Over the next couple of weeks I’m going to release a series of short blog posts that break the ntropy platform down into 6 fundamental parts. These fundamentals are at the core of our mission to transform feedback, and they’re things we obsess over each and every day as we innovate and continuously improve the ntropy platform. So, let’s get started…

Fundamental #1. People engage with brands, not forms.

Let’s face it, it’s happened to all of us, and probably more than once. We receive an email seeking our feedback on an event, an experience, a product, or maybe something else entirely. Either way (if we have a few minutes free) we may decide to click the link and provide our much sought-after feedback.

So far so good, right?

Not quite…after a few seconds, the page loads and you’re hit with it. An ugly, bland, boring form. You know the kind I’m talking about – full of drop downs, text boxes, radio buttons, and the color gray – lots of gray. It’s about as pleasant as being poked in the eye. You take one look, and if you’re feeling brave you attempt to answer a couple of questions, but then you decide that actually maybe now isn’t a good time to give your feedback. You’re busy after all. You tell yourself you’ll do it later, but deep inside you know you’ll never be clicking that link ever again.

What just happened?

Allow me to explain. That big gray boring form just zapped the inspiration and life right out of you. Any emotional connection you had with the brand evaporated faster than a puddle in Palm Springs in July. The truth is that people connect with brands, and brands need branding to effectively reach their target audience. Something as simple as a survey without branding can have a dramatic impact on completion rates.

What does ntropy do differently?

At ntropy, we believe your brand should be at the front and center of every engagement experience. Because of this, we make it quick and simple for you to create feedback campaigns with customizable colors, background images, logos and lots more. When people hit that survey URL, the emotional connection to your brand is maintained, and more feedback is captured. The next time you create a feedback campaign remember: people engage with brands, not forms.

But wait, there’s more… in my next post I’ll explain why making feedback campaigns fun and interactive is just as important as branding. Stay tuned.