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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Cyber Do’s

  • Navigation should be simple, concise, and consistent on all pages.

  • Customers should not have to search for information—make it easily accessible, with pull-down menus by product name or category and searchable databases.

  • Keep information up-to-date to avoid the look and feel of a “stale” Web site that no one will visit a second time.

  • Fast downloads will get an audience involved in a Web site quicker—remember, the average attention span is roughly one minute.

  • Design should be consistent and reflect the message the company wants to portray as well as what the audience needs to hear.

  • Understand customers before they come to a site—it’s much easier to anticipate their needs.

  • Too much content can be distracting—customers should not forget why ...

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