Websites to the point
ONLINE BRANDING It doesn't take long to set up an online presence. But effectively conveying a company's image and product offerings requires a clever concept. Four experts highlight some successful examples that leave a lasting impression on users.
According to David Zangger of Allink, successful branding is an important part of the success of the m-fanshop.ch website This article appeared in the current issue of "Marketing & Communication". More exciting info from the digital sector and other topics can be found at here.-------------"Branding as a process includes all measures and activities that serve to build an online store brand and are suitable for maintenance," says Thomas Lang. "The goal is to make the online store stand out from the mass of similar stores and, conversely, to enable a clear assignment of products and services," says the managing director of the e-business consulting firm Carpathia, describing the aspects to which attention must be paid in website design.When asked about successful examples where both corporate image and product presentation come across very well, Vera Brannen, Managing Director of Usable Brands, says: "There is virtually no online store where all elements are perfectly implemented. "Nevertheless, she cites some examples with very successful aspects, such as www.deindeal.ch: "The founders have implemented the concept very successfully. The website has easy-to-follow product categories and very good product descriptions. This means that users can quickly find their way around. The reduced and striking color concept is consistently implemented and the design supports visual orientation." The page layout is clearly structured and sets visual accents, he said. "Thanks to the geo-based search option, the user can also quickly find the ideal offers in the desired city. The shopping cart and check-out process allow for a satisfying conclusion to online shopping."Targeted brandingVera Brannen also likes www.on-running.com: "The former top runner Olivier Bernhard and his friends David Allemann and Caspar Coppetti have managed to successfully launch a Swiss running shoe in what is actually a saturated market. The On conveys a new running feeling." Users can quickly find their way around the clearly designed website. In particular, one senses that the creators of the website have understood: "Content first". Text statements and product presentation complemented each other ideally. "The witty, fresh and personal approach to the reader draws the user directly into the page and encourages further reading and clicking. Here, text is used purposefully and skillfully as a branding tool," she says. The videos also showcase the product and its benefits in an extremely attractive way. And she also finds a successful example in the travel industry - www.hotelplan.ch: "The Hotelplan website allows every user to quickly find the vacation of their dreams. The user with clear ideas about the destination, duration and type of vacation can simply enter via the central search. The users who are still undecided can find suggestions well guided by the thematic navigation. Once on the results list, it can be narrowed down efficiently and easily understood through a very clear filter category." The generous pictures would make desire on vacation and the detailed product description leave no questions open. "The clear, well-structured design supports visual orientation and skillfully conveys the essential brand elements. Unfortunately, the website is not implemented in responsive design and is difficult to use on mobile devices," says Vera Brannen.Clean technical implementationDominik Gasser, Creative Director and Partner at Reach Partners, points to two recent examples that have been particularly successful. First, he cites www.kellerglas.ch: "This is not just a corporate website, but also a presentation and sales tool. The website convinces with its intelligent conception." On the one hand, he says, it has a simple and intuitive user interface for the breadth and depth of information offered. On the other hand, the glass finder serves as a presentation tool for sales, which can also be used offline as a web app on tablets and smartphones. "A real added value," finds Gasser.A fully responsive corporate website was implemented by Reach Partners for www.alu-menziken.com. "The revised brand identity of Alu Menziken is now also expressed in the new corporate website.The high quality standards are appropriately conveyed with the modern design, the high-quality imagery and the clean technical implementation," explains Dominik Gasser.After all, the online presence has become the most important communication medium for many companies and organizations today, emphasizes Gasser and says that this should be taken into account from the very beginning, especially in branding projects. "It is ideal if the branding agency also has a high level of online expertise. This is the only way to ensure that the brand experience can also be optimally introduced and implemented on the web - so that there is no break between off- and online."Target group specificThomas Lang cites www.pkz.ch as a high-quality website that is successful across all channels. He points to www.deindeal.ch as a less expensive, but also high-quality solution. In terms of target group accuracy, Lang appreciates the websites of www.stadtlandkind.ch and www.wog.ch, the website of World of Games. And he also rates the appearance of the price leader for books and other articles, www.exlibris.ch, as successful in terms of corporate image and product range.David Zangger, partner of the branding agency Allink, says: "We have recently implemented some exciting e-commerce projects in which we were also responsible for the branding and the combination of both disciplines made an important contribution to the success of the online stores." He cites the examples of www.m-fanshop.ch and luma-delikatessen.ch. And a click on these websites makes it clear: Within seconds, the user grasps the groove of the company, the available product range (m-fanshop) or the simple ordering procedure (luma-delikatessen).Increase recognition valueAfter a dozen websites have been consulted, the impression can arise that nothing is easier than creating a simple, good-looking and functioning website and keeping it up to date. However, the experts MK consulted reveal that there are quite a few brainstorming sessions, thought processes and hurdles to complete and overcome before implementation and successful, ongoing operation. "The particular challenge is to keep the online store brand up to date through constant changes while remaining true to the basic lines of the brand concept. In this way, branding can make the desired contribution to identification, differentiation and image building, thereby conveying the positioning content and increasing awareness and recognition," says Thomas Lang. In order to anchor the most differentiated, consistent and unique image possible in the consumer's psyche, it is imperative that all branding measures are coordinated. "The essential success factor of branding lies in the holistic alignment of all marking and communication measures to match the product range and service design.""Content is king," says Dominik Gasser of Reach Partners, "what is important is good quality content, which must be produced and designed accordingly for online applications. You shouldn't just put an image brochure on the web. When it comes to texts, it is important to ensure that they are of optimal length and highly relevant to the topic - also because of Google. Images and graphics must be professional and consistent. The image style defined in the corporate design also applies on the web!"The role of dramaturgyFor David Zangger, one thing is clear: "A company's online presence is becoming increasingly important from a brand management perspective. What was a business card on the web a few years ago is now the replacement for the image brochure and thus an effective marketing instrument. Especially for SMEs in the service sector, the website is often the first point of contact with the target group. There it is important that the mission and the values of the brand are told briefly and clearly, the dramaturgy plays a major role. Like the entrance hall of a good hotel, the landing page should inspire the guest and show the house from its best side on every visit. "Vera Brannen sees an additional challenge in the numerous interfaces that a company has today: "It is central that the customer perceives the company as a unit at all interfaces. That's why cross-channel strategies are becoming increasingly important." She has a three-point plan for this: "An online strategy derived from the corporate strategy is indispensable. Second, clear branding is needed that supports the user experience and promotes the defined brand values. And third, a company must know its customers and needs. This is the only way to offer services and products that are relevant to the customer."Author: Gregor Waser
