Oliver Reichenstein at Information Architects writes brilliantly on how interface creates is brand:
That branding doesn’t equal to creating a logo, is an simple truth that brand consultants have been fighting for a long time. Yet it’s never been so clear until recently: Brand equals interface not surface.
Here’s the link to the full article The Interface of a Cheeseburger. My Response below:
Interface =? Brand. Me, not so sure.
Interface => Brand. I think is more accurate.
It’s because interface is about what branding theorists call “touchpoints” (moments of interactions between the company/product/brand and the user). Touchpoints are moments where the brand focus (what the brand stands for) can be reinforced. Smart brand-builders make this an emotional and unique experience.
Jakob Nielsen’s site does make a unique experience. But let’s face it. It’s not emotional. Or, at the very least, not in a desirable, sexy way, like the way we think about Apple’s iPod.
Still, I would agree that it does have a strong identity. But identity, I think, comes more from uniqueness. And uniqueness results from market positioning.
So I would describe the formula like this:
Uniqueness + Interface = Brand
Positioning + Touchpoints = Brand
Unique benefit + Emotional experience = Brand
Innovation + Personality = Brand
In the minds of your audience, become the first ___(insert category)___ that ___(insert offering)___. Add personality. Reinforce at each moment of interaction (touchpoints), which for digital products or Internet companies does mean interface.
After reading ZAG, I became more convinced that brand focus (uniqueness) is a pre-requisite for building strong brands.