| On the Net, brand is more than just a graphic | | | | the overall user experience your shopper has |
| design. It represents an interactive | | | | with your site. This includes the look and |
| experience and the online consumer gets this | | | | feel of the site and its ease of navigation. |
| experience through your Web store. | | | | |
| | | | It's easy to create an adequate eCommerce Web |
| What makes a good online brand? The same | | | | site. What you want to do is create a great |
| thing that makes a good interactive Web site. | | | | online brand that customers will enjoy |
| A good user experience. | | | | shopping at and come back to again and again. |
| | | | And to do that you need to keep a set of Web |
| Your brand must target a specific audience or | | | | essentials in mind. |
| market niche. But just as important, your | | | | |
| brand or your Web site must be usable. A | | | | In future articles I will discuss these Web |
| pretty logo is not a brand on the Web. It's | | | | site essentials. |