Hybrid Website

Why a website should not be the projection of subjective tastes, but reflection of a brand’s full potential

Levity begets subjective tastes.

Why do a majority of websites, even those of successful brands, look puzzles instead of stories?

Is it because – thanks to a plethora of free, online info – most website owners themselves do (let’s face it: copy, paste and rephrase) the content part? Then turn to developers, “Now, come out with a roadmap.” And then, lo and behold, fill it, develop it, and launch it! However, for some that may be end of story, and for some that may just be the beginning of a never ending nightmare.
When it comes to websites, it’s a no brainer to understand, the majority are founded on the same thing – the levity of a commodity mindset. Which means brands headed by those who are mission driven and tactical, but lack long term perceptions. Therein lies the mind of me-too websites. Those that are never conceived as distinct brands, but mere websites stuffed with relevance and irrelevance.
A website should be the manifestation of a brand’s full potential, not a subjective projection of those who are clueless about a brand’s potentiality and personality. Unfortunately, when it comes to their own websites, many otherwise successful brand owners simply don’t care!

Clear thinking and objective truths

Thoughts should lead the process. There is no other way for a clear brand story with a beginning, logical sequence and ending. Only that the thoughts should be founded on brand truths, the core reasons for brands’ very being.

Here are some insights worth pondering for a thought-led website experience:

  • Discover the potential from the core reasons. The very brand truths, the core reasons for a brand to flourish, are also the windows to peep into the future of a brand’s potentiality. Matured story tellers with long term brand perceptions see, capture, define, reflect and narrate the stories in distinct manners.
  • Align the attributes based on the findings: it is the attributes of a brand that form its very foundation. A brand that lacks core reasons for its being is on a shaky foundation.
  • Lay the foundation for a distinct culture: it is the attributes that are the source of nurturing a brand culture. A brand lacking in culture lacks consistency in brand experience.
  • Find the desired brand personality: ideally, the personality of a brand should be defined first. The culture, design and communications should be strategized around that. The website should be the culmination of a brand’s potentiality and personality.
  • Align the design and voice: a website should primarily attract relevant mindsets. Without a personalized look and tone, it becomes generic, expecting a lot from today’s user with a short attention span to figure out.
  • Have a conversation with the relevant mindsets: a website should be the digital representation of what a brand stands for. It should be a place where honest conversations begin.
A thought led website becomes a brand story, a user experience that attracts, engages, informs and coverts as opposed to the majority of me-too puzzles.

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