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The art of branding is undergoing evolution where the change is highly affected by our kaleidoscopic postmodern culture, rapid communicative channels and globalization. Even in the past decade, the brand managers would aim to establish the brand and services with consistent and repetitive methodologies. The message of the brand would be same and independent of the adopted marketing channel. It is the objective of the website designer to find an appropriate identity system that would be compliant and coherent in different manifestations of the business. They can be codified as the brand identity style guides. The good website design would further solidify the branding. The approach to the consistent branding method became popular from the late 20th century. Marketing techniques would be employed to provide a holistic experience. Before this, the companies did not face the customer service challenge and scrutiny as they face now. The post war led to a notion of standardization that stemmed from science, industrial revolution and working of the capital. This further gave birth for the corporate designers to apply standardization and aim for simplicity. This was done by employing all the available communication channels especially the ubiquitous mass media. The world has progressed and now we live in a different context altogether. The consumer appears to believe that a brand should earn its attention from its audience, and eliminate all the boring and repetitive components. Otherwise, the target demographics ignore and then exclude the brand. The postmodern world is more fluid and diverse. Today the world constitutes of myriad electronic media and display capabilities. One of the contemporary brand identities is through the website design. This is the reason that the website should be able to project beyond its visual manifestation. The brand could convey its message across multitude of technology platforms and experiment with the different ways of communication. The result is to evoke the sense of satisfaction in the user. Consistency is desirable, but it is not necessarily the main driver in establishing the brand identity. Consistency may be counterproductive. The different stakeholders, marketers and audience make it difficult to maintain a constant control especially in this dynamic business and technology ecosystem. It is a smart option to employ variance that would establish parameters and yet project the desired feeling irrespective of the media. This is not a new concept. According to the brand manager aficionados, a robust brand language can be defined as one that is flexible, adaptable and recognizable. One of the reasons that good website design is integral for the success of the website, is because it actually reinforces the business in the online world. The brands however, should enable themselves to be more surprising. They should be able to cater to the desires of the target audience, flirt with visuals and yet be able to listen to the requirements of the customer. The brand image displayed through the website design would otherwise become irrelevant. The social media is the next step that can be employed to define the brand to the customer. The ideal balance is to be flexible and yet keep the principles, business values and objectives intact. Without these attributes, the brand may morph according to the external whims and impulses. This fresh approach to branding through websites is now being adopted by major brands. The liberating website is more engaging, delightful, rewarding and interactive. The website designers may have to exhaust themselves to understand the complete potential of this method. Beyond the formal considerations existing in the website design, the brand can also be defined with external parameters like the attributes where the brand interacts. The unprecedented growth of the social media and digital platform has improved the interest towards Internet. All this has made a major impact on the approved channels for interaction. Implementing marketing techniques, the idea is to use all the available media channels to share the brand with the audience. The companies are also employing mobile websites to take the campaign directly to the user and provide a much more personalized experience. There are companies that use co-creation, product customization, and brand visualization to establish the brand. The new approach to define brand is by being effective and yet flexible. The new approach would not dilute the brand strategy. The three crucial things that establish the brand are the positioning, personality and attributes. Writing remains an effective way to establish as a brand manifesto. Only with effective writing can the brand’s emotional and sensorial expressions be further instituted. It would also serve as the reference point that would make the website more future proof. The website design is more about generating algorithms that create vector-defining equations. This does not mean that the generative art is an indispensable tool but there are certain aspects that would reverberate with the fluid branding. It is the role of the website designer and the brand managers to find what makes the brand pliable, and what elements would lend it more flexibility and variance. Even if it is a good website design, brand identity definition has ceased to be a one-way street. The brand cannot solely rest on the visual aspects. It is important that the brand is able to interact with the audience both online or offline. If the organization exists in different locations, it should be able to promote engaging content that is deployed at the local level and yet can seamlessly connect with the global market. Enabling a flexible brand identity would further enhance the brand’s interaction with their customers. Author Bio: A good website design would help the company to establish as a brand amongst the target audience. Steven Brown understands that website design needs to be effective. To know more about the services of branding, contact here.
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