All this means that, without the old physical expressions of identity (actual products, packaging, environments, literature) as a first experience of a brand, a brand identity has to work much harder to attract customers and achieve differentiation; and, it has to do this primarily in an online context.  In effect, the website has to be a number of things; it has to be a store, a sales person or service adviser, a product display, a brochure, a catalogue, an advertisement and an after sales service ??? all in one place, on-screen. The Internet has not made it easier for brands to stand out. Within the confines and limitations of a small screen, brands have to work exceptionally hard to achieve recognition and differentiation. These are exciting challenges for corporate designers.

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