The Web is No Longer About Presence, It’s About Identity

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  • October 29, 2007

We spend a lot of time online, after all it is our job. We’ve seen hundreds if not thousands of business web sites ranging from the mom and pop sandwich shop down the street to established medium sized businesses.

It always amazes us the number of companies that simply have a web presence, a mentality prevalent 5 to 6 years ago, when a company could get away with letting the owner’s son build the website in his or her high school computer class. The graphics are often hokey at best, the message is not longer a fit with the company, and any posted prices are grossly out-of-date.

The game has changed, even though most companies have not seen the shift. The web has gone from an auxiliary marketing medium to a prime time player, and in our eyes the ultimate marketing canvas. Businesses need to get their act together and integrate all of their marketing efforts. A presence is no longer adequate, an identity is required. Is a spinning envelope icon really the message you want to send to potential clients or customers? Shouldn’t you be communicating the hometown atmosphere of your sandwich shop or the fresh sliced meat in your sandwiches?

Whatever ideas or concepts drive you to keep your business going should also drive your primary marketing strategies and your website.

What is your message or how are you different from your competitors? As soon as you can answer this question, seek assistance in building or refining your brand identity and communicate this identity in all of your marketing efforts.