Web branding is auxiliary than skin deep

Web branding is much more about function than image. Great websites put matter before flash. This echo’s a knowledge society that has become more lucid in how it makes decisions.

First things first, emotion still regulates our lives. No matter how many facts we gather before we make a particular decision, we will always be heavily prejudiced by our feelings. Beauty still adds glitter to our lives, and when style and function coalesce that’s an irresistible combination.

Somewhere along the line, branding lost its way. It became rigidly linked to a narrow focus on creating marketing messages that spoke to surface emotions. Branding became all about image in some people’s eyes. A lot of marketing and advertising became a process of telling pleasant lies. The idea was to create a fantastic fiction out of the product.

The Web is a fantastic place for brands that can deliver authentic value. Google is a global brand, not because of its multihued logo, but because it helps people quickly find things they need.

The Web confronts the brand to do something useful. The brand can’t conceal behind clever, device marketing. It has to stand up and convey. Quality, usefulness, value, convenience—these are the attributes consumers’ demand of web brands.

Creative provides web branding exclusively with its experimented techniques and trained calculations on search engines.