Brand Building on the Internet: www.smartthinking.com

By Jeff Hilton, Integrated Marketing Group, 2003

As a society, our need to communicate has made the Internet a web of conversations—people reaching each other across time zones and continents at lightening speed. These conversations are held between friends, coworkers, employers, employees, companies, and consumers.

In this web of information exchange, companies want in. For good reason. Business also has a need to communicate. They have brands to build, products to sell. And it should not be surprising that companies are rushing to utilize the Internet as an extension of and in some case a focal point for their ongoing marketing outreach and branding efforts.

But businesses are at a disadvantage on the web. Why? Because unlike real people, a company doesn’t have hands, a voice, or any other means to communicate. Sure, we’ve found ways in the offline to create a brand “personality” with print ads, brochures, and press releases. But the web presents the best opportunity for companies and customers to connect one-to-one. To build relationships and increase customer loyalty.

Too many companies are missing this opportunity for one simple reason—they’ve forgotten how to talk face-to-face. The web doesn’t work like standing on a soapbox and yelling into a megaphone across the park. It’s more like sitting down on that bench for two that overlooks the pond.

Here’s the temptation: you’ve already said what you want to say in your product brochures, right? Can’t you just post those up with some pretty images and call it a web site? Not if you want people to pay attention. The natural products consumer isn’t generally one who has a lot of patience for companies who recycle information. These people don’t “surf” like your kids. They go to search engines, sift through topics, check out sites that interest them, maybe buy a product or two, then click. They ’re off.

So if you’re lucky enough to have people visit your web site, you’d better do everything you can to convince them your products, your services, and your brand are worth remembering. Otherwise, forget it.

Sounds easy enough, but over time we have a tendency to get too familiar with our company—and our web site. Seeing your web site through the eyes of your customers and prospective customers isn ’t easy.

To help marketers address this, I’ve outlined a highly accurate web site assessment that focuses on seven key issues. To fully benefit from this evaluation, here’s what you need to do: Get out of the office, go home, get comfy, and curl up in front of your home PC. You want to see your site through your visitors ’ eyes.

Strategy—Where It All Begins
Ask yourself these questions: Is there a single, clear, definable purpose and strategy for the site? Why will current and potential customers visit and what will they expect to find? Is your brand's positioning apparent? Is it a position your customers care about? Is your key selling message communicated consistently and memorably? This Web site which we developed for Unigen Pharmaceuticals reinforces their brand positioning of successfully blending science and nature.

Design—Keep It Clean
Here’s another temptation: to throw every graphic and animation possible onto your homepage. Don’t do it. Unless you’re running a circus, keep the bells and whistles to a minimum. Your consumers are coming for information. So ask yourself this—do the colors, type faces, graphic elements, visual elements add to or detract from the selling message? Good design focuses your visitors’ attention on the message…not the design. The Web sites which we designed for OrderDog and ourselves (IMG) work hard to keep the focus on the companies, not the graphics.

Content—Find Your Voice
Compelling communication is based on real needs—human speech about human concerns. Your products and services are filling a need, aren’t they? Remind consumers about their need, then show them your solution. Avoid distant, uninviting, or arrogant language. Your visitors are looking for honesty and authenticity. Does your web site say “we’re concerned about your concerns,” or “we’re concerned about our bottom line?” And don't forget to update and change the content on your site. Keep it current, topical and interesting. The key to bringing back viewers is to keep the site "fresh." Give your visitors a reason to come back again …and again.

Navigation—Make It Easy to Get Around
Just like a car’s dashboard, a good web site should put all navigation within the driver’s reach. Is your navigation easy and intuitive? Is the location appropriate? Is it consistent? If a prospective customer walked into your corporate offices, would you hand them a map of the building, say "have at it!" and walk away? No. You would probably give them a personally guided tour based upon their particular areas of interest. Your web site visitor should not be treated any differently. Don't force them to stop and figure out how to get where they want to go. Chances are they'll just go …away.

Organization—Let Logic Prevail
Visiting a web site is like visiting a stranger’s house. Only you can’t ask where the bathroom is. So make your organization intuitive and obvious. Don’t make visitors go through multiple levels to find what they’re looking for. A flat, well-organized site is more likely to get visited again.

Interactivity—Don’t Build an Online Brochure
Brochures serve their own purpose, but they don’t translate well into web sites. The point is to get consumers involved with your brand. Involvement leads to purchases. Purchases lead to loyalty. Remember, the web is one giant conversation. Can visitors ask questions? Can they contact you? Can they give you feedback and opinions? Or are you all mouth and no ears?

Programming —Accommodate Everybody
Different people will view your web site with different browsers on different machines. Are you reaching them all? How does your site look on your home IBM? How about your neighbor’s Mac? Are programming languages used appropriately? Are you optimizing the use of your metatags so search engines will recommend your site?

Now, write your thoughts down, email them to your work address, and go to bed. You may have just given your web site the best evaluation it’s ever had.

Tomorrow, concentrating on these areas should help shed new light on the effectiveness of your web site. As you make adjustments to your online presence, keep the right perspective, find your voice, and really start to communicate