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Prioritize creating the whole package

The idea that brand design is light on substance — while UX design is the more “serious” endeavor — is falling increasingly out of favor. In 2009, renowned marketer Seth Godin defined a brand as, “The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

Companies that may not have given much thought to branding might assume that it only consists of a logo and colors, but as we can see, it extends far beyond mere visuals. Branding is what gives a company personality and what separates it in a crowd of competitors. Defining a clear brand identity — the values your company stands for, the specific market it serves, and the experience it’s meant to deliver — is key to a memorable customer experience.

Get feedback to
ensure alignment

The best way to know if what you’re doing is working is to ask your customers. Surveys can help teams assess whether new products are too far off-brand, or if their experimental ideas are indeed resonating. Regular feedback will help teams adapt and refine products so that user experience is aligned with brand expectations — remember that consistency is key in any lasting brand.

What happens when a user’s experience doesn’t match with their expectations of the brand? At best, the product will merely be forgotten, and at worst, it will forever damage the company’s reputation. Remember when Apple launched “iTunes Ping,” a social network for music? We don’t, either.

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