If you offer something that is unique to your organization, (and chances are that you do--that's why you're in business) then how do you make the users aware of these benefits? Jared Spool discusses how to identify these "seducible moments".
Mitch McCasland of Brand Inquiry Partners is an expert in brand strategy and Account Planning and has worked with such clients as Proctor & Gamble, Dr. Pepper/Seven-Up, and Verizon/GTE. UIE's Christine Perfetti recently sat down with Mitch to talk about how Account Planning techniques can benefit designers.
Designers often tell us part of their responsibilities is to enhance the branding of a site, product, or organization. In recent years, we've focused our research on understanding how design can have a positive effect on a brand.
We used to think it was impossible to design a web site that successfully supported both information retrieval and browsing. We now believe a site can do both--but only when designers know what their audience is interested in.
Many web sites exist primarily to create or strengthen the brand for a product or service. We're finding that a site's usability can dramatically affect branding. And the graphical aspects of the site--such as logos or evocative pictures--have much less effect on branding than we expected.