A Scottsdale SEO Professional Shares Thoughts About UX for Brand Management
User experience is crucial in creating a positive brand perception. Although, essentially, you cannot control how your brand is perceived, you can influence your target market, first by recognizing the fact that both online and offline customer experiences contribute to how your brand image is perceived. As such, it is necessary to strive for consistency across all touch-points.
Web designers and Scottsdale SEO experts agree that in establishing an online presence, companies should consider their brands and how their brand position is reflected in website design and build.
Among the crucial elements to achieve this goal are the visual presentation, the writing voice and style, the balance and interaction between images and text, the seamless flow of different functional elements, and the elimination of errors in delivery.
Why are these elements crucial? Simply put, if you have worked hard to create a positive image for your brand, this can be undermined by spelling, linking, scripting, server and other errors in your website. Today’s consumers expect highly functional websites from brands and the presence of these errors on a website can negatively affect the perception of site visitors.
How do you ensure that your website helps you create a positive brand perception? The first thing that you need to know and understand is that your customers’ perception of your brand and the brand experience in both online and offline assets are connected. It is crucial, then, to present a consistent brand message.
In order to influence how your brand is perceived by your target market, you should have a clear idea of what your company’s brand values are. Brand values are often based on a company’s culture, organizational behavior, marketing collateral and service policies. It is also essential that brand and marketing professionals from your company are asked for their inputs in order to help web designers with the articulation of the desired brand perception to your website visitors.
Brand perception is about what your customers expect with regards to their future interaction with your products or services. In order to achieve your desired brand perception, it is essential that your brand is consistently represented in relation to the expectations of your customers with regards to your brand values.
It is also crucial to outline what your brand experience objectives are during the design phase of your website’s construction. This can aid your web designer in creating a website that conveys your desired brand perception.