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CIO Review >> Magazine >> November - 2016 issue

BrandLoom: Empowering businesses with Enhanced Brand Equity and Sustainable ROI

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The consumer today has evolved to become "Anywhere Consumer" and is interacting with brands whenever they want and from wherever they want. Marketers are increasingly trying to find ways to best engage and retain their customers to stay in the game. Needless to say, consumer experience on web platforms is critical for both online businesses and brands. The need of the hour for online businesses is to build Brand Equity along with their Business. However, this becomes tough when the market suffers from the dearth of UI or UX designers, leave aside designers with the understanding of Strategic Branding.

Bridging this gap is BrandLoom Consulting, based in Delhi-NCR, which helps businesses to build their Brand Equity and achieve sustainable ROI. With a user centric approach and a web design that is compliant with the brand and business strategy, they ensure the client achieve repeat visitors, higher engagement and increasing level of conversion on their web property. Delineating on BrandLoom’s approach the CEO of BrandLoom, Avinash Chandra says, “Our design thinking starts with the target consumer the Brands wants to have and its Brand Identity system. Our highly skilled team members who specialise in UI or UX work very closely with each other to develop a user-centric design system to create best in class user experience. We believe in following Brands Visual Identity System, therefore, all the components are made in the same style. We work very closely with brands to design & develop web ecosystem that reflects brand vision while enhancing the usability of the interface.”

A unique feature that differentiates BrandLoom is the “AnyWhere Brand” service. The CEO defines “AnyWhere Brand” as, “as those which ensure consistently, high quality and unique customer experience regardless of how and where a customer chooses to interact with the brand or organisation, and no matter the purpose.” BrandLoom enables brands to do this with the application of digital tools and integration with their offline marketing initiatives. Thus clients are in a position to be seen as a Brand of Tomorrow alongside providing JIT Information to their Consumer and enable channel partners to provide a complete package of pricing and product information in real-time basis. The clients are empowered to launch new products the moment it is ready and increase their Speed to Market.

BrandLoom delves into tools such as goal analysis, buyer personas, workflows, competitor benchmarking and more as a part of their research methodology to identify strategic insights on the target consumer's reactions to and interactions with the interface and product. They rely heavily on monitoring progress by measuring both macro and micro conversions and user-centric metrices. This along with user testing sessions helps BrandLoom to transform data into actionable insights leading to design improvements and deliver a product that is appealing and engaging to its users. Staying headstrong to transform the UI/UX domain, BrandLoom creates a learning environment within the company that helps to keep in pace with the technology developments in this domain and continue to innovate and deliver results to the clients.