We follow a central motto when it comes to web design and the associated web solutions and web applications: Both belong together. It may seem obvious at first glance, but in many cases, it is not. As in the past, the website is looked at in different ways by decision-makers. The web design is derived from the way print materials look; the web pages are often built up according to the internal corporate structure and less according to products and services (customer view). That means that many companies have a beautiful image-oriented website with a lot of information, but which is not oriented to the customer and the customer’s needs or to the customer journey. In short: The websites often reflect the organizational chart of a company and not the customer requirements with a solution orientation. Many are also nowhere near professional content marketing.
In the future, websites will have to fulfill even more requirements: filters, apps, shops, Internet of Things (IoT), smart home applications, and so on. Not uncommonly, these mostly additional web applications look different and are structurally different from the rest of the website. This is also because different departments are commissioned with implementing partial projects online.
That the website and, for example, a GUI (Graphical User Interface) look different, is more the rule than the exception. For the user, however, a consistency in logic and design (usability) is important. As an aside, this consistency develops trust in the brand over the long term.
Are there still industrial and technology companies without software-based device control? Or who rely on applications across the entire range of products and services? Every surface that people use to control machines is part of the digital corporate design! The further development of the program interfaces, the requirements of Industry 4.0, and all of today’s Internet-based control and support solutions make GUI design an essential and brand-defining moment.
How familiar are we all with the interfaces of standard software products! Without branding, we can surely match many software applications to software companies. What is feasible and works on a large scale has to happen as well in the software applications of B2B brands. This is what we understand as integrated brand management at the B2B branding agency.