Good branding efforts foster site 'stickiness' while promoting customer retention

By James R. Borck, InfoWorld |  Business

Another important opportunity for building a brand experience can come from an assessment of your company's core competencies. The technologies and content already at your disposal can often best boost your identity. As an example, NBC began as a radio and later television network, and it has remained current in the marketplace, developing channels in new media to showcase NBC's strength as a news and information leader.

In a relatively short time, the broadcast giant has grown an impressive cable presence and Internet channels that enable good collaborative content repackaging across business lines. This multichannel repackaging maximizes audience reach, ensures timely content, and reduces costs by eliminating redundancy in content ppreparation.

Building on this successful formula, NBC created and is branding the NBCi portal. NBCi draws from the wealth of content available on NBC-TV to infuse its product with an entertainment and lifestyle slant. Although the new venture has a unique look and feel, there is no mistaking the branding continuity at play.

This is a perfect example of using existing resources and corporate strengths to promote a solid synergy among products, talent, and distribution channels -- solidifying a branding framework that will strengthen corporate identity.

By leveraging your company's specific assets, you will find it easier to differentiate yourself from your competitors. Find your niche and then begin branding it effectively.

Be sure to take a look in this issue's Test Center pages for a more thorough look at developing a solid brand on the Web. In particular, senior analyst Lori Mitchell does an excellent job of analyzing the requirements of good branding and offers several ways to best meet the challenge.

For all of the Web's capability for efficiency, we must remember there is no shortcut to customer satisfaction. The same principles and practices that have shaped customer experiences for years will continue to foster success on the Internet for years to come.

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