Creating a strong brand identity does not happen overnight.
It takes on a good amount of time, a lot of research, a deep understanding of user expectations, awareness of market competitors, and various other aspects.
But more than anything, it’s the superior user experience that goes into building a memorable brand experience.
For the uninitiated, a brand is a set of features that makes your company distinct from another. It comprises logo, tagline, UI/UX design (color palette, fonts, imagery, illustrations, etc.), and brand voice among others. These all work together to create an overall perception in the mind of your users, including the experiences they get after interacting with your business as a shopper, consumer, social media follower, or just a visitor.
If you want your brand to be etched in the memories of your customers, then follow the steps below. It will help you to polish your company’s visual identity while making your brand memorable.
1. Pick Right Color and Text St
Brand colors convey certain information and help customers to relate to the brands’ emotions. For conveying the desired brand emotion to your target audience, the selection of the right color palette is crucial.
Colors also elicit feelings and enable customers to form an impression and engage further. It all depends on how the psychological effects of color are being applied.
On the other hand, the content of a website is another significant ingredient of website UX designing. The credibility of any brand relies on its content, such that how it is organized and represented visually with the right fonts.
Different types of fonts evoke a wide range of sentiments. Fonts have the power to impact thoughts, feelings, and behaviors. So designers must turn to the fonts that match the intended tone of the brand’s emotion.
2. Make Your Logo Memorable
Logos are the primary building block of a brand identity. The logo of any brand reflects its brand image, silently displays its message and makes it stand out.
The major purpose of a logo is to leave an impression on the potential customer by making it simple, timeless, versatile and eye-catching.
To ensure your logo design encompasses your brand vibe, pick an on-brand color choice, use clear, easy-to-read font, and make use of visual hierarchy.
3. Polish Micro-Interactions
The micro-interactions are the trigger-feedback pairs that empower the entire user experience and also promote the distinction between the brands with unique customer delight.
Well… the primary purpose of micro-interactions is to stimulate the feeling of ease and well-being in the user’s journey on the website or application by infusing those tiny interactions that make the app interactive and engaging.
Micro-interactions support minute detailing in the platforms that make users like or dislike the website or app based on their experience. So, these micro-interactions should be refined, subtle, and understandable, rather than being annoying and overwhelming for the users.
4. Add Organized Transitions and Animations
Animations can give a new dimension to your website/app or it may even fall flat if the effects are over-done or under-done than how much it requires.
The animations and transitions are solely infused into the platform to make it attractive or can be used for interactive storytelling.
In simple words, if all these animations and transitions are implemented in a planned manner, then they can transform the user perception of the entire website or an app. It can add a unique touch to the product and the brand story by building a memorable brand experience with UX design.
5. Relevant and High-Quality Visuals
Images are one of the valuable elements that grab the user’s attention immediately.
Therefore, to design a unique and engaging brand experience, using high-quality images that weave and present a significant story would be a much better and more intelligent decision rather than using random images.
To build a unique brand experience with designing, one can prefer using easily available high-quality stock images, but choosing a meaningful image would be better to build a fine and consistent narrative.
6. Website Layout
Your business website is no less than a digitalized business card.
It is the most valuable marketing asset through which the user experience, engagement, customer data, and other details can be extracted.
Therefore, while designing the website layout, all the varied elements, like images, font style, and color palette should be presented in an organized manner. This helps to gain maximum user attention.
Nonetheless, an incredibly designed website can create the ultimate touch point to design a brand new experience for the customer and the company.
7. Tone of Voice
Brand tone of voice expresses your brand persona. The choice of words that are put on the website says a lot about the brand and the brand identity.
The communicative tone can influence the user experience and turn your brand into a physical person with which the reader is interacting.
It also supports the reader/customer to deduce the complete image of the brand by promoting brand recognition and customer loyalty.
Thus, to create the perfect brand tone of voice, analyse the brand’s audience and market. Work on its value, beliefs, ethics and market philosophy, then create a bank of words to be used in the entire website.
8. Data Visualization
To provide an aesthetic appeal with the content arrangement on the website, the data should be well presented with clarity and valid concepts.
Therefore, it is important to arrange the text, images, and other items properly on the website that follows data visualization best practices.
For instance, you can use graphs and charts to avoid clutter when a data label is long or have a high number of components.
This eventually, eases the data understanding and makes data presentation more interactive and attractive.
To make this possible you can use different types of charts and graphs to make data presentation more engaging, like Bar Graph, Column Chart, Line Graphs, Dual-Axis Chart, Pie Chart, Stacked Bar Chart, etc.
9. Brand Tagline
Picking the most suitable and appropriate statement for your business that depicts its soul in just a few words is a brand tagline. The brand tagline is often known as a slogan, which is the flagship of brand messaging.
A clearly defined brand tagline when put together with a logo can provide additional information about your business.
The tagline will not only make people aware about your business but also inform them that what a customer can expect from your brand.
For example; Nike’s tagline “Just Do It”, with this tagline, Nike made it clear to its customers that don’t hesitate, but take action.
10. UX-led Brand Positioning
Brand Positioning is about identifying and defining the niche in the market where the brand exists.
In simpler words, to define the branding, the business not only states what it offers to its customers but also identifies how it fits in the target market.
UX designers can define the brand position through ethnographic and other research methods. This will help them analyse how consumers will interact with the brand.
These insights will also help them to bring a brand differentiation point, through which they can define their unique position in the market.
Brand-driven user experience is the future of customer experience. It must be compelling and stand out with the brand persona. It must drive relevance and service experiences that people love when they interact with your product or company. The most effective way to do this is by religiously following and dealing with design, interaction, and tone of voice.
The author Dennis P. Reed possesses a vast experience in the IT industry, especially in the domains of website and mobile app development and digital marketing. He writes on topics encompassing the above mentioned domains and is considered a maven in his chosen field – Information Technology.