April 9, 2010
“Competition on the web is fierce and it seems that to differentiate themselves from the crowd many companies simply add feature X without any regards to their brand. When making any changes/additions to your site, products or services you should always end up asking how will this hurt or help your brand. If it doesn’t help it in anyway why should you proceed with it? It’s very difficult to add a new feature today that your competition can’t add tomorrow. Features aren’t what will separate your company from the crowd, your brand is what will do it.
To end I would like to provide you with a definition of brand from my friend Mark.
‘Boiled down to its ultimate simplicity, a brand is really nothing more than a promise.
Fulfill that promise consistently, the brand remains strong and gets stronger. Break it, or have one that’s too vague in meaning and you’re either heading for trouble or going to have a real hard time of getting started.’
That isn’t a logo, that is everything you or your company represent.”
Paul Scrivens, Web Designer at Emersian
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