Branding is not the exclusive domain of large corporations. A superior website is both well designed and contains a distinctive marketing message that lets viewers understand exactly why they should work with you. Consequently every web development project at Envision starts by strengthening your marketing message and solidifying your brand.
Strong Branding = Everyone Gets It
People choose their persona, friends, and possessions to create a message that says remember me – this is who I am and what I stand for. When applied to companies and products it’s called branding. A well-developed brand conveys meaning, trust and status.
Stand for One Thing
The key to successful branding is to stand for something. More specifically, it is to make your brand stand for one thing. Just one. That doesn’t imply that it should be one dimensional. It means that a good brand is focused on one key message and everything works to support that message. Most cringe at the idea of limiting their brand in any way, believing that the broader they make it the more people they will attract. What happens is the exact opposite – too broad, too bland, too boring attracts no one.
Building a Core Message
Surrounding every great brand is a set of supporting characteristics that build to one core message.
- Southwest airlines – low fares.
- Disney – family fun.
- Fed Ex – on time delivery.
Take a look at Southwest, their employees are friendly and provide superior service, they provide safe pleasant travel, and their attitude is fun and down to earth. These things attract customers which mean full planes which enable low fares. Everything works together.
Southwest doesn’t water down their core message by adding in great service, cool looking planes, good snacks, friendly employees, clever commercials, and fun travel. Doing that would dilute the message, not build it. They understand that their customers are budget travelers and all elements of their product and marketing efforts must coalesce around the central unifying theme of low fares.
Marketing first – for a successful website.
A superior website is a marketing tool, not simply an online brochure. Consequently every web development project at Envision starts by solidifying your brand and strengthening your marketing message. A superior website is both well designed and contains a distinctive message that lets viewers understand exactly who you are, what you do and why they should work with you.