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Service Branding – Designing for distinction

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Service brands have additional branding options that product brands don’t have: The service experience.
This presentation features a framework and an applied case study on Service Branding or Branded Customer Experience – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.

Approach presented at Service Design Network SDN Global Conference 2016 in Amsterdam #SDGC16 #ServiceBranding #BrandedCustomerExperience #BrandExperience

Veröffentlicht in: Marketing

Service Branding – Designing for distinction

  1. 1. Brand Management Brand Strategy Service Design Experience Design Customer Experience Service Branding – Designing for distinction White Paper and Case Study by Rlevance Consulting
  2. 2. Human Centered Design is a great thing… 2
  3. 3. 3 …it helps to provide better ways of serving needs…
  4. 4. 4 …it makes things easier…
  5. 5. 5 …and it makes things more fun
  6. 6. Designing human centered results in solutions that »work« for people. 6 But let‘s look a bit more into the details 
 when designing human centered.
  7. 7. Creating a solution for a given situation 7 → ideal solution for [person × situation] Situation Needs Goals Capabilities Restrictions
  8. 8. 8 Taking humans as primary measure doesn‘t come without downsides ideal solution 
 for [person × situation] task: 
 designing for a commercial situation similar solutions for competing brands HCD Brand A = Brand B = Brand C
  9. 9. 9 Resulting in experiences that do not distinguish from each other Source: Rupert Platz, http://de.slideshare.net/r000pert/why-youre-a-brand-shaper-knowingly-or-not-and-what-you-can-do-about-it?
  10. 10. 10 Especially important for large-scale services offers, you do not want the same experience as your competitor
  11. 11. 11 Yet differentiation is necessary as today‘s customers face an abundance of commercial choices
  12. 12. 12 When creating service experiences, it is not enough to design for human centeredness. To ensure economic survival, it is vital 
 to design for distinction.
  13. 13. 13 Designing for distinction
  14. 14. 14 There is one tool that specializes on that…
  15. 15. 15
  16. 16. 16 A brand is a what people think and feel about 
 a product, service, or organization.
  17. 17. 17 Branding means designing for the cognitive world of thoughts, attitudes & emotions, not for usage in specific situations
  18. 18. 18 In the long run branding inspires an emotional bond through relevant meaning
  19. 19. 19 Branding facilitates perception
  20. 20. 20 Branding enables understanding care
  21. 21. 21 Branding makes offers attractive
  22. 22. »Fueling a life full of daring« 22 This meaning is packaged as »brand idea« which guides the building of a brand
  23. 23. 23 Creating brands, the very simple version implementationstrategyresearch 
 find relevant aspects looking at customers, offer, competitors focus aspects 
 on a crystal clear brand idea attractive, 
 differentiating authentic deliver the brand idea consistently across touchpoints 
 & time
  24. 24. 24 »Fueling a life full of daring« consistently delivered
  25. 25. 25 What are the mechanics of how a brand can deliver its idea?
  26. 26. 26 How can brands deliver their idea? hearing about it non-direct, second-hand information seeing it direct, first-hand information, static using it direct, first-hand information, responsive »I heard about John« »I‘ve talked to John, now I know what he is like« »I‘ve seen John, I know who he is«
  27. 27. 27 Service brands can focus on options that product brands hardly use: 
 The service experience hearing about it seeing it using it Product Brand Service Brand hearing about it seeing it using itexperience branding communication branding
  28. 28. 28 Service Branding = 
 Experience Branding
  29. 29. 29 How to brand service experiences
  30. 30. 30 Using the brand idea to »speak to people« through situations of product/ service usage Situation A Brand Idea Situation B Situation C Situation D
  31. 31. 31 In addition to translating the brand idea as usual into messages and appearance, we translate it additionally into distinct… micro services action/reaction behavior features SITUATION Goal: to evoke desired thoughts and emotions according to the meaning of the brand
  32. 32. 32 Designing for distinction: Human Centered Design combined with branding 
 improved solution 
 for [person × situation],task: designing for a commercial situation Improved offer providing a distinct experience to 
