Some companies do not think of a company as a brand. One of the chief reasons a company has a website is to demonstrate that they're staying up with the times, that they're on the cutting edge. They're seeking to communicate an image about your company that will register in the minds of your potential customers. Professional marketers refer to this as brand development.

A brand is the image of a business in the minds of customers and prospects. Everything about the site -- the quality of the design, the clarity of your wording, the sense of interest and excitement, the colour scheme, the download time, and much more -- contributes to the image, and the image is the brand identity.
The goal is that when someone leaves a site they'll remember the business -- positively. And that the next time they come, they'll make a purchase or pick up the phone. The brand image is also the trust the customer has in the business.

There are no real shortcuts here. Major corporations spends millions of dollars to develop their brand image and keep it fresh in the minds of consumers. Is there any way a small business can compete?
Design includes the colour scheme and graphics, but also structure of the site, the all-important navigation system, the size and quality of the photos or illustrations. All these affect the brand image.

Be very clear about this, whether you're General Motors or a one-person small business, brand development -- image -- is first on your list of purposes. It is a precondition for sales since it relates directly to customer trust. Fail at this and the core purposes of your site will fail..