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Responsive Web Design
Responsive Web design is the approach that suggests that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation. The practice consists of a mix of flexible grids and layouts, images and an intelligent use of CSS media queries. As the user switches from their laptop to iPad, the website should automatically switch to accommodate for resolution, image size and scripting abilities. In other words, the website should have the technology to automatically respond to the user’s preferences. This would eliminate the need for a different design and development phase for each new gadget on the market.
In addition to designing for both landscape and portrait (and enabling those orientations to possibly switch in an instant upon page load), we must consider the hundreds of different screen sizes. Yes, it is possible to group them into major categories, design for each of them, and make each design as flexible as necessary. But that can be overwhelming, and who knows what the usage figures will be in five years?
The primary effective approach to corporate branding is to be able to come up with a set of driving philosophy of your business. It should be succinct and clear in expressing the company’s purpose, the products’ features and benefits, your target market and the advantages that would back you up in view of the tough competition. Make sure that your mission statement will be brief but written in a very compelling way.
These are the list of the core attributes of your brand, the key words or phrases that you want your clients to associate with your company, products or services you offer. These features should stand out from the rest of the competitors and should resonate the specific preferences of your target market. A great example of this is the word “safety”, which most consumers would readily associate with FedEx. The company basically “owns” the word.
Another efficient approach to corporate branding is by coming up with a set of your company’s competitive advantages over and above other adversaries in the industry. The value proposition will mainly inform your consumers of the main benefits if they choose you product brand from the rest of other competing brands.
It is important to be able to record the humble history of the organization, and chronicle the grueling way on how you were able to survive in the industry through the years. This unconventional approach to corporate branding will help you build a powerful reputation, backed up with valuable years of experience. Everybody loves a good story, and your company’s public relations will certainly benefit by sharing you own unique success story.