In today's competitive world where competition is only a click away, it is imperative to establish a strong, distinct identity for your web presence. Potential customers must identify with your brand first when they require any products or services offered by you.

Creating brand loyalty implies creating a growing and loyal web community of people who identify your web site with a particular product or service and return to it again and again. So, how do you actively develop a strong online brand and a community of people who are loyal to it?

Here are some pointers!

Physical design of the web site
Consistent design of the web site is very important. A uniform projection of the organisation can be achieved through consistent use of the logo, a meaningful USP and definitive vision and mission statements. There should be consistency in design and navigation. 'Best Practices' should be implemented.

Style of writing
The style of writing should be consistent and distinctive-differing according to the intended audiences; so audiences can associate a certain type of information easily with your organisation. 'Less is More' is a guiding principle.

Easy navigation
Set up your site so it's easy to navigate. User friendly sites with dynamic content attract more visitors a second and third time.

Make yourself easy to contact
Publish your physical address and contact information, including phone, fax and e-mail address. And most importantly, respond when you're contacted.

Use testimonials
Get testimonials or reviews for your product or service. Make them available on the Web site; repeat them in annual reports, brochures and other corporate materials.

Naming your web site
Your URL should be representative of your company name or business. Alphabetically, a name with an 'a' is better that a't' for search engine rankings. Your domain name should be simple and easy to remember so that people can find your web site easily.

Promote your URL offline
Use all available offline media to promote your web address.

Create online communities
Create online communities or groups of people interested in various issues covered by your business and find ways of making them feel part of a 'like-minded group' that will come back to your web site time and again.

Since your web presence is your face to the world, build it right.

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