Architecture is Branding
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1. Architecture is a form of branding that helps shape how people perceive and experience a space. 2. Understanding branding principles like positioning, desired perception, and brand promises can help architects design spaces that align with their intended purpose and messaging. 3. By deriving design attributes from a clear positioning statement, architects can create spaces where the final product embodies those attributes and successfully communicates the intended brand.
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Architecture is Branding
- 1. Architecture is branding ( …and how understanding branding can help you design )
- 2. Before we begin, lets clarify 3 things about brands…
- 3. A brand is NOT a logo #1
- 4. YOU don't get to tell people what your brand is, THEY tell you. #2
- 5. #3 Marketing & Advertising are… Branding is… sellingcreating & owning
- 6. Now that we know what a brand is, why as designers should we care?
- 7. Because, there is a methodology to branding that helps focus design …a lot
- 8. Thomas J. Watson Jr. “Good design is good for business.”
- 9. guess the “brand promise” for each one Lets examine a few sample cases of brand and design
- 10. Bang & Olufsen
- 11. Bang & Olufsen brand promise: impeccable quality, innovative technology, and a unique aesthetic appeal
- 12. Dyson
- 14. Virgin Atlantic
- 15. Virgin Atlantic brand promise: To be genuine, fun, contemporary and different in everything we do
- 16. Pontiac Aztek
- 17. Pontiac Aztek brand promise: The most versatile vehicle on the planet.
- 18. “angry kitchen appliance” "aggressive for the sake of being aggressive.“ “the first awkward step toward innovation by a company that has avoided that path" "destroyed an 84-year-old automaker."
- 19. …the difference between a good brand and a bad brand is the successful execution of the brand promise.
- 20. Understanding the basics: Branding is part of Business
- 22. Coke’s Market Cap Including Brand Value $188 Billion Coke’s Market Cap Not Including Brand Value $94 Billion Sep. 2016 ..what’s left when you take brand value away: cash and short-term investments accounts receivable inventory, pre-paid expenses, current assets property, plants & equipment Long-term investments and assets
- 23. Profit = Revenue - Cost Business Model Canvas 2 1 3 4 5 6 8 7 9 CUSTOMER VALUE PROPO- SITION CHANNELS Customer relationship REVENUE RESOURCES ACTIVITIES PARTNER- SHIPS COST
- 24. The Value Side 2 1 3 4 CUSTOMER VALUE PROPO- SITION CHANNELS Customer relationship REVENUE RESOURCES ACTIVITIES COST PARTNER- SHIPS
- 26. How to tie this into your design process.
- 27. Its all about your positioning
- 28. Market Research PositioningOffering Analysis
- 29. Market Research PositioningOffering Analysis Identify market segment Define value-add for the identified market segment Major competitors and their positioning Current perceptions Identify opportunity Competitive Differentiation & Positioning in Market Branding Agency process
- 30. Branding Agency process Identify market segment Define value-add for the identified market segment Major competitors and their positioning Current perceptions Identify opportunity Competitive Differentiation & Positioning in Market Market Research PositioningOffering Analysis Design process Audit User(s), Needs & Goals Strategy Design, Engineering, & Execution Existing design solutions Technological Boundaries Fiscal Boundaries Identify opportunity Focus direction Compelling Differentiation & Positioning statement
- 31. Audit User(s), Needs & Goals Strategy Design, Engineering, & Execution Existing design solutions Technological Boundaries Fiscal Boundaries Identify opportunity Focus direction Compelling Differentiation & Positioning statement Market Research PositioningOffering Analysis Design process Nothing has been sketched yet! This is a strategic process, put down that pencil
- 32. Audit User(s), Needs & Goals Strategy Design, Engineering, & Execution Existing design solutions Technological Boundaries Fiscal Boundaries Identify opportunity Focus direction Compelling Differentiation & Positioning statement Market Research PositioningOffering Analysis Design process Your idea is your positioning statement Designer Beware: If you proceed beyond this point without a positioning statement, Your are proceeding without a direction…
- 33. the key taking the Positioning statement Into Design …leaving a breadcrumb trail
- 34. working example Sample Project Brand & Design a Store within a Store for Verizon Wireless at RadioShack (rolled out nationally)
- 35. working example Brand Positioning “To become the nation’s acknowledged market leader providing wireless voice, data and messaging services” “Demystification of Technology”
- 36. working example Positioning Statement At the Verizon Wireless Store at RadioShack, we give everyone a simple way to access and experience the amazing benefits of the latest innovations in wireless technology. With Verizon Wireless, you’ll find we can take anybody anywhere they want to go, very easily.
- 37. At the Verizon Wireless Store at RadioShack, we give everyone a simple way to access and experience the amazing benefits of the latest innovations in wireless technology. With Verizon Wireless, you’ll find we can take anybody anywhere they want to go, very easily. working example Positioning Statement Reliable Unique / Relevant Easy Accessible
- 40. the design/positioning check does the final product embody the design attributes... …that were extracted from the positioning statement. …that was derived from the clients goals?
- 41. The ultimate check How does the end-user Perceive the Design? “We have been very pleased with the design, from both a visual and functional point of view. The bold design offers the client a quick, at a glance understanding of the excitement of the offering, while also being a very effective demonstration tool for our sales representatives.” Dennis Howell Senior Design Director, RadioShack
- 42. How is your brand perceived?
- 43. Philippe Starck – The Royalton
- 44. Philippe Starck – The Royalton brand promise: Make the guest feel like they are on a stage as the starring actors.
- 45. Great Pyramid of Giza
- 46. Great Pyramid of Giza brand promise: Immortality for the Pharaoh
- 48. So next time you start a project, think positioning, think desired perception, think brand.