Targeting and Branding
A lot more than just a logo
When you create a profile of your potential visitors you should also think about why they would choose you or your business over the competition.
Does it matter to them whether or not slave labour is used in the creation of the products you sell?
Is it important to them that you have a particular accreditation or use eco-friendly packaging?
Branding for your Target Audience
The things that matter to your target audience should be involved in your brand's personality. Your visitors should feel as though they know you and you know them. Creating a rapport with your visitors helps them validate that they are in the right place and it is worth finding out more about you and what you offer.
We design your website around your target audience and the personality of your brand. Just as your target audience is interested in more than just your goods and service, so to is your brand a lot more than a logo colours and fonts.
Humour in the Mundane
Never underestimate the power of humour appeal. There are several common pages on most business websites where it is possible for the character of a business to shine through without detracting from the information on the page; About, Staff/Team and Contact. Even the Terms and Conditions pages can be enlivened whilst still retaining the required legal elements. If you or your company stand out from the crowd in some way then let that shine thorugh.
Targeting Emotional Drivers
By understanding what has motivated your visitor's search, you are better placed to provide them with the information they need quickly. What is the problem they are trying to solve? What are they curious about? Which factors are involved in their final decisions and choices? The tone of your content needs to be an appropriate match for the emotions driving their search.
Are they likely to be anxious and in need of reassurance? Perhaps they are looking for an innovative gift for someone special. Is the market you are in driven by price, reputation, accreditation or something else they might consider important?
Branding across all platforms
If you have no intention of ever using branded printed material offline in any format, your Brand Board should be designed to use across all social media platforms. Strong visual branding reassures users of those platforms that they are dealing with you and your business.
Useful Links
Advertising Appeals by the Visual Communication Guy
Compare Reputation Management and Review Management software on Capterra.com
