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Tuesday, November 5 • 1:00pm - 4:00pm
Be Your Best Brand: Combine Marketing and User Experience Principles to Build Brands that go Beyond Logos

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Information professionals know how challenging but important it can be to stand out in a crowded marketplace. Projecting strong brand identities is one way to do just that. However, relying on a logo to do all of the branding work is a common mistake. Effective brands are promises that elicit emotional responses from users. This preconference will give attendees an opportunity to understand and better leverage this important asset through hands-on, creativity-generating activities that illuminate how brands are managed and applied across user touch points.

The session will apply principles and techniques from the separate but related fields of Marketing and User Experience. Using Marketing research and literature, attendees will learn what a brand really is and how it relates to other marketing efforts, while common tools used by User Experience practitioners such as Journey Maps will help attendees apply these concepts to real-life scenarios.

Furthermore, attendees will have ample opportunity to explore branding in ways that suit a variety of learning styles and interaction preferences as the session will call upon them to reflect on case studies, draw sketches of their organization’s brand, and collaborate with others to map their branding activities to their service interactions and communications.

Speakers
avatar for Jill Stover Heinze

Jill Stover Heinze

Director of User Experience, University of Virginia Library
Jill is the Director of User Experience at UVA Library where she manages a team of web developers and user researchers to nurture positive user relationships in both physical and virtual environments. She began her library career as the Undergraduate Services Coordinator at Virginia... Read More →


Tuesday November 5, 2019 1:00pm - 4:00pm
TBD