Brand’s perception through UX
Perception of brand’s quality
In the contrast between customers and companies, customers own brand perception. It’s never the otherwise.
As an outdoor active person, I would trust Nike, Adidas or Puma to deliver sustainable and latest products when I come across their brand. Chances are high that pretty much, every new person who comes across them thinks the same.
Why so?
The UX of their pages and mobile apps.
Fresh, fun and content
What’s in your control?
Whenever one buys a product, they reach out for online reviews, comments from employees, friends to judge the brand. To foresee is to rule, isn’t it? You can never control this action of customers.
The only control is the niche, targeted message and building conversations in various medium.
Niche, targeted messages and images decide the brand’s perception
Brand’s perception via UX
1. Visual
Right from the product, home pages, social media and emails, you are striving for those conversions. Many brands have been able to achieve a unique visual identity, while others are still struggle.
Is it impossible? No!
Aligning a good UX across multiple platforms makes it possible. Distribute the UX designing, consistently and make customers feel that are in presence of a single brand all throughout the journey. Visual assets like brand’s photos, videos, illustrations and infographics must be consistent. Fun, sketchy, bright, blunt — you choose!
Visual brand identity = Identifying unique brand with UX.
2. Emotion
Provoke their emotions. It does sound like mind control.
Not just brands like Adidas, needs to connect with their audience on this level, every brand like yours needs this. Optimize the icons, design and text fonts to connect on a emotional level.
Provoke; and not confuse
The goal of emotional branding is basically to shape how your brand is perceived by your users. A few example emotions are self-esteem, safety, belongingness, peace, charity, etc.
3. Language
Discovering the brand’s language is simple once the buyer persona is known. A lot of brands still confuse this or continue with a generic tone. Brand’s UX Language is by far the easiest to implement, and yet effective.
The UX microcopy that works!
Lines like “Built for the….”, “Made for the…”, “Do more with…” they are pretty much persuasive. Rather than going out and marketing brands as “Products that last longer…”, or “Geared up with latest features of management tool…”. Stop selling the features at the first place. Align their goals and persuade them to use the brand. Later let the features be the wings helping them achieve their goals.
NEW brands excelling in brand perception
Post 2000’s online presence was snowballing, and more brands evolved. This time, the brands saw rapid growth due to streamlined and strategic partnership. Importantly it was the choice to innovate and adapt to the changing human lifestyle.
For example, Canva a graphic design platform that people across profiles use to create social media graphics, presentations, posters, and other visuals. They acquired millions of users in the past years and their primary acquisition strategy relied on 2 pillars:
- A starving crowd: people hungry for a better way to create beautiful designs
- Their company vision: helping everyone create beautiful designs without friction
They were successfully able to do it and also tell this story in their UX, content and marketing efforts. The product page, templates, headlines, and content hierarchy drove pouring leads.
If it isn’t for the UX that mirrored the product’s scope, the intent of the customers to use the product remains a question.
What customers feel is the sum of what they consume
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