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A website is not a brand, but it indeed represents the brand in a way. A great attending brand website is based on the business's value proposition, which holds the foundation of the brand strategy. It's not about how fancy the website looks, or it has lots of features. It's about the clear company stands, their roadmap, the right brand image.
There are four strategies to look into while designing the website — brand, content, technology, and design. And for the brand strategy are vision, mission, core values, customers, tone and voice, and brand narrative. Let's see how our five brands are doing.
Mr Barbier created their own unique(seller) persona to represent the brand, a typical male barber that you can always see in the salon. Their core value is to provide the same experience at the barbershop but at home in your own bathroom. For this goal, the company uses a survey to identify the consumer's needs and give the chance to learn beard and face care from professionals. Using a mood board to demonstrate the products to provide a better visual of what's onboard. It delivers the message that everyone will perform a perfect shave and prevent the aftershave issues with their products.
You can see now Mr Barbier is the black swan, while the other four brands focus on creating buyer personas to be strategic. So who is the website addressed to?
In Bulldog's case, they are targeting Veganism and all men into having a greener lifestyle. You can receive their message from both the website and the products. Veganism and environmentalism are fast-growing lifestyle movements, and men are increasingly searching for natural ingredients. The company predicted a more holistic ethical approach to grooming becoming more important to men of all ages, as Simon Duffy said, the founder of Bulldog.
Gillette, the safety razor, allows men to feel comfortable and safe when using the tool to look good and feel good. Their website is very straightforward to the shopping part. Maybe it's a fact Gillette has been the dominator for over a century and also the first brought the product into the market. It seems unnecessary to the company since the brand is too well-known and reachable in all supermarkets. Their products in wide varieties serve all different needs and are safe enough for future men to learn.
Fun fact: most men's cosmetics in the market are vegan or bio, which is very different from women's cosmetics.
Last, for Horace and Recipe for men. Both are modernly designed and well dedicated to their mission and goals. It's a brand designed only for men, all men. Delivering the message to who they are addressing to, their buyer persona. Men with troubled skin or living in harsh environments.
Overall, all five brands have created a great buyer's journey. Bring the attention(awareness), raise the interest, simulate the desire(decision), and make sure most of them want to act(buying) on it. It's clear for the website goal, which is the fundamental part of the web design strategy. Whether the goal is to increase traffic, increase leads, brand engagement, lower bounce rate or convert more leads into buyers.
Sources:
Don't waste your time on web design without a brand strategy. (2021). Retrieved 21 November 2021, from https://scalingdeep.com/dont-waste-time-web-design-without-brand-strategy/
4 Website Branding Strategies. (2019). Retrieved 21 November 2021, from https://medium.com/the-brand-insight/4-website-branding-strategies-2afaa08adf1b
DeAcetis, J. (2021). How Bulldog Skincare For Men Is Changing The Men's Grooming Game With Cruelty-Free Products. Retrieved 21 November 2021, from https://www.forbes.com/sites/josephdeacetis/2018/12/20/how-bulldog-skincare-for-men-is-changing-the-mens-grooming-game-with-cruelty-free-products/?sh=415a25194a55
Web Design Strategy for Successful Websites - ColibriWP Blog. (2020). Retrieved 21 November 2021, from https://colibriwp.com/blog/website-design-strategy/
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