In the early days of website development, it was common practice to have one website dedicated to each product. This was the go-to strategy as it proved to be effective at that time. However, the way people consume information and perceive brands has drastically evolved over the years. Let’s take a closer look at this evolution and how it has influenced the way companies like Apple approach branding.
Shifting from Individual Products to a Brand Portal
If we examine Apple’s approach, we can see a clear departure from the one-product-per-website model. Apple.com serves as a portal that houses multiple products, such as the iPad, iPhone, Apple Watch and MacBook as well as an abundance of accessories. The shift is not just about branding individual products; it’s about creating a cohesive brand identity for the company itself. Apple, as the primary umbrella, encompasses all their offerings under one digital roof.
Supporting a Bigger Brand
Recognizing the importance of a cohesive brand, I realized early on that each product I offered needed to support a larger brand. Initially, my focus was on software products like eBook Generator, eCover Generator, and PopUp Generator. These products were listed under the umbrella brand of Generator software. While we achieved success by listing products on separate pages, external factors guided us towards a new direction.
The Impact of Google’s Algorithm Changes
Google’s algorithm updates led to a shift in how individual sites were treated. Websites with multiple pages dedicated to separate products were now perceived as bridge pages. Bridge pages aim to generate traffic but redirect customers to another site for the purchasing process. Recognizing the implications of these changes, I knew we had to adapt.
Embracing Personal Branding
Despite hesitation, I ultimately realized that my personal brand was an integral part of the company’s identity. Rather than being afraid of building a company around an individual, I embraced the idea that I am the face of the brand—the product itself. With this mindset, the decision was made to establish the Armand Morin Network.
Unifying Under Armand Morin Network
To solidify our brand presence, we embarked on a mission to condense all our offerings into one comprehensive website. This process took an entire year, but it allowed us to gain focus and a clearer understanding of our company’s identity and purpose. The most significant benefit we saw was that all traffic was now directed to one central hub instead of being divided among multiple options.
Continuous Adaptation and Improvement
While our journey toward unification will always be ongoing, we understand the importance of keeping up with the ever-changing times. We constantly make modifications to ensure our brand remains relevant and resonates with our target audience. As a business owner, it’s crucial to avoid getting stuck in outdated practices. Evolve and adapt alongside your market to stay ahead of the curve.
The evolution of product branding has shifted from one-product- per-website to a more holistic approach. Companies like Apple have embraced brand portals to create a cohesive brand identity. Personal branding has also become a significant factor in building successful companies. By unifying offerings under a single brand, businesses can streamline their traffic and enhance their overall brand presence. Remember, the key to sustained success lies in continuously adapting to changes in the market.