Web branding is the process of condensing the focus of your web-based business to the point where there is clarity about what makes you unique. This process is more than simply coming up with a clever slogan; it is defining your business so precisely that you define a new category or description for your business.
Ford developed the assembly line.
Coke provided tradition and consistency and now commands an incredible market share in soda.
Campbells perfected condensed soups.
Chick-fil-a didnt invent the chicken sandwich they just perfected it.
Each of these brands stepped back from the process of just doing business to clearly identify who they were and what they could do. That process of internal review allows them to be of as the best in the business.
Far too many businesses approach branding as if its a postage stamp that they purchase, affix to the business package and roll along without another thought. Ultimately this approach leaves them struggling to be a competitor without ever taking the business to the level of industry leader.
Are you content to simply exist in a pack of many similar businesses? Some are, so this...