Introduction
The purpose of this research document is to showcase the mechanics and reasoning behind the proposed personal portfolio project which will be created by Rob Geis in the upcoming academic year for the final year module.
Rob Geis is a current second year student of the Multimedia Technology & Design course at State University. Keen to pursue a career in website development Rob will be undertaking a one year Website Development placement during the academic year at Global Digital Solutions.
Project Goals
Here are the primary goals of the project:
• Create a strong brand with offline and online touch points in which is modern, relevant and consistent.
• Create an innovative website portfolio to showcase my previous work, attract employers and have an outstanding user experience.
• Have a comprehensive knowledge of what it requires to create and maintain a user experience based website.
• Understanding of where the future of the website development industry and its technologies are heading.
The goal of this research document is to recognise the main components needed in order to achieve the goals, what they consist of and the theory behind them. This will be done by exploring examples with both successful and unsuccessful outcomes.
Branding
What is a brand?
A brand is usually defined to be a visual asset used across a series of products in order to create an identity. Although a brand is much more than that, the visual aspect of the brand is not only to entice the customer but it also reminds us of our previous experience or feelings they have toward that particular brand. Essentially a brand is not effective without an equally as effective product, and vice versa. The brand is then as important as the product itself.
What an effective brand needs:
To be emotional: to be more than just a logo, to be a promise that answers questions about a person or company like “who am I?” and “what am I about?”
Consistency: A brand is seen at every touch point with a consumer to eventually shape an overall brand image, consistency is needed throughout your image and products.
Personality and style: In this case the brand will be representing a digital media generalist. Some personality and style should be shown to represent the digital artist from a more personal level.
Audience: A strong brand needs to know firstly their audience and message they want to put across to then create an effective communication strategy. Know who your audience it and appeal to them directly.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Branding is defined as “the promot[ion] of a product or service by identifying it with a particular brand” (Merriam-Webster, 2015). Branding is also used to create a corporate image or brand by utilizing logos, corporate statements, and other images that will be associated with or displayed on all of that company’s products (Wolak, 2002). A brand is a valuable, enduring asset that is essential in creating and maintaining competitive advantage in an industry (Wolak, 2002; Murphy, 1988). This corporate asset can be just as important as the product or service behind it, because it carries name recognition and peace of mind to customers in the purchase decisions they make everyday (Hall, 2008). Brands essentially work as a “shorthand device” for consumers to evaluate product decisions by conveying a message of uniform quality, credibility, and experience
Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.
Brand is an image, symbol, sign or some of these, which used to create a clearly view to the product and let consumer recognize the product and discriminate it from other competitor. Jobber(2003) announced that brand could be seen as the product’s quality guarantee, a product with good brand image will have more possibility be chosen when the customer had difficult on their choice. Brassington (2007)stated that brand was a key part of the tangible product, especially in the customer market. The brand represents the one product line or a single product of the company. It also can enhance the images in people’s view and ensure the product not be forgotten by customer.
A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Products and services have become so alike that they fail to distinguish themselves by their quality, efficacy, reliability assurance and care.
Web designers have the job of working alongside clients or organisations to discuss ideas and develop job details and requirements for websites and more recently mobile application development, to provide their end uses a multi-channel window into their systems. They design and develop website content for clients as well as maintaining or coordinating maintenance for those websites once completed and implemented.
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.
What we found out was the foundation for our article on building a therapist website. Some of the more mature shall we say members of the group had used Adobe Dreamweaver or Microsoft FrontPage to build a web site with. The information age has continued to move ahead and today most individuals wanting to build a web site for themselves can use hosting accounts that offer simple drag and drop website builders.
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
The ability of the management in positioning and establishing the product is a success in any company that operates for marketing and profit acquisition. Furthermore, the ability of the company and its management to complete and maintain a competitive edge among its competitor throughout the product differentiation is another basis to say that is successful. Also, innovation and the constant development on the product lines and the growing number of customers also define the corporate standing of a company. Effective branding strategy and strong brand name are an important part of the profitable business. But, all the strategies and all marketing theories can be worth nothing without the compliance of the desires of consumers.
Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of "what is good branding" and "what is successful marketing". In fact, they are two separate topics on academic, and branding is just one of the numerous marketing activities apparently. However, the perception of consumers might be a good guide to answer the question.
Identity based brand management has its main cause for repositioning, if a brand’s consistency and continuity are harmed. Continuity requires the retention of a brand’s essential characteristics over time. Consistency refers to the avoid-ance of controversy within the repositioning strategy in comparison to its former positioning. The major importance is to not overstretch the repositioning by changing too many characteristics of the brand, which would otherwise lead to a destroyed brand identity (cf. Kapferer 2008, p.
The most important task of developing and designing a web page is the gathering of information. You first need to brainstorm about what you would like the web page to consist of. Collect everything that you want to become part of the web page, from editorials and graphics to company information and history. It may be a good idea to get your hands on as much data as possible, and then decide what is to be used in the web page. Whatever material that you do not used may be discarded later. All information previously gathered is categorized in a hierarchy form from the most important to the least important.
Your brand is your identity and it should clearly communicate your unique selling proposition-what you do that makes you special.