
(photo credit: Evan Sung for The New York Times)
Â
I read a food critic’s review of a restaurant that got me thinking about the value of brand.
The meat of the article (no pun intended) for me comes in at the 8th paragraph from the end, where the author suggests that the food, good or bad, may not even be the primary draw of its loyal and growing clientele. The service which delivers their food is what draws it apart from its competition. And this is what builds a strong brand which can transcend the shortcomings of the product itself.
Not to say a strong brand can carry a poor product, but products are never perfect. It is often the brand perception which can make or break success – and the brand is more than just the product. We see it more and more around us. Take for example the ever heated debate between Mac or PC (or Apple vs. everything else, for that matter). As a user and designer for many of these debated platforms, I can see the strengths and weaknesses of each. Each has its good and bad, none are perfect. What makes Apple stand out is that they don’t stop at just the product. They extend their relationship with their customers throughout to just about every interaction point, from marketing, to purchase, to post-sale service. It’s the complete experience. It’s brand building. In a world where products become ever more commoditized, this becomes the new differentiating factor.
As a UX professional, I’m inspired to design this experience into the interaction of my products. It’s not enough for a product to “just” get the job done. Just about anyone and everyone can do that. Today we need to build products that considers its consumers’ experience, creates a story, builds the brand. Your customers will keep coming back for more.
Now I’m hungry…