Just as an individual’s experience with a product will determine whether or not they choose to continue their use, a great experience with a brand as a whole is crucial for continued engagement. User experience design plays a direct role in just about every product or service we use, whether we realize it or not. Not just in software design, or the construction of a new website or app. User experience must be taken into consideration when creating anything tangible that a consumer directly interacts with, and that includes a brand as a cohesive entity.
Again, a brand is a tangible item, not an abstract concept. It is not merely a logo or color scheme, but rather an ecosystem comprised of a variety of elements such as product, media and expression of identity that together, form a cohesive whole; an experience, if you will. An ongoing series of positive interactions with this ecosystem is what creates dedicated users, and therefore customers. So how exactly do these pieces come together to design an intuitive, engaging brand experience? With so many unique pieces that have to work in harmony to create a consistent representation of a brand, from advertising media to product design, it is certainly a task that requires strategic thinking and excellent execution. Simply put, you must know what your customers want from your brand, and how to deliver that to them in the most effective way possible. That may sound redundant, but it’s rather common for a brand identity that was born from solid, extensive research to have their message lost in the communication process.
For example, imagine for a moment that a prestigious automotive brand such as Mercedes-Benz is opening a new dealership in your area. What does one think of when they think of Mercedes? Elegance, class, and sophistication, right? Well, what if you were to step into the dealership and instead of exquisite interior styling that reflected the upscale aesthetic of the company, it was furnished with old carpet and furniture that was clearly purchased from a second-hand store? What if you wanted to talk to a sales representative about a vehicle, and they approach you not in classy attire, but in a t-shirt and cut-off shorts? What if they greeted you, not with a “Hello sir” or “Hello ma’am”, but with a “Sup.”? What if you grabbed a brochure and it was printed on cheap paper, with typos on the very first page? Would this make their vehicles any less enjoyable to drive? Absolutely not, but when one buys a Mercedes, they are not just buying a car, they’re buying into the brand. They’re buying an experience, one that is specifically designed to make their customers feel distinguished. They may be able to buy a car with essentially the same features from Toyota, but they buy a Mercedes because of the culture, and the way Mercedes cultivates that culture is absolutely crucial to maintaining their position in the market.
That culture is created before a prospective buyer even first steps foot into that dealership. Starting with the brand’s advertising and media output, it makes clear how prestigious it is. From there, it is crucial that the brand’s message of prestige is communicated through every aspect of the shopping experience. Every aspect that makes up the whole that is a luxury car brand must be working in harmony and in line with the brand’s culture in every way. This is why every aspect of your brand must be carefully considered, and why nothing can be taken for granted.
Remember that selling a product can benefit you in the short term, but for long-term success, you must sell your brand’s culture, whatever it may be. Active awareness of how your brand is presented is of utmost importance, and making sure that the user’s experience is both consistent and intuitive can make the difference between someone testing the waters and becoming a long-term user.
