37 e-Branding 1: Building your brand’s website

For your online branding to work, stick to the same principles as all your other work. Remind yourself of your values and your identity. Back in the 90s, when less than 1% of the UK population had access to the Internet, there were some dreadful websites built, even for well known brands. Back then things were different. Now, there’s no excuse.

Your website should add extra layers of what your brand stands for, and refl ect your values. If it contradicts them, then change it. If your brand depends on its reputation for great customer service, then make sure that you reply to emails straight away, and make it easy to contact you.

The idea The fantastic thing about websites is that you can change them every minute if you need to, and if you can afford it; you can also make masses of information available at very little extra cost. That’s the biggest advantage over a printed paper brochure or catalogue, but it doesn’t necessarily replace them. Browsing through pages you can see things you weren’t looking for, but might like; with most websites you have to know what you’re looking for then search for it. At its most basic, a website is like the online version of your business card; it shows that you really are who you say you are. We all know that online we can choose the identity we want, but with

your brand, stick to the real one, and use all the advantages that the web has to offer to reach new people and give them the information they need.

In practice • Refl ect your brand’s values in what you offer online. • Use your corporate colours, but don’t plaster them on too thickly. You want to make your site easily accessible, and pleasant to visit. Use your logo, and have your site designed in the same style as your other marketing materials. • Write the way you would speak to your customers; that way your website seems like the continuation of a conversation.