Content strategists, graphic designers, and interaction designers are each specialists who create the user experience. And while it’s easy to suppose that “design” is simply a shorthand for “graphic design,” in the case of UX, it’s so much more.
For the better part of 16 years I’ve been designing websites and other screen interfaces, and during this time I have certainly seen an evolution in UX/UI design trends. Is modern web design causing breadcrumbs to go stale? Let’s find out.
So you want to build a website. Sounds simple, right? Do a quick search on Craigslist and you’ll find plenty of freelancers ready to help. But like most projects, building a website is more complex than it seems.
There are many reasons to consider a rebrand for your organization. A shift or expansion of services, products, and markets; a change in leadership; or an evolving internal culture that no longer aligns with the current brand are all good reasons to evaluate whether your brand is meeting your current and future needs.
Why does branding matter? What’s the point? And when will it pay off? What’s the difference between “brand equity” and “brand value,” and how do they feed into a company’s bottom line? Allow me to paint you a picture.
You are not your target audience. Okay, maybe you are. Maybe you buy all the same shoes you sell. Maybe you eat out every day at the same kind of restaurant you run. Maybe you personally rely on the very same technology you offer to your enterprise customers. Maybe — but maybe you don’t.
Let’s face it. There are a lot of businesses out there that are doing pretty much the same thing you are. Which makes differentiation a bit of a challenge. As Shawn Porat of Fast Company points out, “You may wonder if it’s even possible to be unique in this day and age. After all, haven’t the global economy and Internet created a situation where everything is endlessly duplicated?”
For so many of us, the words “competitive analysis” make the business school professor in the back of our head start screaming, and send us running for our favorite tools and acronyms. SWOTs, Star Models, Bubble Charts… STOP IT!
Universities coast-to-coast are offering an ever-increasing number of degrees and certificates online these days (craft brewing or turf grass management, anyone?) While the stigma of earning a degree online is not what it used to be even five years ago, there are common obstacles to overcome when it comes to branding and marketing any online program.
Whether it’s a tagline or a slogan, a motto, or a mantra, the rules are the same. Effective communication starts with knowing who you are — what your mission and vision are, and where your strategic plan says you want to go. Differentiation is, after all, about being different.
This is a question business leaders rarely ask themselves until they realize their customers suddenly aren’t buying from them anymore. Wouldn’t you like to know why, and before it affects your bottom line?
Competition is one of our basic survival instincts, and while we may no longer be running from sabre-toothed tigers or fighting off marauding rival tribes, this instinct has stuck with us as we’ve evolved from hunters and gatherers to boardroom CEOs.