A site of inspiration
I first encountered the Howies brand in London, when I bought one of their T-shirts for my brother. As a sign of the times, when we went looking for more Howies, the first place we consulted was google.
0.21 seconds later, a twofold victory was revealed – my brother had his Howies catalogue and I had a great website to present to my online journalism class.
As a notoriously fussy web user, I only ever give a website a chance if it looks good from the word ‘go’. Howies looked good from the word before ‘go’. My grandmother says that cleanliness is next to godliness and feng shui masters say that if your living space is cluttered, your thoughts will be cluttered. These two pieces of wisdom manifest themselves in a website that’s easy on the eyes.
Enough philosophy.
What did I most like about Howies?
Two words. The blog. Surprise, surprise.
Howies projects an image of being a brand with a conscience, an intelligent group of politically and environmentally aware directors. Their use of blogging goes a long way towards building this persona.
Ok, ok. I have fallen for the consumerist ploy. Elmo pointed out that lots of corporations exploit our consciences in order to sell their products. Howies has a strong ‘green’ message that is communicated very cleverly to convey to the reader that Howies is a brand that’s intelligent, a brand with a conscience.
The blog entries are short and sharp (we can all learn from this, people), with one entry to a page. Sometimes the entries are purely pictorial, which is an effective way of getting a message across particularly to what I think would be a predominantly male teenage audience.
I never thought I say this about an electronic navigation system, but I love toolbar on this site. The designers have used titles that are actually teasers, you have to click on them to find out what they’re really about.
I particularly like ‘Friends in high places’ which is about how we might be able to learn from the natural behaviour of birds, and in the food section, ‘fast food, slow fork’ which basically explains that while fast food takes about 10 minutes to eat, the cutlery that comes with it lasts ‘between 500 years to forever’.
The Howies blog also features lots of links to reputable organisations where readers can go to get more information about the blog topics and this would also positively affect their SEO ratings as well.
They also have a library section which scores them major brownie points in my book and the menu bar in this section is an organisation freak’s dream.
The people who constructed the Howies brand have practially created a person with this web site and the blog in particular.
While most brands will only change their website when new stock comes in or they go on sale or there’s some kind of commercial shift, Howies seems to understand that people don’t just visit a brand’s site when they want to buy something, but that people become loyal to particular brands and they just surf the web for the latest news or trends. Howies has capitalised on that and their website is updated with new content at least once a week so you can log on and not only make purchases, but also be entertained and I think that they maintain a regular relationship with their consumers through their website because of that.
I’ve become particularly interested in this creation of a whole brand since I bought my domain name online. I’ve been thinking about how to integrate a bit of personality into what will become a site to sell my writing skills. I always thought that blogs were random rants by people polluting cyber space (not that this blog is disproving the theory) but the Howies site has shown me that blogs can be quite an effective business tool.
photo / sundstrom / stock.xchang
1 year ago
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