The article examines the definition of branding and its importance in the context of UX/UI design. The author emphasises that branding goes far beyond aesthetics, and in combination with a smoothly working competent interface of a digital product becomes a key element in the competitive struggle in modern realities.
The importance of branding in digital design
In today’s world, where digital reality is rapidly developing in a highly competitive environment, the need to create a vivid and memorable brand becomes especially urgent. Every day, consumers are faced with a huge flow of information, and capturing their attention is becoming increasingly difficult. With a single search button in a system that gives the consumer access to a wide range of choices, manufacturers face a difficult task: how not only to attract the interest of potential customers, but also to convert this attention into productive action for business development. Image in this environment becomes a key element in the battle for market position and customer loyalty. According to Officite (a provider of online presence solutions), 87% of consumers say that reputation is the main factor in choosing a company among a variety of offers. Which means that the role of branding in the digital industry is only growing.
Let’s understand what branding is. The process involves creating a unique identity for a business and communicating it to customers. In the digital age, it’s more than just logos, it’s the uniqueness, values and mission of a business that attracts customers and builds their loyalty. With the advent of smartphones and the internet, consumers are always connected and service providers have to find new ways to engage with them – the most popular today is social media, which is a powerful tool for communicating with their customers. Statista predicts that the number of social media users worldwide will reach 5.8bn by 2027, highlighting the potential of the digital space to reach a wide audience.
Thus, creating a trustworthy image in the digital age requires companies to understand their target audience, develop a comprehensive branding strategy, create a unique visual identity, and have a robust online presence and customer interaction. It is important to remember that successful branding is an ongoing process that requires constant analysis, adaptation and improvement. This is the only way companies can remain competitive, retain their customers and attract new ones in a rapidly changing digital landscape.
Features of building a strong brand in digital product design
Building a successful brand in digital product design (DPD) requires a comprehensive approach that not only aligns with business objectives, but is also able to adapt to rapidly changing market conditions. Key components of such a strategy include:
A clear identity: It is important for a brand to have a unique ‘face’ that can be easily recognised and associated with certain values and mission.
A unique value proposition: The brand must clearly and understandably demonstrate what differentiates it from competitors and what value it offers to consumers.
Effective communication system: Creating messaging that resonates with the target audience helps build strong customer relationships.
Special attention should be paid to developing a unique and memorable visual identity. This includes choosing a colour palette, typography and logo design that together create a cohesive visual representation of the brand. Uniform visuals across all digital platforms – be it a website, social media or online advertising – help to reinforce the brand and make it more recognisable.
Manufacturers keep customers’ attention on their websites and social media accounts through attractive and informative content. Creating a memorable digital product starts with considerate elements such as logos, unique icons, quality photos and videos, carefully chosen colour palettes and fonts. These components form the first impression of a brand and can have a significant impact on brand perception.
The logo is the basis of corporate identity. It should be easily recognisable and act as a visual symbol that stands out from the competition. Unique branded logo icons greatly enhance user interaction: they guide customers and provide an intuitive and engaging interaction, which is especially relevant in the digital age. Even small favicon icons on browser tabs play an important role in brand recognition, giving a page personality in a crowded browser or app shop environment.
Personalised photos and videos can truly transform a digital product. They provide a unique opportunity to present a brand in a deeper way and set it apart from those who rely on generic stock photos. Video content, in turn, can dynamically tell a brand’s story, explain its mission in detail, present products, showcase the team and give the digital presence a human dimension. Equally important is the colour scheme, which should be in harmony with the overall brand identity. Consistent use of hues increases aesthetic appeal and enhances recognition. Every element of a digital product, from the logo to the font choice, should work in unison to create a unified experience that will resonate with the target audience. For example, if a brand uses a red logo with the Calibri font, it’s important to make sure that this font and colour is repeated throughout the website, forming a cohesive and cohesive experience.
Another key aspect of brand consistency is considered to be ensuring a seamless user experience across all online platforms. It is important that the website, social media profiles, apps and other digital touchpoints maintain a consistent interface in terms of navigation, design, interaction and overall usability. This approach to the user experience reinforces identity and ensures that audiences engage with the product in a positive and cohesive way, regardless of the platform.
Once the core visual elements of the brand have been developed, the next step in creating a successful digital product is to design the structure of the site and its interfaces. The specification, which includes the key elements of the brand identity, is handed over to the UX/UI designer and should be based on real data and analysis of user behaviour. This ensures that an intuitive and effective user experience is created. A data-driven approach helps define clear goals and requirements and avoids common mistakes that can hinder user interaction with the site. As a result, such preparation becomes a solid foundation for a successful digital product launch that attracts and retains users.
The future of branding in web design is closely linked to technology integration and personalisation. As digital platforms evolve, companies have more and more opportunities to create engaging and interactive user experiences. Success depends entirely on their ability to adapt to change without losing their core identity. By prioritising user experience and innovation, companies can engage consumers and build long-term loyalty. This dictates the requirements for the digital interface: it must not only be visually appealing, but also intuitive, reflecting the essence of the brand at every stage of interaction. In the future, those companies that recognise the power of branding in UX/UI design and actively use it to create strong connections with their audience will succeed.
Sources:
Role of Branding: Building a Brand That Stands Out, March 24, 2023, inkbotdesign.com , (https://inkbotdesign.com/role-of-branding/)
Social Media Users 2024 (Global Data & Statistics), March 4, 2024, www.demandsage.com , (https://www.demandsage.com/social-media-users/ )
HOW TO CREATE A CUSTOMER-CENTRIC STRATEGY FOR YOUR BUSINESS, 7 June, 2024, www.superoffice.com, (https://www.superoffice.com/blog/how-to-create-a-customer-centric-strategy/)
How To Create a Brand Visual Identity (2023-2024 Guide), Last Updated: November 30, 2023, www.superoffice.com, (https://www.designrush.com/agency/logo-branding/trends/brand-visual-identity)
