Tag Archives | realignment

A Website Realignment: Day 105: Content and Its Function

This next phase of the overall Re-Alignment of Berchman.com as I stated in my first post for this project is to “define purpose, guiding principles, and desired outcomes” with this website. Continue Reading →

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A Website Realignment: Day 56: Branding Berchman

This post is the first in what may be many video posts (ie., vlog posts). I am exploring new content formats so this may appear to be a bit ‘raw’ and unrehearsed, but it is real. I’m not reading a script (although you do see me look off and pause—I’m looking at a whiteboard with notes).

So, how does this fit into the “Website Realignment” you may ask? Well at this stage I am assessing content and its function and role in the website:

  • What types of content do I use?
  • What content formats don’t I use?
  • Are certain types of content suited to a specific format? (Tutorials are always text?)
  • Should I have more than one type of content?
  • Am I making this not simple?

So here it is. The first video post. I plan on these becoming higher quality the more I do them. Would definitely welcome your comments on using this format in the comment form below.

http://www.vimeo.com/6959125
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A Website Realignment: Day 12: Branding Berchman

The next step in branding Berchman.com is to develop a positioning statement.

From the brandeo website:

“Also referred to as a brand strategypositioning strategy, or brand positioning statement, a positioning statement is a succinct description of the core target audience to whom a brand is directed, and a compelling picture of how the marketer wants them to view the brand.”

I would adjust this for my purposes because I am developing a personal brand statement, not a corporate brand statement:

A positioning statement is a succinct description of the core audience to whom a your personal brand is directed, and a compelling picture of how you want them to view your brand.

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