While a logo is the symbol of your brand, a website is your brand’s home on the internet. It is where your business lives. Have you ever taken a walk around your neighborhood to see how other people live? What about the house on the corner that never seems to have a light on ever? The last time you walked by, did you notice the cobwebs in the windows? Would you be comfortable approaching this house with your seven year old daughter selling cookies?
Think of the the house in your neighborhood that never seems to sleep. There are tricycles in the yard, and ice cream stained minivan in the drive, and screaming children literally climbing out the windows. Would you call this house alive? Of course, but you might not be comfortable approaching this house in your new suit.
Have you ever had the pleasure of having a neighbor who you connected with and eventually became goods friends with? Maybe they were outside one day when you walked by, and you started a conversation. Or, perhaps, they dropped by with fresh baked cookies when you moved in, and you both hit it off. What drew you to them? The sincerity of their generosity as they reached out to you? What keeps you coming back to their house? The comfortable and attractive atmosphere that tells you their story a little at a time every time you enter?
Take a trip to your favorite shopping mall. Isn’t there always that one store that seems to have crickets chirping in the corners? No, not at Halloween, I mean throughout the year. Do you feel comfortable entering it? Five stores down however, the energy bursts out into the hall from music, people, and maybe even robotic objects with flashing lights. It certainly gets your attention. Then there is a store that you seem to frequent often, because it has an attractive environment, very pleasant staff who are skilled at making you feel very comfortable purchasing their quality product.
Websites seem most effective when they are alive, attractive and comfortable . How do you build such an online presence? Since there are endless options to choose from when it comes to the best web design and construction, it is no wonder that small business owners are scared to death to venture into the online marketing world. No wonder, indeed, that many brick and mortar organizations turn back to old fashioned print marketing, what we in the industry might call Print 1.0. Fpr many, web branding is seen as too confusing, too expensive and too elusive to bother with.
It is estimated that 55% of small businesses do not have a website. As a result, there is much discussion, yes debate, these days about the importance of any business having a website. If 55% of businesses do not have a web presence, they may be at risk of denying their business a viable and potentially lucrative revenue stream. Like it or not the world is now on the web. The dark dot com days are past, and today’s technology is ever improving. Use of the internet in business is evermore innovative. There is no need to fear bringing your brand and brand promise to a new online home.
I’ve heard more and more people in the 20-35 year old demographic say they will not do business with anyone not online. They mean it. They consider it to be a trust issue. If you are not online, you are not to be trusted. Some have held to that belief for the past ten years. That is quite significant, and it is a trend that cannot be ignored as we move further into the 21st century.
Is your business adequately branded? Do you deliver on what your brand promises? Then, take your brand promise online with real world design. Open a new set of doors by creating a site that lives and breathes your brand, engages your visitors, and grows your business.
Paula Sykora is an expert Colorado-based graphic designer and interested. She is focused, in particular, on real world design and providing the most effective graphic design possible for her clients.. This article, Branding Your Online Presence is available for free reprint.
