The document is a presentation on branding and user experience given by Stephanie Troeth at Camp Digital Manchester in March 2013. It discusses how brands can create a unique identity through their voice, tone, and storytelling to build emotional connections with users. It emphasizes the importance of listening to users, delivering on promises consistently, and creating positive user experiences at every stage to build loyalty over time.

1. Brand
& Other
Dirty Words
@sniffles
#campdigital
Stephanie Troeth
Camp Digital Manchester
March 2013
Wednesday, 27 March 13

2. Please excuse the strange accent.
Lived here
Living here
Born here
Grew up here
Wednesday, 27 March 13

3. When we build ...
Wednesday, 27 March 13

4. business user technology
sustainability needs constraints
what makes desires features
money
areas of growth
Wednesday, 27 March 13

5. how we make features?
money?
features?
features?
business technology
user
target
different
market?
Wednesday, 27 March 13

6. business experience
user
Wednesday, 27 March 13

7. better!
business experience
user
Wednesday, 27 March 13

8. What makes a great user experience?
Wednesday, 27 March 13

9. What makes a unique,
great product or service?
What makes a great user experience?
Wednesday, 27 March 13

10. What makes a unique,
great product or service?
What makes a great user experience?
what makes people love us?
Wednesday, 27 March 13

11. business brand
user
Hat tip: David Rollert
Wednesday, 27 March 13

12. unique
business brand
user
Hat tip: David Rollert
Wednesday, 27 March 13

13. exotic!
fun!
unique adventurous!
business brand
user
Hat tip: David Rollert
Wednesday, 27 March 13

14. serious
exotic!
fun! reliable
unique adventurous!
business brand useful
user
Hat tip: David Rollert
Wednesday, 27 March 13

15. “Conditioned by millennia of tribal warfare and
fierce competition for limited resources, we are
always looking for cues to help us make snap
judgements about others.”
— Susan T. Fiske.
Wednesday, 27 March 13

16. Brand is a differentiator in how
a user experiences you —
and if they identify with you.
Wednesday, 27 March 13

17. brand
Think or feel?
Wednesday, 27 March 13

18. Wednesday, 27 March 13

19. Wednesday, 27 March 13

20. Wednesday, 27 March 13

21. Key value
proposition:
customisation
Wednesday, 27 March 13

22. Bullet points
= geek factor
= rational quality
= think of all the
things we can do
with it!
Wednesday, 27 March 13

23. Wednesday, 27 March 13

24. Wednesday, 27 March 13

25. Akoha: the world’s first social reality game
Already a member? Sign in.
logo
Akoha is a fun way to spice up your life.
Earn rewards for completing “missions” — exciting Sign up now
and simple activities that turn the ordinary into
something extraordinary!
• Get access to hundreds of real-world missions Signing up is free and
• Capture those experiences and share them takes less than 2
• Earn rewards for trying out new things! minutes.
What’s this all about?
Wednesday, 27 March 13

26. Akoha: the world’s first social reality game
Already a member? Sign in.
logo
Akoha is a fun way to spice up your life.
rational!
Earn rewards for completing “missions” — exciting Sign up now
and simple activities that turn the ordinary into
something extraordinary!
• Get access to hundreds of real-world missions Signing up is free and
• Capture those experiences and share them takes less than 2
• Earn rewards for trying out new things! minutes.
What’s this all about?
Wednesday, 27 March 13

27. Hat tip: David Rollert, whose original method I adapted
Wednesday, 27 March 13

28. emotional rational
Hat tip: David Rollert, whose original method I adapted
Wednesday, 27 March 13

29. emotional rational
fun
psychic
(knows exactly what I was looking for)
effective
motivating
affective
entertaining (people's choice)
magical
facilitate
encouraging discussion to play missions
surprising indication of progress
allow me to influence
— have an impact
inspire
Hat tip: David Rollert, whose original method I adapted
Wednesday, 27 March 13

30. Wednesday, 27 March 13

31. Wednesday, 27 March 13

32. Wednesday, 27 March 13

33. Wednesday, 27 March 13

34. Wednesday, 27 March 13

35. Wednesday, 27 March 13

36. Rational...
Wednesday, 27 March 13

37. Rational...
but not always.
Wednesday, 27 March 13

38. Wednesday, 27 March 13

39. Wednesday, 27 March 13

40. Wednesday, 27 March 13

41. Wednesday, 27 March 13

42. brand
Aarron Walter’s
Design Personas
http://aarronwalter.com/design-personas/
Wednesday, 27 March 13

43. Wednesday, 27 March 13

44. Wednesday, 27 March 13

45. Wednesday, 27 March 13

46. Wednesday, 27 March 13

47. Wednesday, 27 March 13

48. Wednesday, 27 March 13

49. MailChimp is:
✤ fun but not childish
✤ clever but not silly
✤ powerful but not complicated
✤ smart but not stodgy
✤ cool but not alienating
✤ informal but not sloppy
✤ helpful but not overbearing
✤ expert but not bossy
Wednesday, 27 March 13

50. brand user
Kate Kiefer Lee’s
Approach to “Voice and Tone”
Tone and Voice: Showing Your Users That You Care
http://uxmag.com/articles/tone-and-voice-showing-your-users-that-you-care
Wednesday, 27 March 13

