Why Brand and Product Design Must Align: Key Lessons From the Pandemic Era
In today’s competitive startup landscape, exceptional design isn’t just about products—it’s about creating cohesive brand experiences. The pandemic accelerated digital transformation while raising user expectations, making the integration of brand and product design more critical than ever. We spoke with Scott Tong, a startup design expert, to explore how companies can navigate this new reality.
The Blurring Line Between Brand and Product Experience
“Users don’t separate brand from product,” Tong explains. “They experience them as one unified entity that either meets their expectations or falls short.” This convergence has become particularly pronounced as consumers:
- Spend more time evaluating companies’ values before engaging
- Expect polished experiences even from free products
- Scrutinize brand messaging for authenticity and alignment
Pandemic-Driven Shifts in User Behavior
The COVID-19 crisis created several design challenges:
- Increased Media Consumption: Users became more attuned to social and political issues
- Higher Expectations: Remote experiences needed to rival in-person interactions
- Value Alignment: Consumers began choosing brands that reflected their personal beliefs
“Brands now operate in a minefield,” Tong notes. “Silence can imply complicity, while missteps in messaging risk alienating entire audience segments.”
Building a Unified Design Strategy
Key Recommendations for Startups:
- Break Down Silos: Align brand and product teams organizationally
- Focus on Core Dimensions: Identify what truly matters to your users
- Establish Remote Collaboration Norms: Create clear guidelines for virtual teamwork
Remote Design Collaboration: Challenges and Solutions
While in-person collaboration has advantages, Tong observes that remote teams can succeed with:
- Standardized Tools: Consistent platforms for communication and documentation
- Clear Cadences: Regular syncs tailored to team needs
- Innovative Workarounds: Creative solutions for tactile feedback in hardware design
“The right mix of tools, norms, and team commitment makes remote design work possible,” Tong adds.
When to Bring in External Expertise
Tong outlines two approaches to working with design consultants:
- Partnership Model: Ongoing collaboration for companies valuing design as core to their strategy
- Service Model: Project-based engagements with clearly defined scopes and deliverables
The Future of Startup Design
As companies adapt to hybrid work environments, Tong emphasizes that successful design requires:
- Continuous user research to understand evolving expectations
- Flexibility to experiment with new collaboration methods
- Commitment to aligning brand identity with product experience
For deeper insights, watch Scott Tong’s full discussion on design strategy from TC Early Stage 2021.
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