Successful brands are those that manage to deliver positive, engaging and memorable branded customer experiences. It’s no coincidence that the 2015 top global brands, as compiled by Interbrand, include Apple, Google and Amazon, as they are also the top brands for delivering branded customer experiences that meet their customers’ expectations.
To design and deliver a successful digital branded experience requires both marketing and user experience design professionals to work closely together. Traditional marketing focuses on functional features and benefits. Whereas, experiential marketing focuses on customer experiences and recognises both the rational and emotional factors influencing the buying decision.
Brand experience design is not just about designing according to your brand guidelines, it is about designing an experience that reflects your brand's values and meets your customers’ needs. To design and deliver a successful branded customer experience that is unique to your brand, it is essential that you follow branded customer / user centred design process. Once the aims and objectives of the design project have been clearly defined, then the initial steps to follow include:
- Conduct research to identify your customers’ needs and behaviour as well as their perceptions of your brand.
- Create Personas / Customer profiles, each representing a specific segment of your target market. This will help you to empathise with your customer / user when designing your brand experience.
- Map out your customer/ user journey which will highlight all the key brand touchpoints as well as the potential touchpoints that can cause customer frustrations or pain-points.
The key insights gained at this stage of the design process would help you to ensure that your brand experience is designed to meet your customers' needs and their expectations of your brand.