Branding online

Discussion articles

  • Brand experience for business success
    "Apple Computer, Inc. is all about creating brand experience. The company has survived in an incredibly difficult technology marketplace for one simple reason: it's a brand designed for participant experience."
    (Dirk Knemeyer, Thread Intelligence)

  • Brand experience in user experience design
    "Much has been written in the past decade about the importance of usability and the user experience to customers' perception of an organization's brand. This article attempts to identify the appropriate role for brand values as one project objective within the broader framework of user-centered design."
    (Steve Baty, UXmatters)

  • Brand value and the user experience
    "What do companies like Nordstrom, Jet Blue, Amazon and Dell have in common? They have built their brand value on providing a positive experience for their customers on- and offline. Successful companies match business objectives with customer needs. They combine ongoing testing, feedback and improvement cycles into their daily practices and invest in listening, learning and modifying the user experience to create positive returns in revenue and loyalty. This means user experience is not just a practice or a process--it is a philosophy."
    (Kelly Goto, Digital Web Magazine)

  • Branding and the user interface, part 1: brand basics
    "In tangible terms, brand is a name, a symbol/sign, and typically a system of fundamental visual, verbal, and written characteristics; however, the true essence of a brand extends beyond what we can see and hear. The significance of your company's brand is also defined by the sum of its interactions with people."
    (Nate Fortin, Cooper Journal of Design)

  • Branding and the user interface, part 2: tips on new media branding: behaviour and colour
    "In part two of our series on digital branding, we take a closer look at how branding differs between traditional applications, like printed corporate collateral, and emerging new media applications, such as software user interfaces, with a focus on behaviour and colour."
    (Nate Fortin,Cooper Journal of Design)

  • Branding and usability
    "Many websites exist primarily to create or strengthen the brand for a product or service. We're finding that a site's usability can dramatically affect branding. And the graphical aspects of the site--such as logos or evocative pictures--have much less effect on branding than we expected."
    (Jared Spool, User Interface Engineering)

  • Building successful brands on the web
    "According to a global web-based survey by Interbrand, the Google brand had the most impact on people's lives in 2002. Google beat established brands such as Coke and Apple. This illustrates how on the web you build brands differently. It is less about how a brand looks than how it works."
    (Gerry McGovern, New Thinking)

  • Defining "branding"
    "The brand is the customer experience. It's not primarily a story, or a logo, or a style, or even a value proposition. Primarily the brand is just what customers tell each other about: their experience. So if you want to create a good brand, the best - perhaps the only - investment to make is in the customer experience. This means learning from customers through direct observation, and crafting a strategy built from that customer input."
    (Mark Hurst, Good Experience)

  • Good Grips: usability before branding
    "Good Grips kitchen tools grew out of one man's desire to build a better potato peeler for his arthritic wife. It has become one of the great marketing stories of the last decade, garnering a huge market share. Software designers can take from it two lessons: Good designs for the disabled can also benefit the normally-abled, and effective product design must come before branding."
    (Bruce Tognazzini, askTOG)

  • Is your home page immature?
    "Every large corporation has a marketing strategy that outlines what it wants to say to customers, but many of them still aren't using their homepages effectively to highlight that message. It takes time to get people, workflows, and money behind online branding and marketing, and it takes a solid plan. Moreover, someone at the executive level must set up a process to replace the continual political fighting, or the homepage will remain a wasteland of pixels fiercely guarded by internal teams, but mostly skipped over by customers."
    (Indi Young, Adaptive Path)

  • Setting expectation: don't forget the little things
    "How often do we set expectations for events as significant as the purchase of a new car or as minute as the taste of a fountain drink? There is a level of expectation that is set with most every interaction that we have. Brand interaction is no different."
    (Stephen Bury, Thread Intelligence)

  • Support is where brands are won and lost
    "If brand loyalty is best measured by gut feeling then there are few better ways to test its strength than when a customer requires support, because that's when feelings are high. Today, most organisations pretty much wash their hands of the customer after they've sold them the product. This is a short-sighted strategy."
    (Gerry McGovern, New Thinking)

  • Web branding is more than skin deep
    "Web branding is much more about function than image. Great websites put substance before flash. This reflects a knowledge society that has become more rational in how it makes decisions."
    (Gerry McGovern, New Thinking)

  • Web content management depends on trust
    "Many websites are living off the credibility and trust that their brands have developed over many years in the offline world. For many organisations, there is a serious disconnect between how they operate in the offline world and how their websites operate."
    (Gerry McGovern, New Thinking)

  • Web design: never let an ad agency near your website
    "The average advertising agency fundamentally doesn't get the web... When it comes to managing their own websites, they are rank amateurs. They bring their print and TV thinking to the web with embarrassing results."
    (Gerry McGovern, New Thinking)

  • Why Google is such a great brand
    "Google has clarity and focus. Google knows that great brands serve a purpose. They are useful. Google genuinely believes in the motto: the searcher is king. It demonstrates that you can put the customer first and make a profit. Google keeps it simple and wins."
    (Gerry McGovern, New Thinking)