Integrated: Virtually the Same Brand

by Jean Brandolini Lamb, Peter Gassiraro, Jul 22, 2008, 4:23 PM

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A few weeks ago, a friend had a question about her law firm. She wanted to know how the firm could identify its brand. During a conversation with her, we learned that this search for the brand began rather innocently. You see, she and a group of other associates formed a committee to recommend a new Web site design to the firm's senior partners. They met with Web designers and agencies, but as these meetings progressed, it occurred to them that they had no sense of the direction in which the site should go. Yes, the committee agreed that it should be professional, but beyond that fairly general criterion, they felt like they were shooting in the dark.

Somehow, after all our blathering about brands, some information must have stuck in that fantastic, Ivy League brain of hers. She stopped the committee's conversation on the Web design candidates and asked, "Shouldn't there be a guiding philosophy for this site? Something beyond just what we personally like or don't like?" The lightbulb came on: "This site needs to reflect what we are as a firm - it needs to embody our brand."

Well, if the lawyers figured it out, you better believe that your customers have, too. When they arrive at your Web site, they expect to be carried into the world of your brand. And that doesn't just mean having your logo on your home page and getting the colors right. The best Web sites integrate the brand into their visual design, functionality and language. Very few companies have mastered all three, but a few well-respected large and small brands have exemplary sites from which we can learn.

Tiffany & Co. has mastered bringing its brand online, especially in its visual design. The Tiffany brand, which equates to perfection through high quality, timeless elegance and fine service, comes alive on Tiffany.com. Of course, Tiffany's patented blue is present, but the visual brand does not end there. Products are revealed in a stretch of simple "jewelry boxes." When the user mouses over an item, the piece is displayed with a detailed view - diamonds reveal their brilliance, the wedding crystal shows its ideal cuts, and each gold and silver design exposes its distinct feature. Simply put, it feels like you're holding the item in front of your eyes. The experience is perfect, and ultimately, that's the Tiffany brand.

The New York Times Web site truly epitomizes the Times' brand. If the daily version of this paper promises "All the News That's Fit to Print," then the Web site delivers more than news; it provides context through its impressive functionality. One can spend hours on nytimes.com each day as detailed news context peels like an onion; every story is surrounded by related articles, images and charts. Casual readers can relish the details, with slideshow walking tours of an Escape destination or suggestions on how to arrange flowers in affordable vases. One of our favorites, the Times' Minimalist columnist, Mark Bittman, shares his expansive food knowledge online in his Bitten blog and regular video features. Some might call those yummy details, but we know that it's the context that makes it the go-to site for in-depth, appropriate and accurate information.

Finally, there's Daily Candy, which doesn't even require its fashionista readers to lift a finger to visit its site. Instead, it provides bites of in-the-know information, making every subscriber an insider. What really separates Daily Candy from the pack of copycats isn't its tips on the latest and greatest on food, fashion and beauty, rather, it's the sassy and whispered tone in which the stories are told. This is its unique and unmistakable branded language, which extends from the hushed expressions in its frequent e-mails to its corporate information.

It's important to remember that Tiffany & Co. and The New York Times, giants of their industries, took some time to build sites that are the embodiment of their brands. Take a cue from those big brands and my friend the lawyer: Look at every aspect of your Web site and ask each time, "Does this reflect our brand?" When the answer is always "yes," you have built the site your customers expect - and deserve.

Jean Brandolini Lamb is director, brand strategy and engagement, and Peter Gassiraro is group account director and leads the interactive practice at The Brand Union, New York. (peter.gassiraro@thebrandunion.com and jean.brandolini@thebrandunion.com)

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