It is said a picture is worth a thousand words. A Chuck Norris is worth 1 billion words. So who better to use to explain a perfect website than big Chuck! This saga will use Chuck Norris to explain how to create the perfect website (in theory). Below is an introduction to the Chuck Norris saga, and how this article has been split up. Please feel free to scroll down to the title which takes your interest first:
- Analyse the audience
- Competitor analysis
- Industry Analysis
- Know yourself as your client knows you
- Make things simple for the average Joe
- Those little things every brand should remember:
Each title reflects a part of the branding process you should consider when building that perfect online brand. Introduction Ok, let us examine the title quickly before you make the assumption this is the ramblings of a mad man! Yes it is true, Chuck Norris is rarely associated with websites or digital marketing, but a man who “can win a game of ‘Connect 4’ in 3 turns,” and the only man in living history “who has beaten a brick wall at tennis,” is a pretty good role model for perfection. What do I mean by perfection? Well without becoming too deep “perfection is in the eye of the beholder,” i.e one persons perfection is another’s average! But to us reading this post, perfection is a website which meets both the users and the search engines needs. This blog saga will be split into 6 parts, each post part focusing on making of a perfect website. The 6 points which will be blogged about are:
- Trust the brand (branding)
- Link building
- Brand awareness
- Social Media
Each one of these factors has an integral part to a flourishing website, and playing the devil’s advocate, I know a lot of these points can be disputed and furthered, and I encourage this. I don’t want to be right; I want input so we can create that perfect website frame for the future!
But with no further a due the first part of making a perfect website is the branding of the website:
So how do we create that perfect website branding, and make our website more Chuck Norris than Chuckle Brother? Well think of every well known brand you can think of and they all create a persona around them! Primark (or Primearni to the students) is known for its cheapness, Apple demonstrates loyalty and advanced nearly futuristic technology. The list goes on and I am sure you’re thinking yes these are big brands, how does it relate to me? How it relates to you is that every brand does one thing in common, it makes everything consistent and more importantly it is built around the customer not the other way round.
Chuck Norris was a star because of the audience, and he became famous because he appealed to the user and was different to the norm. Not because he forced himself onto the viewer! And the perfect website should reflect this, it should reflect the user! Below I have drafted down what I think is needed to create that perfect brand for your website, with examples on who does this well. Oh yeah, in case you hadn’t realised there will be a lot of unnecessary Chuck Norris references:
Analyse the audience:
Online branding starts with asking who are your audience? What would they want to see and what type of experience do they expect? How internet savvy are they? Do they want or require education on your products? So to simplify this to create the perfect brand, get a handful of your best and worst clients (worst clients, because if you win them over you can win over anyone)and build a persona around them, and reflect you’re branding to it. Google is the real Chuck Norris in audience analysis. Google’s clients, yes I said clients, just want an answer as soon as possible and Google makes sure it’s branding reflects that. With the addition of the knowledge graph and other items such as the carousel, people almost synonymously connect Google and quick answers together.
A smaller but equally as good example of powerful branding is counselling and therapy, whose branding reflects their clients’ needs to talk to someone who sympathises! As you can see below their branding illustrates “it’s good to talk,” and when visiting their website it is littered with friendly faces. Again another example of how the perfect branding should reflect your client.
Like Chuck, you want to be different to your competitors. You never saw Chuck Norris trying to be Jackie Chan and vice versa, so how do beat your competition without imitating them? One thing which is often overlooked is making sure your URL is significantly different to your competitors and it is as simple as possible! The best example of this is B&Q www.diy.com , whose URL reflects their brand perfectly, whilst being simple and effective! With colour playing a huge part in branding and memory retrieval, avoid the same predominant colour used by your biggest competitor and create a unique appeal to your website and make sure your brand name/ logo is not similar to your competitors. (random fact of the day <body bgcolor=”chucknorris”> test </body> creates the colour of red in coding)
What are the predominant trends in your industry today, do you see your competitors moving towards a more international approach etc? Examine your industry’s history, current state and future and create a brand around this. Today’s markets and technologies evolve rapidly, especially online. Be prepared to adapt your brand to reflect your customer’s needs. A strange example of this is Miley Cyrus. Love or hate her but she has reinvented her brand to meet the consumer. You should never be afraid to do this, because changing for the consumer is not just a selfless act but it is integral to that perfection we all want (WARNING: only change if you have the evidence that this is what the consumer wants/ needs)
Know Yourself as your client knows you:
What personality is associated with your brand. Chuck Norris can squeeze apple juice out of an Ipod; so let’s be honest Chuck’s brand will never be seen as the sensitive type. To make that perfect brand like Chuck you will to need translate this vision verbally to your website, so both design and copywriting need to work hand in hand.
Make things simple for the average Joe:
So with all of the information you have collected, target your clientele and focus on their specific needs. Rarely a jack of all trades gets very far. It’s easy to build a brand around something specific, rather than an eclectic mix of services/ products. Even the global companies create separate internal brands for different services; because it is never the case that one shoe fits all. The best example I could think of whilst my music is blaring is BBC Radio. BBC Radio is not just BBC Radio 1, but it is 1xtra, BBC Radio 2 and the list goes on. Whilst essentially this is one company, each station has been branded to reflect its audience through targeting their user and each brand is easily distinguishable. Your website should do this, if you have multiple brands you will have to breach the difficult question. Do you have multiple websites, do you build sub domains and/or do you house all the brands on one website and create a unique feel and build for each page. So to reiterate, narrow your focus to a specific niche–don’t try to be all things to all people. It’s easier to build a brand around this and you will find you have less competition as your service/ product is more unique and specific.
Those little things every brand should remember:
Chuck Norris didn’t start as big as he was, and your website won’t either. Plan for growth, where will your content come from in the future and how will it reflect the past content written? When new pages are built, how are you going to make them mirror your branding and as hinted previously the perfect brand is visual and simplistic, consumers today are more visual than ever and are more impatient. Oh yeah remember pick the right font to reflect your brand, this picture should explain all!
Time to wrap this up:
So to conclude if Chuck Norris was a website he would be for the user and would distinguish himself from his competitors. This gives the online brand a chance to stand on its own two feet and become recognisable for what they stand for, and hopefully not what they do (cough cough Tesco’s horsing around last year). Please join me for my next post which will be about how psychology can help you build that perfect website and if there is one thing you should take away from this post is:
Chuck Norris can slam a revolving door
Remember please comment and please give your opinion. There is no such thing as an expert in Digital marketing and you should always question what you read. With things changing daily, what is correct today could be wrong tomorrow!