Web Branding: Integrity Exposure
Ask twelve different marketing experts about web branding and you will likely receive twelve different answers. What may be most unusual is the fact that all of them could be right. Web branding is a way of presenting a face to your customers. Web branding draws from the heart of what you are doing as a business, why you are doing it, whom you are doing it for and how you intend to do it. Web branding may include a logo and positioning statement. These items will be viewed on virtually every page of your website, but will likely not be enough to show the heart of your business to consumers.
Web branding may include selling points. However, this alone only goes so far as to demonstrate some of the reasons customers should consider your business when attempting to acquire certain products or services. Web branding might even include unique features that help define your business. This may be getting even closer to the purpose of web branding, but it’s only part of the whole. Some people believe web branding to be something that is repeated or placed on a website often enough that consumers will likely remember it.
This may be a way to identify your business, but really does very little to brand it. The truth is, web branding may be a lot of things, but rarely just one. Think about a marriage; there are many things that define your spouse, but if you were to define your spouse in a single word (or a single way) you will never be able to fully capture the essence of your spouse. It is possible that you can learn everything there is to know about your spouse, but it helps when that individual is open and honest enough to help you understand more about them. The same can be true about your web business. Your customers may come to know and love you on their own, but there are many ways you can help them come to know you better. This method is true web branding. Web branding has at its core a sense of integrity and honor. You are extending the heart and soul of your web based business and you are seeking to demonstrate that the consumer is paramount to your way of doing business. This can have an amazing impact on the trust customers may ultimately place in your business.
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