Why do certain products create passionate users while others struggle to gain traction? Is it Design? Usability? Simplicity? No. It’s branding. In today’s crowded marketplace, making a product that works--or even works well--is no longer good enough. In this talk, we’ll discuss the basics of branding and how branding works in conjunction with your User Experience to establish an emotional connection with your users so you can turn them into loyal customers and brand ambassadors. This talk is for anyone involved or interested in UX, at any experience level, including creative directors, designers, writers, executives, and product managers. This talk will cover the role of emotion within the decision-making process and how influencing a user’s emotions during a product experience translates to brand loyalty. I’ll explain the fundamentals and purpose behind branding, why it has changed, and why we need to focus on it more when designing experiences. More details: https://confengine.com/agile-india-2019/proposal/8642/branding-within-your-ux-the-secret-to-creating-loyal-customers Conference link: https://2019.agileindia.org

1. BRANDING within your UXHow to craft experiences that create loyal customers
Bill Beard
Beard Branding
@writebeard

2. ?

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6. MakE the world a better place
PoliticsCharityFAITH

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MY SETUP MAY NOT BE TYPICAL…

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BranD:
How someone feels about you

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“People will forget what you said.
People will forget what you did.
But they’ll never forget
HOW YOU MADE THEM FEEL.”
-Maya Angelou

17. create an emotional association
And THROUGH repeated interaction
turn it into an emotional attachment
THIS IS BRANDING
It is a process

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+ =:)

19. HOW?

20. External:
Advertising
& Marketing

21. Branding within your ux
your product
INTERNAL

22. #UX

23. FEATURES CAN BE
DIFFERENTIATORS UNTIL THEY’RE NOT

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YOUR Ad
On Instagram
Landing Page
On your domain
SIGN UP
PROCESS
Product
Experience
Confirmation
email
reactivation
Email
M
a
r
k
e
t
i
n
G
P
R
O
D
U
C
T

25. USABLEEMOTIONAL
USEFUL
GREAT
Experiences
HAPPEN HERE

26. Minimum VIAble product
DESIRABLE

28. BRAND focus:A single UNIQUE sentiment everyone can understand
“When I use {product},
I feel _______.”
empowered
LOVED
TOUGH
GEEKY
SMARTERIn-the-know
SPECIAL
ENTERTAINEDUNDERSTOOD Quick
BEAUTIFUL
Calm
Handsome

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When I use MailchimP,
I FEEL LIKE I’M HAVing GOOFY FUN
WHILE I SPAM EVERYONE

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32. When I use Nike,
I FEEL Encouraged
When I use Under Armour,
I FEEL TOUGH
“JUST DO IT”
“We must protect this house”

33. CHERISH
EVERY
INTERACTION

34. CRAFT Experiences that create A
unique Emotional association
and THROUGH REPEATED INTERACTION
build it into AN Emotional attachment.
That’s how we CULTIVATE Loyal CUSTOMERS.
@writebeard

35. Bill Beard
BeardBranding.com
@writebeard
THANK YOU!