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User experience and brand intimacy

With all the revolutionary changes in technology and communication in the past decade, one strategic goal remains as strong as ever when it comes to creating a lasting relationship with your customers: brand intimacy.

Brand Intimacy is is the power of a brand to engaged and forge a close relationship with customers by connecting individually with them in a human way. By this, we mean establishing a dialogue between your brand and your customers. It's about letting them be apart of your brand and what you do, and encouraging them to be a part of what you do.

The brand itself is merely a symbol. A symbol that represents a culture and a trust. Creating a positive connotation of for brand is essential, and brand intimacy is a major key to achieving this goal.

Unfortunately, this trust can be easily damaged if the brand is not managed in a strategic way. Even worse, it can lead to your competitors leaping ahead of you in the market as your brand chases its tail and wonders how it all went wrong. Businesses must get on the front foot if they are to grow in this digital age, and a website is a crucial tool for improving your position in the market.

A website is a must have for every business, in every industry. It plays a crucial part in many facets of company growth. For starters, it's a simple medium for generating brand awareness and getting your name out there. You can also communicate products and service information, and in eCommerce cases you can sell your product online. You can offer promotions and use email campaigns to spread the word about your brand. This is complimented by the use of social media as a means of consumer interaction. These are just a few vital reasons you actually need a website in this day and age.

With the emergence of smartphones and mobile tablets, the landscape has dramatically changed. A website can't just be a desktop browser application, not when the rate of mobile web browsing is doubling every few months. A website needs to be used as a tool that can engaged your customers in these new digital spaces.

The challenge for businesses is that these new devices are massively more personal than any digital devices before it. The wealth of information available has also empowered the consumer like never before. For some, being without their smartphone is like being without their soul. Its a highly personal space, similar to a communication journal in which people share an intimate relationship with. When users browse the web and access a page that is not optimised for their “communication journal”, this arouses negative, impersonal connotations for your brand.

The good news is that creating a website that is versatile in its compatibility with desktop, tablets and smartphones is now achievable thanks to responsive design. A website that utilises this technology will adapt when it detects the screen environment, which ensures that the device is served with the most optimised user experience while on the site. This immediately helps communicate your brand in a positive light, as you have not only taken the user's comfort into consideration, but you look more professional as a company. Further benefits are that it assists in the storytelling of your brand, as the limited time and space for mobile users force you to communicate your values and offerings more directly.

Your customers are always changing, and so your website should accommodate this. A responsive design allows your user to interact with your brand on there terms.

So now that you are engaging your customers in their most personal of spaces, they can begin to forge that intimate relationship with your brand. Your company is now in their communication journal, and more importantly, it rest positively in their mindset.

Another interesting point to consider are the new consumers daily touch points that have arisen since the arrival of mobile internet. In the past, websites were solely access when a user was on their desktop or laptop. However, now consumer reach has exploded thanks to mobile devices and higher internet speeds. Online users can potentially access your site in any environment, whether commuting on a train, reading their tablet at the breakfast table or lying in bed with their smartphone.

It is these personal places, on these personal devices, that make brand intimacy so fundamental in growing your brand. With the help of responsive design, you can position your brands online strategy in a strong position to help forge these long lasting relationships with your consumers. These new mediums will help the savvy businesses engage customers in their space, and connect to them individually in a one to one dialogue in their personal space.

Brand intimacy is the key to unlocking the power of your website.

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