Branding and user experience are frequently regarded as two distinct disciplines that only occasionally collaborate, such as when redesigning a website. However, at its core, user experience is about understanding users and then designing useful products that encourage positive experiences. On a high level, branding is a promise to your customer. A promise that tells the customer what to expect. A pledge that governs how you will look, speak and act. Experiences with any brand touchpoint (including digital products) can either reinforce or destroy user perceptions of the brand. It is critical to a brand's reputation that users have not only positive experiences with a company's digital products but also experiences that reinforce the brand. User experience and brand experience are interrelated.
We must first understand the brand to reinforce it online. For example, if a brand is an Explorer archetype that should be perceived as ambitious, independent, and groundbreaking, how do we ensure that people think and feel that way about the brand? Colours, imagery, and copy tone are all important to us. However, one aspect that is frequently overlooked is how the brand should behave. Marketers used to focus on non-interactive mediums like print and television ads, where brand behaviour was displayed rather than engaged with by the viewer. However, with the rise of digital and interactive experiences, brand behaviour has moved to the foreground. The customer interacts with the brand when they visit a website. The way the website treats them will have an impact on their brand perceptions. User Experience refers to how customers interact with your brand. It is an important part of your customer's journey, and the effectiveness of the user experience will often determine whether or not they will continue to interact with your brand in the future.
Brand values serve as a foundational element for user experience. All design ideas should originate from a solid understanding of what your brand is, what your
brand aims to achieve, and the needs of your customers. Brand values feed user experience, and user experience shapes and define how customers perceive and interact with the brand.
A visual identity is created when several visual elements work together to help a company convey its brand message. This can refer to essential design elements such as logos, colours,
layouts, and typography, but it can also include infographics, images, marketing videos, and social media content. Users' trust and engagement will grow as they become familiar with
your brand style through these features.
Even if your brand identity is strong, all design and visual content elements must improve the user experience. As a result, designers and marketers should collaborate to develop a visual identity for the company that is consistent with the brand identity and appealing to target customers. Combining branding and user experience begins with a thorough understanding of the brand as well as the users. Understanding the brand promise, attributes, and archetype informs site interactions. Understanding the users assists us in ensuring that the interactions and features are valuable, useful, and usable.
User experience is important because it attempts to meet the needs of the user. It seeks to provide positive experiences that keep users loyal to a product or brand. Furthermore, defining customer journeys on your product that are most conducive to business success are made possible by a meaningful user experience.