On a regular basis I review the websites of coaches, consultants, musicians, freelancers and a variety of B2B product and service businesses. I like to do these short website brand reviews to showcase what everyday entrepreneurs are doing with their online brands, what successes they're having and what improvements can potentially be made to better their digital marketing brand communication.
1. Logo - Is this company’s graphic mark (logo) professional looking and does it visually represent the characteristics of their brand?
On Michael Domenichetti's (http://hispersonalbest.com/) website he does have a prominent enough logo in the upper left-hand corner of his site (and on each page of his site). The logo is professional looking enough, though I do not believe that it makes me think his business is in real estate with the way the logo is designed. Also, the coloring as it sits on the home page makes the letter/images of the logo less readable than I'd like it to be. However, there are many supporting images on the home page that do indicate the real estate business as the industry Michael's business participates in. I think it can be tricky to develop a logo with your own name as your personal brand.
2. Value Statement - Does this business clearly identify what they do and why it’s useful to others?
Michael indicates on the home page that he helps people buy and sell real estate, but he doesn't give us much more than that on the home page. There is an obvious reason someone in the market for real estate would want to hire a professional to assist them in buying or selling their home -- people what to own a nice home for an appropriate value and/or sell their home because for one reason or another they need to move, and they would like to get the best value out of their home as they sell it. Although, this is more implied than articulated.
As you read further throughout the website you do get more about Michael's approach, which really leads into the differentiation...
3. Differentiation - How do clients uniquely benefit from this company’s product or service over similar products / services from competitors?
It's not clearly identified on the home page of Michael's website, but throughout the site you do get a good sense that Michael has been in and around the real estate business for most of his life. As a result he has an expertise that is unique to his level of experience -- that's a differentiating benefit for clients or potential clients he would work with.
Another key differentiation is his pursuit to thoroughly and deeply educate his audience about buying and selling real estate. Michael has several videos on his site to educate site visitors and he even let's his website visitors know that spends time regularly at the local coffee shop and anyone can schedule time with him while he's there to ask him real estate questions.
4. Target Market - Who is the audience this company is trying to attract? What are their demographics and psychographics? Are they clearly identified?
The audience is reasonably clear. It's certainly outlined on the website mainly by geography. Michael lists the communities that his business serves. By the descriptions of the cities/communities Michael serves it sounds like he's trying to attract families looking for suburban, family-oriented communities to live in.
5. Consistency - Does this company keep the same look and feel of it’s communications across its website so it’s easy to identify which company the information came from?
This site does a nice job of keeping a consistent look and feel across the entire site. The colors used, fonts and font sizes as well as real estate-related imagery are similar and consistent on each page.
Posted By: Nick Venturella