Strategy: Brand Strategy

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

Ensuring the compatibility of your user experience and your brand’s potential users is the key to accessing and dominating a targeted market successfully. Historically, despite their having a strong brand image, bad user experiences have ruined several renowned businesses. Two examples of poorly done branding and marketing practices can provide better clarity.

The goal of Snapchat’s redesign in 2018 was to attract a wider audience and, thus, satisfy advertisers. But the design merged friend’s stories with publisher’s content, leading to user confusion and frustration. The backlash was so intense that over 1.2 million users petitioned the company to restore the old design, forcing Snapchat to revert some of its design changes as its platform growth stagnated. 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

Read More