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Strong brands don't just happen - they're built one experience at a time. On the web - an environment of unprecedented freedom, choice, and opportunity- where customers often click faster than they think- users are quick to form an impression of your brand.
As in any relationship, the initial impression of your online brand gives customers a perception of what your company and its products will be like to interact with - will they be smart or stupid, helpful or annoying, useful or a waste of time. The initial visual impression creates expectations far beyond whether your site and your business are attractive.
Yet, although it's true that you never get a second chance to make a first impression, your site has to be more than just a pretty face. A well branded site is a good conversationalist. It listens and it learns, and has something worthwhile to say back. It asks good questions and makes relevant suggestions. Like dance, online branding is a two-way communication, defined by action. And if you don't lead well your customer will quickly move on to the next partner. If you stumble and step on their foot, the dance is over. If you lead with grace your customer will decide to trust you and to trust your products, too.
The online medium may be different but the fundamentals of branding still apply:
| Demonstrate the advantage of your brand |
| Add value to the customer's experience |
| Deliver results and positive feedback |
| Ensure brand consistency |
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Identity Development
Branding Guidelines
Online Brand Translation
Brand Awareness Environments
Brand Roll-ups
Brand Management Tools
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