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How To Create Successful Branded Interactions Cheat Sheet by

marketing     internet     interaction     branded

Form a Cross-­Dis­cip­linary Team

Intera­ction designers are playing an increa­singly larger role in providing brand resonance. Set up a brand-­ori­ented design team that thinks both digitally and physic­ally. Working in parallel, industrial and intera­ction design develop innovative ideas for a visual brand language and for a look and feel that is unified across all modes.

Understand Your Brand

How will your brand’s values, mission, vision, and character inform the experi­ence? Brand values created for corporate marketing and commun­ica­tions guidelines often don’t translate easily to tangible design attrib­utes. Through collab­orative stakeh­older reviews, seek to define the values and that differ­entiate your products from a physical and experi­ential perspe­ctive.

Branded Intera­ctions

Think Experi­ent­ially

Develop tangible design attributes that align with and consis­tently reinforce your brand values through defined form, color, materials, finish, and intera­ction elements. Move beyond visual to encompass a range of distinct sensory elements. Think big and small: How will you create major, impactful moments? Inject delight into small, repetitive uses and intera­ctions? The best branded intera­ctions have the following four traits in common:
Emotion: They evoke emotions that are positive and memorable, and that strengthen the relati­onship between a person and a brand.
Authenticity: They tie directly back to brand values, and faithfully express brand person­ality. They demons­trate to a customer what a brand considers to be important and worthw­hile.
Consistency.: Building trust is crucial to a brand. Without consistent intera­ctions, customers won’t know what to expect. Consis­tency of intera­ction across all touch points is difficult to pull off, but when done well, it’s extremely powerful.
Technology: Most wouldn’t be possible without relatively recent technology such as touch-­sen­sitive surfaces and ambient experi­ences enabled by sensors.
 

Touchp­oints

Awar­eness > Purchase > Unboxing > Onboarding > Repeated Use = Loyalty

Consider the End-to-End Customer Journey

Where are your opport­unities to make an impact? A customer’s journey begins with Awareness and ends with Advocacy. In between are Purchase, Unboxing, Onboar­ding, and Repeated Use. As customers move through this funnel, there are key points where brands can create impactful intera­ctions.

During the journey, two things happen: The customer develops an emotional attachment to the brand based on the experi­ences and intera­ctions. And as the customer’s unders­tanding of how to interact with the product or service increases, he moves from novice to expert to evange­list.

Most of All, Craft a Great Story

What story will your customer perceive from experi­encing the end-to-end journey? Plain and simple: Make it great.

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