Tag Archives: customers

Using a Four-Step Plan for Website Development

Posted on by
Reply

A company that wants to develop a customer-centric Website should use a four-step plan for its development – your brand, customers, objectives and strategy.

The most successful brand strategies take advantage of the Web, using a well-designed and carefully planned identity that exhibits clear messages that provide fulfilling user experiences.

You need to know and understand your brand; i.e., what is your definable differential, your compelling, attractive and unique offering as compared to your competitors. This requires a real sense of honesty about what your brand value is to your customers or other audiences. How strong is your brand or product line’s franchise?

You’ve identified your customers’ needs, but what is your company’s image and reputation among important stakeholders? How may these strengths be leveraged?

What goals do you want to accomplish? And, how do you want your customer relationships to change?

What do you want your site to do? Informational? Sales-based? Lead-generating?
Or, perhaps a combination of the three. You need to know your site’s purpose in order to structure it.

If you have answered all of the above questions, your strategy will be on target and you’ll be well on the road to having the Website that you envision, one that is an effective branding tool for building awareness.

What is a Brand?

Posted on by
Reply

Is it your company’s logo? Your advertising or public relations campaigns? These are all elements of branding.

Branding is the intangible part of your business. A brand, unlike your product or service offerings, is a collection of ideas, feelings and word associations, representing a value proposition. It’s what you expect of an experience with a company, its products and services.

Customers choose one particular brand over another because of its intrinsic value. Your brand serves as the link between your product’s promise and the customer’s desire. Everything that you do either reinforces or erodes your brand.

Branding is a way to differentiate your company, product or service from competitors. It means having a personality that is unique and appeals to customers. It’s everything that you do daily, online and offline.

Do You Need to Consistently Promote Your Brand?

Posted on by
Reply

To ensure future growth and profitability, companies must continually build, strengthen and revitalize their brand value.

Building and maintaining a meaningful brand isn’t easy. You must focus on the emotional aspects of your brand – the proposition, making a quick and intuitive emotional connection that enables awareness, consideration, influence, buy-in and loyalty.

Exceptional brand performance is no accident. Implementing a strong, actionable brand plan is crucial to achieving standout performance in the market. You can’t simply rely on the functional differences of your products or services. Customers have too many choices.

Differentiating and communicating your brand’s unique value to the marketplace is essential. You need to craft messages that stir up specific words or emotions when someone hears or sees your company’s name, products or services.

Your brand serves as a powerful motivation tool to all your stakeholders including employees, investors and customers.

Companies are constantly looking for ways to grow their brand image, using new ideas and initiatives in the market. Many are creating innovative ways for building their brand and pushing boundaries to influence customer buying behavior, getting their messages across clearly and effectively. You must too.