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Consider extending your organization''s brand online: positioning, consistent message pays off in long run.

Publication: San Diego Business Journal
Publication Date: 29-SEP-03 		Format: Online - approximately 855 words
Delivery: Immediate Online Access
Full Article Title: Consider extending your organization''s brand online: positioning, consistent message pays off in long run.(Special Report: Web/Internet)

Article Excerpt
A company's brand drives the way it is perceived by its customers, the media, shareholders, and even its employees. As the Interact evolves, companies are casting a more critical eye toward the question of how to best represent their brand online.

So the question is posed: How can a company powerfully convey its brand online? It is helpful to first agree on the definition of the term. A solid brand identity is an organization's visual, emotional, rational, and social image from an audience's point of view and does not just apply to an organization's product.

A meaningful brand communicates and relates to audiences, telling them about an organization's values, standards and benefits, and why it is a better option than its competition.

The most respected and recognized...

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