Your company’s website represents an important aspect of your branding strategy: It communicates who you are, what you offer and what you promise through content, organization and appearance. Therefore, when designing your company website consider your website from a branding perspective.Begin by researching your audience, your competitors, your industry and yourself:

• Audience analysis: Online success depends on completing a detailed audience profile. Who will visit the site? What type of experience do they expect? What type of appeal do they best respond to: emotional or intellectual?
• Competitive analysis: You want to beat your competition without imitating them. What do your competitors’ sites look like?
• Industry analysis: Consistently examine your industry’s history, current state and future. Today’s markets and technologies change frequently, especially online.
• Self analysis: What’s your corporate personality? How can you translate your brand visually to your website?

Narrow your focus to a specific niche based on the findings from your research. Target a specific audience with an offer for a product or service that features specific benefits. The third area you need to focus on is your site’s appearance. You should try to develop a quality look and feel that reflects your brand. In the minds of consumers, a strategic site content and organization equal strategic brand. Consult Ocean Strategic Group to develop a successful strategy for your company’s website. 

This entry was posted on Tuesday, May 13th, 2008 at 12:27 pm and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.