Cyberbranding: Brand Building in the Digital Economy

A Web Site is not About a Company

From the moment a Web site launches, it becomes the sole form that encompasses a brand, 24 hours a day, 7 days a week. It’s the look of the brand, the feel of the brand, and the essence and experience of the brand together in one unique presence. A Web site is an opportunity—the chance to communicate and impact an audience’s behavior instantly. A Web site shares information and promotes interaction.^[1] Indeed, it is every touch-point of a company and a brand. That’s more than any other channel has to offer in the twenty-first century. As such, a Web site should be outwardly focused. Every issue and consideration stems from the needs of an audience. It’s not about the company. It’s not about the company’s history. ...