Website Design: Template or Custom (Part II)?

Last week’s post discussed the pros and cons of using a template for your website design.  Let’s now review the pros and cons of a custom website design.

Custom Web Design Pros

• Custom layout
• Search engine friendly
• Built for your needs
• Scalability

Custom Web Design Cons

• Takes longer to design
• Higher Costs

With a custom website coding and page design is done from scratch. Therefore it takes longer to create. However, a professional designer will give you a website that will grow with your company, blend with your printed marketing collateral (enhance your brand) as well as give you credibility with your target audience.

The more professional looking your website is, the better your chances of attracting customers, producing leads and phone calls. When deciding if you should use a custom or template website design, keep in mind that you want your business to stand out from the crowd and be memorable.

Having a website that looks nice is only part of the marketing package. Custom or template you will have to work on search engine optimization (SEO). So how do you choose? Ultimately you should find out the cost of each method. Include the time it is going to take you learn how to use a website template and compare that to the cost of a custom website design where you will have time to market or build your product in the same time frame.

Whichever way you decide to go, template or custom design, remember that websites are an extension of you and your business.  While templates may save you time and money in the short-run, a personalized design will always be more beneficial in the longer run.

Website Design: Template or Custom (Part I)?

I recently sent out a proposal for branding the company of a small business owner. For illustrative purposes we will call the client Joan.

Joan was on a very tight budget as all start-ups are.  I mentioned to Joan that instead of a custom website we could cut cost and time considerably if we customize a template for her. I told Joan a website is like building a house from the ground up or purchasing a ready-made new home. Here is what I shared with Joan to help her decide.

Template Web Design Pros

• Customizable
• Wide selection of premade and turnkey templates
• Quick turnaround time
• Very low cost

Template Web Design Cons

• Design not unique
• Customization may be limited
• Coding errors that prevent SEO (reducing chances that visitors can easily find you)
• Generic look of design (not branded)

With templates, the graphic design part of the work has already been done; you pay a licensing fee to use that template, as long as you comply with the terms of the license. Website templates are cheap, but like everything else you will get exactly what you pay for.

If you are a client looking to save money and time, we suggest going with a website template and finding a professional web designer that will customize a pre-made template design for you. Beware of web design scams from designers who sell premade templates as unique custom designs!

Next week I will share the pros and cons of custom website designs.

Choosing The Right Color For Your Brand

This article was inspired by President Obama’s first State of the Union address.  I noticed he wore a red tie with white stripes and Vice President Biden wore a blue tie with red and white stripes. I laughed at myself as I knew the colors were chosen by someone who knew the meaning / symbolism of color. What did our leaders’ tie scream at me? Red, White and Blue—“America”!

Colors are non-verbal communication. They have symbolism and color meanings. Therefore, as you create your brand identity it is helpful to keep in mind how the eye and the mind perceive certain colors and the color meanings we associate with each color. Here is a list of common colors used in business identities and their meaning*:

RED
Warmth, Love, Anger, Danger, Boldness, Excitement, Speed, Strength, Determination, Desire, Courage 

ORANGE
Cheerfulness, Low Cost, Affordability, Enthusiasm, Stimulation, Creativity 

YELLOW
Attention-Grabbing, Comfort, Liveliness, Cowardliness, Hunger, Optimism, Overwhelm, Summer, Comfort, Liveliness, Intellect, Happiness, Energy

GREEN
Durability, Reliability, Environmental, Luxurious, Optimism, Well-Being, Nature, Calm, Relaxation, Spring, Safety, Honesty, Optimism, Harmony, Freshness

BLUE
Peace, Professionalism, Loyalty, Reliability, Honor, Melancholia, Boredom, Coldness, Winter, Depth, Stability, Professionalism, Honor, Trust

PURPLE
Power, Royalty, Nobility, Elegance, Sophistication, Artificial, Luxury, Mystery, Royalty, Elegance, Magic 

GRAY
Conservatism, Traditionalism, Intelligence, Serious, Dull, Uninteresting 

BROWN
Relaxing, Confident, Casual, Reassuring, Nature, Earthy, Solid, Reliable, Genuine, Autumn, Endurance

BLACK
Elegance, Sophistication, Formality, Power, Strength, Illegality, Depression, Morbidity, Night

WHITE
Cleanliness, Purity, Newness, Virginity, Peace, Innocence, Simplicity, Sterility, Snow

Before you launch your brand identity, consider your goals and what reaction you hope to receive from your target audience. Also keep in mind that culture dictates color meaning hence subtle variations in the international business world.

Look at your brand identity…Did you choose a color that represents you, your culture, and your beliefs?

* Color meaning taken from www.changingminds.org

“Guerilla Marketing” In The Bronx

Guerrilla Marketing is defined by Jay Conrad Levinson in his book Guerrilla Marketing.  The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term has since entered the popular vocabulary and marketing books.

Guerrilla marketing involves unusual approaches such as encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources. Evidenced by my recent blog post on one of the things Blossom Flower is doing to increase profits.

