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What is a brand? There are very long definitions — in fact, there are book-length definitions that can be very confusing. But at its core, branding is a simple concept: determining what distinguishes your business, and then marketing it consistently and persistently. Your brand is your identity.

What is Your Brand?

Your brand is the way you distinguish yourself from your competitors.

Do you sell unique products? Do you sell a broader range of products than anyone else in a particular market niche? Do the type of customers you serve share common characteristics? Do you have strong community ties, a rich business history, or a unique company culture? What makes you different from other businesses that sell the same products or provide the same services? The answers to these questions contribute to your company's brand.

Your brand also encompasses the nuts and bolts of your business: such items as your logo, the look of your marketing materials, your company's location, your hours, how to get in touch with you, and, of course, the look of your website.

Is Branding Important?

Branding is essential for healthy competition. It is your chance to stand out.

The experts tell us that branding is essential in the current competitive business climate, and building an identity online might even be more important. There is a logical reason that what people do on the Web is called "surfing," not "reading." The Web is all about speed: take a look...click...that's not what I want...let me try this...click...no...click...not that...click...YES!

Think of a website as the ultimate "elevator pitch." An elevator pitch is a 30-second pitch that entices the prospect to want to hear more. You have to provide people with a compelling reason to go to your site and remain there rather than moving on to a competitor's site.

Communicating Your Brand Online

Your brand should be reflected in every facet your website, from your domain name to the colors you use

Your website should present a clear and consistent identity while providing the information visitors need in a place they can easily find it. There are several factors that contribute to a consistent online brand:

Domain name and e-mail address. Your company's online brand is more than the content and appearance of your website. It begins with your domain name and e-mail address. A domain name is simply the name of your website, such as www.createonline.co.nz. Don't try to be too clever; choose a domain name that identifies your business and is easy to find and spell.

Layout and writing style. Your site should reflect your other marketing materials, including colors, logos, layout, writing style, and even the style of type you use. The more consistent, the better, because people remember visually. Colors, logos, and the overall look and feel of your marketing materials are important and should be professional.

When you create the look of your website, do your homework. First, spend some time thinking about how you want to be thought of by your customers and prospects. This decision will affect all of your choices. No matter what you choose, create a brand that will appeal to your audience.

Products or services you offer. Visitors want to know what you have to offer and how you differ from your competitors. This information is also part of what makes up a brand. Don't sacrifice content for form. Layout, colors, and writing style are important, but ultimately, you need to communicate what you do and how you are better. Spend some time thinking about exactly why you think someone should choose you over a competitor.

Company history and background. How long have you been in business? What are the qualifications of your staff? How was your company formed? What is your mission? Take time to provide some company history and background. Tell your customers why you're in your industry and why you're the best!

Photos. Photos can be a very attractive and professional addition to a website. They can help reflect your company's culture, your staff, and your products. Photos can be warm and familiar, conservative and businesslike, or fun and trendy. The style of photos you choose should fit your desired image.

General information and expertise. People use the Web for research; they want to know that you know your industry or market. A Weblog or FAQ is a good way to publish information about your industry or respond to customer questions and issues. Providing a website that is rich with information - not just company propaganda - can contribute positively to your brand.

Customer testimonials. Nothing can build a brand more effectively than testimonials from satisfied customers. You can create a separate page with case studies or sprinkle customer quotes as graphical elements throughout the site.

The Bottom Line...

Remember, you're not coming up with a "whole new identity" for the Web. Instead, your website should reflect and reaffirm your company's existing brand. Keep in mind that every element of your site - logos, photos, colors, type style, writing style, and content - can contribute positively to your brand and win customers.