Richard Goring

One of a brand's core functions is to help clearly and efficiently communicate an idea. UX has the same principle. Consider how your brand will be engaged with. How will audiences interact with content in the brand and how could that be made clearer, more seamless, or more elegant? How will content creators use the brand and can you enhance their effectiveness or efficiency by incorporating UX principles of hierarchy, or flow, or layout to make it easy for them to promote brand principles clearly?

Remember that you have multiple audiences with a brand management. There is the end audience, perhaps external clients or partners and a range of internal audiences, all of whom will see the content, so you need to consider how the brand communicates to them and the platform and medium that is used. But also consider the users of the brand - people who are creating the content. What do they need to get from the new technology? Will it help them conform to the brand, or create content more quickly/easily, or communicate more effectively? What barriers could new technology pose, or what unintended consequences could there be that you could resolve for up front?

Some of the best design comes from working within constraints, but you need to balance it carefully. Provide the fundamental building blocks for people to work within, but then also inspire them with examples of the branding it action. Make those examples real-world. Don't create dummy content that has no bearing on what most users have to work within. Find typical content and work with that. Create a range of media types with a broad array of content. And even show variations of the same content, applying the brand in different ways. That should spark creativity while still maintaining the brand essence.

Showcasing what you've done in the past is great as it can be inspirational and show how good you are. But to really make an impact, think about how it applies to the people in front of you. How would it help people in this new organization? What things might be different? What else might you consider? Perhaps put these questions to the interviewers and engage in a dialogue about it to show how you approach things, and ensure that the content you are creating is always focused on the learner, objectives, and outcomes.