Travis Bowens owner of a tax franchise, Instant Tax Service, located at 646D Neried Avenue (Bronx, NY) wowed the neighborhood with his grand opening stunt.  Travis worked with AARROWADS.COM to create a buzz in the town.  For 8 or 10 blocks from Travis’ office we could see men wearing bright red shirts and twirling signs with the name and logo of Instant Tax Service.

Take a look at the posted video featuring Erwin Pacheco (1-888-5-AARROW) and tell me what you’ve done in your neighborhood to earn the name “Guerrilla Marketer” or share what others are doing to maximize profits.

 

 

Building Your Marketing Collateral In 2010

 

New Year—New decade—Optimism is in the air. I predict 2010 will be your most productive year ever if you take action today!

Begin by taking stock of your current marketing collateral and determine what worked for you in 2009. Marketing collateral — or printed pieces that support your marketing efforts include but are not limited to:

• Brochures
• Business Cards
• Catalogs
• Newsletters
• Note Cards
• Pocket Folders
• Postcards
• Reports/Whitepapers
• Sales Sheets

2010 Action Plan

• Review current marketing collateral.
• Remove outdated or non-producing pieces.
• Post reports, whitepapers on your website and provide an easy way for prospects to view them.
• Keep extra brochures, mailers and business cards with you.
• Write thank-you notes, follow-up letters, reminder cards and more on your note cards.
• Be sure to give out brochures and business cards to people and businesses that not only want them, but can use or recommend your services.

Keep your marketing collateral current as different styles, colors, even words change from the “in” to the “out” list and a smart business stays on top of these changes and responds to them.

Here’s looking towards 2010 and beyond…put your action plan in place today!

Maria’s Insightful Solutions. Lasting Results.

I welcome Maria Marsala as a new contributor to our blog. Maria is a Business Strategist, Coach, Speaker and former Wall Street trader. You will find her articles insightful and I urge you to visit her website at www.coachmaria.com.

The One-Hour Marketing Solution
Summary: If you hate the thought of marketing, this article is for you. There are people who have found ways to market with integrity and have lots of fun, too. If this describes you, then skip this article! Other people would rather be doing anything else – even getting a tooth pulled (well almost) – instead of marketing. If that describes you, then start marketing 60-minutes each day.

Now, I’m not talking about creating forms, business cards, etc. Instead, take 1 hour each day and “really” market. First use that time to design a marketing plan (review your business plan for some ideas). Make sure that your plan includes many enjoyable ways to market or ways you think you’d enjoy. Do I hear lunch? Next, spend one hour per day conducting any type of marketing! Or spend the equivalent of that time – 2 afternoons per week or whatever way works for you – as long as it equals 5 hours per week.

Over time, you too will realize that marketing is fun. Without realizing, your marketing time will automatically begin to increase. Remember, if you get stuck… go to the web or your local bookstore and check out all the marketing information. There are rows upon rows of “how to market” books. So, keep in mind, you can market your way, market with integrity, and have fun, too.

Use the books below to investigate fun ways to market:

• “Guerrilla Marketing Handbook” (or any guerrilla book) by Jay Levinson and Seth Godin Lots of inexpensive and great ideas to build a marketing foundation and see what enjoyable methods you can add to your marketing plan.
• “Selling The Invisible: A Field Guide To Modern Marketing” by Harry Beckwith Especially good if you market a service vs. a product.
• “The Portable Coach: 28 Surefire Strategies for Business and Personal Success” by Thomas Leonard Marketing using the 28 principals of attracting people and business to you.
• “Permission Marketing: Turning Strangers Into Friends, and Friends into Customers” by Seth Godin and Don Peppers.
• “Integrity Selling: How to Succeed in Selling in the Competitive Years Ahead” by Ron Willingham.
• Visit our recommended business foundation books, at www.TheResourceQueen.com/books.

Contributor: Maria Marsala
© 2009 Chief Business Collaborator Maria Marsala has been publishing MORE BUSINESS ezine since 1999. If you’re ready to make more money, kick-start your marketing and live a high quality life, get your FREE tips now at www.ElevatingYourBusiness.com.

 

The 4 Types Of Brand Designation Are…

Before you hang your “open for business” sign, get to know the terms below.

1. Brand Name
   A word, letter (number), group of words, or letters (numbers) that can be spoken. Examples are Charmin, Lipton Cup-a-Soup, and IBM.
2. Brand Mark
   A symbol, design, or distinctive coloring or lettering that cannot be spoken. Examples are Prudential’s Rock.
3. Trade Character
   A brand mark that is personified. Examples are Ronald McDonald and Pillsbury Doughboy.
4. Trademark
   A brand name, brand mark, or trade character or combination thereof that is given legal protection. When it is used, a registered trademark is followed by ®. Examples are Scotch®  Brand tape and MasterCard®.

5 Quick Ways to Improve Your Company’s Identity

Add a spark to your corporate identity and boost your online presence.  

