The video highlights the drawbacks of managing UX and brand strategies separately, including missed insights, siloed data, inconsistent messaging, and higher costs. It advocates for integrating these strategies to enhance information sharing, ensure cohesive brand experiences, and drive better business results.
The video discusses the challenges that arise when UX (User Experience) and brand strategies are handled separately within an organization. Since the triggers, teams, budgets, leaders, stakeholders, and audiences for these strategies often differ, it is common for them to be managed independently. However, this disconnected approach can lead to missed opportunities for leveraging more holistic insights. Combining UX and brand strategies allows for deeper understanding, such as uncovering brand intelligence through UX research or identifying user issues that brand strategy research might overlook, both of which are critical for enhancing brand perception and driving business conversions.
Another significant challenge of separating these strategies is the siloing of data and insights. Research findings from each strategy often remain confined to the respective teams and are not shared across the organization. This lack of information sharing limits the company’s ability to act on valuable learnings, which can negatively impact the overall user or customer experience. When insights are shared organization-wide, there is a greater chance of aligning efforts to achieve broader business goals and objectives.
The video also highlights the risk of inconsistent messaging when UX and brand strategies are disconnected, especially during organizational rebrands. If brand strategy is completed first but UX research and digital updates happen later, the new website or digital presence may not immediately reflect the updated brand positioning, voice, and personality. This timing mismatch can create a disconnect for users, where the messaging and experience do not align with the new brand, potentially confusing or alienating customers and prospects.
Additionally, the video points out that pursuing UX and brand strategies separately can lead to increased costs. Both strategies rely heavily on research, often involving the same participants. Conducting separate research efforts means engaging these individuals multiple times, which is less efficient and more expensive. Moreover, survey and focus group fatigue can reduce participant engagement, so consolidating research efforts into a single process is more effective and respectful of participants’ time.
In summary, the video emphasizes the importance of integrating UX and brand strategies to maximize insights, improve information sharing, ensure consistent messaging, and reduce costs. A combined approach leads to a more seamless and effective user experience that supports the brand’s positioning and ultimately drives better business outcomes. Organizations are encouraged to align these strategies closely to avoid the pitfalls of disconnection and to create a cohesive, user-centered brand experience.