Your branding platform is made up of your name, positioning statement, meaning, style and logo. Your brand name is the main identifying factor of your brand. When a person hears it, it automatically makes them feel a certain way about your site or product. The positioning statement identifies the who, what, why, and how parts of your business. Meaning has to do with how relevant and up to date your site is. Achieving your main focus and following your values will strengthen your brand. It is also important that the visual representation of your brand is consistent so that it is easily recognized by your users. Apple is an example of a brand that is always consistent and uses a minimalist style on their website to create an elegant product. The second biggest identifying factor of your brand is your logo. It is used as an at-a-glance reference point to put on things that your brand is associated with. Starbucks, FedEx, NASA, NBC, and many others that are shown below, are all examples of brands that use simple, but effective logos.
Your website is what combines all of those elements into one online space. Your site is not just a medium for your branding platform, but it is also a vital part of your branding as a whole. Each of the elements from above are enhanced by the addition of a website. Your name, or web address, should be easily seen when users search for something similar to what you are offering. Having a URL that is short and easy to remember will be most beneficial. Making a name for yourself in the online world is an important aspect.
Your website will also help in getting quick feedback from your users, and you can act upon that feedback quickly so your customers have the most valuable experience. A website will also help to maintain a cohesive brand by combining the design of all your other media. Using social media such a Facebook and Twitter along with your site will allow you to break down the barrier between you and your users, and also gives them easier access to share content from your site. Online logos provide quick brand recognition, and will help it to rapidly expand.
In conclusion, an online presence in your brand is very important and will be very beneficial. Giving your brand the opportunity to expand is the best decision you can make.