The past eight years I worked as a strategic planner. In recent years I started to feel that branded communication is loosing its relevance, even when it is highly professional and long-term oriented on the brand level. I strongly believe that the task of marketing has to change and become more sustainable in terms of treating customers.
Here is the problem: Marketing Communication nowadays is mostly about and shouting at people (Banksy doesn’t like this as well). They don’t want to learn about product features and attributes, they are ceasing to believe what companies and products tell about themselves. All that people are interested is that the product works well, the service feels smooth, employees treat you nicely etc. That the job of marketing communication is now outsourced to people on Facebook does not really help.
The situation today has changed a bit. There are more products to choose from than you can possibly ever use. Additionally, users adopted a mentality expecting brands to serve us and our needs quite direct. We have become darwinistic, brands that are complicated or don’t offer a clear added value are immediately dismissed.
Brand UX is a new marketing concept that brings together marketing/branding and User Experience (UX), an attitude to provide the best experience to users. I see UX as a concept that reaches beyond designing interactions with digital worlds (principles that are used in UX are used by psychologists since the 70s to shape experience and behavior in/through the built environment, here and here). Brand UX combines thinking and methodology from both areas to achieve sales goals.
The target are relevant brand encounters like service, instore sales conversation, the website, the product itself etc. If brands focus on highly relevant touchpoints for the user-brand relationship and find solution that addresses needs and capabilities more suitable people will come back to use this brand more often, and when asked they are more likely to recommend it.
Brand UX makes brand encounters more pleasant and more valuable to users. And this in turn gives the brands relevance again.