Raincastle's Web Design & Marketing Blog

DrivingRain

Posted by Paul Regensburg on Jan 28, 2015 9:56:00 AM

Brand personality: who really cares?

I don't mean to be flippant.

Many of our clients are B2B businesses founded or led by engineers, scientists or Harvard or MIT educated business people. Some are all of the above: smart, left brain visionaries, serious and focused. Often on the bottom line.

So why would something so touchy feely, so ethereal and hard to quantify as brand personality be something they care about?

Everyone wants to be Apple.

Everyone wants to, "Think Different."

Read More

Tags: B2B / branding / copywriting / content creation / design / brand / design and business
0 comments / Click here to read comments

Posted by Paul Regensburg on Jan 21, 2015 1:31:00 PM

How to Build B2B Websites That Serve Multiple Audiences, Part II

In "How to Build a B2B Website That Serves Multiple Audiences, Part I," I discussed the B2B branding and website design implications of how to create a website that effectively speaks to two or more disparate audiences. In this second part, I will adress this "multi-audience" web problem from the perspectives of information architecture, content creation and SEO.

Read More

Tags: B2B / information architecture / SEO / content creation / website / trends
3 comments / Click here to read comments

Posted by Paul Regensburg on Jan 6, 2015 4:46:00 PM

How to Build B2B Websites That Serve Multiple Audiences, Part I

Maybe it is the function of the multi-product, multi-tasking, multi messaged nature of businesses these days but it seems that practically all of our clients share a common problem, which is how to create B2B websites that effectively speak to two or more disparate audiences — without diluting the user experience for each of those audiences. In this two-part blog post, I will adress this "multi-audience" web problem, which spans brand, design, information architecture, content creation, and SEO.

B2B Branding for Multiple Web Audiences

Read More

Tags: web design / B2B / content creation / design / responsive design / website / brand / trends / branding for websites
1 comments / Click here to read comments

Posted by Paul Regensburg on Dec 11, 2014 8:30:00 AM

Social Media Strategy. As Seen On Lois Paul and Parnters.

Friends,

I thought you might be interested to read my Guest Blogpost for "Beyond the Hype," the blog for our partner, Lois Paul and Partners. The piece was for their Digital Leaders Series and focuses on the marriage between brands and social media stategy.

Read More

Tags: social media
1 comments / Click here to read comments

Posted by Paul Regensburg on Dec 3, 2014 4:00:00 PM

Six Branding & Marketing Tips for Consultants

If we concur that in today's business climate, change is the only constant, then we can understand why, to some degree, branding & marketing need to become fluid practices. For product companies, this is not as amorphous as it sounds, because a product is something tangible and even as the world changes, these companies always have the product to anchor and focus their branding and marketing efforts.

But for consultants and, in general, Professional Services organizations, which don't have products, how do you incorporate change and a flexible approach in your own branding and marketing efforts, in order to stand apart?

Read More

Tags: marketing / branding / content marketing / differentiation / Marketing for Consultants / Professional Services Marketing
0 comments / Click here to read comments