Every business in operation these days is a part of the digital business community in some way. Even if you don’t offer services from the digital niche, the sole fact that you have social media accounts and/or a website means that you are a “digital business”. As a digital business, communicating your business goals, ideas, and services requires a myriad of branding activities and a presentation of your business that is consistent and visually appealing way across all platforms. UX design is here to help you reach these goals.
Branding Consistency
As you’re delivering your brand messages across different channels of digital communication, you need to ensure that it is consistent. The role of a UX designer in this strategy is establishing and implementing consistent colors, designs, logos, and brand visuals both on in-house platforms and in digital media. By doing so, the brand in question will look the same to visitors and potential customers all over the web.
Similarly, it’s also important to maintain the same branding tone and writing style in all written content for the business. Some businesses decide to go for bold taglines and messages, while others choose a middle-of-the-road approach. Either way, a UX designer and copywriter should collaborate to deliver a uniform branding message that reflects your brand in visual and textual content.
Sharing Testimonials and Previous Products
As the new Master in Interaction Design at IED Barcelona teaches, the development of every digital service or product consists of several stages: think, design, code, make, and inspire. Every UX designer goes through each of these phases, even though some designers might call those steps differently.
After a UX designer finishes a certain project, it’s beneficial both for the artist and their employer to share testimonials regarding the project with the public. So, if you’re a UX designer and you’ve just completed a certain project, publish your client’s testimonial on the business website. This is a practical way to show potential clients your product development strategies, present your work to your target audiences, and hopefully generate new leads.
Giving Your Brand a “Face”
A brand without names and recognizable faces is incomplete. When you see the face of Elon Musk, you immediately establish a cognitive association with his Tesla brand. The same goes for smaller enterprises, as well. One of the most efficient ways of giving your brand one or more faces is posting photos of your team leaders or prominent employees to a special page on your website.
Of course, it would be pointless to present all your employees to the public, so you should focus on sharing employees in leadership positions. The point is to put forward people who are embodiments of certain sectors or departments of your business. For bolder business owners and designers, creating avatars of employees instead of photos might be an original idea. The in-house UX designer can draw them and there are also practical websites to create avatars, as well.
Appearance Matters
Last, but not least, the appearance of your website and/or blog will play an important role in building your business’ brand. Marketing specialists often emphasize that it’s the quality of the service or product that increases a business’ sales, and while this is true, there’s another aspect of branding that businesses need to pay attention to – the visual appeal. The color scheme on a business website needs to correspond with colors used on the logo and in other channels of business promotion.
This is where UX designers make all the difference. A professional UX designer should ensure that the colors on the website, its layout, and landing pages send the same message. If a business owner or UX designer opts for a minimalist color scheme for the logo or some pages of the website but adds a multi-color scheme on landing pages, it will look inconsistent. Additionally, when choosing the brand color scheme, it is necessary to take into account the common perception of the general audience. In other words, use colors that your target audience will easily associate with your business and niche.
Building and retaining brand trust is a bumpy road, so some business beginners might go through the trial-and-error stage until they find the winning combo for their brand promotion. Along that way, though, it’s crucial that businesses ensure continuous consistency and stunning appearance to leave the right impression on potential leads. With relevant testimonials and employees as the faces of the brand, UX designers can create an excellent brand image while building trust between the business and its customers.
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