Stand Out from Your Competitors

Branding has been around since the time people first started trading goods. Originally, a brand was the representation of the person or company selling the goods such as a striking logo and a catchy tagline. But just as the trading industry has evolved more modern methods of trading, so have the brands to support them. Branding has evolved from being mainly a visual representation to a comprehensive sum of components that build a satisfying customer experience with the brand. It's within this sum of components that UX plays an integral role in the success of the brand. In this chapter, we'll explore the context of UX within these components, and how to utilize both to differentiate a brand from its competitors. Let's have a quick look at the topics covered in this chapter:

• Brand identity versus brand image
• Branding visuals, personality, and relationships
• The role UX plays to improve a brand’s identity
• How to stand out from competitors
• Differences between B2B and B2C