Branding and UI-UX – how the latter can be a powerful differentiator
11 Oct, 2018
Corporate communication has come a long way since we arrived the 21st century. It was not that long ago that brand guidelines were delivered in a PDF document and a large book with detachable pages with color and logo samples. Back then, corporate Identity was thought as the way in which a company communicates and expresses itself visually towards its audience (mainly by its logo, corporate colors, typography and imagery).
Today, interactive tools like Uber´s and Facebook´s brand guidelines are the go-to solution, and branding is the rule for corporate communication. Branding is everywhere, and it comprises the complete experience on how a person interacts with the brand, including online and offline interaction, being “interaction” the key word. Interaction is a mutual action or influence and this is, ultimately, what every brand wants: to create an emotional link with its audience built by means of a reciprocal behaviour that begins with a brand´s actions and evolves into a meaningful relationship with its customers.
As online environments are an overwhelming majority in media communications of our days – sometimes consuming more than 8 hours of our daily routine -, branding´s three basic elements – visuals, tone and behaviour – are paramount when designing a user interface. The overall experience in a digital product builds the brand´s personality and enhances emotional ties with the audience, creating a sense of belonging and love that surpasses the physical experience and goes way beyond the subconscious mind.
In the overcrowded digital environment in which a user navigates daily, UI-UX is a powerful brand differentiator. Subtle but essential practices, such as proper logo placement in website design can achieve a maximum recall and enhance brand awareness, but let’s not allow ourselves to be caught up in the visual layer of the experience. User interaction behaviours and patterns are a huge part of a brand’s personality: easiness of use, transparency in processes (check-outs, surveys, searches, etc.) and generally every aspect of usability can go beyond of what the eye can see and create the long wanted brand engagement.
A beautiful digital product should be also a powerful vehicle to connect and build trust amongst the brand and its users.