You need a strong brand to be competitive & consistent across communication media to build & maintain your brand. Branding online is cost effective as compared to traditional mass media & is usually an extension of the offline branding - factors that alienate senior management from the task. In the online world, Web 2.0 has created new vistas as well as challenges for branding. Leaving the online branding exercise in the hands of interactive/ digital agencies or even ad agencies can create confusion among customers & may lead to loss of synergy.
EvolutionCo takes a scientific approach to the art of branding. We differentiate ourselves on the basis of our approach to your online branding which begins with understanding your overall business strategy & then proceeding to your brand identity. The resulting exercise is much more than a "guide to run an online campaign" & is driven by strategy rather than marketing tactics, which prevents agencies from unwittingly tweaking the brand from campaign to campaign.
We provide services in the areas of web presence audit, online brand manual creation, user experience management & brand positioning. Get in touch with us today to create an online brand identity that is in line with vision of the organization & reflects its culture & values
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Your brands need consistency in representation across the web, be it your own properties or third party websites. Even with water tight organizational policies on digital branding, this is not easily achievable. Our approach is to list down your properties, audit their adherence to online brand guidelines & then move on to third party websites. The latter is not a one time activity & includes a lot of automated tools that alert us about how your brand is featuring on websites all over the Internet. We use the latest in invisible digital watermarking to enforce brand consistency across the web. Our auditors specifically go through social media websites to get your brand representation near to perfect on the social sphere.
An audit of your domain names forms a crucial part in protecting your brand online. A first step is to register all Top Level Domains (TLDs) related to your organization/ brand name/ trademarks. The second step is to register country specific domains in geographies where you have a presence, do business online or plan to do business in the future. The final step is to account for mis-spelt brand names & typos from the computer & mobile devices. Our auditors also check for domain renewal policies in your organization & set in place processes for registration of new domain extensions as & when they become available
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Whether its updating your online brand manual or creating a new one, we at EvolutionCo believe that we have the right set of skills to execute the project for you. For creating a new version of your brand manual, whether to bring it upto speed with the latest on the Internet, plug loopholes or sync it with an offline rebranding initiative, we have defined processes & checklists that go beyond the fads on the Internet & ensure completeness of the document. If you are venturing into creating guidelines for the web for the first time, you will find in us a partner who treats every business differently, understands them & not just creates documents, but creates internal processes, job descriptions, checks & balances & even undertakes training programs for your digital vendors.
We create end to end documentation for Technical, Editorial & Visual guidelines spanning all devices on which the web is accessed, including PCs, Tablets, Mobile & Interactive (kiosks, Digital TV, etc). We do not leave any room for misrepresentation of your brand & provide detailed examples of each & every scenario. For example, our brand guidelines provide details on brand representation for online (or online extensions of) co-sponsor deals.
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If you are planning a new website/ microsite/ landing pages/ EDM (electronic direct mailer) or revamping an existing one, our user experience management team can add value to the process, either as an independent team or working with you in creating a UX plan.
Our team has expertise in the following areas:
- User Journeys
- Information Architecture
- Wireframes
- Usability
- Accessibility
- Heat Maps & Log Analysis
The user experience plan is a combination of the overall online strategy & specific goals set for the web presence. Our analysis of heat maps & log analysis provide valuable inputs on how a particular UX plan is faring & can be configured to calculate ROI of these projects. However, we always keep in mind the bigger picture, which is the way User Experience can be used to execute strategy.
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Positioning a brand online requires identifying brand equity components that determines a brand's personality. Your customers do not consciously interact with the elements that make up a brand, they comprehend the organizational image as a whole. The 4 Ps of marketing play a crucial role in determining brand positioning online & the "market space" a brand is perceived to occupy in the mind of the target audience.
Increasingly, the first impression about a brand & hence its positioning is determined by its online presence and is moving away from the website or microsite created for the brand to the social media sphere. Just like a user's character is visible through his/ her posts, responses, sense of humour, etc, a brand image is being created in the user's mind, that is far more "real" & "humane" than it used to be in the offline world. Consultants at EvolutionCo study your brand online & determine the character it currently portrays & create a roadmap to reposition the brand.
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