The things Dashlane does to build trust, loyalty, and to delight users. This is part of a 5-piece case study on Dashlane. Be sure to check out the previous pieces and stay tuned for what’s next. Part I Part II Part III Let’s set the record straight, UX is almost always confined to the digital space. I’d disagree with putting a box…

How Dashlane’s identity elevated their brand and reinforce their position. This is part of a 5-piece case study on Dashlane. Be sure to check out the previous pieces and stay tuned for what’s next. Part I Part II In full transparency, I’m a huge fan of this rebrand, there will be some bias. No shame. Back to business. Dashlane’s previous…

The things said by Dashlane that reinforce their positioning. See part I of this case study In line with the position of being the premium brand for internet security, Dashlane crafted elegant messaging that vaults their product beyond being a password manager. How? They made it about the emotional value derived from using their product. In short, they make…

How Dashlane stakes a claim in the minds of their users. When entering a space like internet security, you’d think that the best bet would be to rely on a stoic and staid brand. That is, of course, unless everyone else in your market is boring, difficult to work with, and doesn’t provide any emotional value to the customer. Dashlane is…

Defining the 5 pillars of forming a software brand. In 2019 I started a small segment called the Brand Spotlight in my weekly newsletter. They were awesome and I really enjoyed writing them, but they were scattered. I was covering everything from lifestyle brands, digital products, video games, jeez I needed focus. That being said, the structure of them…

Avoiding the plagues of featuritis, employee burnout, and stressed leadership. It’s easy to get caught in the trap of “more is better.” More features, more services, more users, more shareholders, more views. More is a hungry ghost. Endlessly craving and never satisfied. On top of that, they haunt you. Chasing hungry ghosts inevitably ends with the roles reversed. “More” doesn’t…

The real reason why certain apps take off. Much like Thor’s hammer, your software is a tool used to control something more potent. No, it’s not thunder, it’s culture. Good software changes culture. Facebook changed culture and made people more connected. Google changed culture and gave access to information from around the world instantaneously. Netflix changed culture when they decided movies could be enjoyed from home without cluttering your cabinets. Spotify changed culture by making it easy for people to discover music.

Furthering the case for branding in software products. Trust is built by showing up consistently. It’s why we remember our friends who we see regularly but forget the person we sat next to on the bus. Software companies operate under the same parameters. Every single interaction with your software company, from the ad the user sees on Facebook, to the website they land on, to the experience of signing up, to the onboarding experience, all the way to the follow-up afterward is part of building that trust.

A case for branding’s impact on software. I just wanna build a good product. You should. And you should also build something of legacy. How? Help your ideal users connect with you emotionally. Give them pieces of delight with every interaction of your app. Make it easy for them to remember you and recognize you. Encourage them to trust the new things you release into the world. In short, build a brand.