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Branding is the same wherever it is; web, supermarket, cataloque or face-to-face with a salesman. Consistency through all channels is what counts most and that your customers’ experience of you matches what you claim. If you are a speedy business, that solves a customer’s problems through rapid reaction – don’t go for heavy graphics and animation – your customers want to get to your web site fast. And if you offer no frills, value-for-money don’t buy the world’s most sophisticated radar-guided-heat-seeking web site with breathtaking effects!
The key is – decide what your brand values are - and stick to those on the web too. What the web can do is amplify your brand effect quicker and at lower-cost. So branding errors come home to roost more quickly – but at least measurement is, for many, easier. So you may, at least, know where you went wrong! Equally, the web puts your brand powerfully under the microscope – so results can be seen so much sooner.
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