Is User Experience the New Branding?

I’ve used Zappos.com before as an example on how big companies can push social media, but when I recently heard their named mentioned regarding their focus on user experience, it got me thinking. Zappos branding is essentially its user experience.

Zappos.com started selling shoes online in 1999 at the height of the .com bubble, they barely advertise in a traditional way, and their Web site leaves a bit to be desired from an information architecture and design standpoint. The difference-maker for Zappos was the customer service, and user experience. By providing exceptional service, Zappos built their business on testimonials and word of mouth. All done through their Web site.

The idea that traditional forms of branding are falling to overall user experience certainly has legs. At a time where traditional media is struggling, and online content is becoming more popular, user experience needs to become a crucial aspect of your business plan. It’s no longer enough just to have a Web site, or offer a service online. You need to consider how someone interacts with your brand and properties and streamline this process to provide a quick and rewarding experience.

Just think about how many times you’ve gotten frustrated with a service provider who does not let you manage your account online. Something you’ve bought recently that required a 100-page manual. Maybe it’s time to evaluate your experience from the customer’s standpoint. Does the experience you provide “just work”?