How good (and not so good) branding can affect your product

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Branding can affect your product | Illustration: Henrique J. Tramontina

“Recognising the need is the primary condition for design.” Charles Eames


Visual design to solve problems

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Solving visual problems | Illustration: Henrique J. Tramontina

The digital era

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Tough digital competition | Illustration: Henrique J. Tramontina

A couple of good examples

Airbnb is a concrete example of how much a brand can impact user perspective. They worked on a massive rebranding a few years ago. Especially from that moment on, they were able to revolutionise the travel industry. Apart from providing a really good service, they became much more connected to the community when they realised that their previous brand no longer matched their mission.

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Airbnb: before and after
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How the brand connects business & community

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aroundBerlin is one of door2door’s internal products
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allygator reflects the fun brand aspects into illustrations and product UI

Conclusion

But of course, everything I just mentioned wouldn’t make sense if the visual language doesn’t match the company or product purpose. Sometimes it doesn’t matter how well executed the branding might be, if it doesn’t relate to the product’s concept or strategy or it doesn’t capture the user’s imagination, it can have a negative influence on how the product is perceived. As Jeffrey Kalmikoff, Product Designer at Facebook said: “You need to deliver what will make your audience the happiest and feel a connection to [your product], so that you start to build a relationship”.


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