People tend to do things online that they would never do in person. This is true for personal communications and, too often, also for professional branding. A company may have a powerful logo and slick printed materials that present a clear, powerful message. Then, inexplicably, their website is cluttered, inconsistent, or confusing. Such discord between a brand's online and print persona could result in lost customers.

Everything you do reinforces your brand. A good brand is not just a logo or a website. It is the totality of a consumer's experience from name recognition to personal interaction to purchasing. As such, your brand must be true to itself across all channels.

Achieving consistency in online branding is more complex than in print marketing, although it does require some of the same techniques. First and foremost, site design is critical to the success of your visual identity. If your brand persona is modern, clean and professional, then your site design should be as well. Color choices, use of imagery and navigation must all work to promote that message. A messy, poorly designed site that is in conflict with your image only serves to confuse the consumer and make them doubt, in an instant, all the work you have done to build your brand.

Online branding does not stop at good design. Site features also serve to enhance user experience and express your brand message. For example, a brand that considers itself modern and engaging needs to have frequently updated content, reliable customer service and interactive elements that allow for quick feedback.

Repeat after us: No unnecessary gimmicks. Just because the code exists does not mean it should be on your site. Customers are not looking for the coolest flash or the craziest new game. They are looking for value from you. If a feature does not make your user experience more effective, then you are not being true to your brand. Stick to design and function that are consistent and useful, and you will have a distinct brand advantage.