Chapter 22: Branding

“Branding” your company” simply means creating a unique identity for your firm and positioning and promoting that identity.

Every company that does any business at all ‘brands’ itself. Every communication (phone, fax, mail, email, in signage, packaging, or any other medium) coming from your company carries some identification, or “brand” of your company. Even the lack of a brand “brands” you.

Creating Brand on the Web: A Simple Strategy for Strong Results

Your online brand – your unique identity on the web – should be consistent with existing marketing materials. Yes, your developer can make your logo spin, talk, morph, or whatever. But just because the developer can do cool things with your logo (and other unique company identifiers), doesn’t mean they should. Animation and sound may help you position and promote your unique identity, though they’re often deployed on websites just for their own sake and not for the sake of branding. Don’t slow your site down with gimmicks that are there just for their own sake.

Remember to stick to basics: your ‘Brand’ is simply your unique identity, your way of distinguishing yourself in the marketplace. Capitalize on what makes you successful offline by promoting the same virtues – the same brand – online. Be consistent with your Brand across other media and your online presence.

If you use an ad agency I don’t necessarily recommend that you have them do your site. I hate to say it, but the vast majority of full-service agencies are clueless when it comes to the web, and I dare say that the majority of the rest are no bargain. Nevertheless, do get your agency involved in the branding. Your agency should have some input in the design phase of your site. Quite frankly, design is usually the agency’s forte. Whatever plans your agency has for you, they should keep your web presence in mind – even if they’re not the ones developing the site proper.

Be sure the design templates for the home page, the second and third level pages – as deep as you go – all carry your brand. Your logo as well as your slogan, motto or tagline all belong on every page of your site. This includes pages that are downloadable from your site.

Additional content covered in the print edition of Webforging includes a paragraph to a page or more on each of the following:

  • Your Web Presence is Your Brand
  • Make it Easy for People to Buy from You
  • It is all about the Prospect and the Customer…
  • …and it can be about more
  • Buzz
  • Personality