We often make mention to clients and prospects alike about the importance of getting to the heart of your brand, the brand promise, to effectively make connections with audiences. In this new world of mass collaboration based on openness, peering, sharing, and acting globally it is imperative that you understand your brand and where its headed. If you don’t have that solidified prior to launching a web presence you’re likely to develop a site that does nothing for your customer and sends them running to your competitor.

This article from Landor “Beyond the buzz: Designing an effective digital brand experience“ outlines six key concepts to guide your thinking in creating a web site that’s a true 24/7 brand experience rather than just an online brochure. I promise it’s worth reading but just in case your mouse hand just can’t click one more time here are the six concepts: Know thy brand; Walk in your customers’ shoes; Become a digital detective; Explore all forms of digital brand expression; Start a conversation with your customers; and Take advantage of technology to create on-brand connections.