Your brand needs to be accessible. Today’s consumers have a wealth of resources at their fingertips that will influence their purchasing decision. That means you need to provide a positive user experience from the start so what’s the key to making brands accessible?
Younger consumers especially are very savvy and have high expectations for a smooth user experience when they are doing their research. User experience usually refers to the design of websites and apps, but your brand isn’t separate from the experience they have with your communications in all formats– your website, brochures, stores, social media. Their experiences with all these channels will influence their perception of you and your products.
For example, say a user lands on your website on their mobile phone and find that the text is too small for them to read and it’s slow to load. In those few seconds that they get frustrated and they navigate away from your site, you’ve lost that potential customer.
Or, they Tweet you a question about your product and you fail to answer. They feel ignored, and move on.
Let us also not forget that the first taste is always with the eyes: the presentation of your product is often just as important as the product itself. 90% of information transmitted to the brain is visual, and humans gravitate towards the aesthetically pleasing. Do not underestimate the value of a well-designed brochure, a beautiful showroom, and an attractive website.
Remember, you don’t have a second chance at a first impression.
Consider Apple – the master of marketing and branding. Sure, they make great products, but it’s the user experience as a whole that really makes them outstanding and aspirational.
Take their showrooms: sophisticated, airy, creative and modern. They create an atmosphere where their product can thrive. Imagine if Apple showrooms looked like the inside of Poundland – it wouldn’t have quite the same effect.
Plus, their showrooms have highly knowledgeable and helpful staff. Apple has an excellent reputation for customer service. Interaction with representatives of Apple contributes to a positive brand and product perception.
And finally their careful branding that from the start had clear differentiators to make them the hip choice of creative and innovators. Their price points and trendy appeal make their products aspirational.
At each touch point they ensure that their first impression is a positive one that’s on brand and provides an excellent user experience.
Evaluate your own brand from first impressions of your website and showroom through to customer service that’s offered post-purchase. How does the experience measure up?
We think there’s always room for improvement!
