Web presence is nowadays essential part of the branding process. That’s because the Web is equally a:

• Communication medium that conveys image. To take advantage of the inherent strengths of the Web — potentially endless depth and two-way communication — sites must provide content and function that support Brand Image. For example, to back up Apple’s claim to “lead the industry in innovation,” its site must describe the innovative aspects of Apple products and provide standout function like a best-in-class configurator. To reinforce multichannel marketing campaigns, sites also need elements like language, imagery, typography, and layout to be consistent with both the intent of the positioning and the style of ads in other media.

• Delivery channel that enables action. Sites don’t just appear before customers the way television ads do. If a customer sees a home page, it’s because she typed a URL or clicked a link — and that means she arrived with goals like finding specific information, making a purchase or getting service. To avoid frustrating and annoying her — a bad way to build brand — sites must supply the content and function she needs to achieve her goals. For example, customers looking for a low-cost American Express card need content that includes annual fees and APR plus function that lets them apply online. Sites also need navigation that makes it easy to find the content, and they need presentation that makes it easy to consume the content.

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