When businesses aim to build a new website or e-commerce platform, their objective is often to improve upon their existing one while incorporating complementary features and similar design elements.
During the planning phase of the new site, it is crucial to focus on the primary goals of digitalization. Is the business expanding, or is the site a subsidiary of the previous one? Is the target demographic different for this site? How can the narratives from the original brand story be seamlessly integrated into the new site?
A common approach for businesses is to utilize a new domain to create micro-sites that complement their original website. This can be achieved through the use of sub-domains and the incorporation of interactive features. By doing so, businesses gain increased flexibility in digital marketing efforts, as they can interlink micro-sites and provide previews of upcoming products, sales, collections, or even gather valuable user data.
In the past, business websites, particularly e-commerce platforms, were primarily created as supplements to brick-and-mortar stores. However, with the advent of lockdowns in major cities, physical retail outlets were compelled to close their doors, leading to a surge in the need for digitalization in order to survive. Brands are now seeking innovative approaches to adapt to evolving consumer behavior and engage an entirely new generation with distinct purchasing power.
As a result of the global recession triggered by the pandemic, it is not surprising to witness a new generation of consumers who are more financially cautious and mindful of their expenditures. In addition to catering to their specific price points, businesses must also consider their brand identities and translate them into website designs capable of cultivating a dedicated following. By incorporating plugins or functionalities such as augmented reality, livestreams, and virtual reality, businesses can provide interactive tools that enhance users’ site experiences and add value to their purchases. These features streamline the decision-making process, prompting users to proceed directly to the checkout button. Implementing such strategies can significantly increase the conversion rate and drive business growth.
There are numerous strategies that even inexperienced marketers can employ to boost brand awareness. However, when investing in a website, it is crucial to aim for tangible returns beyond just spreading the word. Building a successful brand with a digital presence requires key formulas, including brand recognition and association.
Consider luxury brands like Chanel or Louis Vuitton, which can command high prices for their handbags despite the saturated leather goods market. This is because they understand the significance of brand recognition and have skillfully incorporated it into their designs. Brand recognition encompasses visual elements that are universally or internationally recognized, such as brand logos or distinct colors associated with the brand (e.g., red and yellow for McDonald’s).
Brand association delves deeper into the consumer’s mindset. It is the immediate thoughts that come to mind when a brand name is mentioned. For example, Chanel evokes luxury, while Burger King is associated with fast food. While this may seem like common marketing knowledge, newer brands in the market can struggle with establishing clear brand associations, making it difficult for them to develop a loyal following. The website plays a crucial role in facilitating these quick associations through clear design elements.
By focusing on brand recognition and association within the website’s design, businesses can enhance their brand’s identity, promote customer loyalty, and foster a strong following.