You Can't Hang a 'Closed' Sign on your Website
The thing with the Internet is that it never turns off or shuts down, and your business is always accessible, even when you're not. It also evolves really quickly, so your internet presence can get old in a hurry, showing your brand in a negative light to your customers.
A brand's reputation stems from the user's experience
Branding on a website is determined by the type of experience a user has on that site. In other words, it is not simply the website design that determines the brand perception, but also, whether or not a high level of service is apparent.
This arises from the fact that users tend to visit a website with a goal in mind.
Ads in a magazine, commercials on television and posters on the street have to first catch a user's attention in order to build awareness. This requires some sort of unusual design or other tactic. However, websites have an advantage because users are voluntarily coming to it, and what then becomes necessary is providing the services and information which meet the user's demands.
The point is that while it's really important for your website to be attractive and reflect your brand accurately, what's also very important is that you're providing something that the visitor is looking for.
Requisites for building a successful brand online
Here is a brief list of elements essential to brand building that will provide a good user experience:
A website that truly has a strong brand is not one that merely has a good design, nor one that is simply usable. Rather, websites that have a strong brand are ones that have all of the elements listed above, and that provide users with a good experience.
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