The Future Of Technology Is In Your Brands

03 August, 2015 Share socially
Whether it be utopia or dystopia, the stuff of our dreams or our nightmares, from commerce or culture, we are consistently told that technology will simplify our increasingly complex lives.

But for all the innovative smarts that are contributing to an ever-growing list of technology options, we are now entering an era where devices are fast becoming devoid of unique functionality. In fact, not only is functionality becoming more homogenous, it is also headed towards becoming invisible – the best technology is invisible technology, enabling maximum utility with minimum friction.

Just as QWERTY became the standard for keyboards, so too we are currently experiencing the same push – or is it pull? – towards standardised functionality in the form of gestures like the ‘pinch’ and the ‘swipe right’. After all, it’s simpler not to have to re-learn a new operating system with each and every new device.

But as fast as technology features and gestures evolve into universal standards, and as interface design likely converges towards one standard operating system to rule them all, left in its wake will be an experience gap.

Future brands are best placed to solve this experience gap.

Homogenous systems work wonders for routine tasks, but we all know how a little imagination can go a long way. More specifically, future brands provide the platform for codifying the emotion and differentiation that ought to be hard-wired into every business’s actions, behaviours and communications.

As a consequence, it is brands – not technology itself – that will provide the interface of the future if those businesses are to offer a compelling experience worthy of their customers’ time, energy and money. It is true that technology’s promise of simplicity will help make our lives less complicated, less cluttered, less hurried. However, we also run the risk of taking too narrow or shallow a view of simplicity. Take a look at the world around us and you’ll find complexity is often the nature of things, from exotic plumage to panoramic sunsets.

If technology is to translate into richer, deeper experiences, then brands provide the proven template for layering feeling into both their form and function. And as technology becomes less obviously visible, future brands will surface to shape the things to come.