“Start with, a well-designed website and a well-crafted message” – Lana Antonova, WebVixxen Founder.
Venice, Calif. (RPRN) 09/08/10 – Lana Antonova, Founder and Creative Director of WebVixxen Design, believes that building a brand is a process that must take in consideration all the elements that form that brand. A brand equals the sum of all the parts, “And for a start-up, it must start with a well-designed website,” says Antonova, “the website is your business card, your passport and it gives you credibility in front of your public, the industry analysts, members of the press and bloggers.”
Integrate your design and your public relations campaign.
A mistake often made is to separate your branding efforts into two halves, design and public relations, when in reality to insure success, you must integrate them. WebVixxen’s approach is holistic, in that it takes all the different branding elements to deliver a finished product that is fully-integrated and supportive of one another. In this case, “the right hand knows what the left hand is doing” says Ane Howard, Director, Public Relations division, adding “the visual and verbal message must be one and the same.”
The design team works closely with PR and vice-versa, developing a clear and consistent professional message offline and online. Be it the logo, web copy, advertising, social network activities, press release writing, a common thread must be shared among all and outwardly communicated clearly. Perfect example is the work done for what was formerly known as Cloutier Agency and now Cloutier Remix.
Two years ago, the Los Angeles’ premiere hair, makeup and styling agency, hired WebVixxen Design to reinvent the company and breathe a new life into it. It was reborn as Cloutier Remix. Chantal Cloutier, Founder of the agency, creative force for 20 years says, “Everyone talks about breaking old marketing rules and driving creativity to build a brand. WebVixxen actually did this to great impact at Cloutier Remix, formerly Cloutier Agency. The all-inclusive branding campaign, Cloutier Remix has dramatically increased its profits, expanded its team and moved to a better location.”
Through Lana Antonova says “good design today requires more vision, more consistency, and more patience.”
“Good design is design that not only achieves a desired effect, but shapes our expectation of what the experience can be.” Astrida Valigorsky, manager of New Media, Museum of Modern Art.
WebVixxen believes that good design today requires “more vision, more consistency, and more patience.” Good design displays three qualities, beauty, functional clarity and efficiency. Good design is design that surprises, is quite unexpected and impressionable but is immediately comprehensible and pleasing. Qualities of usefulness, usability and desirability play a central role in good design for websites and all digital products, including websites. But there is one final step to turn them into useful tools of product development: the discovery of the proper balance of all three qualities for a particular product and for the people who use the product. This is a strategic design decision, because it is fundamental in developing any product and website.
You are as successful as your team believes you are.
Quite simply put, if your executive team and employees don’t believe in your message, it will lay flat and die. Arie Moyal a brand engagement strategist, writes in his article, Harness the Power of Employee Engagement on Social Media Networks Employees engagement that, “A happy employee is a great online and offline brand ambassador and enthusiast.” And more often than not, a happy employee is an involved and consulted employee.
Empowering them to use social media tools to talk about your company is effective as long as the message communicated to them is clear. Therefore, WebVixxen recommends that you sincerely speak and listen to all members of your team, from the CEO to the desk clerk, and turn every voice in the company into a brand ambassador. And a good brand ambassador always drives traffic to your website.
It starts and ends with a well-designed website.