What is Branding?
When I first started in the industry I was brought on as a Jr. SharePoint Designer. At my previous position I was a creative director in a small marketing firm with some web development experience and a lot of design experience. It was an innovative idea at the time to take a designer and turn him into a developer. Traditionally, employers expect their developers to double as designers as well. It was quite embarrassing for me during my interview when I was asked what I knew about branding. I responded with a 5 minute synopsis of my knowledge of brand identities, which while relevant, was not what the interviewer meant. He explained that in the SharePoint industry branding is the process of taking a company’s brand identity and merging it with a cohesive web design and user interface to enhance the overall user experience.
One may ask, "Well isn't that just like web design then?"... NO! Web design is a part of the overall branding process and usually does not account for the various business practices and day to day tasks that SharePoint users perform. When one "brands" a SharePoint site they need to account for the daily activities of the clients end users. This leads us to UI (user interface) design.
One question I hear almost on a day to day basis is, "Why should we spend our resources on custom branding?" In short, what many project stakeholders, managers, supervisors, CIOs, etc., do not realize is that branding can make their SharePoint site more functional in the long run. I don't mean functional in the sense that branding will enhance functionality of the SharePoint framework. I mean functional as in, a branded SharePoint site will be far more likely to be incorporated into an employee’s day to day functions. Why would any end user want to spend an hour or more per day using a platform that they do not feel is relevant to them. It’s these thoughts that lead us to consider designing for user acceptance by enhancing the UX (user experience).
Basic Principals of Branding
The basic principles behind branding a SharePoint site revolve around the corporate culture of your client, and ultimately the end user. It is with the end user in mind that we can identify the core principals of branding as:
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Brand Identity
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UI ( User Interface )
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UX ( User Experience )
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and User Acceptance
Brand Identity
Pictured left to right: Lanette Bauer, Jeff Scallet, Jason Billman, Fanan Lemezis, and Michael Mayes with Inc Jr. on casual Friday
First, let’s talk about Brand Identity. A company's brand identity is more than just a logo, trademark, or set of colors. It is a system that unifies an organization. An effective brand identity lets users, affiliates, and consumers alike know that "This is our company". It is a show of pride in an organization. Take IncWorx for example. One of our strongest brand assets is Inc Jr. He is the first thing you see on our website and the first thing you will see in our office. He represents our corporate culture and who we strive to be. With his S3 shield he protects our clients from the pitfalls and dangers that dwell in the SharePoint world. He is cool, modern, and a fun guy to hang out with. While, Inc Jr. is clearly not a real person who slays memory leaks and protects us from unsupported practices, he represents our organization.
Many companies spend thousands of dollars or more to develop an effective brand identity. This is why it is so important to incorporate this identity into the overall design and brand implementation. It not only shows that one understands their client's corporate culture, but it also gives the organization an intranet that they can be proud of and show off. I have yet to meet a CIO that does not want an intranet that they can show off to others. It's also important for employees to be able to feel at home and part of the organization whenever they log on. Once again brand identity instills pride in one’s organization.
User Interface
Now, that we have discussed a little about brand identity and the importance of conveying the corporate culture through branding lets discuss UI (User Interface). Google defines UI as, “The means by which the user and a computer system interact, in particular the use of input devices and software.” This is technically correct, but it doesn’t capture the human component. All people are different, as are all organizations, and therefore all UI should be different as well. Now one cannot expect to have a separate user interface for each individual, but one can account for the majority of similarities across an enterprise.
In most circumstances during the assessment process I’ll find that there are a core set of functional needs and requirements that span at least 80% of the organization. So I can then develop an interface that meets the majority’s needs, but not alienates the remaining 20%. This is accomplished by research and investigation into the daily habits of the typical end user. For example, one can make certain UI decisions based on the technical affluence across the organization. I would never suggest modern design, with right hand navigation for a group of lawyers who still prefer to use fax machines, file cabinets, and a Motorola Pulsar DynaTAC from 1994. No offence to the lawyers out there who still use fax machines and file cabinets, but if you are reading this please contact us for a consultation. In this type of situation I would suggest something very clear, traditional, and in line with the types of interfaces that they are used to seeing in their daily lives.
User Experience
After considering the interface the users will be interacting with we need to consider the experience that the user will have while working through the UI with the system. This is called UX or user experience. Wikipedia defines user experience as, “the way a person feels about using a product, system, or service. Branding a SharePoint environment can drastically change the UX.
Just consider how one normally surfs the web. There are many sites out there that I stumble across while shopping or researching that I leave just because it’s obnoxious or difficult to navigate and I have a terrible experience on the site. There is very little chance that I will ever visit that site again. And if I have to for some reason, I’ll only go back as is absolutely necessary. I have actually not purchased products online as a result of my experience on the website. Either it makes me feel uncomfortable and I don’t trust the vendor any longer, or it’s so confusing I can’t figure out how to buy the product.
The same is true within SharePoint, but the difference is that SharePoint end users usually have no choice but to use the system. However, the goal of any SharePoint implementation is not to force employees to use it, but to show them how it can make their lives better and their days more productive. If a SharePoint site is effectively branded users will feel more comfortable working with the system and won’t mind spending more time on it. This leads us into User Acceptance.
User Acceptance
User Acceptance is simply the process of system adoption by the end user. Ultimately the culmination of incorporating a company’s brand identity and developing an appropriate user interface through cohesive and skilled design will lead to a better user experience and promote overall user acceptance. User acceptance is especially important to traditionally non-MS organizations.
In these cases I refer to Mary Beth in HR. I apologize to all of the Mary Beth’s who work in HR. Mary Beth has been in HR for many years and is very use to doing things her own way. In fact she has a system incorporating multiple emails and file shares. Now her company is migrating over to SharePoint and asking her to change her system to incorporate the new platform. In her mind she’s thinking,
“Why should I?”
“The old way works just fine, we never had any problems before.”
“I don’t know how to use this system, it’s going to take longer to use this SharePoint then it does to upload my docs to the F: drive and email a copy to accounting”
Each of these thoughts come from one emotion…fear. I’m not speaking of fear of the product, but the fear of change and having to adopt a new way of doing things. Change is difficult for most people, and if you have been doing things one way for a long time it’s even more difficult. Appropriate branding with emphasis on user acceptance can alleviate some of those fears. It can offer the Mary Beth’s from HR the opportunity to try the platform and see the possibilities that come with it.
The Conclusion
While branding may not solve all problems that arise during SharePoint adoption and implementation, proper use of it can ease the process along. It does this by incorporating a company’s brand identity and developing an appropriate user interface through cohesive and skilled design. This will lead to a better user experience and promote overall user acceptance.
In my next post I will discuss the Principals of Web Design for SharePoint Branding, including such topics as:
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Appropriate Color Use
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Composition for the Web
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The Use of Texture to Create Visual Interest
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And Using Depth as Part of Web Design and Composition