Extending Your Brand Beyond The Page

[webmarketer]

As Lawrence read through his mail last fall, a plain black and white envelope caught his eye. It had his name in the clear plastic window and was clearly official business. At first glance, he thought it was from the IRS, but upon closer inspection, he realized it was from a bank – his bank, which he was also CEO of! He quickly sent it off to the marketing department, who initiated a slew of changes including everything from face-lifts to envelopes to the addition of bowlfuls of green Hershey kisses (the bank’s signature color) in all their branches.

This example of branding might be construed as extreme; after all, when you are running a business there are more valuable things to worry about than envelopes and chocolates.

But, remember, God is in the details. The immense power of brand perception in something as mundane as an envelope can carry a heavy message about your relationship with your customers. It can do some serious damage to your branding if it gives them the feeling of detachment.

This CEO recognized the role his envelops played in his customer’s brand identity and acted quickly to control the adverse effects. When 65 million envelopes are being distributed every year, they’re instantly transformed from a simple wrapper of documents, to a statement of identity. Essentially, this bank sends out 65 million pieces of direct advertising (not including the people who handle the mail) that reinforces the public’s awareness of the brand.

Like so many envelopes, your website is an extension of your business, reaching out to millions of people ready to identify themselves with your brand. It should come as no surprise that what you convey on your site reflects directly on you and your business.

Needless to say, branding your web site goes far beyond colors and logos. Your brand – your identity – is entrenched in everything from the navigation bar to the font type. It states your purpose, gives you credibility and makes customers comfortable and at home with your product or service.

In most small businesses, the marketing department is usually the same guy signing the checks. Without any formal training or information, the key branding issues might fall to the wayside. But I’m going to fill you in on a little secret. The key to successfully branding your site lies in knowing yourself. If you are confident in your product or service and know what your customers have come to expect, then branding your site is a simple task of implementing what you already know.

If, however, you’re trying to increase your market share and expand your services to a broader range of consumers, I highly suggest hiring someone with the expertise and knowledge to make that happen.

Here are some easy ways to extend your identity effectively:

* Globalize your brand throughout your business including business cards, letterheads, promotional items (pens, calculators, etc.), receipts, your web site, and, of course, envelops.
* Use the same fonts (or as similar as possible) on printed media as well as on your site.
* Keep content on your site consistent with what you do and how you do it.
* Use imagery that conveys and strengthens your brand identity.