Web Site Brand Image Best Practices From Interactive Agencies

As part of a recent evaluation of interactive marketing agencies' Web design capabilities, Forrester applied its Brand Image Review methodology to 36 reference sites provided by 18 agencies. Overall, the agency-created sites we evaluated averaged a passing score on our tests, and we uncovered several best practices. Though many of the sites evaluated shared common brand attributes (e.g., simplicity, fun, innovation), our reviews showed a few sites that delivered on these common attributes in unique and differentiating ways. We also saw a handful of sites that delivered on more unique brand messages, like Harley-Davidson's focus on "the riding experience." Firms looking to create differentiating brand experiences online should grab users' attention with a strong Brand Image; provide useful, usable experiences; and ensure the overall health of the brand experience by conducting regular reviews of their sites.