User experience (UX) focuses on having a deep understanding of users, what they need, what they value, their business goals and objectives, their abilities, and also their limitations.
Think about the entirety of the user's experience and interaction with your product, material, etc.
UX 101
"If people don’t enjoy their experience with what you design, then the product/service wasn’t successful. Bad user experience can ruin a brand/company, or lose customers."
This can apply to your self presentation and self-branding too!