Let’s talk about brand equity.
- the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.
Your brand is as valuable as your customer perceives it is. Which means, if you have an amazing product, an amazing company culture, a worthy mission and inspiring vision and and all around awesome creation… but your customer has had a negative experience, so they have dumped you in the bad vibes bucket… you have a bad brand.
There’s a reason you feel the way you do when you go onto a website like Google, or Yahoo, or Facebook, or YouTube. You may not realize it, but you are subconsciously taking in hundreds of little decisions, and deciding for yourself it it is a good or bad experience.
The user experience comes down to two main categories: UI (user interface) and UX (user experience). UI has to do with the interface, or the layout of your website. Are the buttons easy to read, is the site easy to navigate, can the user find what they are looking for and is the site visually appealing. UX relates to the experience. Does the customer feel like their problem has been solved? Are they easily able to navigate and find all of the information they need? Can they contact someone?
When building a website, it’s crucial that both your UI and UX have your customer in mind so that you can build brand equity. Nothing is more tragic than an amazingly talented service provider, or brilliant product line, that is losing customers simply because they got frustrated with the website.
A few ways you can improve your brand equity are:
Short, Captivating Copy Blocks.
Clear Call to Action.
Convenient Point of Sale.
Prominent Contact Options.
As technology continues to advance, your website needs to evolve with it. Audit and update your website annually to check for any broken links, any bugs, and any places to update. Check your site on multiple browsers, as well as mobile, and make sure that your website is providing a positive experience for all of your current and potential customers.
Do you have an example of a client whose website had a terrible customer experience that you fixed?