Raincastle's Web Design & Marketing Blog

DrivingRain

Posted by Paul Regensburg on Aug 5, 2015 8:30:00 AM

How to Become a Marketing Mind Reader

My mother taught me how to write. My father taught me how to defend myself (verbally). Art Center College of Design taught me how to present my ideas. But none of these venerable resources taught me how to read minds. What does mind reading have to do with marketing or design: practically everything.

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Tags: marketing / web design / B2B / branding / rebranding / brand / design and business / Web Design Strategy / Marketing for Consultants / branding for websites
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Posted by Paul Regensburg on Jul 15, 2015 8:15:00 AM

Five Examples of Great B2B Storytelling Websites

Good storytelling is the new frontier for the website.

As Responsive Design homogenizes the look and feel of websites (I love the usability but dislike the cookie cutter designs that Responsive Design so often engenders); now, more than ever, we need compelling content to break through the visual monotony and fuse the "brand experience" with the "user experience." This is especially true in B2B, where it is easy to "live above the neck" in a world of features, functions, dense and often technical content.

Here are five websites that successfully use compelling storytelling to build their brands.

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Tags: B2B / user experience / website / brand / Web Design Strategy / branding for websites / brand storytelling
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Posted by Paul Regensburg on Feb 16, 2015 8:56:00 AM

Do I Need a Brand or a Visual Identity?

Sometimes when people come to us for "branding," I quickly ascertain that what they really mean is an updated "visual identity."

"So, you're looking for help integrating your vision, competitive positioning, audience messaging, market perception and corporate culture," I might ask. Just as often they respond, "I just need an update to our logo, collateral templates, PowerPoint, web design, etc." For many, the visual manifestations of a brand are "The Brand."

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Tags: web design / branding / design / design thinking / rebranding / brand / differentiation / design and business / Web Design Strategy / branding for websites
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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 address this "multi-audience" web problem, which spans brand, design, information architecture, content creation, and SEO.

B2B Branding for Multiple Web Audiences

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Tags: web design / B2B / content creation / design / responsive design / website / brand / trends / branding for websites
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