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<h1 class="title">Web Design and Branding</h1>
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<p><strong><span style="color: #333333;"><a href="http://spotlightideas.co.uk/wordpress/wp-content/uploads/2010/05/web-design-and-branding-image.jpg"><img class="alignnone size-medium wp-image-4020" title="web design and branding image" src="http://spotlightideas.co.uk/wordpress/wp-content/uploads/2010/05/web-design-and-branding-image-300x253.jpg" alt="" width="300" height="253"/></a></span></strong></p>
<p>By E. Mahony – spotlightideas.co.uk – 2010</p>
<p><strong><span style="color: #333333;">As a web designer, how important do you consider branding in the building of a website?<br/>
What do you do to incorporate the client’s company brand values into the site?</span></strong></p>
<p>For most businesses, branding is an important consideration, from one degree to another, in the construction of a web site. If the site is going to be successful, the company’s brand values have to be reflected in it. And in order to reflect the company’s brand values in the site, the web designer has to research what those brand values are.<br/>
If the designer gets it right, they’ll be offering real value to the company – as opposed to the website being merely something that functions well or looks nice.</p>
<p><strong><span style="color: #ff6600;">Before researching these brand values, a few considerations:<br/>
</span></strong>- How important is branding to the particular company?<br/>
- Branding means different things to different companies<br/>
- Brand values / the brand story can often be something quite subtle – values that loyal customers “get�? after spending some time with that company. But that an outsider, i.e. a web designer fresh on the job, might not get at first.</p>
<p><strong><span style="color: #ff6600;">So what is branding?</span><br/>
</strong>Some see branding as a synonym of marketing. For others, branding takes place at every point where a customer comes into contact with the company – with the goal being to provide a positive experience of the “brand�? at every point of contact (i.e. sales, the product and packaging, customer service, advertising, logo, website, and so on). In this sense every employee is responsible for the brand. In this scenario, it is the company manager who is responsible for setting the overall objectives and tone for the brand. But many companies have marketing and/or branding managers whose job is to focus on sending a particular positive, unified and clear message to the customer about the company’s brand values – what the company’s all about – and how this benefits the customer – that connects to the customer in an important way. Part of this will involve close contact and collaboration with the heads or the person responsible for the various parts of the businesses. And the brand manager will, obviously, consult with the manager in the overall brand message – in the company’s overall brand values and what the company is all about (and, of course, in many companies, the manager is, also, the brand manager.)</p>
<p><span style="color: #333333;"><strong><span style="color: #ff6600;">Do your own background research on the company.</span></strong></span><br/>
Companies should provide web designers with information about their business, an overview of their marketing / branding goals, and so on. But they don’t always. And, anyway, depending on the size of the project you’re involved with, including whether you’re pitching for new work, here are a few things you should be focused on in your own general research as well as things to think about in discussion with your client.</p>
<p>- What are the company’s goals?<br/>
- What is the market place like?<br/>
- Who are the customers, exactly?<br/>
- Who are the competition?<br/>
- If you get the opportunity to walk around the company, then try and see as much of it as you can<br/>
- Try and find out as much as you can about what marketing they have done in the past: print / brochure advertising, perhaps a radio or TV spot, microsites, banners, and so on. Are they doing social media? What are they saying on their blog and on Twitter and Facebook, and so on.</p>
<p>What are the company’s brand values? What associations do you think audiences make with the company andor their product/services? How has the company achieved the positive connections they’ve made with their audiences?</p>
<p>Once you’ve done all of this, you’ll then be in a strong position not just to create a website that ties in with what the company is all about and the message they’re trying to communicate, but, also to come up with possible suggestions to enhance the brand (as experienced on the internet) in some way based on your knowledge of web design and the internet in general.</p>
<p><span style="color: #000000;"><strong>RELATED CONTENT</strong></span></p>
<p>- <a href="http://www.spotlightideas.co.uk/?p=3259"><span style="color: #ff6600;"><strong>What is branding?</strong></span></a><br/>
-<a href="http://www.spotlightideas.co.uk/?p=3354"> <span style="color: #ff6600;"><strong>250 Top Web Design Articles</strong></span></a></p>
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