As a brand experience designer, I’m often charged with bridging the gaps between our clients’ engineering, marketing, design and sales teams. It’s not uncommon for each to have different ideas about what their company does, or at the very least, why they do it. In less mature companies, the CFO and CIO may step into product development and create an ideological tug-of-war.
When it’s a technology or digital media company, an engineering culture may dominate decision-making. While that’s a great environment for solving technical problems, it’s terrible for introducing a new product, or worse, a new brand to the marketplace. Without a clearly coordinated effort to ensure that your online experience is a real reflection of your brand promise, a torrent of off-brand details pockmark the experience and send the wrong message.
…The online experience needs to continuously deliver on the brand promise to generate the trust people extend to the brands that consistently meet their expectations. This is how tangible brand value is created that’s built for the long term.
Bridge The Gap Between User Experience and Brand Value, in MediaPost Publications
