When creating a web site for an established brand, we consider existing variables such as; typefaces, colors, differentiation, target audience, your brand promise and overall brand integration as our starting point. We evaluate the existing brand elements and brainstorm on how we can use these elements to make a smooth transition to the web. Some treatment and tweaking of the existing elements is necessary to make the brand perform well on the web. We make the web brand cohesive with print and other media branding.
We look closely at the competition for your brand and differentiate the brand on the web from the competition. If it’s been a while since you performed a competitive analysis, we take the time to work on this important step to define your brand and reinforce your message.
We take your target audience into consideration and evaluate the effectiveness of your brand message to your target audience and make adjustments accordingly. Researching and creating an accurate portrait of your targeted prospects is essential to focusing your branding efforts.
We evaluate what makes your product or service valuable to your customers and reinforce it. It’s important to track what people are saying about your brand through online message boards and/or satisfaction surveys. It’s important to monitor customers’ perceptions of your brand and uncover met/unmet needs to improve your brand position.
We read and use your product/service reviews and pay attention to word-of-mouth purchase and post-purchase experiences with your brand. We use these real-live experiences and build your online brand marketing campaigns around them.
We integrate your online marketing from website content to e-mail solicitations with your offline efforts, ensuring a single, clear branding message and related design elements throughout.
Tags: Branding, marketing-strategy, web design