Websites: More than an information platform

Companies that master branding, advertising and digital platforms are one step ahead of their competitors and are perceived and understood by their target group. Based on these three pillars, they develop a recognizable personality with which consumers are willing to enter into a relationship and express trust. The fast pace of society does not allow us to rest on our laurels, but requires agility and the will to not only shape the brand internally, but also to consciously shape the brand environment.The website as a company's business cardAn important element of this is the company website. It is a company's business card. A study by Greven Medien shows that websites today are not only used for hard facts, but also to get an idea of the company. 57.6 percent of the 500 people surveyed in Germany want to find pictures of the products and services, 40 percent photos and videos of the company itself. Reviews also play an important role (29.7 percent), as they reflect the customer's experience of previous customers. For example, information from references on the company website can build trust with customers. If a website is missing, practically every second German considers the company to be out of date and the company risks losing its image.Website must convey the brand identity"A website must convey the brand identity," says Andreas Felder from Rembrand, a Swiss agency for integrated brand communication. "It must therefore be seamlessly embedded in the positioning, convey the core messages and, of course, be tailored to user needs." A website is an important figurehead and often the first point of decision as to whether the visitor stays in contact or clicks away. "The next site, the next provider is just a click away, the competition here is razor-sharp," says Felder.Online strategy in demandFor a company to position itself successfully via a website, it needs an online strategy. The Zurich-based agency Webrepublic develops strategies and campaigns for companies to maximize their success on the web. "Since everything today should revolve around the customer, it is essential to precisely define goals and target groups, including personas," says Roger Tschallener, Senior Consultant Digital Marketing Strategy at Webrepublic. "Based on these, the planning of measures can begin." Thanks to sophisticated web analytics tools, it is now easier than ever to analyze what is happening on your own website or that of your competitors. "This status quo analysis is often skipped, even though it usually produces extremely important findings," says Tschallener.High-quality content is crucialThe same applies to online branding: content is king. High-quality content is crucial in order to leave a lasting impression on users. "The days of 'my secretary can write that too' are long gone," says Andreas Felder from Rembrand. "Content has to be produced and maintained professionally." This means that experienced content creators such as copywriters, image and film professionals must be used. Roger Tschallener from Webrepublic is of the same opinion: "When it comes to content, quality comes before quantity". Today, anyone can actually produce content. But the question is how to stand out from the crowd. "The question is: can I create content on a topic relevant to my target group that others can't offer in this quality?" says Tschallener. If such a niche can be filled, the content will have maximum impact.Own identity through appearanceIn addition to content, design also plays a decisive role. Companies like Apple succeed in creating their own identity through their appearance alone (see box). Andreas Felder from Rembrand emphasizes how important it is to stay focused. "It is not what the management would like to communicate that is relevant, but only what interests the potential customer. So get rid of all the baggage and get to the point quickly, with a clear structure and user guidance."Videos and social mediaMoving images in the form of an image film, a product video or an interview with the CEO can also help to convey a company image. Last but not least, social media should not be neglected. "If there are profiles on social media platforms, these should at least be linked on the website, but deeper integration is not mandatory," says Roger Tschallener from Webrepublic. An Instagram feed can attract users to the platform, but only if it adds value for the target group on the website. "You don't have to be everywhere. It's better to do less, but do it right," says Tschallener.The user is greeted by a foxOne example of a successful brand site is www.meinrevier.com. The Revier Mountainlodge in Lenzerheide is the first "New Generation Hotel" in the Alps. It is aimed at active people, both young and old. 96 rooms with a view of Lake Heidsee and a restaurant with bar await guests. The opening is planned for winter 2017. Further destinations of the new hotel brand are to follow. The website was created by Rembrand. On the homepage, users are greeted by an animated fox. When scrolling down, further images convey the "adventurous" nature of the offer. The menu navigation is simple and clear, and the information about the new hotel can be found quickly. "This example shows how the brand story and the mood of the offer can be conveyed on an extremely lean, cost-effective website long before it is launched," says Andreas Felder. Further development is crucial for success Ultimately, the challenge of a website is also to constantly develop it further. This is the only way to keep the brand up to date. However, the recognition value must not be ignored. "Ultimately, activities on the web are almost always measurable. Regular evaluation and possible adjustment of the measures used is therefore essential," says Roger Tschallener.