Crack The Brand Code With This Simple Example

SmarterFaster's Core BrandThe Four C’s

© 2008-2009 SmarterFaster, Inc. - Confidential.

1. Collaboration

Your network is your net worth.

2. Contribution

Excellent experiences in a world where excellence is rare.

3. Credibility

Creating relevance out of chaos.

4. ContextTransforming information into knowledge,

sharing into learning, and dreaming into accomplishments.

Branding

Attributes/ We are:

1. A knowledge networking community

2. Personalized filter for the information stream

3. Credible platform for information evolution

4. Results-oriented environment

5. For infovores and lifelong learners

Branding

Attributes/ We are not:

1. “Teenage drivel”

2. Just another bookmarking site

3. Facebook for adults

4. “Google killer”

5. Everything to everybody

Functional Benefits/ We give users:

A dashboard for exploring the semantic web

Branding

Functional Benefits/ We give users:

• A dashboard for exploring the semantic web

• Semantic search and bookmarking

• Wikipedia-anchored topics with people-added meaning

• Objective ratings of both content and creators

• Visual pathways and connections

• Access to premium content by recognized thought leaders

Emotional Benefits/ We elicit feelings of:

Empowerment

Branding

Emotional Benefits/ We elicit feelings of:

• Empowerment

• Connection

• Significance

• Growth

• Contribution

Brand Personality

• The right blend of self-improvement, learning, education, entertainment, and altruism

• Discover world-class thought leaders and ideas and then bring them back to millions of people

• Creates content and provides information for improving lives

• Raises the standards of thought leaders, organizations and everyday people

• Believable and credible…facilitate personal and societal transformation

• The right demographic… people who invest in personal and professional development

Brand Essence: (internal)

Not just better information. A better life.

Brand Promise: (external)The edge in knowledge.

Key messages:

The visual format is engaging, unique, and intuitive

Key messages:

Express your Point of View

Key messages:

Transform your connections into power

Defining User Experience

First Step: Identify the primary activity

What is the user doing?

Seeking personal or professional development by connecting with others, finding information, and sharing expertise.

Defining User Experience

Second Step: Identify the Social Objects

What is the user interacting with?

Knowledge

Defining User Experience

Third Step: Choose the Core Features

Search, News and Bookmarking

POV’s & Interest Networking

Goal creation and sharing

Rating algorithm for content and creators

Follow a visual trail connecting knowledge

Semantically-driven recommendations

Defining User Experience

Fourth Step: Who is it For?

For people who are already online using search engines, bookmarking tools, and social networks.

For people who want to be more productive and find better information faster.

For infovores and lifelong learners intent on improvingtheir lives and the lives of others.

For trailing Baby Boomers and early GenXers who want to simplify online choices.

Defining User Experience

Fifth Step: How will they use it?

As a personal and professional development tool.

As a “Delphi Method” for converging on better answersfor big issues.

To obtain more powerful and meaningful results through content and contributor “ratings.”

To access trusted advisors to achieve better results and live better lives.

To share and to be recognized for personal expertise and intelligence.

Defining the Category

Knowledge Network

Focus the Brand

The Deep Ocean Strategy

Focus the Brand

The Deep Ocean Strategy

• Finding more profound meaning on the web– through more credible information and personal improvement.

• Going deeper into search instead of wider.

• Illustrates collective intelligence as symbolized by schools of fish.

• Ultimately about joining with like-minded individuals to move toward better solutions for our planet.

• Graphically similar to a nautilus shell which helps usersnavigate better and puts semantic search in visual context.