Many will relate the word "brand" and automatically envision a "logo," yet a brand is beyond a logo, a tagline, or the "look and feel" of your website.
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Interactive Branding
Branding is creating and communicating the collective representation of your company based on the expectation of value. On the world wide web, this expectation is formed interactively through the individual user experience. For online branding to be effective, the interactive experience needs to be meaningful in order for your customer to connect the positive response back to your brand.
Make a good impression
The initial impression of your interactive brand gives customers and visitors an idea of what your company and its products will be like to interact with. Whether the products and ideas are smart or stupid, helpful or annoying, useful or a waste of time, this intial impression creates expectations far beyond the simple perception that your site or business are attractive.
Make the experience memorable
It may be true that you never get a second chance to make a first impression, your web site needs to be more than just good looking. Well branded web sites need engage users like a good conversationalist. Navigating through a site, users need to feel that it listens, it learns, and it will have something worthwhile to say back. It asks good questions and makes relevant suggestions.
Like a great partner relationship, online interactive branding needs to create a communication connection, defined through action and response. If your partner is not able to click with you through communication, it will probably lead you to finding someone else to speak to and hang out with. If your relationship is stifled by confusion, frustration and dishonesty, your relationship will be over and your customer will move on. On the otherhand, if the partner relationship is led with grace and excitement your customer will decide to trust you and to trust your products, too.
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