Brand and Product Design Alignment: Lessons from the Pandemic

The Evolving Landscape of Startup Brand Design

New ventures must prioritize exceptional design, extending beyond their products to encompass their overall brand identity. Recent global events have presented challenges in this area, yet valuable insights are emerging.

While physical offices may still be optimal for complex, cross-functional decision-making, advancements in tools and methodologies are continually streamlining remote collaboration.

The Intertwined Nature of Brand and Product

Brand design is becoming increasingly complex. Experts note that, in the eyes of consumers, the brand and the product are inextricably linked, each representing the other.

Contemporary users, having spent considerable time online, are more thoughtfully considering their lifestyles and global issues. They meticulously evaluate a startup’s values, assessing alignment before committing to a service or discontinuing it.

A proactive, unified strategy, where design choices anticipate and address potential issues, is, according to industry professionals, the most effective solution.

Further details can be found in the following interview. Scott Tong’s discussion on design strategy will also be featured at the TC Early Stage 2021 – Marketing & Fundraising conference on July 8.

Impact of the Pandemic on User-Focused Branding

How has the pandemic reshaped user-focused brand design?

Media consumption surged during the pandemic, with unavoidable exposure to news concerning science, politics, and the economy. Brands have been compelled to navigate sensitive and potentially divisive topics.

Consumers are increasingly drawn to brands that reflect their personal values. However, discerning a brand’s true values requires careful analysis of various signals – both from the brand itself and from its advocates and detractors. A misstep in communication can alienate significant portions of the audience, even employees.

Silence can be interpreted as agreement, and inauthentic messaging can be detrimental. Companies often employ surveys to gauge public perception.

Understanding the Modern User

What new user considerations should startups prioritize when crafting their brand identities? How does your current advice differ from that offered in December 2020?

A brand’s identity is just one component of a broader user experience. User expectations are exceptionally high and continue to escalate. Even for free products, users anticipate polished and refined experiences.

While quality is expected, the key challenge lies in identifying the most crucial dimensions that resonate with users. Continuous user research is vital for isolating these critical areas and focusing efforts for maximum impact.

Common Startup Design Mistakes

What persistent errors do startups make in their design processes?

A frequent issue is the separation of brand and product teams within an organization. Despite logical reasons for this structure, users do not recognize internal divisions. They perceive the brand and the product as a unified entity.

Remote Collaboration and Internal Alignment

How are companies addressing the challenges of collaborative design in a remote environment? What tools and approaches are proving successful in maintaining alignment and communication?

Collaboration tools are readily available, but their effective implementation varies significantly between teams. Establishing clear guidelines regarding project briefs, meeting schedules, brainstorming methods, and communication channels (Slack vs. email) is essential.

Establishing a consistent cadence for team synchronization – daily, weekly, or otherwise – is also beneficial.

The Future of In-Person Work

Could the demands of effective design encourage startups to return to in-person office environments?

Opinions differ on the impact of in-person work on innovation and productivity. The pandemic has necessitated adaptation, and design is no exception. Successful remote design is achievable with the right tools and established norms.

While in-person collaboration is often preferred, particularly in the early stages of company building, remote work can be effective. Tactile feedback is crucial for certain industries, but workarounds, such as shared material samples, can be implemented.

Given the novelty of this situation, challenges are inevitable, but a committed team with the appropriate tools and guidelines can succeed.

Leveraging External Expertise

With increasingly distributed teams, is it becoming more common to engage external brand design experts? When should startups consider bringing in a consultant, and how should they collaborate?

The approach depends on how design is valued within the organization – as a service or as a strategic partner.

When design is considered a partner, a long-term, iterative relationship is established. Design functions as an integral part of the product and engineering process, with institutional knowledge accumulating over time.

If design is viewed as a service, third-party consultants are appropriate, as service engagements typically have defined scopes, timelines, and deliverables.