When it comes to UX/UI design, I always put a strong focus on branding. Why? Because I see brand experience and UX as two sides of the same coin. If UX were just about making things usable, this connection might not make sense. But the truth is, the value and emotion a user gets from interacting with a product or service play a huge role in shaping the brand’s image. That’s why branding is a crucial piece of the puzzle in any UX design strategy.
Yet, many companies miss the mark when it comes to merging UX design with brand development. Why? There are a few reasons: branding and UX design often fall under different departments, branding efforts tend to lean heavily on communication, and there’s sometimes a lack of clarity on what branding really is.
So, let’s dive into why brand development is key to a successful UX design, especially when it comes to growing your business.
When you hear “brand development,” what brand immediately comes to mind? For me, after working with numerous clients, Aesop stands out as a prime example. The passion and meticulous design behind their brand development are truly remarkable.
Brand Development = Raising a Child
Over the years, I’ve had the chance to give plenty of presentations on branding across various projects. And after all the theories and insights, I’ve come to think of brand development like raising a child.
When a child is born, the first thing parents do is give them a name. Then, they dress them in clothes they think will look great, decorate their room, feed them healthy meals, and teach them life lessons to help them thrive in the world. Now, if we translate these parenting essentials into brand development, here’s how it looks:
- Giving a name = Choosing a brand name
- Dressing and decorating = Creating a brand style guide
- Providing healthy meals = PR efforts and building a strong track record (keeping the brand vibrant)
- Life lessons = Media and communication strategies (defining the brand’s voice)
These elements align almost perfectly with what’s needed to grow a brand. Just like parents, most of us wouldn’t approach these tasks haphazardly. We draw on our experiences and environment to make thoughtful decisions that help guide our children to independence. Whether focusing on academic success or a well-rounded lifestyle, parents put in a ton of effort and care.
But when we shift this analogy to business brand development, it’s surprising how many companies don’t put in the same level of effort. Why is that? From what I’ve seen, especially in B2B businesses, tech companies, and academia, there’s often a belief that branding isn’t necessary. You might hear things like, “We’re a B2B business, so branding doesn’t matter,” or in tech, where engineers are the stars, branding often gets undervalued. But this mindset can stunt business growth and lead to inevitable setbacks.
Just like parents choosing their child’s clothes, thinking it doesn’t matter too much as long as they look decent. But until a certain age, parents still pick out those outfits, right? So why not give your brand the same thoughtful attention?
Comparing SaaS and Apparel Industries
Let’s talk about how UX design plays a crucial role in shaping products, services, and communication that define a business. Whether it’s a mobile app, a website, a smartwatch, or even something as simple as a mug, every product you create impacts your brand image. Let’s dive into this idea by looking at the apparel industry.
In apparel design, elements like comfort and silhouette are crafted with the user’s perception of value in mind. This user-centered approach is very similar to UX design. Apparel products are deeply connected to brand image, which is why companies in this industry put so much emphasis on branding. Without a strong brand, selling products becomes a challenge. In fact, the apparel industry wouldn’t thrive without effective branding—it’s that essential. The industry has mastered the art of seamlessly integrating branding with product development.
Now, let’s apply this to the SaaS industry. If a SaaS product solves a specific problem at a reasonable price, users will likely buy it, even if the user experience isn’t perfect. But unlike the early 2000s, when the internet was still young, today’s market is saturated with similar services. With countless SaaS products and business websites out there, standing out and clearly communicating your value proposition is tough without strong branding.
Yet, it seems that many SaaS companies don’t prioritize branding from the start. Sure, they might have the basics—a logo, a color scheme, a font—but these elements often lack the strategic thought that goes into true brand development. It’s understandable that SaaS companies might focus more on product development than branding, especially when getting users is the top priority. But seeing these elements as separate rather than interconnected parts of the overall business strategy is a mistake.
No matter the industry, the reality is that in a competitive market, you need a strong visual presence to succeed. Unfortunately, this crucial concept seems to be underestimated in the SaaS world.
Take Notion, for example. Launched in 2016, when the market was already packed with note-taking apps, Notion has thrived in a highly competitive space. Their success is largely due to their careful approach to brand development. What might seem like a simple brand image is actually the result of thoughtful design and meticulous management.
The Harmony Between UX Design and Brand Development
Think of brand development like raising a child—just as important and just as essential to success. Whether you’re in SaaS, apparel, or any other industry, applying UX design is crucial for your business’s growth. But the reality is, many people don’t recognize the importance of brand development from the start. This is especially true in markets like Japan, where business decisions often rely more on politics than branding. In such environments, businesses can get by without a strong brand, leading to a lack of brand awareness at the management level.
A common misconception is that branding is too expensive. Sure, it can be, but would any parent neglect their child simply because raising them costs money? Of course not. Just as parents adjust their spending based on their income, businesses should approach brand development in a way that fits their budget. You wouldn’t plan to have a child with no income, right? The same principle applies to business—you can’t afford to neglect brand development.
When you think of brand development and child-rearing on the same level, it becomes clear why brand development must be integrated into UX design when you’re nurturing a new product or service—your “child.” This need spans across all industries and markets. If you only see UX design as a way to address usability, you might overlook this connection. But if you understand UX design as shaping the entire user experience, you’ll see that this experience directly impacts how users perceive your brand. For products like SaaS, which are built from the ground up, having a brand strategy in place—much like in the apparel industry—can make executing your business strategy much smoother.
In the end, UX design and brand development are two sides of the same coin. When done right, they work in harmony to create a powerful, lasting impact on your customers and your business.
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