Building brands that are fruitful platforms for innovation and design requires a human centred approach. Only human centred brands will be used by innovators and valued by users. Here's Zilver's take on human Centred Branding, plus a quick overview on how we build human centred brands.

1. Human centered branding
erik roscam abbing//zilver innovation bv 16 juni 2009
Photo: www.mirrabikeco.com

2. The purpose of this presentation is to learn…
1. what makes a strong brand
2. The benefits of a strong brand
3. How to build a strong brand

3. What makes a strong brand?

4. What makes a strong brand? A case study…

5. The logo

6. But behind the logo, there’s the product

7. With its aesthetics

8. Interaction

9. Performance and functionality

10. Construction and use of materials

11. And then, there’s all those other expressions as well….

12. Dealers

13. On- and offline communication

14. Service
Photo: flickr, rob gruhl

15. These are all expressions, or touchpoints, of the brand

16. And we didn’t even discuss all other forms of
brand behaviour yet: innovations, marketing, pr,
mergers, acquisitions, SRE, supplier selection etc

17. Still, this is only the tip of the brand-iceberg
Photo: ralph clevenger

18. Beneath the surface lies the source:
Photo: ralph clevenger

19. The brand vision….
Photo: flickr, romeo 66

20. This vision is shared…
Photo: flickr, red-cyan

21. Its both inspirational and practical
Photo: bmw gina

22. It answers the questions why, how and what…
Photo: flickr, captain andry

23. It is a vision on technology…

24. It is a vision on the future…
Photo: www.transfuture.net

25. It is a vision on humanity…

26. It is a vision on contexts of use…
Photo: germancarscene.com

27. It’s a vision that’s focussed inward….
Photo: flickr, kim pierro

28. …questioning the organisation’s unique qualities
Photo: flickr, phxwebguy

29. But its focussed outward as well…
Photo: flickr, cand3la

30. …gathering insights in users and their aspirations
Photo: flickr, mando2003us

31. So yes, the brand’s a bit more than just the logo!

32. summarizing:
A brand is a shared vision
that provides direction for behaviour
and that is based on a deep understanding
of the organisation’s qualities
and how these are relevant
for the customer or user.

33. What are the benefits of a strong brand?

34. Internally, a strong brand:
Makes sure that actions are rooted in vision
Provides a guideline for decisions
Leads to coherent behaviour
Provides a grip on the future
Gives direction to innovation
Leads to strong teams
Keeps you focussed

35. Externally, a strong brand
Offers a vision on the customer or user
Separates the wheat from the chaff
Turns authenticity into relevance
Strengthens relationships
Creates differentiation
Facilitates choice
Offers trust

36. How do you build a strong brand?

37. By involving the people who make the organisation…

38. …in a quest to look for the shared vision…

39. …and to make explicit…

40. …what’s implicitly allready there…

41. …and to find patterns and structure…

42. …to give those insights back to the people…

43. …for them to apply in their daily job.

44. What you have then is a human centered brand

45. That forms the basis for user exploration

46. That inspires the exploration of opportunities

47. That drives innovation efforts

48. And helps position the brand in a competitive field

49. And that’s well worth the effort!!