Your Website and your Brand

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Don't rely on ...
alone to create a great Website for you or your company. It's great to have cool ...
but you need to leave a ... ...
on your user. Instill ...
and c Don't rely on technology alone to create a great Website for you or your company. It's great to have cool technology but you need to leave a favorable impression on your user.
Instill confidence and create an engaging and memorable experience for your user. Do that, and they will stick around, buy something and come back another time.
Use good design to bolster the great content and cool technology of your site. The user will remember the way all three elements work (or fail to work) together.When designing your Website, be sure to look to established design elements for inspiration.
Your Website needs to function as a part of a greater marketing and brand positioning package.USING YOUR IDENTITY:At the core of any company image is the brand identity system.The identity system is really a set of objectives and ideas that manifestthemselves in the form of a tangible piece of artwork, like a logo (theNike swoosh, or Apple's apple symbol for example). This system includesinformation about the company's perceived image, it's audience and theirexpectations, the company's position and differentiation in themarketplace etc.
etc. etc..
The logo, corporate mark, product system, the trademark, whatever you want to call it, is the single most important way to identify the who, what and why of a company, brand or product.Because the identity itself is so vital, it becomes the starting point forall other forms of brand communication. This includes, brochures, businessstationary, advertising, annual reports and most recently, Websites.
All of these elements need to communicate a similar if not the same message, and to communicate the same message, we need to speak the same language. A company with a high-tech brand position would not do well with a traditional, corporate looking brochure.
A company with a feminine image would not do well with ahigh-tech Website treatment. Picture a Website like women.com done blackand day-glow green! Or IBM.com done is pastels with illustrations offlowers and waterfalls.Maybe it would help to think of it in terms of an established brand...like the GAP.
The attitude of the identity, the feeling of the stores, thelook of the print ads and the essence of the TV ad campaign all speak thesame language. And the Website is a direct reflection of all of these other elements.
In fact most brick and mortar companies that have moved to the Web arerelying on the essence of the established brand to influence the look ofthe corresponding Website.This is not to suggest that everything looks exactly the same. Theidentity is the starting point, but the annual report, the Website and theprint ads are like different children of the same family.
Not exactknock-offs of the original but similar enough show they are related.The bottom line is that the Website should look like it is a part of thecompany or product it represents. Fonts, color, voice, and attitude shouldall be related across the marketing board.
Similarly, the website should communicate in the way a Website needs to communicate. It needs to feellike a Website, but it need to represent it's company's brand and imageeffectively.
It must retain the integrity of the brand. Source: Free Articles from ArticlesFactory.com .