Brand Development

Brand Development and Website Design 1024 1024 Arrive Online

Brand Development and Website Design

Think about it – What do Wonder Woman, Lara Croft and Catwoman all have in common (besides being smokin’ hot)? They’re all completely unforgettable, super sexy and infinitely strong Super Heroes… The kind of femme fatales that every ‘she’ longs to be and every ‘he’ longs to love.  These lovely ladies are more than just eye candy, they are the perfect example of an archetype – and the fact that they stir so much emotion and build up such dedicated fan-gasm’s is exactly the reason why you should be asking yourself just what archetype personifies your brand – especially when it comes to website design and development.

Archetypes are commonly associated with characters in a story. However, they often tie to themes and emotions that extend far beyond the boundaries of a script. The one sure thing about a memorable archetype is that they remain consistent over time because they represent values, traits, and motivations that are intrinsic to human nature. And this is how a personal connection, AKA brand loyalty, is formed.

When considering website design and development for your brand it is pivotal to build a strong personality or archetype that will tap into universal human desires. A relatable personality takes the sales pitches and value propositions and transforms them into a character that people understand, relate to and ultimately fall in love with.

The power of archetypes is that they can be specifically tailored to your audience’s needs and wants. Whether it’s creativity, motivation or innovation they’re longing for – there’s an archetype for that. In other words, brands use archetypes to forge a connection between an audience’s need and your product.

Seems easy right? But be careful, finding the right archetype for your brand is crucial for building an identity that feels relatable, consistent and unique, and this a process that requires some thought. It’s important to do your research – who are you, what are you offering and most importantly who are your customers? More often than not, choosing a brand archetype is more a reflection of who you want your customers to be. Take for example Harley Davidson – They tout themselves as rebels, non conformists, tough as nails bad boys who nobody messes with… and this is how they’ve successfully attracted a customer base of white-collar men with money who want to feel a little rebellious. True? We think so. You must be what you want to attract.

So now you’ve decided on your brand archetype, what’s next. Well let’s go back to Wonder Woman for some sound fashion advice… Do you think she would be viewed as the vivacious vixen you’d call on to save the day if she was dressed in a pink nightie? No, of course not. Colour psychology has an inexplicable subconscious connection with how your brand and your brands archetype are perceived by the public. Super heroes wear bold, bright colours; Harley Riders wear black, leather jackets… Your colour choice must support your archetype, or you might as well be wearing your “ I ❤ Vespa” t-shirt at the next Hells Angels Rally.

Whether you’re a disruptive brand that is out to shake the foundations of e-commerce as we know it, or a quiet start-up for retired millionaires – pairing your archetype with the right colour palette can take you leaps and bounds into the landscape that you’re looking to take root in.

There are no set rules when it comes to creating your archetype and using it as the basis for your website design and development but there is one cardinal sin that you should never forget – once you create your archetype, be 100% authentic to it in every single thing that you do. Yes… Every. Single. Thing. From social media, PR, web content and site development; never stray from the personality, tone and style of who your brand is. It can take years to watch your archetype grow into the character that consumers dedicate their hard earned bucks to – but it can also take minutes for it to be shattered by one unauthentic piece of communication. The consumers within this post-millennial age of digital enlightenment are savvy creatures; they will leave you just as easily as they fall in love with you. Always be authentic.

Breathe… It’s not all doom and gloom when it comes to creating your archetype. Just make sure you have a fundamental understanding of who you are speaking to and where you can find them. As you tap into and explore this market as a certain archetype, make sure you are gauging their response. Are they engaging with your brand and the voice you have given it? If not, don’t flog a dead horse – there is always space to relook at your archetype, along with your colour choices and change it based on sound insights. Brands ebb and flow, and as long as you’re not changing it up every second week, making you look like a ‘jack of no trades’, strategically researched changes, implemented at the right time can course correct your brand ship and ensure that it sails away towards that golden sunset – with Wonder Woman at your side 😉.

If you feel like you might have a case of extreme multiple personality disorder, you can always just rely on us to clear the clutter and give your brand a definite and workable archetype to model your website design and development on.

How to create a compelling company profile 600 400 Arrive Online

How to create a compelling company profile

Company profiles are an integral part of your marketing mix, but how do you take them from bland to breath-taking?
Yes, obviously your company have been experts at what they do since 1983 and yes, obviously your company is going to give the best possible service in every area imaginable etc. etc…. But seriously, what about your company profile is going to compel people to not only read it, but to take it seriously and most importantly, remember it?

Creating a compelling company profile is not simply about exploding every single fact about your company since its inception onto a piece of paper, it’s about creating content that takes your reader on a journey.

I understand that you want to come across as professional, but that doesn’t mean you need to turn down the volume on creativity. Your company was created for a reason, there was an integral “why” when you came to life and that is the story that you need to tell. To be quite frank, your company history might not be the most interesting story, but any story is bound to be remembered more than a bunch of listed facts and figures.

Here are some tips on how to get your unique story across, and how to ensure that users aren’t immediately hitting the back button on their browsers.

1 – Tell me who you are
I hop online and within 5 minutes I am assaulted from every angle by some kind of messaging. “use us”, “buy now”, “we are here for you” etc. But do I really connect to this messaging? I for one, want to know who I am giving my hard earned rands to. Who are the people behind the company, and are they really the right players in the field that I’m investing into? If the company tells me straight up, from the start who and what they are, without trying to bamboozle me with information, I am much more likely to connect with my heart – and my head will soon follow.

2 – Add Visual Appeal
An interesting story automatically grabs my attention, but if there are exciting and relevant visuals attached, I am 100% sold. Keep your profile dynamic and striking, by using larger than life visuals that speak to who you are and what you do. If I see it, I will believe it.

3 – For the love of God, please – update!
If I come across a company profile that is an old, dusty relic that hasn’t been updated since VHS was king, there is no way I am going to trust that brand. Be relevant and with it when it comes to updating your information. Amazing achievements from 10 years ago will only damage your brand and alienate your audience.

4 – Go beyond your product
You want your brand to stand out from the competition? Show me the human side of who you are. What do you believe in, what are you passionate about and how do you make a difference? Yes, we are all cogs in this machine called technology, but please, show me that there is at least one human heart out there that I can connect to.

5 – Show off
There is a time to be humble and there is a time to pat yourself on the back. Have you done something great that changed the world? Have you had another influential client that has found fame and fortune because of you? Then tell me dammit! I want real and honest reasons to use you.

6 – Share your inspiration
Did you know that Starbucks is named after the first mate in Herman Melville’s Moby Dick? And that their logo is also inspired by the sea – featuring a twin-tailed siren from Greek mythology? I didn’t know that until I was checking out their company profile… It’s not a fact that will necessarily influence my buying patterns, but it has definitely made me more interested in them. Your brand origin story might not have any interesting quirks, but if it does, then share it!

The specific stories, pictures details and quirks that make up your brand essence are also the things that are going to make you memorable and well rounded in the minds of your audience. Be your brand – honestly and authentically in everything that you put forward.