UX for the Web

Branding - personality

The brand essence is the heart of the brand, the core values and vision, who the brand is and what the brand is promising its customers. These attributes of the brand essence are in fact the same attributes that are included in the value proposition of a digital product. Where the brand essence is high level and focuses on the core values of the brand as a person, a value proposition can be crafted for specific parts of the brand, for example, the promise of value the product (your website or mobile application) is giving to the user, or the promise of value the customer call center of your brand is giving to the user. Thus there can be several value propositions with core values and ways in which these sections, be ...