101 UX Principles – 2nd edition - Second Edition

#7

Nobody Cares About Your Brand

I don’t mean brand in the sense of visual identity—a good logo, wordmark, or tagline is a great idea. I mean brand in the modern sense—a woolly definition that’s come to be commonplace over the past 10 years or so.

The word brand has come to allude to the company or to stand for the entire personality of a corporation or product . It is seen as the “feeling” of interacting with products and services, and inevitably the core interactions of those products.

The problem with this approach, developed for over a decade by multinational branding corporations and advertising agencies, is that we already have a discipline for this: UX. By crafting a product to adhere to a brand (in the modern sense of the word), we defer ...