF USP & VALUE
MAKING THE SERVICE
ACCESSIBLE & USABLE
What App promises Joy-of-Use?
For what App wouldyou spend € 2 ,69?
37. CRAFTING YOUR MVB - MINIMUM VIABLE BRAND.
FOCUS ON WHAT TRULY MATTERS.
POSITIONING
OFFERING
NAME
(USER) EXPERIENCE
IMAGERY
STATIONARY
STORY
LOGO
„I suppose, there are more important
challenges to tackle at the moment.“
„Take it seriously,
don’t build on sand!“
„Put some effort on it,
it pays of. Trust me.“
„Well… better to have a good one,
but can grow over time.“
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
CAUTION: THIS CHART WILL DESTROY ITSELF IN 30 SECONDS!
WHY
HOW
WHAT
38. 38
„Branding, now more than ever, is about owning the idea,
putting it at the heart of the organisation, and enabling it
to spread across all touch-points and channels, no
matter how much the media landscape changes.
It’s not simply a copy-paste of graphic principles. It’s
experiential. The logo isn’t dead, it’s just irrelevant.“
(Jason Little, Creative Director, Landor Associates London)
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
39. 39
BRANDING.
BUSINESS’ MOST POWERFUL TOOL TO CREATE
VALUE FOR (ALMOST) EVERY RELATIONSHIP.
MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
MVB - MINIMUM VIABLE BRAND.
A START-UPS PROOF-OF-CONCEPT FROM
A COMMUNICATIONS/ USER PERSPECTIVE.
1
2
40. THANK YOU VERY MUCH.
DISMISS!
40MESH Camp 2014 | Operation MVB - Branding for Healthcare Start-Ups | 18.09.2014
CONTACT:
Dr. Carsten Totz
Strategy Director
Tel. +49 30 8101 2006
carsten.totz@thinkmoto.de
Anna Kubitza
Account Director
Tel. +49 30 8101 1998
anna.kubitza@thinkmoto.de
www.thinkmoto.de
www.brandnewthinking.de