How to stand out from the crowd
6 ways to build the value of your web site. We can easily remember names or logos of brands that we often purchase Nokia, KFC, Vegemite. A well chosen name or image helps people to easily recognise and recall a product or service.
The following six points suggested by John Berman of marketing and communications company WAM, have been adapted for web development.
1. Visibility and awareness
- To be recognised, create a web site that stands out from your competitors. Use simple shapes and colours that represent your business. e.g. red/yellow - fast service
2. Promote a unique selling point
- Think of one benefit that is better than the competition and "attach" it to your name and logo or use it as a theme throughout the site.
It should be real and believable.
e.g. Aussie Home Loans - "We'll save you"
3. Create familiarity
- Regular and good exposure helps customers believe that your brand is the preferred choice. The more they see it the more they're likely to remember it.
4. Develop a brand personality
- In addition to your brand try imagining the web site as a person. Is there a story that customers can relate to? Is it friendly and reliable? Create a character that customers recognise.
e.g. Home Hardware : Dog-A-Logue
5. Develop a reservoir of goodwill
- Good PR goes along way in the customers mind. If you can show that you are an active and supportive member of the community this builds credibility.
6. Never underestimate the value of a happy customer
- This is more important than ever. Social networking has now evolved on-line. Bad or good news travels fast. Embrace the new technology, understand its reach, find a way to monitor the social networks. Your customers can be your best marketing assets.
e.g. Facebook, Twitter