Defining Brand Identity Through a Kansei-Experience Approach,the Creation of the Experience Framework Boards (EFB)

Abstract

Most of our significant products refer to a brand which influences our purchase decisions, the degree of attachment to a product and impacts the outcome of the user experience. Brand identity encompasses all values, meanings and symbols that the company strives to infuse in its products, services and advertising. Our purpose is to enrich the definition of brand identity through kansei and experience-design approaches which offer a broader scope of the user, the product and its affective outcome or kansei. This article explains the creation of a strategic tool to support the definition of the company’s brand identity territory, the EFB (Experience Framework Boards). We present a protocol that generates data from all aspects of the Experience Framework triggered by personality traits through the use of keywords and metaphorical imagery from different sectors (Kansei-Cards). Based on the data retrieved from 2 parallel workshops, we discuss the patterns found on image and keyword associations to personality traits, which lead to the construction of 30 experience-clusters. Finally, we propose a model of kansei-experience that explicitly reflects the outcome of our experimentation.