Every Web Project is a Branding Project
Well, almost. Regardless of the fact that we provide integrated services, often when a client comes to us for a website, they are not thinking about branding, yet it is often the issue that will make or break the website. Branding is often considered more of a consumer concern or maybe just an expensive “nice-to- have.” Of the six key components of a website development project — Content, Information Architecture, Search, Design, Interactivity and Programming — “content” is nearly always the chief area of focus, where the most time is expended and where differing opinions can affect outcomes and timing.
Because the website is generally the hub of your marketing effort and the first place a company is seen, the brand messaging within that content must speak with clarity, brevity, distinction and purpose. Differentiation must be clear.We usually find out how clear or muddled the brand is during our kickoff meeting, sometimes sooner. As often as not, we find that our role is to facilitate discussion toward defining differentiation at both the corporate and product level. The result is that we sometimes develop company taglines and messaging platforms as a catalyst for creating the right information architecture and design solution. In a different day, this would be considered part of an upfront branding process. In the seamless times in which we live, we sometimes weave aspects of branding into the web process. Our clients find that this combination of brand strategy and interactive experience is often what differentiates us from others.
To see an example of a recently completed website with a strong tagline (The Owner’s mindset. The Engineer’s Skillset) and brand concept, visit www.c3boston.com.