If there is one thing that many small businesses love to mess with, it is their brand image. Perhaps it is their chance to get creative, in an otherwise numbers oriented existence. It is also the one area that gets the greatest abuse in regard to the “holy Grail” of brand – CONSISTENCY. One area I’d like to address is your web presence.
Does your website reflect your brand accurately? Let’s take a look at 5 cyber-consistency challenges:
ONE: Over-all brand image of your website.
If I met you at a networking event and you passed your card on to me – when I got back to my office and went directly to your website – would I see something familiar when the opening page appears?
Your business card is my initial exposure to your brand image. I begins my journey down Brand You. If upon opening your web page, I am faced with an entirely different esthetic, then you are doing your company/brand a HUGE disservice. Your visitor now has to adjust their interpretation of your brand from another perspective. Ideally, you want their brand experience to reinforced from their initial exposure to Brand You. Don’t get tempted with the urge to get overly creative if it means moving away from what was already established on your business cards.
TWO: If your brand is information oriented, your website should reflect this.
Let’s say Brand You, has established itself as an expert, then your site should be focused on delivering information on your category. It should give the visitor the distinct impression that Brand You is indeed that expert. It should show that you are there to help them. Outside of the web, your collateral material should also portray this.
THREE: Your promise should be the same on AND off-line.
Whether your customer meets you at an event or on-line they should hear only ONE brand promise. The power of consistency goes a long way to getting the trust of a potential customer when the promise they hear is repeated at every point of contact. Also be sure that the promise is acted on, not just a hollow statement.
FOUR: There is more to a domain name than you think.
Your URL. Is it specific to your brand. Ideally it is the same name as your brand name. So if your company is called – The Acme Company then ideally the URL would be The AcmeCompany.com. If that isn’t available don’t be tempted with acronyms like TAC.com, while representational, it does nothing to make them think of Acme. If I called your office, you now answer the telephone with. “good morning Acme”, not good morning TAC. A good alternative would be something descriptive of Acme. Maybe something like, “TheAcmeAdvantage.com”. Now we’re thinking something positive about Acme.
FIVE: Is your website presence passive or pro-active?
Determine how your website can be an asset to your brand. If it is strictly informational, then it is a passive tool. Get the information out and make it easy for the customer to contact you. If it is to be pro-active, then you want your customer to stay around your site longer. Give them tools and information that they can use. Become a valuable resource for them. Which ever of the two strategies you follow, be sure that it is in sync with your brand.
CONSISTENCY – there is no more powerful word regarding your brand experience. With it, each element builds on the next. It leaves confusion in the dust. Without it, it is a harder, more expensive route to take. Never compromise. Take a hard look at your brand as it exists right now. Are there any loose ends that could use a tweak or two to assure that everything you do is consistent?
Great post Ed! I think there is always tweaking that can be done to keep the brand growing and thriving.
Fantastic look at how to brand properly! I love how you talk about branding the same online as offline. I see so many companies that do not follow this simple step.
Ed,
Another great blog post 🙂
Consistency is, indeed, the most important yet often overlooked element in branding…
People tend to go for flashy designs and stuffs on their brochures, website, and business cards – and forgetting that consistency is paramount in delivering visual message to the potential clients.
Cheers!
Mixed messages not only confuse your audience but cost an awful lot more money to promote. I guess, people have a tendency to be more like crows and go for the shiny stuff.
A great reminder Ed – to ensure that everything we do is on-brand!
As one famous Irish politician said for many of us – ‘much done – much still to do’.
Ed,
While I agree with your good advice and the premise of your article overall, I did want to point out that TAC may not be the best example of the point you are making about the selection of domain names.
TAC is one of our business clients — and the truth is, they do NOT use TAC as an acronym, as you will see if you explore the web site and look at the company profile: http://tac.com/Navigate?node=1310
TAC actually is the name of the company, and it is a strong brand in their niche — and my experience has been that if you call their offices, they actually DO answer the phone: “TAC — May I help you?”
Great advice! I consider consistency as a crucial tool across your promotions the key to building a successful and remarkable brand. I especially loved this sentence: “people have a tendency to be more like crows and go for the shiny stuff.” Great work Ed!