Brand versus Usability

By Jack Aaronson


Which is more important: brand or usability? Does there have to be a conflict between the two? Today, we'll tackle the subject and try to find a middle ground between form and function. On one hand, best practices enable better usability. But adhering to them too much stymies innovation and possibly brand differentiation.

Does your site represent a strong brand? If not, you've probably built one that looks like every other site on the Web. If your brand doesn't have a strong voice, your site's voice is generic. If you don't have a strong visual brand, users probably can't tell your site from anyone else's. You don't want your company's services and products to become a commonality, but you don't provide enough brand experience to generate any real loyalty.

On the other hand, maybe your brand is carefully guarded and has very clear style guides and rules about its look, voice, and feel. In this case, your site has probably eschewed accepted standards of common sites in an effort to make it stand out. If you have a strong offline brand (e.g., luxury brands, highly differentiated retail brands), you may have striven to adapt that offline brand to online. While it may make complete sense to your current customers (who get your brand, voice, and nomenclature), how does this experience work for new customers who aren't brand loyalists?

Associated Link: Brand vs. Usability

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