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January 23, 2008
Keepin' it Real, Simple
I recently finished a great book on branding titled, Brand Simple, written by Allen P. Adamson, a leading expert on branding. The book outlines the elements that make up a successful brand, many of which I feel are often overlooked - especially when it comes to a company's Web site. According to Adamson, a successful brand is created by being simple, different and relevant. In addition to these criteria, he also discuses the importance of sending powerful "branding signals" (e.g. product packaging, logos, etc) that people can associate with and store in their "mental file folders." I think this, too, applies to a company's Web site.
Nowadays, Web sites are one of the first points of contact customers have with your brand, meaning your Web site is arguably your most powerful branding signal. If a customer's first impression of your company is visually unappealing, confusing (in its navigational structure) and crowded with information (such as sticking it all on the homepage), customers will most likely associate this confusion as a reflection of your entire brand and wind up deleting it from their mental file. Keeping your site simple, different and relevant will maintain a positive image with your target audience and keep them coming back for more. Even the largest sites in the world, with far more information than any others, have found ways to apply this concept with a bit of success. See Google.
Posted by Jason Swartz at 11:18 AM | Comments (1) | TrackBack
January 19, 2008
The power of exclusivity
Computer companies learned long ago that communities form around products. Like it or not, influentials and opinion-leaders end up driving the bus. User groups were created (with or without the company) run by boards of committed, outspoken (sometimes hostile) users. If you've thought twice about opening your organization up to mainstream, social media, you may want to consider the power of an exclusive group of customers -- the zealots. Give them their own gated community and access to your organization. But it's not just about the inside product development information. It's about giving them a bit of power and bragging rights. People want to be insiders or specially invited to be part of a group. Of course, you have to remember that what you say behind closed doors, can and will be used in the court of public opinion. But then, that's the point . . . and the power. Your zealots will share what they deem valuable with others.
Posted by Bob Brin at 7:29 AM | Comments (0) | TrackBack
