When hardware are first build, they required highly proficient operators to be operated by. These operators were engineers who are highly trained and were able to speak the language of the hardware, which allowed them master the technology. But as with many other things, civilization (you can say capitalism as well) digests the technology and enables the masses to opt-in. This is where the user interfaces come in, as an interpreter between the hardware and the user. The interface’s goal is to enable anyone to use a hardware to accomplish certain tasks, without requiring any prior experience with it.Driven from this approach, brands as well as hardware, diminished from their identities to user (costumer) experiences. The tangible goods, user already purchased at the point of sale, is where you as the brand start become passive, or a voice that simply can be ignored within the armsrace of media buying*. Every interaction that your consumer partakes with your brand is a piece in the jigsaw, which will sum up to be their ‘User Experience ’ with your brand. This replaces (at least challenges) the idea of ‘setting up a tone’ or ‘a brand identity’ with a billboard. Investing into your customers’ experience with your brand, is as simple as providing a ‘worth mentioning product & service’. The possibilities are only limited to the extend you can afford to interact with your customers.
Afford: The further you communicate anything to a customer with a brand on, you risk to break the fragile relationship that you build up to date.
Irregardless of the scale of the organization, or the field it operates in (b2b, b2c), collectively built product is what the actual user interface is to the end user. This idea is as extensive as to the range of associations being made with the to the brand, logo, customer service, Pr stunts, ad campaigns, product itself, and so on… In order to have a solid brand culture and royal base of customers, the customer interfacing operations must be consistent & under microscopic observation.