We all believe we have a unique brand.
We probably also agree that “user experience” is the best way to understand how a brand differentiates from another similar brand, just like this Bynder survey found.
But what is user experience? That’s the deeper question. For most, it might be a website or the entire digital ecosystem. The second question is: How to optimize user brand experience?
User brand experience is the holistic view of all interactions with stakeholders and how all those experiences contribute to a positive and differentiated brand. Brand experience can rely on brand identity, brand consistency and the brand promise. What I like about the term “user experience” is that it takes the focus off the organization and places it on the human who has to interact with your marketing, from seeing your logo and calling your phones to searching your website, reacting to your ads and reading your white papers or blogs. In some organizations, there is conflict between the brand managers and digital user experience people.
Yet to me it all comes down to brand promise. If your brand promise is clear and, more importantly, widely understood in your organization, conflict is abated. It is so much easier to know how to set the varied marketing ships’ courses when you know the final destination.
If you or your employees don’t know what your brand promise is, then there’s no need to work on any other area of user experience. Start there and work up from that fundamental bedrock of marketing. If your customers don’t know your brand promise, then you have not differentiated yourself at all.