Building a mosaic brand
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Design like a Content Strategist
- @scottrocketship Scott Kubie - HighEdWeb Michigan Design like a Content Strategist #VMT
- Hooray, I’m a content strategist! #VMT
- #VMT Now what?
- CONTENT PROBLEM AVALANCHE!
- #VMT Why […] ? (x infinity)
- I don’t know. #VMT
- #VMT
- I don’t understand. #VMT
- Never delegate understanding. - Charles Eames
- Clarity is empowering. #VMT
- #VMT
- Stop. Step back. Abstract. #VMT
- V M T
- TMV TMV V M T
- VISION MISSION TARGETS V M T V M T
- VISION MISSION TARGETS V M T Business V M T
- VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business
- VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business Brand
- VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business Brand Organization Project Context
- Stop. Step back. Abstract. #VMT
- An Interlude:! 5 PROJECTS FROM HELL #VMT
- VISION MISSION TARGETS VOICE MESSAGE TONE
- VISION MISSION TARGETS VOICE MESSAGE TONE
- VISION MISSION TARGETS VOICE MESSAGE TONE The Grilled Cheese
- VISION MISSION TARGETS VOICE MESSAGE TONE
- VISION MISSION TARGETS VOICE MESSAGE TONE
- VISION MISSION TARGETS VOICE MESSAGE TONE The Sales Project
- VISION MISSION TARGETS VOICE MESSAGE TONE
- VISION MISSION TARGETS VOICE MESSAGE TONE
- VISION MISSION TARGETS VOICE MESSAGE TONE The Technical Founder
- VISION MISSION TARGETS VOICE MESSAGE TONE
- VISION MISSION TARGETS VOICE MESSAGE TONE
- VISION MISSION TARGETS VOICE MESSAGE TONE The We Need To Be on Pinterest
- VISION MISSION TARGETS VOICE MESSAGE TONE
- VISION MISSION TARGETS VOICE MESSAGE TONE
- VISION MISSION TARGETS VOICE MESSAGE TONE The C-Suite
- VISION
- Visions are realized.
- Clear visions are ambitious.
- Rework p. 44, 2010 When you don’t know what you believe, everything becomes an argument. - Jason Fried and David Heinemeier Hansson
- VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
- Manifesto TOOL
- WHO needs WHAT because WHY Problem Statement Described by Whitney Hess at MinneWebCon 2012 http://www.slideshare.net/whitneyhess/whats-your-problem- putting-purpose-back-into-your-projects TOOL
- VOICE
- A voice is found.
- A clear voice is unique.
- As predicted in her closing plenary at the 2013 IA Summit In 30 years... ! Every business is digital. ! Every business is in the user experience business. - Karen McGrane
- VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
- A really good name. FOCUS ON:
- A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
- A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
- A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
- I’m not Mr. Lebowski. You’re Mr. Lebowski. I’m the Dude.- Jeff Bridges is The Dude The Big Lebowski
- Elevator Pitch Workshop TOOL
- Theme Audit TOOL Select a group of key pages/ documents (10-30) and highlight common themes in different colors.
- MISSIONMISSION
- Missions are accomplished.
- Clear missions have an end.
- There’s nothing worse than a sharp image of a fuzzy concept. - Ansel Adams, photographer #VMT
- VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
- Concept Modeling TOOL Give the abstract more substance with a structured diagram focused on relationships.
- MoSCoW TECHNIQUE
- MoSCoW TECHNIQUE Must Include
- MoSCoW TECHNIQUE Must Include Should Include (if it’s easy)
- MoSCoW TECHNIQUE Must Include Should Include (if it’s easy) Could Include (if X wasn’t in our way)
- MoSCoW TECHNIQUE Must Include Should Include (if it’s easy) Could Include (if X wasn’t in our way) Won’t Include (in this version, at least)
- Good start: UIE article on “short form creative brief” CREATIVE BRIEFS TOOL
- MESSAGE
- A message is designed.
- A clear message has structure.
- People who think well, write well. ! Woolly minded people write woolly memos, woolly letters and woolly speeches. - David Ogilvy
- VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
- Message Architecture TECHNIQUE
- Identify conflicting priorities and identify important messages with a cardsorting workshop. Message Architecture TECHNIQUE
- CORE + PATHS DIAGRAM TECHNIQUE
- TARGETS
- Targets are chosen.
- Clear targets are specific.
- VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
- PERSONAS TOOL
- It’s 3 a.m. Do you know how many domains your organization has registered? CHANNEL INVENTORY TOOL
- TONE
- Tone is responsive.
- Clear tone is appropriate.
- VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
- EMPATHY MAP TOOL THINKING FEELING HEARING SEEING DOING
- I don’t understand. #VMT
- VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
- That’s all. Thank you. #VMT
- ?Questions? kubie.co/vmt #VMT
