Web branding is antithetical to the notion of perfection. Sometimes the best web branding advice is to let your humanity leak onto the web page. Life's messy and perfection is not a trait known to mankind.
If you make a mistake admit it, laugh about it, make fun of it, allow others to comment on it - in the process you will find prospects looking at your website or blog with an appreciation for the voice of common humanity.
So many businesses rely on a level of perfection they can never attain and hope to sell the idea of a perfect company to prospects. If that's what you're doing you have a commodity nobody is buying.
Web branding is about being creative, inventive and sometimes taking your prospect off guard. If you can work on these elements you may find that your website is connecting with customers in a brave new way.
Google provides an example of this approach that has spread to other parts of the web. They have taken their logo and revamped it for almost every holiday and special event. Sometimes it's fun just to go to their site to see how their logo has changed since the last visit. It's a bit like the window dressings of yesteryear when your favorite store would redress their windows on a regular basis to provide a sense of newness to their store.
Many websites will try to appeal to all demographics, but the truth is by selecting a demographic your wish to market to and then allowing web branding to help cast your business as an authority in this demographic you may find your approach is a turn off to some in a demographic that is either older or younger than your chosen target.
When you land on a demographic to serve you will find more freedom to create web branding ideas that are innovative and entertaining to that demographic.
Can you provide some freebies?
If so, you have another means of branding your website. By attacking the web branding issue from multiple fronts you stand a better chance of keeping prospects coming back - sometimes just to see what you're doing next.
You're freebie could be a software download, a computer wallpaper selection, knowledge-based ebooks or downloadable games.
By viewing your website as a sieve you may catch the idea that you always need to be looking for ways to fill it back up, your site visitors will love you for it and will likely come back again - intentionally.
About the Author
Scott Lindsay is a web developer and entrepreneur. He is the founder of HighPowerSites and many other web projects. Get your own website online in just 5 minutes with HighPowerSites at: http://www.highpowersites.com. Start your own ebook business with BooksWealth at: http://www.bookswealth.com
