Many companies have a collection of Web sites serving multiple purposes and a range of audiences. Often, the collection is disjointed, exhibiting unplanned-for inconsistencies, underleveraged strategies and competing technologies. This can lead to perceptions of:
- A fragmented brand
- A complicated company
- A lack of understanding of customer needs
- Fiscal irresponsibility
- Unfocused leadership
A constellation strategy rationalizes and organizes all of the company’s Web sites to optimally reflect its brand strategy and offerings. It specifies how to achieve appropriate levels of site consistency, flexibility and uniqueness, delivering significant value to your enterprise.
The constellation strategy:
- Confirms the extent of your Web assets
- Determines each site’s purpose, relevance and value
- Provides perspective on your competitors
- Clarifies relationships between your sites
- Establishes branding criteria
- Creates standards for content, functionality and design
- Prioritizes site design needs
- Identifies online vulnerabilities
- Specifies resource planning issues