Adding Pictures and Banners

Sticking with the theme so far, for each page consider:-

• Your Product
  
• Your Target Market
  
• The Benefits to that Target Market
  
• Which Benefits deliver points of differentiation from the competition

We are now starting to build an understanding of "Your Brand"

Each Brand has "Core Brand Values", and we are developping a view of what your core brand values (Product Differentiators) are for each product and their associated target markets.

The images on each page need to support these core brand values.

"Branding" a worked example

Sticking with the British "In Car Entertainment" manufacturer.

We know his Products, we have taken a view as to his Target Markets and the Benefits for each target market

(Competitor analysis is outside the scope of this document).

The Banner

On each product page the Banner should reflect the "Brand Identifier" the Logo, and the "Umbrella Brand" in this case "Quality" as a core differentiator across the product range. "Curry Motors - Nice people to do business with"

These concepts are not set in stone, however it is useful to reinforce your brand differentiators at every opportunity.

Copy Images

The Pictures you import into the copy should support the customer benefits of each product.

If this is starting to feel like "Marketing Speak", please call eVolve on 01707 373700, ask for Nick Brown , or email nick@e-rm.org , and we can discuss your specific marketing requirements, within the framework of your business and it's market.

This area is also dealt with in Unit 2/. "Adding Pictures".

With the Branding issues discussed in Unit 7/. "Communications Strategy" on our WebMaster Training Sessions.

See "Join the CareAbout Community"

Next Step

GOTO our first major review point, "Making it all Happen"