What is Brand User Expe­ri­ence?

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.