51. “Our company’s voice is an expression of
personality, and it’s ingrained in every piece
of content we publish. Our voice is who we
are. Our brand’s voice naturally grows over
time, but it generally stays the same from
day to day. Our brand’s tone, on the other
hand, should change often. Tone of voice is an
adaptive reflection of feelings.”
— Kate Kiefer Lee
Wednesday, 27 March 13

52. voiceandtone.com
Wednesday, 27 March 13

53. voiceandtone.com
Wednesday, 27 March 13

54. brand user
Clarity through storytelling
Wednesday, 27 March 13

55. soon-to-be
dirty word
brand user
Clarity through storytelling
Wednesday, 27 March 13

56. The shape of stories
https://www.youtube.com/watch?v=oP3c1h8v2ZQ
Wednesday, 27 March 13

57. The shape of stories
http://www.musik-therapie.at/PederHill/Structure&Plot.htm
Wednesday, 27 March 13

58. Wednesday, 27 March 13

59. Wednesday, 27 March 13

60. Plot, character, or question?
Wednesday, 27 March 13

61. Wednesday, 27 March 13

62. Wednesday, 27 March 13

63. Skinny
mobile
version
Wednesday, 27 March 13

64. brand business
Stephanie Hay’s
Message Hierarchy Method
Designing for Content: Creating a Message Hierarchy
http://webstandardssherpa.com/reviews/designing-for-content-creating-a-message-hierarchy/
Wednesday, 27 March 13

65. Wednesday, 27 March 13

66. Write as many
messages as possible
Wednesday, 27 March 13

67. Write as many
messages as possible
Align with business
objectives
Wednesday, 27 March 13

68. Write as many
messages as possible
Align with business
objectives
Edit for redundancy
Wednesday, 27 March 13

69. Write as many
messages as possible
Align with business
objectives
Edit for redundancy
Prioritise &
validate
Wednesday, 27 March 13

70. user
Ways to listen
Wednesday, 27 March 13

71. Common user listening methods
surveys
analytics
card sorting
A/B testing
focus groups
remote testing tools
interviews
usability testing sentiment
analysis “listening labs”
heuristic evaluation “contextual enquiry”
close-ended open-ended
Wednesday, 27 March 13

72. Common user listening methods
surveys validate
analytics
card sorting
brand
A/B testing p erception
focus groups
remote testing tools
interviews
usability testing sentiment
analysis “listening labs”
heuristic evaluation “contextual enquiry”
close-ended open-ended
Wednesday, 27 March 13

73. “Marketing’s Key New Metric: Engagement”, Brian Haven
http://www.adobe.com/engagement/pdfs/marketings_new_key_metric_engagement.pdf
Wednesday, 27 March 13

74. before during after
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75. before during after
positive
anticipation
Wednesday, 27 March 13

76. before during after
satisfy
needs
positive
anticipation
Wednesday, 27 March 13

77. before during after
satisfy
satisfied
needs
positive
anticipation
Wednesday, 27 March 13

78. before during after
satisfy functional
satisfied
needs
UI
positive
anticipation
Wednesday, 27 March 13

79. before during after
satisfy functional
satisfied
needs
UI
positive
pleasure
anticipation
Wednesday, 27 March 13

80. before during after
satisfy functional
satisfied
needs
UI
positive
pleasure contented
anticipation
Wednesday, 27 March 13

81. before during after
satisfy functional
satisfied
needs
UI
positive
pleasure contented flawless
anticipation
UI
Wednesday, 27 March 13

82. before during after
satisfy functional
satisfied
needs
UI
positive
anticipation
Wednesday, 27 March 13

83. before during after
satisfy functional
satisfied
needs
UI
positive
excite
anticipation
Wednesday, 27 March 13

84. before during after
satisfy functional
satisfied
needs
UI
positive
excite relief
anticipation
Wednesday, 27 March 13

85. before during after
satisfy functional
satisfied
needs
UI
positive
excite relief
e.g. tension
anticipation through scarcity
Wednesday, 27 March 13

86. before during after
satisfy functional
satisfied
needs
UI
positive
excite relief
e.g. tension
anticipation through scarcity
exceed
expectation
Wednesday, 27 March 13

87. before during after
satisfy functional
satisfied
needs
UI
positive
excite relief
e.g. tension
anticipation through scarcity
exceed
expectation love + loyalty
Wednesday, 27 March 13

88. before during after
satisfy functional
satisfied
needs
UI
positive
excite relief
e.g. tension
anticipation through scarcity
exceed
expectation love + loyalty
Wednesday, 27 March 13

89. before during after
satisfy functional
satisfied
needs
UI
positive
excite relief
e.g. tension
anticipation through scarcity
exceed
expectation love + loyalty
consistent
brand
experience
Wednesday, 27 March 13

90. Make a promise.
Wednesday, 27 March 13

91. an honest
Make a promise.
Wednesday, 27 March 13

92. Keep it.
Wednesday, 27 March 13

93. Keep it.
Consistently.
Wednesday, 27 March 13

94. ∞
Wednesday, 27 March 13

95. Thank you!
Stephanie Troeth
@sniffles
http://stephanietroeth.com/
http://about.me/stephtroeth
My eternal gratitude to great shoulders
I stand upon: David Rollert, Aarron Walter,
Kate Kiefer Lee, Stephanie Hay, Olivier Thereaux
Many thanks to Team MONA:
Cristina Valsera, Olga Feliu, Lluís Sabadell, Esther Fuldaver, Olga Voskoboinikova,
Josep Romero, Mark Wong-Van Haren, Pablo Acuña, Alastair Warren,
Wednesday, 27 March 13