five marketing ‘P’s’ are strong and healthy,
your Web site presents a beautiful face to
the world and yet another ‘P’ enters the
equation. The dreaded personality ‘P’ can
destroy the most beautiful of creations.
is your Web sites personality? Every
successful company has its own Persona or
"Personality," and just as human
personalities are complex, so too is your
company's Web site personality.
If you are going to be
'the person behind the website' are you
going to try and sell yourself or your
corporate personality? As with any first
meeting, people use their life’s experience
to prejudge your personality and character.
The way you dress; unkempt or tidy;
education; facial balance, etc., all convey
an immediate reaction to the viewer.
The same holds true
when a user accesses your website, a first
impression occurs. That impression is
critical. It should convey immediately your
Web site's usability, readability and
personality. Every aspect of your site, from
the functionality to the logo design and
logo placement, immediately communicates
your personality and brand.
In fact, studies have
shown that 82% of e-commerce buyers make
their purchase decisions based on
recognizing a familiar personality and
brand. Web sites with multiple personality
issues seldom are successful.
While it is true to say
colour and graphics are needed to establish
an identity and basic emotional undertone to
a web site, it is probably safe to say that
most web sites are communication failures.
One common problem appears to be a
fascination with, and overuse of, graphics
and colour. Even the most expensively
designed commercial web sites often lack any
coherent logic or user friendliness.
The other main
communication problem is a real lack of
written communication skills. While it is
not unusual for companies to use
professional web designers for the graphics,
they often write the content themselves or
use existing company printed copy. Beautiful
but dumb or ugly yet interesting is
immediately reinvented on the web.
Your website ‘Personae’
or personality is your corporate identity,
your logo and ultimately your web brand.
Remember, the purpose of branding is to get
people to recall your company, its product
and service from memory. It is your
identity; it is how you position your
company and how your company positions
itself. You want people to instantly
identify your company in your market.
The ultimate aim is to
get people to trust you more than the
competition, and to think of your Web site
before they think of the competition's Web
Branding isn't just for
the big companies. It's just as important to
you the small business entrepreneur. Within
your logo, company name and personality is
held all of your investments, because it is
this clear, identifiable aspect of you and
your brand that the consumer uses in
selecting your company or purchasing your
The Web allows you to
build one-to-one relationships with your
customers. What is more important is the
quality of those relationships. Your Web
site's personality and its ability to engage
your customers and facilitate an ongoing
relationship with them is the real key to
successful branding on the Web. As in life,
good looks and a great ‘P’ersonality will
take you far.