FM Walsh & Associates Inc.

When creating a web presence, many companies think of technology and web design first with marketing as an afterthought when in reality, their major concern should be the latter: after all the web site is often the first point of contact you have with your potential customer. It’s imperative therefore to consider marketing (and branding in particular) a priority when creating your Internet presence. If you don’t, you could risk damaging this substantial asset considerably. In part one of this two part series I provide some key points that companies must consider in order to create a successful internet brand:

1. If your brand is already working well for you, there is no need to reinvent the wheel:
In most cases companies have already made considerable investment in building brand awareness. Don’t discard this; rather use it to your advantage. Always extend your existing brand image to your on-line presence so that people who are already aware of your brand recognize it easily on the web.

2. Consistency is key:
The company brand should be consistent across all touch points. Use existing corporate logo’s, taglines, fonts and colour schemes on your website to mirror the colours you use in your letterheads, signage and tangible marketing materials (or vice versa). Always include the internet domain or home page on existing corporate materials because driving traffic to your website will serve to further enhance your brand.