I can look at a company’s website and tell them within minutes how well their story is being told. The problem is that this service ‘brands’ me as a web guy. I’m not. I’m a story guy. And if I had a dollar for every time a small business owner told me, “My website does nothing for me”, implying there is something inherently wrong with the world wide web, I would be… well you get the idea.
I want to just throw out that I believe a bad website is far worse than no website.
Websites afford a company a global platform that is ridiculously inexpensive. Putting aside that most small businesses sell to people within a 50 mile radius, a well crafted, compelling story will keep your visitors on your site longer. The longer a person stays on your site, the more likely your offering will find its way into that prospect’s long-term memory.
A company’s website is also a window into their marketing prowess across other channels. The simple truth, if your story is not being told well on a company website, odds are, it is not being told terribly well anywhere else.
A continuation of the post below…
I have decided to amend my definition to say; A Brand is a perception that can be retrieved from long-term memory. For the longest time I used “resides” in long-term memory. I am not sure why I used “held” in the post below.
Now the intersection I referred to can be illustrated by a plus sign (+). The vertical axis represents the brand identity, or those messages generated by the company. The horizontal axis represents the brand image, which is generated by the audience or consumer. When I say these must intersect for a brand to exist, I am speaking of each individual’s perception.
So does a Brand exist if an individual can not retrieve it? Yes and no.