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How Your Brand Experience Affects The User Experience

by Ali Abdu
4 min read
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Delivering an outstanding user experience for your customers has become a challenge for organizations in recent years. A customer experience involves much more than excellent quality or service.

It involves customers’ emotional and cognitive responses to a brand’s marketing and communication. Brands that maintain strong connections with their customers ensure that their experiences are positive and will continue to generate revenue for the company. Essentially, a company’s brand experience affects its customers’ overall experiences.

Brand experience, customer experience, user experience

Customers tend to have positive perceptions of brands that deliver positive experiences. This is because positive experiences build trust in brands and create lasting memories. In addition, happy customers tend to share their experiences with other people. They do this through social media, word of mouth, and email campaigns. This allows brands to build strong connections with their customers on an individual level.

Why Is Branding So Important?

A brand is an individual’s image of a company’s products. Credibility is an issue because people use brands to judge the quality of products. Consumers can differentiate between similar brands because of the reputation a company has built over time. Brands also help consumers understand where a product category fits into the market. This can be very important in a very competitive market. For example, you may be trying to decide between two different phone plans, but your decision will be affected if you don’t know the various factors.

User Experience and Branding

The user experience is the whole process from the moment a person becomes aware of a brand, to deciding whether to purchase the product. Brands are important for several reasons. Firstly, brands help create a feeling of trust in the marketplace. Consumers want to know that the product they purchase will meet their needs or have a basic set of qualities. They try to judge these based on their experience with certain brands.

The quote about design by Don Norman

How is the User Experience Affected by the Brand?

The first thing your brand image does is set the tone of your product experience. In other words, how you experience your product is heavily influenced by your branding. This experience will be influenced by the following factors:

  • The logo and colors — These are the first things you see when you open a product, and they will likely be the first things you think of when interacting with that product. How they are used and their placement will influence whether you think of a product as a specific brand or something more abstract.
  • The branding style — Different brands use varying colors, graphics, and fonts that affect the user experience. For example, if you see a yellow logo with red and blue colors, you are more likely to think about a cell phone plan than cereal. If you see a classic font and logo, you may think about a cereal more than a phone plan.
  • The details of the design — If the design of your product is confusing, customers may have issues using it. For example, a smartphone can be difficult to use if the buttons are small and the design of the smartphone is complex. A confusing design can also happen when a logo is too small on a product.

Factors that affect the User Experience

The above are a few factors that will affect your user experience if they are not consistent with the brand experience you are trying to establish. How these factors are displayed also plays a role in user experience.

  • Packaging — Many companies do not think about the package design of their product when they are creating it. When they are packaging their product, they may choose a design that is similar to the product name or logo, but this can be confusing to the customer.
  • Product functionality — Product functionality is also a factor that can affect the user experience. If a product does not function properly, it can make the whole product experience feel unfair. This is why it is important to make sure your product has the features you promised your customers.


The user experience is the whole process from the moment a person becomes aware of a brand, to deciding whether to purchase the product. It is incredibly important to create a brand that will help your product experience be remembered by your customers. The branding of a company is the image that an individual has of a company’s products. This can range from what they think is the best product on the market, to what they know about the company. This article provided a look into the many ways that a brand can affect the user experience. These factors will be essential to consider when creating your company brand. A strong brand image can greatly impact the customer experience, and it can make or break a company.

post authorAli Abdu

Ali Abdu,

Ideas In Brief
  • While excellent quality or service is important, a strong connection between a brand and a user ensures the best experience possible.
  • Branding is vital for a number of reasons:
    • it creates a feeling of trust;
    • it helps a customer to make a decision when comparing products from different companies.
  • There are various UX factors that are highly influenced by branding:
    • the logo and company colors;
    • the branding style;
    • the details of design.

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