A brand is the means by which your company or organization is identified. This can be in the form of its name, such as IBM, or its memorable logo, or a slogan, such as “It’s the real thing’’, which most readers will know is Coca-Cola.

Depending upon the way your site—or the site you’re working on for someone else is set up in terms of trademark and other legal aspects, it may fall to you to ensure that the sites designer implements and makes sure the company’s brand is well-defined and maintained throughout the site. Being consistent with branding is key in defining and maintaining a brand identity.

For trademarked names, logos, and slogans, in the United States, it is up to the holder of the mark to ensure its strength and safety. This is one reason some companies, such as Disney, are notoriously litigious when it comes to anyone trying to mess with their brand materials.

If it’s up to you to help the client define the brand for his or her Web site, here are some time-honored tips to help:

• Consider a brand name that has existing and related meaning to your goods or services. A well-known example of this is Nike, a brand known worldwide. Nike is the Greek Goddess of Victory, a perfect choice for athletic goods.

• Build your visuals based on the symbology of your brand. Images should reinforce the message behind the brand, not dilute it in any way.

• Write slogans that are catchy and relevant.

• Integrate your strategies into the long-term Web site plan.

• Test early. If the brand name, images, or slogans do not test well early in the design process, it may be time to go back to the drawing board and gain more insight as to why.

• Be sure to place your branding consistently throughout your site. The company logo should appear on every page, as should any slogans. Imagery related to the brand should be used consistently, too.

One last tip. Many designers create a larger logo for the home page, and use a smaller logo on subsequent pages. Linking logos on subsequent pages to the home pages is also very common; many people expect the websites logo to link back to the home page, so its pretty much a recommended practice.

Do you have any tips or experiences when it comes to ensuring a brand is used consistently and ensuring a brand is implemented effectively onto the web?  Tell us your views by leaving a comment below.

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