Logo, mascot colours, typefaces, and logo. These are the words that instantly spring to mind when you mention ‘branding. These words are accurate as branding is the way people perceive a company, product or service. A distinctive design will help a business stand out from the rest.
To create a strong brand that conveys the essence of a business, we must think beyond the visuals. The foundation of a brand’s image is built on people’s experiences. It’s about how people feel when they interact and communicate with the brand from beginning to end.
Traditionally, brands and products interact with customers through research, trial, and after-purchase service. Today’s technology-driven environment means that brand interaction has moved to digital channels. The first time people interact with brands is when they visit your website, download the mobile app of your business, or engage on social media. This is where user experience (UX) plays a significant role.
User Experience in Digital Branding
Did you ever try to purchase something online? You searched for the product name and ended up on an online shopping site. What if you find the website is cluttered with buttons and confusing navigation? The website will be gone in an instant.
Poor websites can make the impression that the brand is not up to par. Brands can come across as unreliable and incompetent if they neglect the user experience aspect. A great user experience can be a powerful branding tool.
Your brand website must be easy to navigate and free from errors. It is also essential to have straightforward navigation and provide feedback. You can use usability testing tools to ensure these essential keys are met.
User experience can also be designed to reflect your brand’s image. A great user experience can also increase brand credibility and create a consistent, reliable image that builds customer trust and loyalty.
Brand that Uses UX
Airbnb stands out among many other booking platforms and travel agencies. It is trendy among young travellers who want to discover the local area. Airbnb’s unique selling proposition (USP) is not the only reason it is so popular. It also has a great user experience. The company has always been focused on UX since the very beginning. This can be seen in their constant hiring of experienced designers and researchers. Their UX teams are able to identify UX goals and problems, map user flows and builds the prototype. They also work hard to localize the user experience design. The result is that the Airbnb website and mobile app have a remarkable UX. Even a first-time user will not have any trouble booking accommodation. This is an excellent example of how a company can put UX at its core and generate positive results.