15 April 2010

Commodity vs. Intelligent Websites

We received an RFP for a B2B website the other day. It was worded in a way as to constrain response to clearly specified tasks. When the firm called and asked us what made us different from the half dozen other firms that received the RFP, I said, "possibly nothing." I wasn't being flippant, just acknowledging that most anybody can create a basic website, the cost is dropping and the tools are improving.

What continues to surprise me is how little customers and prospects expect from their sites, how few actually use the analytics available to them to learn about their customer's needs, and how challenging it is to convey the strategic importance of the site's content. As websites become easier to create, their perceived value, as well as cost to create, is mistakenly becoming commoditized. The generic state of B2B website RFP's is a reflection of this.

Where RainCastle adds value is engaging with clients who view the website as a strategic tool to be integrated with other marketing programs and rich in benefits-driven, differentiate d content that both directs users where they need to go and makes it worthwhile once they get there.

If you are looking for your website to separate from the sea of sameness, you must be prepared to engage in the hard work of digging deep into your customer's mind to really understand how to convey your value to them. Then, through considered content development, information architecture, design, appropriate use of interactivity and connecting to other marketing programs, we can build you a strong lead generation website that will make a difference to your business.

Two recent examples of intelligent websites we've created are for professional services clients. With each, the principals in these firms were deeply engaged in the process, consequently the messaging is powerful, differentiating and on-target.
Please visit:
www.c3boston.com
www.lalaw.com

Categories: Web / Interactive · Brand / Marketing
Posted by Paul Regensburg at 1:00 PM   |  2 Comments

10 November 2009

Creating a Tagline That Your Client Will Fall in Love With

The CEO of a client for whom we recently created a brand was what I would
call a "mildly supportive observer" throughout a comprehensive branding
process we led his company through. When he heard the tagline, it all

clicked for him and he became an effective brand evangelist to his
customers and employees. It takes Tiger Woods thousands of putts to sink that
10 footer when it matters. The right tagline follows that same logic.

In much of the work we do crafting brand identities and interactive
experiences, words are strategic elements of design. Strong messaging is the
warp and weft in the fabric of a strong brand.  As part of our brand
engagements, I develop a lot of taglines for our clients. The term

"tagline" has always bothered me because it has such a trivial sound, bringing to
mind the in-house competitions companies often have, especially in lean times.

When done right a tagline can catch the imagination of a company and drive home the
key differentiator. If the underlying brand positioning is authentic, "a tagline is worth a
thousand pictures."

In my next post, I'll share five tips for creating a tagline your clients will fall in love with.

Categories: Brand / Marketing
Posted by Paul Regensburg at 3:05 PM   |  

03 November 2009

Truth in Branding

Last year, "authenticity" was widely touted as the new trend in branding. With all of the media clutter, companies were looking for ways to stand out. The idea of being true to who you are rather than who you think your audience wants you to be resonated and companies tried tapping into their roots to differentiate themselves.

Apple and Nike are famous "authentic" consumer brands. Scott Bedbury, former CMO of Nike, wrote in his excellent branding book, "New Brand World," that the Nike brand is built on a "brand essence" of "Authentic Athletic Performance." Brand essence is not an ad or website concept but a core idea to which an authentic brand must remain true wherever it is seen. When you think about Nike, every ad, product and store reflects that brand essence.

What makes a brand essence effective though is not only visual communications and messaging; it's the people in the organization. If a brand is authentic, it touches the heart of the people in a company and they become evangelists with minimal effort. It's like finding that perfect pair of jeans that just fit every time and don't require you to let out the waist or shorten the inseam. When a brand is the product of too much analysis and not enough heart then people don't know how to promote it and it becomes window dressing.

Photo by Paul Regensburg

Categories: Brand / Marketing
Posted by Paul Regensburg at 11:19 AM   |  7 Comments