Brand Driven Message Architecture Workshop UXLX

@mbloomstein | #uxlx 1
© 2014© 2014
Brand-driven message architecture
Margot Bloomstein
UX Lisbon 5 June, 2014
@mbloomstein #uxlx

What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.

© 2014
Content demands attention

© 2014
Because we all want the same thing,
but content keeps getting in the way.
Content requires time

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Content dredges up politics

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Titles < Roles < Skills
©Skillset.org

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Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines

Deliverables are merely
punctuation in the
conversation.
They can’t replace the
conversation.

Why content strategy?

Because we all want the same thing,
but content keeps getting in the way.

Launch on time

Stay within budget

Maintain a consistent user experience
visually and verbally, across channels

Without the team killing each other
over differences in opinion and
changing goals

© 2014
This can be yours.

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More like Apple’s “message
architecture”
Confident but approachable; accessible
Simple
Minimal detail
Streamlined and anticipatory
Inviting, friendly
Supportive but not fawning

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Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible

© 2014
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629312615 | Confirmed
Hello
I'm Little MOO - the bit of software that will be managing your order with
moo.com. It will shortly be sent to Big MOO, our print machine who will print it
for you in the next few days. I'll let you know when it's done and on its way to
you.
Remember, I'm just a bit of software. So, if you have any questions regarding
your order please first read our Frequently Asked Questions or contact customer
services (who are real people!)
Thanks,
Little MOO, Print Robot

© 2014
Message architecture…
Cheeky
Customer oriented and responsive
Helpful

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Versus brand values?

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Versus a mission or vision?
“Great design for everyone”
Vision and direction are different.
This inspires, but isn’t tactical.

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Gracious
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality
Message architecture?

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First things first.
What do you need to communicate?

© 2014
First things first.
start blogging, audit the content,
consolidate site architecture, add video
testimonials, incorporate reviews, relaunch
the site, develop new brand guidelines,
switch to a new CMS, or go “mobile first”…

If you don’t know what
you need to communicate,
how will you know if you
succeed?

© 2014
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.

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A little thing with big impact.

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How could we prove this is a car not like
anything else out there? It’s a small car,
but it’s premium. You get a Porsche 911
ride for a fifth of the cost. It’s got history…
but in Europe.
You need to give people content to give
them history.”

© 2014
Premium technology
• Assertive; ready to perform as a driver’s car
• Proactive and supportive of spontaneity
Classic design
• Experienced and savvy
Cheekiness
• Smart, “punny,” hip
• Fun, gleeful

© 2014
If these emails are boring you
and you don’t mind missing out
on all the lip-smackin’ stuff
we’ll be sending in the future,
simply send a message to owner-
unsubscribe@insiders.miniusa.com
and include “Unsubscribe” and
your favorite fruit in the
subject field.

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Message architecture drives
the user experience

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Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content

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Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design

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Premium technology
Classic design
Cheekiness
• Smart, “punny,” hip
• Fun, gleeful
…in the choice of features and
content types

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Not all channels are appropriate
for every brand or audience.
• Annual reports
• Articles on your site
• Articles on other sites
• Blogs
• Books
• Branded tools
• Case studies
• Digital magazines
• eBooks
• Email newsletters
• Facebook posts
• Games
• In-person events
• Infographics
• Licensed/syndicated
content
• LinkedIn posts
• Microsites
• Mobile apps
• Online presentations
• Podcasts
• Print magazines
• Print newsletters
• Research reports
• Twitter
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey

© 2014
Premium
• Lindt embodies quality, in product, marketing, & company interactions
• Approachable: Quality indulgences are more accessible
• Trusted in brand and quality
Empowering
• Entrepreneurial: Innovating, championing individuals and successes
• Market driving: strategic and proactive
• Professional and consistent through experience and being responsive
Community-minded
• Engaged with the Lindt family
• Customer-oriented
• Socially conscious

© 2014
Message architecture drives
a consistent user experience,
visually and verbally.

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Elegant layout and typography
• Spread-to-spread sightlines and flow
• Wider borders
• Layered background images
• Italic titles with initial drop caps
• Serif body copy

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Imagery of individual impact
• People engaged with product and offsite
community service—not just product or
just results of service
• Team breadth and diversity of role,
gender, ethnicity, and age

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Accessible, informative copy
• First-person plural
• Frequent rhetorical asides
• Shorter sentences
• Clear, concrete explanations

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Message
architecture
Content
audit
Content
types
Content model
& matrix
Editorial style
guidelines and
calendar

© 2014
A hierarchy of communication goals
that reflects a common vocabulary.

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Concrete, shared terminology,
not abstract concepts.

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Welcoming,
but elite.
Selective?

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How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment

Why do this?
Words are cheaper than comps.

Why do this?
Refine the concept, rather than
confirm the purpose.

Why do this?
Choose content types to manifest
the message architecture—
not just because they’re trendy.

Audit time!

© 2014
Passionate about strategic discovery
• Creative, spirited, inspired
• Visionary, innovative thought leader and industry leader
• Flexible
Tactical and hands-on
• In the trenches, in touch
• Detail-oriented and methodical
Pioneering
• Groundbreaking, trend-setting
• Modern and savvy
People-focused and market-driven
• Trusted by medical professionals, researchers, and media
• Industry news source

Audit to understand what you
have and what you need.
Don’t just do it for fun.
Before you can start, you need to
know why.
What are you trying to learn?

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Every tab tracks the same data
Quantitative:
• Head count: what do we have?
• Is it consistent?
• Are similar content types consistent
in size and structure?
• Is there parity of length, level of
detail, and tone?

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Every tab tracks the same data
Qualitative: is it any good?
• ROT analysis: redundant, outdated, trivial
• Current, relevant, and appropriate
to the message architecture
• Does it serve the communication goals?
• Does it speak to the target audience?

© 2014
What will you learn?
• What do we have?
• What are the patterns, elements, & types?
• Is it any good?
• Do people even like it? (Check analytics!)
• What do we need to update?
• What do we need to translate?
• Where do we need more?

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Where can you go?
• Prescribe new content types
• Advocate for more frequent content updates
• Promote a new editorial calendar
• Reallocate budget across social media channels

But first things first:
Understand what you need to
communicate—and why.

© 2014
Obrigada!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
All photography © Margot Bloomstein unless otherwise noted.
Screen grabs property of their respective owners at time of capture.

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