The best commercial websites do more than simply detail a product or service. They do more then provide contact info, investor news, employment resources, retailer referrals, and so on. The best sites on the web are far more than simply sums of their parts. They take advantage of the strengths of the medium in communicating the core personalities and values of the brands they are built to represent. The web, with its global reach, interactivity, and 2-way information flow, is a uniquely powerful venue of brand messages to consumers who, in turn, can self-tailor the presentation of that information as well as react to it instantaneously.
What is a brand?
A brand is a combination of a lot of things. It’s public perception and history of the product and the company that makes and markets it. It’s the product name. Branding is the product’s visual identity and packaging. It’s the consumers’ association between the product and things such as quality, style, or functionality.
Understanding a company’s brand.
In order to understand the brand, we analyze all existing corporate identity, sales and marketing materials. Whether it’s a simple self-drafted business card or a full-blown advertising campaign, more often than not, companies already have something tangible that defines their image to the general public.
A company’s logo, letterhead, packaging, and business cards all contribute to a brand image that the website would acknowledge and in some way support. Websites are now a critical ingredient in companies’ constantly evolving marketing recipe.
Your corporate identity package, as a whole needs to convey a strong, unified message. If you were to place all of the company’s advertising and design pieces in a row, you would want the group to fit.
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