Daniele Catalanotto
Author - Daniele Catalanotto

Good services aren't enough to excite people anymore. What happens when everybody around you does service design? Maybe you should brand your experience.

When everybody does service design
What’s the difference between a flight on two different airlines? Maybe the price? But outside of that you get a similar kind of meal or you have the same well made registration app- both have excellent service. As service designers, we often say, good service is what differentiates businesses. When more and more companies start to use service design, good service isn’t about  a competitive advantage anymore. It’s a basic. You then need to go back to the “traditional” way of making business pop out. Time to welcome back branding!
 
Hello branding
Robert Neal calls for a better integration of branding in the experience of a service. We shouldn't limit Branding to creating an exciting promise. We shouldn't limit it to keeping a consistent color scheme. Indeed, when you have branded pieces of service you are unique. Why? Because you can’t copy those branded elements. If someone tries to do so, it wouldn’t fit with their brand. What’s unique and particular is also something that brings excitement. This excitement helps customers to keep remembering what they lived within your service. When you experience good service in two different companies, the one that you might remember better is the one that has the advantage. The one that has a little bit more that makes it particular. This is what experience branding  wants to create.
Daniele Catalanotto
Daniele Catalanotto - Design Strategist

Daniele Catalanotto is a Service Designer working in a strategy and branding agency. He tries to implement service design thinking in the creation of new brands.

See all articles

Related Community Knowledge

Other Changing the equation on LGBTQ+ equity and inclusion

Changing the equation on LGBTQ+ equity and inclusion

LGBTQ+ tech advocates show the key role CIOs can play in catalyzing the change necessary in business practices and technology design to meet the needs of an increasingly diverse society.

Continue reading
Other Rethinking masculinity in the workplace

Rethinking masculinity in the workplace

Many of the challenges we face at work and in society are rooted in how we interpret gender, masculinity, and femininity

Continue reading
Other Why I Put Pronouns on my Email Signature (and LinkedIn profile) and You Should Too

Why I Put Pronouns on my Email Signature (and LinkedIn profile) and You Should Too

For a cisgender person (a person whose gender is in alignment with the sex they were assigned at birth- more on that another time!) there is little to no risk in sharing your pronouns. When you’ve never questioned what pronouns people use for you, or even thought about the idea of pronouns after you learned about them in 2nd grade, sharing your pronouns on digital profiles is easy and costs you nothing.

Continue reading
Other Supporting inclusive form design with design systems

Supporting inclusive form design with design systems

Form design isn’t a nice-to-have; they come up often and are carefully curated to get the right information at the right time. But when forms involve players from multiple teams, priorities can get mixed up and inclusion can fall to the wayside.

Continue reading