TrippingWords unalterated verbiage

Branding On the Web: The Identity Dilemma

In recent times, the term ‘branding’ has achieved a certain synonymy with the humdrum of corporate commercialization. The construction of an effective brand identity is now a prerequisite for firms aiming to establish a well-grounded presence in an economically competitive industry. Traditionally, branding refers to the conceptualization of a unique (often aesthetic) identity that is capable of capturing an organization’s broad objectives and aspirations, whilst retaining that sense of glossy and sophisticated professionalism. While such an explanation is fairly accurate in an industrial context, it fails to account for the social dimension of brand identity- the idea that all brands are indeed, carefully tailored user-experiences.  A brand immerses the user into a unique realm that is professional and yet invitingly persuasive – brand identity is all about designing ‘experiences’. Branding on the web is less than clear-cut.  

Branding is the Essence of Client-Firm Individuality

An effective brand identity concept is often one that connects with its client base at a fairly personal level. There is an acknowledgement (and embracement) of individuality; it exudes the following message:  “you are not another run-of-the-mill person, but a distinguished guest whose opinions are highly valued and cherished”. Branding is an organized method of acknowledging the individuality, of both client and firm. In the current impersonal era of automated technologies (E.g. auto responder emails and the like), branding emerges as a platform for corporate conglomerations to reinstate the notion that there are humans behind “the well-oiled commercial machine”.

In some quarters, the personalization of user interaction has meant that firms are now more ready than ever express a more down to earth and quirky side of its professional operation. Self-deprecating humour is a widely utilised tactic in breaking the monotony of commercial mechanization. From comical mug shots to full-length portraits of underwear clad designers, identity branding is a strategized effort to breakdown the rigid impersonal barriers between firm and client.   

Blogging, to me, is the hallmark of the branding process. At a perfunctory level, the blog is a ‘journal’ detailing an individual or firm’s own reflections on a particular topic. Embedded beneath that superficial veneer however, is a motivated commitment to convince, persuade and educate readers on the firm’s own individual personality and its capacity to “come up with the goods”. 

The Voice of Content is the Arbiter of Design

Never underestimate the power of content in brand identity construction. Content is the spirited soul of branding; the central cog within the highly complex layers of identity design. Web copy (content) has the immense potential to influence our visual (aesthetic) perception, because words inform design; they breathe meaning into what we see. No writer can claim that he represents the practiced hand of a master-craftsman or reached the vineyard of intellectual excellence but the least he could do is to ensure that the content he produces is purposeful and makes logical sense. 

A List Apart (ALA), one of the pioneering online periodicals specialising the field of web design and web usability, has over the years, gradually evolved into an authoritative voice of the professional design fraternity. A large part of their overall success is attributed towards the very nature of the website’s meticulously structured content regime. Apart from the clean and professional aesthetic approach adopted by ALA, they have sustained a favourable reputation for their deeply analytical treatment of design related topics. Design for them, is a serious matter both as a commercial operation and social phenomenon, thus imbuing it with a sobriety that demands respect and attention. For branding to work, a realization must be attained that content and design are synchronously linked; they both depend on each other.

“Trust” is the Magic Word

An organization that is exclusively based on the web medium for its operation has to make a concerted attempt to win the full trust of its prospective clients, many of whom they will never meet face to face. The brand in question has to appear transparent and dedicated to its primary objectives without coming across as overtly pretentious or condescending. The bottom line here is to strike a healthy balance between being professional and yet cordial, an equilibrium that is often difficult to fully attain. Several designers have now resorted to publishing “About Pages” that are enriched with personal anecdotes/philosophies on life; information that is volunteered in the hope of winning the hearts and minds of clients. These are some of the many measures that collectively shape the “branding experience”.

The Bottom Line

Branding is more than an aesthetically pleasing logo, a witty slogan or a killer looking website; it is the whole immersive ambience of association – the prestige, happiness and satisfaction of being linked to a particular identity.  What are your thoughts?

Editor’s Note:I’ve received quite a few concerned emails over the “price-label” that is placed on the introductory graphic of each post. Rest assured there are no hidden costs incurred in reading Tripping Words (that’s transparency for you…ahem), nor is there a print version of this humble blog. I just seem to have a rather strange penchant for price labels…no but seriously, the label was meant to add a bit of whimsical character to Tripping Words!