Developing Brand Recognition
It’s important to develop brand recognition, however how can you have that when people don’t recognize your product when it’s presented to them? You have to come up with an idea of how to best portray your products or company in a way that ensures it won’t be forgotten.
One of the things these brands have in common is repetition and logo placement. It’s the same commercial every time with a slightly different story for each one. Same or similar characters and similar settings make them easy to remember. The easiest way to represent your products is to showcase your brand throughout your entire website, commercial, or advertisement of any kind. Also, choosing a common theme that is easy to remember is important. You want people to automatically think of your company when they need something specific. For example, when you think of auto insurance, what do you think of? For me, it’s the companies that use commercials with repetition. Regardless if they are the best, they are usually the first that comes to mind which drives people to the companies when shopping for car insurance.
Developing Your Brand on a Website
When creating your industrial website, you want to make it easy to navigate and visually appealing. If the navigation is simple and your site is easy to jump from one page to the next, people will stay on it for longer periods of time once finding it in the search engines. You may be one of the top spots but if you don’t have what the customer is looking for or you make it hard to find, your conversion rate will be much lower. Also, the more visually appealing your site is, the more clients will return to your site for additional services or information. For instance, consider your website to be like a commercial. If you provide unique, quality information for each page yet construct them to be the same in color scheme, navigation, and cross-linking, your site will be easier to follow and clients will be more likely to convert. After all, isn’t that the overall goal?
When designing and creating your online presence, first consider the things you like about other company’s sites. What draws you to them? How does the content, visual effects and navigation grab your attention? Second, consider what you have to offer your clients. What sets you apart from your competitors? What makes you a high quality industrial company? Highlight those things through visual stimulation and quality information. Recently, our company completed a website for a company that wanted to highlight their “green-friendly” guarantee. The site used green for their headers, navigation, and cross-linking and included the recycling image on every page. From the first page, the “Thinking Green” campaign succeeds. Third, consider your own visual appeal. What colors do you associate with your company? Use that color scheme throughout the site and make sure your name and logo are visible on every page. Also, use the name of your company throughout your online copywriting as this will relate your information to your brand.
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