In today's competitive marketplace, where brands strive to create high affinity, establishing an emotional connection with their customers has become imperative.
Brand stewards must uncover their customers’ true wants and needs and implement strategies to position their products or services to address them directly.
Unfortunately, more often than not, brands lose affinity with their target audience when they fail to differentiate themselves, especially in the crowded universe of digital media.
Here’s how to create a distinctive brand presence everywhere, including your web and mobile digital experiences:
Visuals are the first thing users notice. Instead of relying on generic stock images, hire a professional photographer or invest in custom illustrations.
Ownable imagery will help you create a more memorable brand identity. Think candid shots of your team or artistic representations of your products or services. The key is to evoke emotions that resonate with your target audience and capture the essence of your brand.
If you opt for stock or AI-generated images, have rules to guide alignment with your brand aesthetic. For example, apply a unique filter to create a consistent tone and mood across your visuals.
Typography plays a crucial role in shaping the perception of your brand because it conveys emotion and reinforces your brand’s personality. A well-selected font family can improve brand recognition. Avoid using overused generic fonts and consider the readability to enhance user experience across various contexts and devices.
Font sources we like:
1. myfonts.com
2. sharptype.co
Micro-interactions are small, unexpected elements that enhance the user experience and create a sense of delight. They make your website feel more dynamic and interactive. For example, you can animate buttons, add subtle hover effects and sound cues, or implement parallax scrolling.
Keep micro-interactions aligned with your brand's overall mood and ensure they serve a purpose. The goal is to create a more engaging and enjoyable experience for your visitors.
For example, delightful micro-interactions can make tedious tasks like filling in forms more fun:
Effective copywriting will help you connect with your audience on a deeper level. Instead of using generic language, write in a conversational and engaging tone. Avoid jargon and consider using humor or a unique voice to differentiate your brand. Personable and authentic copywriting can help you build customer trust and loyalty.
Wealthfront does an excellent job of using unexpected and relatable human language throughout its website. For example, they replace the overused “Get Started” call-to-action with “C’mon in!” and integrate inviting language in their FAQ.
Easter eggs are hidden surprises or secret features that will add a touch of fun and delight to your website and reward curious users. They can be anything from unexpected mouseover elements to a hidden message. Easter eggs can surprise users, encouraging them to explore your website and share their findings.
Google is a master of easter eggs. Type "do a barrel roll” or "askew" in the Google search bar. You can also search for "the answer to the ultimate question of life, the universe, and everything" to find that the answer is "42.”
The key to standing out online is to be authentic, creative, and focused on providing value to your audience. Create a distinctive brand presence everywhere, including your web and mobile digital experiences. Consider implementing these five tactics to create a more memorable and unique online presence that sets your brand apart.
Steph D’Aurio is the Creative Strategist and Founder of Human by Design. At Human by Design, we craft brand identities, digital experiences, and campaigns that feel compassionate, honest, and human. Learn more at humanbydesign.agency
