Designing a Meaningful Brand Experience with Daniel Scrivener
\u201cYou always have to look inside to really understand. Because all design at the end of the day falls flat if it doesn\u2019t connect with customers\u2014if it doesn\u2019t understand the market that you\u2019re in, if it doesn\u2019t understand the problem that your specific customers are trying to solve.\u201d Daniel Scrivner has led a unique and design-centric career that\u2019s taken him from Apple to Square to the C-suite at Flow. We discussed how this focus has explored his work as a brand builder this week on the On Brand podcast.\nAbout Daniel Scrivener\nFrom college dropout to Head of Design at Square to CEO of Flow, a simple project management software used by teams like Apple, Shopify, TED and Harvard to manage projects and tasks, collaborate and stay productive, Daniel Scrivner's path to success has been anything but typical. Today he\u2019s considered a leader in his field, with numerous design awards and accolades under his belt and a client roster that includes household names like Nike and Disney.\nEpisode Highlights\nThe trouble with design. \u201cDesign is a word that\u2019s lost a lot of value. It doesn\u2019t have a good shared meaning,\u201d Daniel noted as we began our show. However, he offered us his definition which is a big improvement: \u201cIt\u2019s an approach to problem solving that involves both the quantitative and qualitative.\u201d\nHow does design inform brand experience? \u201cYou have to make sure your values are threaded into everything. You have to have a competency in storytelling in order to build your aesthetic toolbox. About 80-90% is the idea. Only 10-20% is the execution.\nThe questions to ask before embarking on a rebrand. While Daniel relayed many of the background questions they asked at Flow in approaching their rebrand, one was especially helpful: \u201cWhat can we create that no one else can? How can we own what is lacking in the productivity space?\u201d\nWhat brand has made Daniel smile recently? Daniel referenced a new probiotic called Seed because of how they\u2019re \u201cdifferent from their competitors.\u201d\nTo learn more, go to getflow.com and check out Daniel\u2019s personal website.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Spotify,\xa0Google Play,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices