Consistent, high-quality branding is more important than ever in the digital age.
And as technology continues to evolve, branding must evolve with it.
Visual branding is about more than just pretty images and themes.
To attract and retain customers’ attention, it’s essential to focus on their experience and ensure it’s engaging and streamlined.
To compete, brands must transform to deliver memorable digital experiences to their target audiences.

What are digital experiences?

Technology giant IBM defines digital experience as the interaction between a user and an organization using digital technologies.
These deliver digital experiences to customers and prospects:

• Websites
• E-commerce showcases
• Mobile applications
• Social Media Accounts

Digital experiences can be created and refined across different tools and platforms.
Therefore, if a brand wants to deliver something memorable to its customers and prospects, it must be able to optimize multiple touchpoints in the digital space.
To engage your target audience, it is important to create brand experiences based on these essential design principles:

1. Ensure brand consistency

The digital age has brought more marketing opportunities than ever before, but the downside is that you need to maintain a strong presence.
Technology has made it easy for brands to establish and maintain a multichannel presence, allowing them to reach a wider audience.
However, the downside to such reach is that you need to be present on every platform that is essential to the brand.
For example, businesses with a brick-and-mortar store need a strong online presence to succeed.
They need not only a primary website, but also an e-commerce platform to attract more customers.
Social media is a no-brainer, and the options are plentiful: Facebook, Instagram, Twitter, and TikTok are now must-haves in 2024.
Posts should have distinct voices for followers, but a consistent brand image to be memorable.
You need to ensure that your branding is consistent across all of these tools and platforms.
This includes your logo, color palette, font, and other such elements.
Potential customers need to feel like the brand is reaching out to them, regardless of the channel.
Familiarity, in this case, breeds loyalty.

2. Personalization of the offer

Studies have shown that younger generations prefer to have more control over the digital products they consume.
By giving them this control, you improve their digital experience.
Personalization is not the preserve of the young, as most users prefer to browse online platforms that are tailored to their preferences.
Brands have the power to calibrate their assets.
Digital personalization does not only benefit users and customers.
Through this practice, you will be able to create targeted marketing campaigns that will match the individual’s tastes and needs.

3. Priority to user experience

Regardless of the touchpoint or channel, customers should be provided with a seamless user experience.
This is reflected in the design of the user interface (UI) and user experience (UX) of digital products such as websites or mobile apps.
Some experts would even dare to say that experience should be prioritized over transactions.
After all, a positive customer experience means longevity and promises many more touchpoints in the future.
Statistics also confirm this, as evidenced by the following studies:

• 86% of customers are willing to pay more as long as the customer experience is excellent.
• 1 in 3 customers will leave a brand they love after just one bad interaction
• In 2010, only 36% of companies were competitive based on customer experience, but by the end of 2023, this percentage will have increased to 66%.

4. Address pain points as soon as possible

Brand tracking is essential to improve the digital experience of customers.
You can use online tools to track brand mentions across different platforms.
With these tools, you can immediately study customer pain points and implement actionable strategies to improve your metrics.
Here are some of the most common digital experience pain points:

• Poor customer support
• Poor product or service
• Platform errors

How to implement digital transformation

Effective visual branding can be quite complex, as you need to meet your audience’s expectations, stay ahead of the competition, and keep up with the ever-changing trends in your industry.
Here are some essential strategies for successfully implementing your design principles:

Market research

Listen to what your customers or prospects want and integrate it into your digital products.
Get the best, most actionable data by using the following mechanisms:

• Feedback – Solicit customer feedback through short in-app surveys on your website or social media.
  Net Promoter Score (NPS) and Customer Satisfaction (CSAT) are two of the most common metrics for customer experience.
• Customer Support Team – Collect the most frequently asked questions or complaints from your support team and develop strategies to resolve or improve them.
• Social Media Mentions – Take note of what people are saying about the brand on these platforms and respond graciously to comments and complaints.
• Analysis – Make informed decisions about branding and digital experiences with brand analysis, which can teach you a lot about your strengths and weaknesses.

User Persona

Use market research data to create a user persona, or a fictional representation of your customer base.
A large brand may have different personas to track different customer journeys.
This allows you to personalize the user experience based on demographic or behavioral segments.
As we mentioned, personalization is one of the most important design principles for improving the customer experience.

Adapt accordingly

Technology is changing fast and trends are fickle.
That means your brand needs to adapt and pivot when necessary.
Stay ahead of the curve to be your customers’ first choice.

The challenge of digital transformation

Digital transformation is a complex process, which is why you need an expert partner in creating unforgettable digital experiences.
Everense will be an ally in the digital transformation that will increase your profitability.
The company will provide the following services to help your brand create unforgettable digital experiences for your demanding audience:

• In-depth analysis of digital opportunities
• Technology calibrated to your needs
• Improved operational efficiency and therefore profitability

Book a free consultation or fill out the contact form on our website.
Follow us on LinkedIn for more information.