Not thinking of the brand as an overall user experience fails to frame how prospects actually evaluate products. I remind myself of the consumer study that discovered how even the savviest buyers can barely tell the difference between top ranking products, relying on their notion of the brand, to seeking recommendations from friends.
Making first impressions through brand visuals to convey quality of user experience requires leadership to share a common understanding of how the brand translates across all touch-points. From discovery to trial use, any poor experience along the way instills doubt in the brand.
Failure to align product design and marketing is a leadership shortcoming that can be avoided. The two should not operate in silos.
If your startup needs help with this, contact me on Slack.