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You already
know the pitfalls of relying exclusively on your suppliers’
brands to carry your business without establishing your own
identity. But how does a small business go about creating and
sustaining the same kind of image that large corporations spend
millions on per year?
The answer: Be consistent.
Here are a few
examples when it comes to Website design.
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Make
sure your logo is featured prominently on every page in the
site. Obvious? Yes, but not always put into practice.
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Create a "style" for the
look of your Website (font type and size, page layout,
graphic treatments) and stay true to it throughout.
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Your brand means much more
than a logo or typeface. It is every contact you have with
your customers -- from the way your people answer the phone
to the appearance and demeanor of your installers. Your
Website should reflect that company culture and prepare
future customers for the type of purchasing experience that
only you can provide.
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Establish your company
language -- a branding statement, if you will -- and use it
consistently in your Website and other marketing endeavors.
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You can never have enough
professional quality photos. That said, consider identifying
up to three or four really great images and using them
judiciously, yet consistently, throughout the site and in
your other marketing efforts. The effect is synergistic: the
photos catch the attention of prospects, who will come to
associate your company with those images. One note of
caution: these photos are part of your branding statement,
and should not be used in a photo gallery of projects.
It’s always
good to remember that even though you are thoroughly familiar
with your company image and visual identity, your site visitors
are not. It takes consistent repetition of strategic language
and visuals to make a lasting impression. Of course, it should
be done with taste and with respect to your visitors’
sensibilities. Sometimes that is easier said than done.
We can help.
Give us a call or
email us to find out how.
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