BACKER WEB MANUAL GUIDELINES AND VISUAL STRATEGY backer.eu
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BACKER BRAND POLICY
A legacy to cherish Our founder Christian Backer patented the modern day tubular heating element back in 1921. Almost 30 years later in Sösdala, Backer BHV was founded to commercialize this technology for large scale production. Since that time, Backer has developed and produced components and solutions for electric heating markets around the world. Still today, in that little town of Sösdala in the south of Sweden, Backer BHV AB remains the global headquarters for the Backer Group. With over 40 companies and 7,200 employees around the world, the Backer Group is the premier solutions provider in the heating element industry. Many of Backer’s products maintain their origins from the technical innovations of the original Christian Backer patents. Heating experts around the word still today refer to the so called “Backer element” as industry standard.
Our aim is to cherish, strenghten, build and develop the great Backer Group for many years to come. Our values The Backer core values are: Sustainability, Innovation, Quality, Reliability, Responsibility and Professionality These values must always be reflected in our visual identity. It's very important that our professionality is reflected in all our communication and media. Therefore these guidelines have been put together for your convenience. Whom it concerns First hand these guidelines apply to all companies in the Group where Backer is part of the company name. The other companies are of course also welcome to use this material, but it's not mandatory. Responsability Consistency and clearness are general rules in good marketing. It's the only way to build and strengthen our brand to make it competitive in an increasingly generic range of products and services. We are all winners in this matter, if we all take our responsability not only Backer as a brand will benefit, but also all individual Backer companies. Therefore, it is crucial to follow these guidelines. The objective Our purpose is to strengthen our brand and companies. With this guideline we want to prevent a situation where Backer is presented in numerous ways, which gives a weak, unprofessional and confusing impression of our brand and companies. It is of outmost importance that we are consistent in terms of how we use the logo and all other aspects of our communication.
"Great things in business are never done by one person. They're are done by a team of people". (Steve Jobs)
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BACKER WEBB GUIDELINES Why use the new Backer web template? • Consistency strengthens the brand • Faster and smoother maintenance • Speeds up production and delivery of new websites • Economic savings (development, design, SEO, etc)
Things that need to be changed from the web template • Every company needs to write their own unique texts about their products and services in english • Remaining info can be linked to backer.eu • In all other languages, content can be translated from backer.eu and used unchanged
Changes that can be made without approval • Production of new texts • Usage of own product images (however, must be isolated photos with transparent background) • Creation of new forms (do need to be designed according to template though) • Usage of built-in functionality in the CMS-system Sitevision • Usage of functionality from Ulkit
Changes that can be made only after approval • Changes in the list of fonts • Changes in the basic template • Creation of new templates • New graphic effects
Process of approval • Any new suggestions and ideas are highly welcomed and should be e-mailed to: suggestions@backergroup.com
Do you want to create a new Backer Website? Contact: Per Pagard Phone: +46 433 27 35 71 Email: per.pegard@nibe.se
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INDEX SITE Company logo Place your individual company logo here
Call to action button An instrument to direct your visitors in a strategic direction. Also works as a strategic variable, KPI, measurable via e.g. Google analytics.
Do not remove Important to present all technologies we master in the group even though all companies do not work with all technologies. Better to redirect a customer to another company than to leave out a sales opportunity for the group. In the end it benefits us all.
Product of the month A great opportunity to headlight a strategic product at the same time a way to keep your site dynamic and up to date. We do not want static sites!
Global map Important to show the size of the group and to establish links to all Backer companies. It positions us in relation smaller players and enhances the fact that we are a strong and reliable partner.
Footer Today the footer is like a second menu. A space to present important information, complementary to the main menu. Local contact info Important for your customers to know where to reach you.
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Mandatory Optional
INDEX SITE Search field Important instrument for customers to find accurate information.
5-7 menu choices only Don't confuse the visitor with too many choices.
Top image This area is not in first hand intended for displaying products. It is a great area to display a first impression of your company, core values, etc. Either via a slide show or a single image.
Tagline Use the tagline of your company or for e.g. a link to distributors or rep. locators.
Product area To the greatest extent possible use the product categories to the right and left. In case they don't cover your business, please use categories that do. We want to avoid endless lists of products and prefer to categorize them instead. Industry sectors Important to present all Industry sectors we serve in the group even though all companies do not work with all sectors. Better to redirect a customer to another company than to leave out a sales opportunity for the group. In the end it benefits us all. Exhibitions and events Either publish your own company events or link to the ones of backer.eu. News Either publish your company news or link to the news of backer.eu.
Newsletter Signing up for newsletter is not required.
Very Important! Every company needs to write their own unique texts about products and services in english (and swedish). In all other native languages content from backer.eu is OK to simply translate and use. This is important because if we have several different sites with identical texts, Mr Google will punish us.
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PRODUCTS Top image In case you have several different products within a certain product category e.g. "Heating Elements" you should have a common category image with a relavant text for the specific product presented on the page.
Bread crumbs Please use the same structure as shown. Product menu Please use the same structure as shown. The product Dedicated space to show the product. All product images must be isolated photos with transparent background. Product data Main data of the product Additional data Please use this instrument to present additional data of your choice e.g. example applications.
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TECHNOLOGY Technologies It's important that all companies in the Group presents all technologies. We do not want to let any opportunities go to competitors. If you do not master a certain technology within your company, please forward the case to one that does. We will all benefit from this in the end!
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INDUSTRY SECTORS INDUSTRY SECTORS Important to present all Industry sectors we serve in the group even though all companies do not work with all sectors. Better to redirect a customer to another company than to leave out a sales opportunity for the group. In the end it benefits us all!
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WWW.BACKER.EU
For more details and more examples of different page types of the new Backer Web, please visit: w w w . b a c k e r. e u and for more information and support on how to get started, please contact: Per Pegard +46 433 27 35 71 per.pegard@nibe.se
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