BRANDING & WEB DESIGN
by Richard Atchison Web Content WriterGoogle the term “branding and web design” and one will
see a plethora of firms that specialize in these services as well as offering
graphic and logo design for their clients. What exactly is “branding?” One
company posits this description:
A
brand is a product, service or concept that is publicly distinguishable from
other products, services or concepts so that it can be easily communicated and marketed
to customers. Branding can be applied to an entire corporate identity as well
as to individual product and service names.
Most importantly, a brand connects the consumer to a
business, product or service; it embodies the “personality” of a product, service
or company. Brand image is the perception of the information and expectations
associated with a product, service or company.
Web
design, on the other hand, incorporates a variety of skills and disciplines to
create and maintain websites. The term usually refers to the design process
from the client’s perspective while employing tools such as interface design
and search engine optimization (SEO).
Branding
and web design is a viable strategy to boost consumer awareness of a start-up
or a relatively unknown business and its products or services. Typically, a
branding and web design consultant will determine the client’s marketing
objectives and issues such as competitors and consumer demographics. Once a
strategy is created, the consultant may research the market to grasp the
current dynamics of not only the client’s business but that of the industry sector
as a whole.
At this
point, the client’s business needs to have a unique and effective logo in place
to establish a corporate identity. A strong logo helps build an effective brand
image as well as delivering a positive message to the consumer.
Once
these prerequisites have been established, the consultant constructs an
engaging web presence customized for the client’s business and goals. First, a
visually compelling home page is built that demonstrates the client’s products
and services in an assured and favorable manner. The website needs to be
user-friendly and easy to navigate with information that is pertinent to the
consumer’s needs. Next, the consultant creates a template that is used for
subsequent pages, focusing again on delivering relevant information that
assists the consumer with products or services.
Finally,
most consultants provide writing services for marketing and technical purposes.
Web copy needs to be brief and concise, using visual cues to help the consumer
quickly evaluate information germane to his needs.
Many
branding and web design creators use content management systems (CMS) to
present information on websites. They may be built atop a separate content
management framework (CMF) that customizes software to manage web content. One
ubiquitous CMS open source platform that is familiar to laymen is Java, as it
has widespread applications across the internet. Once installed and managed on
a web server, a CMS hosts images, documents and numeric data as well as storing
and publishing documentation.
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Created on Dec 31st 1969 18:00. Viewed 0 times.