Crafting iconic products: The Power of a Branded approach in Product Design
In product design, UX gets a lot of attention—and for good reason. Making products that are intuitive, efficient, and user-friendly is crucial. But there’s one more thing that can contribute significantly to designing exceptional products and ignoring it means missing out on creating products that are truly iconic. Let’s talk branding.
Good UX makes a product functional and easy to use, but branding adds emotional and experiential layers that create lasting connections. Truly loyal users aren’t just buying a product; they’re joining a brand. This emotional connection opens up many opportunities, such as higher margins, competitive advantages, and users advocating for the brand.
Take Apple, for example. There are tons of smartphones with similar specs, but people keep choosing iPhones. It’s not just about functionality—it's about Apple’s brand. Remember the “Think Different” campaign? Nike is another great example. The "Just Do It" slogan and the swoosh logo hit consumers on a deeper level. And have you seen how Tesla fans will passionately argue that Tesla is the best car out there? I can’t imagine a Google user would argue over how Google is the best search engine.
Why does this happen, and what can we learn from it as product designers? Let’s break it down:
Values and Positioning
Successful brands have cultivated strong identities that align with certain lifestyles. Using products from such companies is often a statement about one’s values and status, making the brand a part of the user’s personal identity. On the other hand, companies creating digital products focus only on usability and practicality. While Silicon Valley software companies try to appeal on an emotional level, they often follow common trends that rarely go beyond DEI narratives. This makes them seem more similar to each other, which doesn’t help cultivate a loyal following.
Narrative and Messaging
Brands as Apple, Nike, or Tesla have compelling stories. Apple started with “think different” campaign that appeals to people who innovate and create. The "Just Do It" campaign resonates with consumers on an emotional level, promoting a sense of motivation and achievement. Nike's clever mission statement, "If you have a body, you are an athlete," makes their products feel essential to everyone. Tesla’s mission of sustainability and creating sci-fi-like technology resonates deeply with consumers around the world. In contrast, the narratives of most software companies like Uber or Amazon revolve around convenience. While valuable, these stories don’t inspire the same level of emotional engagement.
Community and Exclusivity
Successful brands build communities of loyal users who share the same values or lifestyle; this sense of exclusivity and belonging promotes the brand. In contrast, the user bases of software companies are more transient, lacking a strong sense of community or exclusivity.
How to Apply These Tactics:
Start with Values and Principles and Don’t Betray Them
In the early days of Safari, the team decided not to add any functionality that would slow it down. This core principle made it one of the most compelling browsers at the time. Unfortunately, this principle was later betrayed, and now it’s one of the slowest and buggiest browsers. The same applies to both UI/UX and branding: start with values that resonate with users, but are focused enough not to seem generic. This will lay a strong foundation for brand positioning and product design principles.
Build Narrative and Messaging
It’s essential to create a strong narrative and messaging that portrays your values, principles, and positioning. This applies to both visual design and UX choices. Product designers are often very intentional about usability, efficiency, and accessibility, but less so about messaging and principles. What determines the balance between usability and desirability? What dictates whether we go the traditional route because everyone is used to it or choose to innovate? Why do we round corners instead of keeping them sharp? What influences our color choices? For the Cybertruck, Tesla modified its original UI to reflect everything the truck represents. The font choice went beyond just readability, and the intentional use of sharp corners, even for rounded elements like the camera icon, portrays toughness and a futuristic theme. Whether you like the Cybertruck or not, it’s undeniably iconic. Its UI/UX is a great example of how a branded approach can reflect values and principles, connecting with users on a more emotional level.
Design for a Person, Not a Group
In public speaking, such as in a TED talk that many of us have watched, a common tactic is to choose one person to address. This approach makes everyone in the audience feel like you’re speaking to them individually, making the presentation more compelling. In product design, we use personas, but mostly for writing user stories, functionality decisions, and identifying UX patterns. Rarely do we use them to address users on an emotional level. Designing for a specific persona with determined principles, messaging, and narrative will help foster a community of users who feel the product was designed specifically for them. They can relate to the same passions and interests, making them brand advocates.
Branded approach Enhances User-Centric Design
Using a branded approach works in tandem with user-centric design principles. Align your products not only with user needs but also with who they are on a personal and emotional level. This turns users into loyal advocates who feel a strong connection to your brand. Consistently applying these principles across all products in the ecosystem ensures a cohesive and enriching experience.
So, don’t focus on functionality only—build a brand, too. That’s the key to creating a truly iconic product.
