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Collaborative Brand Persona - Markus Lackner (#iak14)

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Eine UX-relevante Außenperspektive auf die Marke mit Stakeholdern erarbeiten.

Gerade zu Beginn einer Agentur-Kundenbeziehung oder zum Start eines größeren Projekts haben die einzelnen Stakeholder bzw. Teammitglieder häufig ein stark voneinander abweichendes Bild davon, wie ihre Organisation als Marke agiert und wahrgenommen wird. Ein Brand Persona Workshop ist ein Mittel, das diese unterschiedlichen Perspektiven wahrnehmbar macht und in einer kompakten Darstellung mit hohem Weiterverwendungswert zusammenfasst.

Die Aufgabe, die eine Gruppe bei der Erstellung einer Brand Persona behandelt, verlangt von ihr, die eigene Organisation so zu betrachten, als wäre sie in der Kommunikation und Interaktion mit ihren Zielgruppen (Kunden) eine konsistente einzelne Person. Diese Verdichtung folgt einem ähnlichen Denkmuster wie das Arbeiten mit User Personas: die Brand Persona ist so etwas wie deren „Gegenüber“.

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Collaborative Brand Persona - Markus Lackner (#iak14)

  1. 1. Collaborative Brand Persona Eine UX-relevante Außenperspektive auf die Marke mit Stakeholdern erarbeiten 1. Wie ist die Methode entstanden? 2. Worauf basiert sie? 3. Warum eine Brand „Persona“? 4. Wie funktioniert sie? 5. Was kann sie leisten?
  2. 2. Marketing Vertrieb IT Kundenservice Ein Projektteam auf Kundenseite:
  3. 3. Marketing Vertrieb IT Kundenservice Unterschiedliche Agenden,…
  4. 4. Marketing Vertrieb IT Kundenservice …keine Einigkeit,…
  5. 5. ...aber eine Gemeinsamkeit Marketing Vertrieb IT Kundenservice
  6. 6. Ziele in dieser Situation  Marke als gemeinsamer Bezugspunkt  Außenperspektive einnehmen  Zugang über Emotionen, ohne dass es kracht  Erarbeitung als Team  Gegenseitiges Verständnis  Benennbare Unterschiede  Gemeinsame Ziele  Gemeinsames Vokabular  Weiterverwendbares Ergebnis Und zwar schnell, einfach & verständlich!
  7. 7. honestyexperiment.com/findingpotential.com
  8. 8. needlehr.wordpress.com
  9. 9. acrwebsite.org
  10. 10. brandtoys.com
  11. 11. brandtoys.com
  12. 12. appconomist.com/MailChimp/AarronWalter
  13. 13. Peter Persona [Segment / Zielgruppe] „Charakteristisches Zitat lorem ipsum dolor sit amet.“ Szenarien (Reality Check)  …  …  … [„damit ich“-Teil der User Cards] Profil (Qualitativ)  [Rolle / Position]  [Demografie]  [Werte / Einstellungen]  [Erwartungen / Ziele] Bedürfnisse (als Nutzer)  …  …  … [„möchte ich“-Teil der User Cards] Nutzungshäufigkeit Ausbildung Vorwissen Einstellung Geduld
  14. 14. Vertrautes als Ausgangspunkt
  15. 15. User Persona 3 User Persona 4 User Persona 1 User Persona 2 Brand Persona Dialog
  16. 16. Zielsetzung und Abgrenzung klären  Wir reden über die bestehende Marke  Wir entwickeln die Marke nicht neu  Wir suchen eine gemeinsame Perspektive Zweck: Marke als Richtschnur für das Projekt
  17. 17. Brand Persona: IST Ernsthaft Entspannt Rational Nützlich Vorausplanend Passiv Zurückhaltend Individuell Dominant Unterhaltsam Aufgeweckt Emotional Phantasievoll Beweglich Aktiv Offen Gesellig Freundlich
  18. 18. Brand Persona: SOLL Ernsthaft Entspannt Rational Nützlich Vorausplanend Passiv Zurückhaltend Individuell Dominant Unterhaltsam Aufgeweckt Emotional Phantasievoll Beweglich Aktiv Offen Gesellig Freundlich
  19. 19. Brand Persona: Ergebnis (Beispiel) Ernsthaft Entspannt Rational Nützlich Vorausplanend Passiv Zurückhaltend Individuell Dominant Unterhaltsam Aufgeweckt Emotional Phantasievoll Beweglich Aktiv Offen Gesellig Freundlich IST SOLL GAP
  20. 20. Anschließende Diskussion: Die „schizophrene“ Brand Persona?  Einzelne Teile einer Organisation verfolgen häufig heterogene Kommunikationsstrategien  Kann berechtigt sein (verschiedene Zielgruppen)  Kann aber auch bewirken, dass mit Nutzern innerhalb ihres Lifecycles inkonsistent kommuniziert wird Ziel: Die Brand passt sich der jeweiligen Situation an, bleibt aber dabei wiedererkennbar für den Nutzer.
  21. 21. Anwendung 1: Bestimmung der Tonalität Beibehalten (Stärken):  Betonung des Nutzens von Angeboten  Eingehen auf individuelle Bedürfnisse  Freundliches, nicht dominantes Auftreten Entwicklungspotenziale (mit Grenzziehung):  Emotional (aber nicht pathetisch)  Vorausplanend (aber nicht unbeweglich)  Aktiv (aber nicht aufdringlich)  Offen (aber nicht lässig)
  22. 22. Anwendung 2: Design-Briefing und Kunden-Feedback
  23. 23. Was kann die Brand Persona leisten? Nutzen:  Macht unterschiedliche Perspektiven wahrnehmbar  Bringt ein Team gemeinsam „auf Kurs“  Stellt ein Vokabular für Feedback zur Verfügung  Ist kompakt und weiterverwend-/entwickelbar Grenzen:  Geht nicht in die Tiefe  Setzt ein bestehendes Markenkonzept voraus Die Collaborative Brand Persona ist ein Hilfsmittel in Projekten, deren Inhalt nicht die Marke ist, aber die von ihr abhängen.
  24. 24. Vorteil Besonders durch den Zugang auf einer emotionalen Ebene bringen solche Workshops in der Regel wertvolle Erkenntnisse, die sonst oft erst nach langfristiger Zusammenarbeit zwischen Organisation und Agentur bzw. in gut aufeinander eingespielten Stakeholder-Teams entstehen.

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