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internet branding to create brand loyalty

| internet branding &  online corporate brand image services

The corporate brand on the internet is more than just the brand colors and the corporate logo, but is created by the information accessible to users, the tone of voice, the choice of imagery and multi media presentations, the cycle of updates, the user interaction with the web site and the benefits users have visiting the site.


Brand consistency

Our holistic perspective ensures consistency in the manifestation of your brand promise online. We approach a brand as a whole and therefore guard the brand image on the internet and expand the brand portfolio by practicing professional internet branding.

The Brand as the driving factor of each company

Branding encompasses the entire range of the company's corporate identity, products, services, behaviors, market position, distribution channels, technologies, processes, and communication channels. It is the sum total of your customers' experiences and prospects' perceptions. This fact is not neglected when setting up and managing a web site but all these brand attributes and elements are extended into the online presence loyal to its core values.

The most common pitfalls when a brand is taken online:
  • be distinctive and offer something better and different on a dimension users care about and never copy other web sites;
  • execute the brand promise very consistently;
  • communication of the brand personality must take place consistently and persistently,
  • Not being seduced by methods and means that would jeopardize the brand image.
  • Being aware that due to the new media channel internet a brand can be damaged through inconsistency and tone of voice that is not loyal to the brand personality.
  • Using images that relate clearly to the business and not publish images that have been shown on the Internet 1000 times before. Images of this category will most definitely not create an own unique and professional appearance that is required to stand out.
  • Keeping in mind that the Web is a very visual and interactive media channel! All brand elements used on the Internet should be clearly defined in a >> web style guide.
  • Implementation of Flash should enhance the brand. It can serve to display presentations or to display compact info but never use it just because it is "cool" to have moving and rotating elements on a page. In general you can say people like the web because they retrieve information made accessible in an interactive manner. Flash sites often lack information and are reduced to show casing a company. Flash sites are more difficult to optimize for search engines and the marketing budget needs to be higher than a web site programmed in XHTML and css.

The brand communication tool web site

Internet usage really set in around 1995. Until then it was pretty much reduced to an expert audience of people working in and for the IT, Universities using it for sharing knowledge worldwide and the military used it for communication purpose.

Nobody ever expected that the Internet would replace the way of how companies are conducting business with each other, like it does today, especially on the B2B level. This is also why we have today people in leading marketing positions as well as in branding that lack knowledge of the Internet and its requirements in regard to usability of a web site and how to execute branding properly online. Universities in general are in some cases two years behind. Teachers first have to be educated before they can hand their knowledge on to their students.

This technology developed so fast that a certain unfamiliarity to handle it the proper way, is still hindering its optimal and effective use.

The size of a company does not play a role when it comes down to the proper implementation of internet branding because when visiting the web sites of multinationals or medium sized companies, with often have generous marketing budgets small companies can only dream of, one will find that online brand management mostly fails on the Internet and that those big players are often not at all performing better than small businesses publishing their company web site. You can view an example in the >> web sites review, which we will be extended regularly in the future, demonstrating how NOT to execute it, but also present examples of state of the art online branding.