In this lecture, we went over the types of research that is important for building our brands.

“Brand is the holistic sum of customers’ experiences, composed of visual, tonal and behavioural brand components, many of which are shaped by interaction design.” Kate Kaplan

This quote was included in our week 6 lecture slides, and I found it to be very impactful. I read the original article written by Kate Kaplan which was very insightful. In the article, Kaplan points out that a brand is not just a representation of a product, but also its reputation. This is why it is so important to have a consistent tone of voice and story that aligns with the brand’s imagery.

Kaplan writes about the pirate black beard, and how he was one of the first to cultivate a personal brand with the aim to send a message. This comparison helped me realise how much a brand is used to influence the feelings of a target demographic. With my own brand, for example, all of my imagery and tone aims to build a sense of trust up with potential users.

“The strengthening of consumer voices through social-media platforms ensured that end users of products had just as much control in shaping brands as companies did.”

With the rise of social media came an era of consumers sharing their experiences amongst each other in a way not seen before. For example, a review of a brand coming from a user online would be more impactful and personal than a TV advertisement. The digital age also expanded the amount of touchpoints in which a user would come into contact with a brand, such as on social media and websites, etc- putting things like the brands tone of voice and behaviour to the test.