Working with my client Ron LeClair on two very different projects has given me the opportunity to explore the concept of branding. A brand sets your product or service apart from your competitors. It is how people remember you and what you are trying to sell.
Ron tasked me with creating websites for two services: medical billing and bankruptcy. During the research phase for both these projects, the common thread was that little set companies apart in these industries. The websites all looked pretty much the same and the information was pretty much the same. There was nothing memorable that would compel me to use one particular company over another. Ron wanted his websites and his services to stand out.
For the medical billing website I decided we needed a spokesperson, someone like the Pillsbury Doughboy, but more like Erin Esurance, and so, Dr. America was born. “Getting you paid” is her motto, and getting started is easy with free trials and free quotes.
Bankruptcy is often a stressful topic and decision-making process. No one likes to admit they have made financial mistakes. The opposite of stressful is relaxing—and that’s exactly what I wanted Ron’s bankruptcy website to exude. The website is a picture of serenity, and the motto is: reorganize and relax.
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