Building an emotionally self-aware brand: Part 1
August 2, 2015
For a couple of projects, I realized that my default process for creating a brand identity was inconsistent with my process for building user empathy. I want to craft a brand experience with the same acquity as the UX itself. I want to have the same kind of model for my brand as I have for my user since I'll be creating their interactions based on my assumptions of each of them. For the same reason we wouldn't be satisfied with a user persona having only a photo and a few needs, we need an operational empathy model for our brand so we know how to bring it to life.
To rectify this (and in a way that is easy to replicate in future projects), I developed a 7 step process that elicites the same kinds of information we'd uncover during user research about our brand. Feel free to email me with thoughts as I don't have comments setup here (yet).