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Our goal is to provide our clients and colleagues with useful information, so if you have any feedback and/or suggestions, please let us know.
In this edition, The Current focuses on the value of online branding. Our client story, "Building Corporate Branding and Strategy," spotlights VanAcker Construction and the affect of their new Web site design.
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Van Acker Construction Associates, Inc.
http://www.vanacker.com
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Construction and Management
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Design, develop and implement a new Web site to match the Company’s corporate style.
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Successfully developed a Web site with a visual design that enforces Van Acker Construction’s high-end corporate image.
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Project Management
Design
Development
Implementation
VanAcker Construction Associates (VAC) is a leading general contractor and construction management company in Northern California. Founded in 1987, Van Acker built their business by providing superb craftsmanship and artistry and delivering superior service. As VAC became more renowned, they realized that a company Web site could visually display and define their high quality and credibility image further, and reach a much greater audience with important information.
The criteria for selecting a Web design company can be similar to choosing a homebuilder. Quality of work, relevant experience, process and references are important factors. “We wanted a Web firm that could create a design that reflects our high-end image and could develop a site that was flexible enough to meet our future needs,” explained Shoshana Signer, project manager at Van Acker Construction Associates. Based on the criteria, Van Acker Construction Associates chose Marker Seven to design, develop and implement their Web site.
Marker Seven employs proven methodologies for designing and developing Web sites that ensure projects are completed on time and within budget. Largely based on a ’business over technology’ perspective, Marker Seven’s approach focuses on results. At the onset of the project, Marker Seven consulted with Van Acker to determine their marketing and business objectives and created a plan to meet these goals. “We were involved throughout the process — from the initial consultation to the testing and implementation,” said Signer.
Van Acker Construction Associates’ team is comprised of true professionals and visionaries in the fields of project management, architecture, interior design, engineering, and systems consulting. This unique team works to maintain the traditions of old world craftsmanship while integrating modern building concepts, technologies and tools. The Web site design needed to be consistent with VAC’s high-quality image and echo their tradition and professionalism. “We wanted Marker Seven to develop a modern and contemporary ‘architectural’ design that reflects our organization well and communicates a clear and appealing image,” said Signer.
Van Acker Construction Associates’ success is largely due to their quality of work and expertise. They complete projects of varying scope and size. To demonstrate VAC’s credibility and craftsmanship, Marker Seven developed a portfolio section on the Web site, highlighting completed projects, as well as projects-in-progress.
Van Acker Constructions Associates’ Web site (www.vanacker.com) went live in October, 2004 and has already received wide acceptance. Marker Seven designed a clean and professional Website that personifies the Van Acker brand, while delivering important information about the company and service. “We are very pleased with our Web site. Marker Seven created an attractive design that also meets our specific requirements,” concluded Signer.
First, we must define what a brand is and what it does. For marketing gurus and ‘laymen’ alike, the concept remains elusive. However, we will define a brand as ‘the immediate image, emotions, or perceptions people experience when they think of a company or product. A brand represents all the tangible and intangible qualities and aspects of a product or service.’ Because brands represent intangible qualities, the term is often hard to define.
Branding is ‘the process of establishing a customer's viewpoint about a company or product.’ When you see a moniker on a shirt, for example, and think, "This shirt is made by people who care about quality," it is the result of successful branding. Branding does not only convey a message, it attaches emotion to product and company names and emits feeling in the hearts and minds of customers.
As organizations search for ways to differentiate themselves in an ever-increasing competitive marketplace, online branding has become a key component to their strategy. In developing a new Web site or application or design, companies are turning to Web firms to extend their corporate brands. Applying a brand properly online can improve business impact and deliver bottom line results.
Success lies in combining all of the elements of the Web site in a way that creates a place that truly communicates the brand and builds valued relationships. The overall experience is absolutely critical. The creative branding process is always a key component in designing a Web site. The look and feel and tone and voice are essential tools. But, functionality should not be left out.
Functionality is the backbone of the Web site and shapes the online experience through its interactivity. It’s the technical or developmental aspect of the site (Flash, custom applications, e-commerce, personalization). Often because a technology exists, clients think they need to take advantage of it. The thought being that more bells and whistles make a better experience. But, sometimes it can actually hinder the overall experience.
Choosing the right components remains key in allowing the functionality of a Web site to become a vehicle for the brand. For example, if your customers expect reliable and fast service, for instance, it really doesn’t make sense to load your site with Flash. It might look good, but forcing the customer to wait for an intro to load that provides little value to their experience and objectives has, in the end, possibly damaged the brand. The functionality choices for your site should reflect your core strengths and support your customer’s brand experience.
Consistent messaging across all touch points is paramount to successful branding. Of course, your Web site is a major touch point. Web firms should truly understand branding (not just pay lip service) and help customers develop content that retains the same tone and voice as in the offline environment. The content itself should change to reflect the Internet, but the overall message and feeling remains.
Because of the interactive nature of the medium, the Internet offers a unique opportunity to truly communicate your brand and build valued relationships. Fundamentally, your Web site should enable you to find out what your customers really want, invite feedback, and reward them for their loyalty. People may arrive at your Web site with preconceived notions defined by previous exposure to your brand. But, when they leave your Web site, they should take positive ideas about the brand based on their overall experience.
by Felice McDonnell, Marketing Writer, Marker Seven
(Marketing Source)
In today's current economy, it's more important than ever to effectively build your company's brand online. In economic recessions, making sure your brand is top of mind is critical. Connecting to clients through the Internet, as opposed to more traditional marketing techniques, can be more effective...
(BBC News)
Net traffic monitor, OneStat.com, has reported that the open-source browser Firefox 1.0, released on 9 November, seems to be drawing users away from IE. While IE's market share has dropped 5% since May to 88.9%, Mozilla browsers - including Firefox - have grown by 5%.
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