Fix digital friction to maxamize brand recognition
Fix digital friction to maxamize brand recognition
Digital friction damages recognition
Stop obsessing over logos. Start fixing the clicks, taps, and swipes.
Paul Campbell Managing Partner, Digital, Brandpie
M arketing leaders love to talk brand. They obsess over recognition – logos, color palettes, typography. But recognition isn’t enough. These are wrappers, not the story. People don’t fall in love with wrappers; they connect with what a brand makes them feel, how it communicates, and how it behaves in real life.
And in 2025, real life is digital.
Your brand is every click, tap, and swipe For energy providers, brand and user experience are not separate worlds. They are the same thing. A brand isn’t experienced in glossy ad campaigns or at industry events – it’s experienced when someone logs into your app, tries to pay a bill, or attempts to charge their car on the go. These are the moments of truth and the data proves how often they go wrong: 73% of utility customers report frustration with mobile app complexity [J.D. Power 2023 Utility Digital Experience Study], while 68% of EV drivers abandon charging sessions due to app-related issues [ChargePoint User Experience Report 2024]. Customers don't separate that frustration from the brand. The friction is the brand. Just like an airline is ultimately judged not by its TV ads but by how painless it makes booking, check-in, and in-flight experiences. Energy companies are judged by the interfaces they put in front of their customers. Recognition without usability is nothing more than empty decoration. AI is raising the bar on user expectations AI has fundamentally changed what people expect from digital interactions. When >
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Brandpie Energy - Issue 04
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