Devoted to branding and building and protecting brands

Too many start-ups, early-stage companies and even outfits which have been around long enough to know better approach brand building as if was all about slapping their logo on every available surface. The fact is that the process known as branding goes way, way, WAY beyond what you do graphically. It's a state of mind as much as anything and it's about how you approach all things that have implications for your product (or your service) reputation.

 

It's become a cliche, but your brand represents the promise(s) you're making about your product and what consumers/customers should expect of the experience your product delivers. Lowest cost? Finest service and support? Hottest technology? Coolest design? Highest quality? If you're a new entrant in a market, or developing a new market, you need to attract the attention of the right people and drive them to your website. Once they arrive, the site must compel them to use it to your advantage. Which means using it to their advantage. What's in this for them? Why should they hang around and go deeper? What is there each day to keep them coming back? Why should they care? You get the picture.

 

The Web has become more than a place to reformat brochures and archive whitepapers. It's made to change, each day, sometimes multiple times per day. It's an environment in which people can immerse themselves -- and which you as a marketer can tailor to what interests them. What this means is higher sales -- or blown opportunities. The key: make sure your site delivers on the promise of your brand. Make it work first and foremost the way your prospective customers want it to work, not just the way you want. In short, keep your promise.