Many people are still sceptical of the benefits of the Internet. When venturing online, customers look for the same assurance they would find in a physical environment: the credibility and legitimacy of a well-known brand name.
It is therefore vital to communicate your brand online in a way that maintains your brand credibility.
Online branding will be discussed in more detail in future articles. But the following basic pointers outline the broader considerations.
Create a synergy between your online and offline services - your site is an integral part of your business. You need to deliver online at the least what you deliver offline.
Every time a user interacts with your site, they are experiencing your brand.
"Page not found" reports, non-functioning links and sloppy writing, for example, will influence the user's perception of your company as a whole. It is worth investing time and resources to ensure a good brand experience.
Branding has been identified as the only true differentiator in the online environment. Take the time to identify what you want to convey to your users, and invest in creating a brand experience for your site. The investment will enhance your company image both online and offline.