 competing offers „way“ of improvement according to brand idea HCD Branding
  33. 33. Framework Branded Customer Experience/Service Branding: Creating value for the user Using human centered design methods to improve customer situation Building a distinct brand Making these improvements expressions of the brand idea + Giving value to customers while building brands
  34. 34. 34 Example: Experience Branding for airlines
  35. 35. 35 Study Brand Experience Airlines – Airlines strive to be brands, but mostly distinguish via design and communication, the experience they provide is more or less the same – Conducted an ethnographic study of 8 European airlines: experience journey, 
 pain points, brand perception – Created service branding ideas for Lufthansa & easyJet
  36. 36. 36TV commercial Lufthansa: https://www.youtube.com/watch?v=7Aod5md6Ato
  37. 37. 37 TV commercial easyJet 2013 TV commercial easyJet: https://www.youtube.com/watch?v=f2cbLjab_FM
  38. 38. 38 Two very different brand positionings Bringing German reliability and precision into air-travel* *) from interviews and communication analysis Everyone can enjoy 
 time away affordably*
  39. 39. 39 Insight and brand idea Creating value for the user An air-trip is a complex process full of uncertainties. For most travelers, predictability and being in the know helps a lot. The brand idea + Bringing German reliability and precision into air-travel
  40. 40. Opportunity to create value There is a trade-off between not wanting to wait too long at the airport and not wanting to miss your flight. This dilemma is a source of stress.
  41. 41. Idea To take away the feeling of insecurity, Lufthansa helps with the Travel Companion: An app that provides necessary information. It also shows how long it takes to airport with different modes of transport.
  42. 42. Opportunity to create value Settling in your seat is when you have finally made it after all the stop and go, and the journey is about to begin. This is a very sensitive moment.
  43. 43. Idea Lufthansa celebrates this with a new ritual, a very simple printed schedule of the services planned – taking away uncertainty, as many people like to sleep, but do not want to miss food and drinks.
  44. 44. 44 Insight and brand idea Creating value for the user The brand idea Everyone can enjoy 
 time away affordably+Any air trip offers the opportunity to do exciting things, meet friends and enjoy your time away.
  45. 45. Opportunity to create value People are often looking for getaways, and not necessarily need to travel to a certain destination. Also, it is more about activities and weather than a specific destination. This is why they are flexible with dates but have a fixed budget.
  46. 46. Idea easyJet provides the Trip Alert: Users define certain criteria, including a price point. When all criteria are matched, the user is notified about his ideal trip, providing the feeling of great value.
  47. 47. Opportunity to create value An air-flight is about the things you do at the destination. For private travelers this is meeting people and doing great things. Although planning is fun most find the time for it only in the plane.
  48. 48. Idea The easyJet Trip Planner finds friends at the destina-tion through Facebook. It is also a bookmarking tool for activities, restaurants etc. at the destination. It increases the joy when looking forward to the trip.
  49. 49. Idea The easyJet Trip Planner works in offline mode, so people can finally plan the trip in the plane, matching people and activities and create an itinerary. This way, easyJet increases the enjoyment of the trip.
  50. 50. Through Service Branding two very different stories delivered 50 an enjoyable time away, affordably German reliability and precision
  51. 51. More Service Branding projects by Rlevance 51
  52. 52. Summary 52
  53. 53. Framework Branded Customer Experience/Service Branding: Creating value for the user Using human centered design methods to improve customer situation Building a distinct brand Making these improvements expressions of the brand idea + Giving value to customers while building brands
  54. 54. 54 With Service Branding we create value for users and also for our clients – delivering a sustainable result User
 needs Business
 needs
  55. 55. 55 making companies relevant for people Illustrators Icons (Nounproject): Herbert Spencer / Stefan Kovac / Ates Evren Aydinel / Creative Stall / Francielly Costantin Senra / DKHN / Inn Style Rlevance Consulting Christian Vatter
 cv@rlevance.com Berlin, Germany www.rlevance.com all intellectual property rights reserved

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