This month in Ask UXmatters, the UX professionals who belong to our panel of experts discuss the relationship between User Experience and branding, comparing their scope and the value they deliver to an organization. Our experts then consider the relationship between User Experience and Customer Experience (CX).
Our panelists also explore the measurement of brand strategy utilizing KPIs and UX measurements. Plus, they consider the importance of consistency in the brand experience. Finally, our experts look at the impact that all of the touchpoints for a product’s or service’s user experience have on the brand experience. Read More
Much has been written in the past decade about the importance of usability and the user experience to customers’ perception of an organization’s brand. Jared Spool’s 1996 article “Branding and Usability” correctly identifies the importance of Web site usability to brand experience and provides evidence that a positive user experience has a direct correlation to positive brand perception. More recently, authors such as Dirk Knemeyer have expanded on this theme.
recognizing that both online and offline customer experiences contribute to brand image
highlighting the importance of consistency between the customer experience across all touch-points
working from the premise that an organization engages in a broad, complex set of interactions with its customers, of which the brand experience portrayed through its Web sites is only one
acknowledging the fact that brand is inherently something we can only influence, not control
With companies moving business online, the Internet has become a source of profit for them. We all know how this works. You establish an online presence, sell your brand well—and you make money. Let’s rewind. We are selling our brands online, but doing it well is the challenge. To do it well, keep the following in mind:
Customer research is an important factor in generating business revenues, so it must be done right—that is, at the right place and at the right time.
The online medium should not be the only way of gathering customer information.
Recognizing emerging trends—behavioral, demographic and emotional—helps companies move forward strategically.