Home
>
Web Design
>
Branding Web Strategy Mistakes - Brand Identity Guru

Branding Web Strategy Mistakes - Brand Identity Guru

1. Lack of overall strategy and clear definition of success:

Most people realize the need for a site, but don't understand what it can/should do for the company. And when they do have a goal, they don't measure it. We'll often ask people, "What are the objectives of your site?" Answers vary from "the site is supposed to provide information about our company and products", or "the site is supposed to effectively convey our brand to our audience". In actuality, those are very rarely the true objectives, but rather the means to accomplish one's objectives. A website's objectives will in most cases be to drive revenue or generate qualified leads.

2. No integration with other marketing activities ? the website is often on an island.

Okay, so you have your URL on your stationary, collateral, etc. But very rarely is a website tightly integrated with other marketing activities such as direct mail and print advertising. Ideally, a company will drive prospects to specific URL's to accept an appealing offer that might have been presented in a direct mailer or advertisement.

3. No Search Engine Positioning (SEO)

In addition to the above point, very few companies have invested the proper time or effort into being effectively positioned in the major search engines. Once built, most people assume that the Search Engines are all rushing towards their website, blinded by an overwhelming lust to spider the new site. To their shock, they eventually find that while they want to be in the Search Engines, getting there is not an automatic process. Although Forrester Research tells us that 80% of all Internet users visit the search engines, our own research shows that fewer than 10% of companies have done anything to position themselves effectively. Usually, there are excuses for lack of search engine marketing... most commonly, "we don't really feel that our particular audience would be looking for a solution in the search engines".

4. No Strategic Capture of Prospect Data

We always ask if companies are capturing strategic data from prospects that visit the site and hear "We have a Contact Us form." When is the last time you filled out a Contact Us form? Contact forms are not strategic. Case studies, white papers - use anything you can to get the prospect to ask for info - then nurture them over time if they aren't sales ready today!

5. Misconceptions Based on People Using Themselves as the Focus Group

Remember, it's not your individual opinion that should drive the creative design for the website. The website should be created for the customer in mind. A site should have some unique flavor, and personal preferences aren't completely disregarded. But we must conform to some standards of usability and habits, and be creative around them.

6. Lack of Ongoing Activity Analysis

Website log files contain a tremendous amount of data. Usually, too much for a typical marketing person to have time to analyze. As a result, key metrics are rarely defined, and no data ends up being monitored and analyzed. Do you know the definitions of the most common metrics any web manager should be looking at? (Visits, page views, visitors, hits)

7. No Content Management System

There is no reason to have content that is outdated and stale. A content management solution can be implemented very affordably and allows a company greater control over their site. It allows non-technical people the ability to control content. Most good sites today are built with a content management system.

8. The Neighbor's Nephew as Web Strategist

"I realize that we're a $50 million company with hundreds of customers, but I really think my neighbor's nephew who just finished a web course can handle our company's web strategy. The old adage "You get what you pay for" holds very true on the Internet. Experience, expertise and customer service are the value propositions a consultant/developer should bring to the table.

9. Focusing Too Much on the Technology

Websites are not technology - integrating them with CRM or ERP systems are very technical issues and should be treated as such. But building a website is a function of marketing. In today's world, a website is a marketing tool - whether it be a lead generation tool, sales support tool or a client extranet. Once you know what kind of server environment and language you will be building in, there are few technical issues that will be popping up.

10. "We don't believe in requesting data from visitors, or using it for e-mail marketing." "People are getting enough spam, we don't want to annoy them even more."

If your site does not attempt to capture the name of an interested, qualified visitor, then what is it really doing? Being prompted for a small amount of information in order to receive some valuable offer in exchange does not annoy people. (In fact, many of our clients have seen increased leads after implementing some registration processes). Furthermore, opt-in e-mail marketing (to those who gave you permission to send information occasionally) will not be viewed as spam, and will, in most cases, generate higher response rates than seen with any other marketing activity. Response rates to opt-in e-mail marketing in the range of 10% - 30% are not unheard of at all.

To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

custom home cleaning Mundelein ...

In The News:

NewTree Social founder Maddy O'Connor built a community events app to help people discover local gatherings, wellness events and run clubs nearby.

DoppelCart's 119,000 fake shopping domains steal credit card details at checkout, mimicking over 44,000 real brands with convincing cloned sites.

Hurricane charity scams use data brokers and people search sites to target victims before storms even hit, exploiting personal information..

The Fox News AI Newsletter covers the latest artificial intelligence technology advancements, including the challenges and opportunities AI presents now and for the future.

Autonomous race cars hit Laguna Seca and Imola Circuit at speeds topping 157 mph, but the Abu Dhabi Autonomous Racing League faces a fan problem.

A LinkedIn romance scam cost Gaby close to $1 million after a scammer returned her first payment to build trust, then escalated requests over two years.

Safari's Notify Me can monitor websites for price changes and restocks, while new AI photo tools let you reframe and extend shots in iOS 27.

FLHSMV traced the Florida DMV breach to credentials from a Plant City Police Department user, but ShinyHunters claims over 200,000 driver records.

Tesla's Cybercab launched in Austin with no steering wheel or pedals, but hidden details about age limits and missing safety features may shock riders.

Moderna and Merck's Phase 3 melanoma vaccine trial showed positive results, but full data and FDA approval are still pending for the mRNA therapy.

Malwarebytes data reveals scam texts peak around noon ET with 874% higher volume than overnight, and Fridays bring roughly 50% more messages.

Over 5,400 legitimate websites now serve fake CAPTCHA scams that trick users into pasting malware commands into Windows Run via ClickFix attacks.

Tuya Smart's Doova AI home robot rolls to seniors who call for help and connects family via live video, but key privacy questions remain unanswered.

Jevon Martinez livestreamed himself removing 10 Flock Safety cameras in Bernalillo County, but authorities say eight belonged to neighborhood associations.

A dark web service called Nexus claimed to hold over 153 million driver's license records, and the FBI confirms it is now looking into the incident.

Asking Siri to call American Express connected an 82-year-old woman to a bogus number that nearly drained $100,000 from her Bank of America account.

The Fox News AI Newsletter covers the latest artificial intelligence technology advancements, including the challenges and opportunities AI presents now and for the future.

iPhone Duo opens to a 7.6-inch foldable display starting at $1,999, but Siri Recap's ambient listening on Apple Watch may spark privacy concerns.

Homeowners' association meeting minutes and membership lists can expose names, addresses and emails that scammers use to craft convincing phishing scams.

Lima, Ohio, has installed 3,120 floating solar panels on its Twin Lakes Reservoir, projecting nearly $10 million in electricity cost savings.

Amazon's Alexa for Shopping now lets customers verify suspicious emails, texts and phone calls against the company's own communication records.

Lindsey Brooke Isaacs spent 13 days in jail after a Flock camera flagged her Dodge Durango near a fatal Florida crash that killed three people.

AI-powered smart grocery carts are linked to 32% higher spending, according to new research, as Instacart Caper Carts expand across U.S. stores.

A VPN encrypts your connection on hotel, airport and café Wi-Fi abroad, but streaming catalogs and live sports access still depend on provider rules.

Gmail's Verified Sender Program launches September 8, 2026, giving U.S. political committees a more reliable path to your personal email inbox.

Branding Web Strategy Mistakes - Brand Identity Guru

Web Design