Magic vs Data: how to bring brand to life in product development
by Imogen Lees ✦ 16 October 2024 ✦ 5 Min Read
In the rush to create cutting-edge digital products, it’s easy to prioritise functionality, data, and user needs. Yet, it’s a company’s brand—the essence, the story, the magic—that often turns a good product into a great one. Without it, even the smartest product can fall flat.
Yes, good products are driven by data. Data tells us what customers want, how they behave, and where we can improve. But if your decision-making is based purely on data, you risk losing the magic that makes a brand special.
So how do you find that sweet spot? It’s all about balance—using data as a guide while making space for creativity and intuition. That’s where the magic happens.
Pair product data with brand values
We all believe in the power of product. But how can we bring brand into the conversation in a way that feels natural and essential, rather than forced?
Integrating brand into every step of product development is about ensuring every decision—UI, features, or next steps—aligns with your brands core values. It’s not about compromising functionality for the sake of aesthetics, but about creating products that are not only efficient and user-friendly but also speak to the brand’s identity.
Camilla Lorentzen’s Mila app is a great example of this approach.
After spending a decade helping people feel good about their bodies on social media, she was ready to take her brand to the next level.
We helped Camilla pinpoint her brand values and wove them into every aspect of her app.
Data shaped the features, but it was brand values that guided the entire process. The result? An app her 12 million followers instantly recognized as 100% her.
Use your brand personality to bring delight to function
Often the biggest sticking point when bringing brand and product together, is the term MVP—Minimum Viable Product.
The focus on function can sometimes overshadow the opportunity to bring your brand into the product. But what if your brand’s personality isn’t just a layer you add on top? Just like making decisions based on your brands values, brand personality should be considered from the very start.
Your brand personality, along with your values should guide every product decision. Whether your brand is playful, serious, or somewhere in between, that personality should come through in how your product functions
Product delight is one place you can really dial up your brand personality. Google's daily doodle is a classic example of this, but disrupters like Monzo, Slack, and Slice take it to the next level. They prioritise delight as a way to stand out from the old guard, creating experiences that leave a lasting mark.
Think of your brand as your gut
Brand is often about that gut feeling – the impression you make when you catch a customer’s attention and the lasting feeling you leave when they look away.
While data is important, bold moves need a gut check.
That’s exactly what Ennismore did with their Dis-loyalty program. When creating a proposition to help customers explore all their hotels, they trusted their brand instincts.
Instead of a typical loyalty scheme, they launched a bold, disruptive membership that encourages consumers to be unfaithful. A clear signal that their brand plays a little different.
Don’t be afraid to trust your gut – great products come from both data and daring decisions.
When product and brand work together, they create something truly powerful
Together, they create a product that not only meets users' needs but also tells a story, builds loyalty, and reinforces a company’s unique position in the market.
So, let’s not see product and brand as opposing forces. Instead, let’s view them as two sides of the same coin.
The most successful companies don’t choose between being customer-led or brand-led—they blend the two, creating products that are as emotionally compelling as they are technically adept.
At Planes, we take your brand and bring it to life in a product your customers will love. With an understanding of brand strategy, we ensure your brand comes through in every detail, with the same level of care that you have for it.
