Summary

From the content in this chapter we can clearly see that branding and UX are inseparable, and methodologies used for both overlaps in some instances and combining these methodologies just strengthens the brand. The brand essence and brand guidelines should never be developed without the input of the UX team to assist with contextual input of platforms used, such as websites or mobile apps. In the next chapter, we'll use the knowledge we've gained from understanding brands better, their interaction with the user and direct and indirect competitors, to build a stronger emotional connection with the user.