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Que deseo transmitir con mi sitio web
Oct
Una pregunta que antes de iniciar un proyecto tengo que definirla con todas sus variantes, que transmitir en mi página web va muy de la mano con la identidad de marca, con nuestra esencia y con la filosofía que nos identifica a la hora de hacernos visibles.
¿Por qué tu web debe dar una imagen coherente?
Transmitir tu imagen profesional en la web, es una forma de dar confianza a los usuarios y establecer unas bases para que puedan entender tu filosofía de negocio (sea del tipo que sea)
Tener un sitio coherente te ayuda a:
Mejora la reputación: Muchos de los usuarios que visiten tu sitio online serán los mismos que tengas fuera de Internet y, éstos, esperarán encontrar la misma calidad, comunicación, estilo.
Aumenta la visibilidad: Cuanto más potente sea tu reputación online, más fácil será que tu página web llegue a un mayor público (ya sea por recomendación o porque repercuta en el SEO).
Mejora el posicionamiento SEO: Una página web que hace justicia a la marca que representa, favorece unos mayores tiempos de permanencia y, por tanto, repercute muy positivamente en el posicionamiento en buscadores.
“En conclusión, lo que perciben los usuarios debe asimilarse con lo que la marca emite. Si no hay una correspondencia, hay algo que está fallando”.
¿Qué es la Identidad Corporativa?
“La Identidad Corporativa hace referencia a todos los elementos tangibles de branding que rodean a una marca. Algunos de estos son los colores, el logotipo, el lenguaje utilizado, así como todo aquello que puede entenderse de manera directa.”
En otras palabras, la identidad corporativa está conformado por todos esos elementos que tienen la función de llevar a la mente del consumidor todas aquellas asociaciones de una marca.
¿Qué es la Imagen Corporativa?
“La Imagen Corporativa es la parte intangible de la representación de una marca. LLeva consigo una actitud como elemento implícito, la cual origina el cómo los demás perciben y valoran a la misma.”
Lo que cada usuario percibe de un negocio tiene que ver con cómo éste proyecta su esencia, y está directamente relacionado con la reputación de una marca y la fiabilidad que da.
¿Cómo transmitir la Imagen Corporativa en tu página web?
A continuación, te expongo un listado de elementos de branding que puedes aplicar en tu web a nivel general y, si eres empresa, a nivel corporativo.
Elementos de branding genéricos
- Eslogan: Por supuesto, es indispensable que el nombre del negocio y la marca estén colocados en un lugar visible de tu página web.
- Logotipo o firma: Garantizar que el logotipo esté bien representado y se pueda identificar fácilmente.
- Paleta de Colores: se deben respetar los colores de la identidad.de marca.
- Tipografía: Toda marca necesita identificarse con una tipografía o un estilo tipográfico concretos. Es otra manera de facilitar que los usuarios reconozcan todos los mensajes enviados, sea en el canal que sea.
Aún así, suele haber varias tipografías relacionadas con cada negocio. Esto se debe a que en muchas ocasiones la tipografía elegida para plasmar la identidad corporativa no es fácilmente legible en textos largos o en digital. Por eso, a veces se utiliza una para el eslogan, los botones, etc., y otra más sencilla para los cuerpos textuales.
- Gráficos y archivos multimedia: Además del logo y la tipografía, hay otros muchos elementos que entran en juego a la hora de representar gráficamente a una marca o negocio; los elementos visuales en diferentes colores, los vídeos, las infografías, etc.
Todo ello, queda reflejado en la guía de estilos, ya que son elementos que ayudan a transmitir tus mensajes con mayor claridad.
- Copywriting: Puede que este aspecto no parezca tan tangible como los demás, pero es igual de importante. A la hora de realizar la comunicación del negocio, habrás elegido un tono o estilo.
Esto suele estar muy relacionado con el público objetivo; según a quién te dirijas, así se expresará tu marca y así presentarás sus contenidos. Ni que decir tiene que ese mismo estilo que utilices en tus contenidos web, será el que debas utilizar en el resto de canales online.
Otros elementos de diseño web más técnicos
Por último, hacerte una breve mención de otros elementos más relacionados con el desarrollo web, pero que también constituyen un componente corporativo.
Por ejemplo, el header, el footer, las migas de pan, la disposición de las secciones dentro de las páginas, etc… suponen espacios en los que dar información fiel del negocio también es fundamental.
Acá remarcamos la importancia de diseñar una página web siempre pensando en nuestro negocio y en lo que ofrecemos, sentarnos con papel y lápiz y remarcar los aspectos más importantes de nuestro negocio y transmitirlo de forma que nuestro cliente nos vea a nosotros de solo verlo en su dispositivo.
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Перед процедурой пациенту рекомендуется проконсультироваться с дерматологом, который проведет визуальный осмотр и дерматоскопию. При необходимости могут быть назначены дополнительные исследования, такие как биопсия и гистологический анализ, чтобы исключить злокачественность новообразований.
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