Brands are not about visuals and perceptions only. Way back in the day when Jan Carlson took over Scandinavian Airways and made them a successful and profitable airline, he did by instituting the Moments of Truth campaign.
He instilled into every staff member the notion that every single interaction with the public was a Moment of Truth - they either came away with a better relationship or a worse one.
Brands are built with every interaction. Online brands are built or destroyed click by click. Your website is your online face to the world.
Search engine visibility creates perceptions about your positioning in the industry.
It is all about a content strategy and user experience.
The growing mainstream activity on the Internet has afforded a whole new way of losing customers - or gaining them. Web developers and designers hold the key to the front door in online branding.
