branding as experience

Today I read the following on Caterina Fake's women's business blog, Bizwerk:

"You can no longer tell people about your brand; you have to let them experience it."

- Esther Dyson

Perfect timing. I gave a presentation today where I said that branding was so much more than graphic design and consistency across product. Specifically, I was talking about consistency of branding on a web site and how a web site is an extension of your company. By using consistent messaging, you reinforce your brand. For my organization's purposes, I believe that messaging is five-fold:

1. Resourceful
   People are able to find what they are looking for
   
   Reinforces the purpose of our organization


2. Knowledgeable
   We are able to help people find what they need when they don't know where to look
   Reinforces the service we provide


3. Available
   Not only is the site up, but it is easy to use, to get to, and to access
   Reinforcing that they can turn to us 24/7 to get help with their projects


4. Reliable
   Our results are meaningful and helpful to our users
   Reinforces that we are a source they can always turn to


5. Accessible
   Site is built to ADA standards
   We are a resource for everyone

Read the post here and get to the main Bizwerk site here.