At first look, a company’s digital presence serves to deliver simple purposes like explaining who you are, what your company does, or allowing customers to make a purchase, but it is so much more than that.

We believe a company’s outward-facing digital “face” can be seen as the business’s personality. Through this “face,” whether it be a website or app, companies show who they are at the core, what type of relationships they hope to form, and what their purpose is in the digital world.

In seeing a business’s digital presence as a “who” rather than an “it,” we find incredible value in using fictional personas, called user personas, that represent the desired customer. We utilize our research to develop personas that match the demographic and personalities of our clients’ customers so we understand user behavior. That way we can analyze how the company communicates and engages with the public.

Through the eyes of these user personas, Bastion Rare experts see how our client’s brand is perceived by the public. We challenge ourselves by asking all possible questions while conducting in-depth research.

This research focuses on learning the following key elements of design:

• Company values/mission
• Company tone
• Company personality across all digital platforms
• Customer respect

We consider if the websites or apps align with company values. Does the company’s tone come across as too salesy, youthful, wild, boring or sarcastic? Does the company’s personality carry through across all digital platforms? Do customers respect the company? Will they want to visit or do business with the company again?

Once this knowledge is gained, the Bastion Rare team executes a strategy focusing on: 

• Planning
• Interface
• Content 
• Customer interactions

We create a plan with the right interfaces and content that resonates with users. This strategic plan ensures consistency across all platforms, thus resulting in favorable and memorable customer interactions.