Who decides on the sites personality

If you own the site (it's your blog; it's your company), you decide on the tone and personality you want your site to have. However, if you are part of a larger organization, it's not your decision alone. In fact, another division of the organization (for example, marketing or corporate communications) may dictate aspects of the site's brand - colors, templates, and writing style.

Don't arbitrarily reject those decisions; there's value to your site visitors in finding a consistency in personality and style across subsites within a larger site. Always connect your site to the home page (and other parts) of the larger site so that people who come into the organization's site through your part get the value of your belonging to that larger organization.

If you want to influence the tone and personality the organization is using on the site, get involved. Communicate up the chain and across groups. Become part of the web site task force (if your organization has one).

As you think about the site's tone and personality, think broadly about all of the organization's audiences, not just the specific audiences for your part of the site. A web site is the whole organization's face to the world.

Branding specialists often start by asking for the adjectives you want people to use when referring to your site.

What adjectives come to mind when looking at the Crayola page in Figure 3-4? Do those adjectives seem appropriate for the audiences and scenarios of the site? What about the Car Talk page in Figure 3-5?

Figure 3-4 Crayola sells crayons and art supplies. The visual style seems appropriate for the audience of children, parents, and teachers. www.crayola.com

©Notice how few words this page has.

©The visual style and navigation say, "We're a crayon company."

Figure 3-4 Crayola sells crayons and art supplies. The visual style seems appropriate for the audience of children, parents, and teachers. www.crayola.com

LISTEN TO CAR IALK ANYTIME, ANVWHCftg

Listen to Car Talk anytime, anywtiiret audible.com'

Time Kill Shameless . Central Commerce

Listen to Car Talk anytime, anywtiiret audible.com'

Ifs here! Are you ready for some SflMLfiQJIIlld?

Sport wagons from Saab and Cadillac, No kidding

Got a question or care to lend a hand? Visit our brand-new instant pMSfipn gn^ft^wgr Service feature

This Wceh on CarTall^

CjrTlir? sumrnT DrlvlnftTlpi Going somewfiere?(Or want to make sure you don't break down' when you're at the in-laws?) Make sure your wheels are reatiy far me ride wift Tom anfl Ray's Hps.

Orlw Now. Talk LJfr a n?w nhtsa sjuay snows mat ceil phones are the number one driver distraction. Check out cell-induced accident stories from Car Tain listeners ana get a tree Qrrve now, Jalk I ster". bumcer sticker.

LISTEN TO CAR IALK ANYTIME, ANVWHCftg

Time Kill Shameless . Central Commerce

This Wceh on CarTall^

Ifs here! Are you ready for some SflMLfiQJIIlld?

Sport wagons from Saab and Cadillac, No kidding

Got a question or care to lend a hand? Visit our brand-new instant pMSfipn gn^ft^wgr Service feature

CjrTlir? sumrnT DrlvlnftTlpi Going somewfiere?(Or want to make sure you don't break down' when you're at the in-laws?) Make sure your wheels are reatiy far me ride wift Tom anfl Ray's Hps.

Orlw Now. Talk LJfr a n?w nhtsa sjuay snows mat ceil phones are the number one driver distraction. Check out cell-induced accident stories from Car Tain listeners ana get a tree Qrrve now, Jalk I ster". bumcer sticker.

Figure 3-5 This site matches the irreverent tone of the popular U. S. call-in radio show on which it is based. Other companies would not help their image by labeling their e-commerce section "Shameless Commerce." www.cartalk.com

Notice the irreverent section names.

The graphics and y^j writing style match the site's personality.

Figure 3-5 This site matches the irreverent tone of the popular U. S. call-in radio show on which it is based. Other companies would not help their image by labeling their e-commerce section "Shameless Commerce." www.cartalk.com

Notice how you can set the tone and personality with very few words. Even if you want to say "we're a friendly site; we're glad you're here," you should do it without a paragraph of text because most people won't read the paragraph.

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  • yohannes
    Who decides on web content?
    8 years ago

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