a website? Chapter Two: Brand Equity

by admin

the website
It 
was pretty simple. Or, at least as simple as we all are different but the same.

We thought the fact that it could serve as as an interim XIT Ranch History website was also handy. Yes, we.

Trust me when I say it takes longer to write a Master’s Thesis than it takes to write anything with Cowboy Owner-Editor breathing down my neck. I can remember an evening of several hours and numerous bourbons, shared by all, re-writing two sentences when I damn (sorry) near walked out on the job.

But we both were pleased with the result. That is, I knew what ‘NO’ meant. And, it was permitted, paid for, and given time by both clients, Rancher and Wife, who gave it joint efforts. For that I am grateful.

  • For me, the task was to attempt to whittle down the story of a hundred year history of kin and kinder kin. I was editing the reasons why any person, white man or Native American, could survive and thrive in this harsh and beautiful landscape.  So, I feel there were two and would do this in as few words as possible.
  1. Cattle, specifically beef production.
  2. One father-to-sons-to-children-to sons-to children’s relationship to pieces of land surrounding the house where we lived.

Within the larger website, the fact that it would be a multi-function destination was just one of those ‘efficient wife attempts’ to get the whole dog and pony in one place. It would have to be a shingle for E-V-E-R-Y-thing. For example….

  • Flipping steaks on Memorial Day to promote Stew Leonard’s Naked Beef for US Premium Beef and distracted with personal questions, flip out a card.
  • Inviting friends for a weekend or even those in town for dinner for the first time, flip out a card.
  • Sending that link to the paleontologists in Boulder and Barcelona for their annual dig on the ranch,

“Paõlo, s’il vous plaît, envoyez-vous ce link à Sophie in Paris? I so cherished la soirée a l’XIT avec tous. La challenge de parler en français quand préparant le dîner pour vingt-six personnes étaient justement ce que je l’aime! Et comment-est-ce que le temps à Barcelone et votre famille?”

  • And, if someone admired my necklace in a Wichita store and offered me a $125 (this happened), I would just say, “take this one. And, if you’d like another, here’s a card” and they would go to
    • Tack Shop/
    • (pull-down)
    • adornment.    and of course, I would (altogether now!) flip out a card. 

So, the website was putting it all in one place for the buck spent. I felt it was a pretty nice little paintin’.

That being said…

I understood it might not really work in a functional sense in terms of generating design income, though it served as a portfolio (Tackshop). I didn’t want e-commerce at that time nor would I be generating inventory to sell. As with so much on the internet and with social media, it would be more of a marketing tool to “show the whole dog and pony“.

But on the other hand, it would not require expensive and unnecessary re-designs of site. I’d asked around about that. Rumor amongst web designers were that another local pioneer’s last bells and whistles had a +$30,000.00 tab. Gotta sell a lotta chicken fry to pay that tab, and she does…..but, design wasn’t recipes…I hadn’t even quite figured out what was the rainmaker!

I’m a historian, a dedicated fact gatherer to the level that can best be done given the project, one who documents place and time and a story teller.

And, like a good book that’s hard to put down, if it’s my life’s story then I can’t just go back in there and re-arrange it all the time. It had to have a start based on my perspective at that time. It’s called “historical continuity” in the trade.

And, what was to fear? For who really cares enough to read much these days anyway…my path in life was to learn, unlearn, and re-learn again.”

-quote: Reverend Paul Rock,2nd Presbyterian Church, 55th & Oak, 8:15 am, 26 Aug 12 in the context of “21st c. literacy.”

So, that’s the long story about the why, ‘a website?’

I’d lived out there for 28 years, a third more than I’d spent in Kansas City or with my parents.

I needed a Brand. 

 

 

 

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