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DEFINING BRAND USING CORE METHOD
The last method used to define the brand is a method called ‘CORE’. It was framed by ‘TheFutur’, a podcast that discusses problems at the intersection of business and design. What ‘CORE’ does is provide structure to the process that you would need to define the brand through the user, brand and business. Aligning the user meant that one would need to define the user and their unmet needs. Defining the brand is essentially about defining ‘who’ the brand is. Aligning business simply meant that as a designer, one needs to know what business goal they are solving. Satyam Kantamneni, founder of UX Reactor, lays down five business outcomes that designers can directly correlate and drive. They are as follows:
1. Adoption Finding new users
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2. Retention Retaining old users
3. Satisfaction Raise user delight and loyalty 4.Engagement Raise user memorability and involvement/ participation
5. Efficiency Reduce friction and loss of energy
In Titan’s case, the most immediate business goal to solve was to create younger users. Thus adoption was the first priority.
Next, a process needed to be laid out to define the brand. This is a six fold structure. It lays out ‘Culture’, ‘Customer’, ‘Voice’, ‘Feeling’, and ‘Impact’. ‘Culture’ explores the founders and how the community would describe the brand. ‘Customer’ explores how the brand would describe its customers. ‘Voice’ lays down how the brand sounds to others. ‘Feeling’ talks about how people feel after interacting with the brand and lastly, Impact attempts to capture what tangible impact the brand and/or its product has on others. CORE engages an ‘x-factor’ note at the end to talk about what is unique about the brand or its product. CORE is usually carried out within a company so as to define the company from within, however, for this project it was adapted to be able to speak to users about the brand as well. This was done because sometimes the story we craft within the brand takes a life of its own outside the company. Since Titan was an outside brand, it was insightful to get user feedback as to what their perception of the brand was.
