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The advantages of a responsive website design

ENIGMEDIA stage PROFILESo what do we mean by the title of this article? We know that websites are constantly changing and evolving but the idea of responsive design is nothing new.

The main focus here is the use of cascading style sheets, which automatically figure out the size of the screen being used by the viewer – for example PC, smart phone or tablet. Not surprisingly, this type of coding, although a few years old is now coming into its own.

Opening a web page on multiple devices impresses and creates a feeling of familiarity and reliability for the viewer, ensuring that they will return to your site! Viewers (and customers) can immediately recognise your brand, principles, visual content and editorial from their office or home PC and also on the move from their tablet or smart phone. From a website owners’ point of view, the cascading style sheet technique means that only one website needs to be created and not lots of different versions for each new device entering the market. Saving you time and money – clever, hey?

From a marketing standpoint, this streamlined method of website design means that you are easier to find and have a much clearer online footprint. A single website will generate a higher organic Google search ranking and more visitor traffic because there is no dilution of your main URL, which would be inevitable if you were to create multiple websites.

Increasing the user-friendly nature of your website will also lead to a higher conversion rate – visitors will be comfortable with your brand, whichever method they choose to view your online shop window. Tracking visitors and traffic should also be much simpler – you only have one website to analyse! This leads to more accurate reports and therefore more successful marketing campaigns.

There are some upfront costs to consider but in the long run, creating a new website with the ability to be viewed across multiple devices is preferable to amending an existing website, which can lead to broken links and confusion for the viewer. Consider creating a responsive website as an investment in your business; the costs are more than likely to be offset later.

For your business to stay competitive and fresh, targeting multiple devices is paramount. Be sure to check your website analytics to find out exactly how your viewers are accessing your web content. Stay in tune with your customers as well as the fast-paced world of technology to get the most out of your marketing campaigns and guarantee a return on investment.

The importance of creating a brand for your business

ENIGMEDIA stage PROFILEIn the first instance, what do we mean by a “brand” ? The Chartered Institute of Marketing (CiM) defines a “brand” as:

“The set of physical attributes of a product or service, together with the beliefs and expectations surrounding it – a unique combination which the name or logo of the product or service should evoke in the mind of the audience.”

In short, a brand is a personal identity which in business, sets one company apart from another. Businesses should create a strong, unique brand so that customers can identify and recognise them. The best brands enable customers to choose one reputable company amidst a sea of others who may be offering the exact same products and services.

Developing a company brand takes a lot of thought and planning. A brand is an overall “look” which should be designed so that it can be used across a variety of media to publicise a business. A logo is often the first stage in creating a brand for business but should also encompass a strong company ethos and mission statement. Customers need to recognise that a business will deliver the best product or service and a solid brand enhances this. Branding is essential in ensuring that customers will support and endorse a business and that fellow industry professionals will recognise and understand it.

Examples of strong brands include Coca Cola, Nike, Disney and Apple. These companies are recognised globally because their brands have a high impact and their logos are seen in every city, every day. A logo needs to be designed so that it is eye-catching, clever, flexible and thought-provoking but simple. Consumers should become familiar with a robust brand so that they remember and trust the business or organisation that it represents. It goes without saying that frequent re-designing of a logo would be counter-productive!

Although a company brand isn’t just about a logo. It also applies to products and services, treatment and training of employees, advertising, packaging, stationery, customer services and the overall business culture. These are known as “touchpoints” whereby the general public comes into contact with a specific brand which can then affect their perceptions of a business or organisation.

Designing a brand is essential when creating the public “face” of a business. It should reflect the whole company identity as well as communicate to consumers and other businesses using a clear and accessible approach. A business can stall and even fail if not enough time is spent on planning and creating a company brand with an automatic promise of high standards and an unbeatable customer experience.

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