When people walk in to your place of business, do they know what to do? When web users land on your web page, do they know how to proceed? When people get to your sales page, do they know how to buy your product?
These are all important questions to ask.
If you are running a business or promoting a product or service, your customers need to know how your operation works. The easier your “routine or ritual” is the easier it will be for customers to do business with you.
For example, think back to the first time you walked into a Starbucks. Looking at the menu, there were words that were different, such as Tall, Grande, and Venti. What do these mean? Isn’t a tall a large? I remember being really confused. Then to top it off the guy behind the counter is a barrista, and the person in front of you in line is ordering a tall half-skinny half-1 percent extra hot split quad shot (two shots decaf, two shots regular) latte with whip. What?? Once I got the lingo down, I was OK, but I really struggled the first few times.
Have you ever used an Apple Mac computer? If you came from the Windows world, did you find the keyboard and mouse confusing? Did you have trouble closing windows and navigating menus? Did you try to right click? All of these problems confronted me when I first bought a Mac. It took days for me to figure everything out. Thankfully the Apple site has a helpful page for PC users wanting to make the switch.
When it comes to brands, some companies do it better than others. When I want to buy something online, I usually use Amazon.com. I like their vast selection and I like their checkout process. It’s easy to use, saves my previous information, and doesn’t upsell me too much. Compare that with GoDaddy.com. When you try and buy a domain name, you are hit up with pages of confusing upsells and products you certainly would not need. It doesn’t stop with just one page… it keeps going on and on. I like the GoDaddy product, but I hate the confusing website.
Understanding the Branding Process
So here is the million dollar question.
Do people know how to use your brand?
Can they navigate your web site and understand your product?
Do they know how to buy what you are selling?
If not, you might want to make some changes.
Question: What are the most confusing brands you have encountered?