Establishing your brand identity online Written by: Danielle Tessari, 01/08/2012 14:54 Brand identity is something which comes up a lot when creating websites, but what happens when one company has more than one brand they want to promote? Digital agency CDAA say it is a smart idea to create separate brand identities and websites for each brand, even if they are offering the same product. Peter Blumenthal, Solutions Manager at CDAA references a recent project as an example “we recently launched a new website for Mann’s Kitchens and Bathrooms. This is a sister company of Mann’s Mitre 10 and whilst they both sell kitchens and bathrooms, the two brands needed to target a slightly different audience. It’s a great example of how one business can run two brands within the same field and not cannibalise on each other.” CDAA designed and developed two completely separate websites for Mann’s that differentiated the offering, price point and value of each brand. The Mann’s Kitchens and Bathrooms website www.mannskitchenandbathroom.com.au is aimed at those who are after a complete service. “They’re after someone to come in and custom design, manufacture and install their new kitchen or bathroom,” said Blumenthal. “Whereas Mann’sMitre 10 (www.mannsmitre10.com.au) is aimed at the DIY and flat pack market.” Mark Burge, Senior Creative at CDAA said, “Creating a very different look for the sites was an essential element of this project. You’ll find people are leaving your site very quickly if they’re after a custom designed kitchen yet they think they’re on a DIY hardware site and vice versa.” The two sites also navigate differently and provide a different user experience. Something the team at CDAA say is a key factor in establishing the separate brands. The Mann’s Mitre 10 site includes clever elements such as a flat pack kitchen design tool whereas Mann’s kitchens and Bathrooms includes a lot of galleries showcasing the high quality end product. “Often web designers will stick to a template and just change the colours thinking that’s enough to differentiate” added Burge. “We take a much more detailed approach to website design and brand identity, which delivers better results.” CDAA is a digital agency based in Adelaide with offices in Sydney and Melbourne. Their services include website design, development, hosting and digital marketing.
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