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A Brand Driven Website
Today's Business:
In the new digital age of technology, more and more companies are streamlining their process over the internet and integrating their website into their daily business. As a result, businesses are moving faster than ever before; companies can reach more people in less time, monitor market shifts and trends easily, and reduce the cost of national promotion. With 200 million people utilizing the internet in the United States and more than one billion worldwide, it is imperative that companies have a functional website that can inform users and provide solutions to common questions.
In today's business world, websites are taking a very different shape. Websites of the past merely display product or service information and provide an avenue for contact. Websites today are many companies' number one asset and primary brand driver. These websites are specifically designed to enhance the visual experience, streamline business processes (such as sales, promotion, and inquiries), and enhance the corporate brand and identity not merely display it. Unlike yesterday's business, websites are now a permanent brand driver. In companies where brand management is a key asset, it is imperative that they use this avenue to capitalize on brand development and use it as a catalyst. Failure to do so will inevitably reduce the perceived brand quality and overall brand perception.
Enhance Brand Quality:
In order to increase and enhance brand quality, a website must convey the brand driver through a web interface and exceptional experience. Websites are one of the only promotional venues where the customer initiates contact---and does so at very little cost and effort to the company. Since a website can be viewed 24 hours a day, 7 days a week, in the privacy of any home, companies must take advantage of this unique opportunity to engage a potential customer. Just like any form of promotion, a website can leave the user with a positive, negative or indifferent experience. The greater experience had by the end user leaves a lasting impression of the quality of brand.
Corporate websites are now a fundamental resource that should enhance and increase the brand through 3 key elements: Experience, Functionality, and Design. If the website is not meeting these three criteria, it is a liability. Investing in a brand driven website is investing in a company asset.
Experience, Functionality, and Design - Defined:
Experience is what hooks the user into the site. The goal is to create an environment that conveys the corporate mission and image, and do so in a way that makes a connection with today's minds. Every company has an attractive story about their product or service. A successful experience will convey the company story and reinforce brand quality while generating interest in the product and service.
Functionality ensures the user will follow an intuitive and methodical structure for how information is found. Websites must serve the simple purpose of displaying information; but each time the information is displayed, it is an opportunity to increase the company's Brand. A successful brand driven website must meet the balance between stimulants and informational content and do so in a methodical and efficient manner.
Design is the strategic union between Experience and Functionality. The Design process takes into account brand drivers, the corporate or brand experience, while fulfilling the necessities of the Functionality element. Effective site designs are meant to arouse pleasurable aesthetics within the users. This acts as a conduit for the Experience and Functionality.
If a site fails in any one of these three areas, the company suffers from the perception of a weak or ambivalent product, service or brand. Achieving these three elements substantially increases brand experience and perceptive quality. In addition, users are informed and impressed while reinforcing the brand in a positive way.
The website described above is an invaluable asset to a company that yields returns to both brand enhancement and the bottom line.
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"Corporate websites are now a fundamental resource that should enhance and increase the brand through 3 key elements: Experience, Functionality, and Design." |