1. Add a Blog to your website
   Have an open discussion online about your company and the products and services you provide. Blogging is a fun and affordable way to have direct involvement with your clients. It allows you to offer advice, news, or promotions about your company on a regular basis. A blog also exhibits you and your business as the expert in your field, boosting your credibility and confidence with potential and existing customers. Blogging can open the door for feedback and discussion between you and your clients. By providing an open forum, you can gauge your company’s performance and your customer’s wants or needs.  
2. Email Signature
   Let your clients know who you are and what company you represent. Sign all of your outgoing email messages with your name and company logo. A graphic signature will immediately be attached and included inside all of your outgoing emails. Ditch your boring text signature, and send a visual reminder about your brand with every outgoing message.  
3. Email Marketing Template
   Impress current and potential customers, by sending a professionally designed email message. By establishing your brand in the valuable real estate of your customer’s inbox, you can cheaply and effectively advertise your business and build brand awareness to already pre-qualified customers. Unlike a blog, your customers don’t need to search to find out about your company, the news comes right to them!  
4. Post Card
   Update current or former clients of what your business is up to. If you have a new product or service that you are promoting, no one will know about it unless you inform them of your updates. A branded post card is an excellent way to show off your identity and bring in more business by making sure your clients know of your new ideas. Not only will a postcard enforce your branded identity, it can be an affordable sales and promotional tool.  
5. Electronic Brochure
   An electronic brochure is a great way to grab a client’s attention. Sending your clients an electronic version of your print brochure reminds them of your business’ unique services or products. It’s a great informational tool, which can also contain hyperlinks right to your webpage. This way, customers will always know how to find you.  

 

Contributor: Joe Witte

Why Every Business Needs a Brand (Part II)

Main Goals of Branding

• Deliver a clear message of what your company sells or why your product is superior
• Confirm credibility for your company among your target market
• Make an emotional connection, confirming that your product or service is what people want or need
• Establish loyalty with your users to keep them returning
• Create a valuable reputation to maintain a future in business
• Create motivation in a buyer so that they seek your service or product

The key to good branding is to create a thought or image, not only on paper, but in the minds of consumers. I know when I think of fast food or a hamburger; I think of McDonald’s golden arches and can almost taste a Big Mac. McDonalds is another example of excellent branding. They have been a presence in our lives for so long that most all of us even have childhood memories of McDonald’s birthday parties or hanging out after school in the play place. The company has achieved the memory in the minds of consumers, which makes them return to spend their money there. They have used their arches as their image so that when you see them, you also see their product and it causes those memories to be recalled. McDonalds and Nike are well-established companies and their marketing concepts are different from those of a small business, but their brands are well built up over long periods of time.

A company brand exists within the minds of customers, clients, and prospects. If you were to take your entire marketing strategy and add up all its components together, your brand would be the sum of your efforts. A well-established brand is priceless as companies continue to compete for customers, especially in today’s economy. Building a brand does take time, but the investment is worth it since your identity is what will draw customers and clients. Just like the mark on the cowhide, your brand establishes who you are and sets your identity apart from the others. It is your general foundation for your company and is something you would not want to find yourself without.

 

Contributor: Nicole Lee

Why Every Business Needs a Brand (Part I)

What is a Brand?

It is a very vague concept and everyone has a different way of defining it. It seems that branding professionals even dance around the subject, since it is hard to put into words. Hopefully, my explanation will help clear it up. When you think of branding, what is the first thing that comes to mind? If you live or work on a farm, a brand is what you burn into a cowhide to identify the animal, but a brand for a company is much more. A brand is many components together that form an identity or trademark for a company or product. Much like the cow, a brand for a company solidifies the company’s identity and sets their services or products apart from the competition.

Components of Branding

1. Image: Your image is your logo or visual representation that consumers can see when referring to your company.
2. Values: A value system is important and a company should have confident views on subjects, so that families will feel comfortable and trusting when making purchase decisions.
3. Personality: Adding human characteristics to a company’s identity and making it more relatable to a specific target market
4. Slogan: Not all companies choose a slogan as part of their brand, but it can help deliver the company’s message. A good slogan can be a recognizable feature.

There are many other components that make up a brand however they may differ based on the needs of the company. Each company strives to create an identity for different reasons and before attempting to create a brand, it is important to determine those needs and follow through accordingly. If this still seems confusing, I will throw an example out there.

Nike is a very well known brand. As a large corporation with enough money for over the top advertising, Nike’s marketing strategies will be very different from those of a small business, but when you break it down, they still follow the same general guidelines. The Nike logo is simple: bold lettering with the swoosh below, but it is not the logo itself that makes the brand, the brand is formed by the recognition of the logo after years of identity building. When either you think of the name, Nike, or the Nike swoosh, you think of athletes, sneakers, or quality athletic equipment, although the company goes beyond that to further their brand. In order to attach the Nike name to those things, they sign contracts and endorsements during sporting events for all kinds of advertising. They make deals to have close ups of the athletes’ shoes displayed during a game so that people can identify a Nike shoe with that athlete, but they don’t just choose any athlete, they choose the best athletes, because only the best would wear their shoes. They do this to demonstrate that they have a superior product that is only worn by the winners. All of these marketing ideas added together are what makes up Nike as a brand.

Next week (9/3) we will continue the conversation by discussing the main goals of branding. 

Contributor: Nicole Lee

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