I've been racking my head around this since the initial quarantine mandates were put into place. It sucks that we are in a situation like this, but there is one key things that has seemed prevalent throughout all the chaos:
Remote Work is now commonplace and it actually helps in a lot of ways.
Obviously, I'm biased, since I work from home normally, but it seems that COVID-19 was the push we needed to expand our abilities in working from home or outside the office.
What makes this important is showing the flexibility of the workforce when forced to adapt. Maybe there is something more there, a microcosm of a greater potential to overcome adversity, but I digress. Anyway, back to remote work. It's a good thing and for many reasons. These would be the top three:
More time doing things instead of commuting
Double-edged sword on this one, as more people working from home means the people that have to go in will endure less traffic. On average, this would save people two hours per day, 10 hours per week, and 520 hours per year (give or take). Wow! Can you imagine putting that time toward personal health, cooking, or spending time with family? You'd be a different person if you really took advantage of all that time.
Less chit-chat, more deep work
Being an extrovert, like me, has its advantages, but the downside is that I will always prefer to talk with people rather than being left alone to do important work. When I worked for a startup after college, I would lock myself in a private room to focus for a couple hours because I knew I would take any opportunity to talk with coworkers. And while interaction is not a bad thing and should be used when doing brainstorming or collaborating on projects, a majority of our work can be (and should be) done independently. Why? So you can focus, dive deep into the problem, and get the thing done. Which segues into the next point.
Intentional social interaction
Though working from home has its benefits, we all need genuine social interaction. This is a shot in the dark, but if everyone is able to focus on the actual work they need to get done while working at home, then they can dive deeper during social interaction, especially with coworkers. Follow me for a sec, would you rather have 10, five minute conversations spread out over eight hours, or one, hour-long conversation without interruption? If you're like me, I prefer the latter. Deep conversations, like deep work, cannot be interrupted. My guess is that working remotely will create an environment where longer conversations take the place of spaced-out small ones as meeting up in person will be more intentional and focused.
What does this have to do with design and branding? I'm not entirely sure at the moment, but there is definitely a connection to the depth attained when working by yourself on a project without interruption. Maybe this shows that work, like design, is all about intention. If you intentionally make time to work, have conversations, or have fun instead of juggling them all at once, we'll be better off.
The Startup San Diego team and I launched the new San Diego Startup Week website yesterday. We thought we'd covered everything. We had tested user flows, we'd checked all of our links, but we could not have anticipated one thing: how much engagement we got.
For an hour we had unresponsive voting features because our automation service was at max capacity (and we'd already beefed it up).
However, this paled in comparison to the fact that we had record breaking numbers of users, ticket sales, etc. Small bump int he grander narrative.
The point is this:
you can plan for everything in the world for your brand, a new website, etc. but you will not burst into flames from having small bumps in the road.
Since branding is an emotional subject, it gets hard to manage. Specifically, it gets hard to measure. Cue Marty Neumeier (again). In his book The Brand Flip he lays out a structure for measuring the effectiveness of building a brand in what has been called the Brand Ladder. The goal of the Brand Ladder is to see how well you are elevating a customer's experience with your company. If you score low, it means you're a commodity, easily capable of being replaced. If you score high, customers are likely to become repeat buyers, evangelists, and feel like they can't live without you.
Here is an outline of the scorecard (from your customer's point of view):
Satisfied Grade 1-5
__ The company/product has met my expectations.
__ The company charges a fair price for the product.
__ TOTAL (highest score of 10)
Delighted Grade 1-5 and multiply by 2
__ I've been pleasantly surprised by the company/product.
__ I would happily recommend it to others.
__ TOTAL x 2 (highest score of 20)
Engaged Grade 1-5 and multiply by 3
__ I identify well with the other customers of this company/product.
__ I would go out of my way for the company and its customers.
__ TOTAL x 3 (highest score of 30)
Empowered Grade 1-5 and multiply by 4
__ The company/product is essential to my life.
__ I would be very sorry if it went out of business.
__ TOTAL x 4 (highest score of 40)
__ Grand Total (Highest Score of 100)
But it doesn't end there. Like any other assessment, you have to dive deeper and unearth the reasons behind them. What is it about your company that affects these scores? Is it design? Is it your messaging? Is it the product? You can measure the effects of branding all day, but if you are not willing to check on the factors contributing to its success, you might as well not even bother. Sounds like something I should write about tomorrow...