Content Audit Task
For this task I will choose Amazon as I’ve used their services/site for years, which I have a connectional bond with as I have been a long time consumer myself. I will do a thorough examination of their website and how they cater themselves towards not just me but all consumers.
Amazon’s motto is,
“Work hard. Have fun. Make history”
Word Bank:
What the motto communicates:
- Renowned
- Evolving
- Constructive
- Inventive
- Innovative
What the internal site communicates:
- Global
- Self Catered
- Understanding
- Helpful
Logo
- Friendly
- Caring
- Thoughtful
Products
- Innovative
- Secure
Courier/Services
- Reliable
- Accurate
- Fast
- Reliable
- Providing
Creating a Brand Dictionary
Whilst using the website I found that the site provides a self-catered and personalized experienced for the user making this motif known as the user browses through their site. The site often provides statements such as “recommended for you”, “Inspired by your shopping trends/purchases”, etc, to create a sense of personalization and cauterization towards the user. Furthermore, it is commonly found that the site (when logged in) will refer to you as your name e.g. “Hi/hello, Cormac”, “Deliver to Cormac”. This forms a relationship between website and human whilst creating a friendly, inviting and relatable environment.
The use of calling their subscribed consumers ‘Prime members’ reinforces royalty, supremacy and excellence as the definition of ‘prime’ itself suggests, “of the best possible quality; excellent.” or “chief of importance”
Looking at the customer service Amazon sets its “return/refund” option as one of its main options on the navigation panel creating a sense of immediate trust and credibility by showing off their confidence in their products/support through the act of visual hierarchy.
On a side note, Amazon’s logo contains an iconic orange smile which visually sets the scene for the company giving the brand a happy and joyous appearance. However, it also mimics a smooth directional arrow (packing delivering smoothly) communicating a reliable, fast and trustworthy journey between package and home.
Tone of Voice
Three Words to describe Amazons ‘essence’:
- Global
- Companionable
- Innovative
A short raison d’etre strapline
Amazon is a global shop personalized for you to provide a secure transaction between you and the world connecting the world closer one parcel at a time.
The amazon brand stands for creating a world wide personalised market place for the customer. The language they convey on their site creates a sense of familiarity as they use a casual linguistic register addressing the customer by “you” or their first name. On the other hand, Amazon addresses their staff as “we” or “our” to the consumer creating a sense of ownership and brotherhood furthering their sense of familiarity and relationship.