Don't be inconsistent with your off-line brand. Make sure your Web site experience is consistent with your brand image. For instance, is your brand known for superior engineering and being easy-to-use? Make sure your Web site experience is consistent. A recent study found that corporate Web site email responses are highly informal and unbranded.
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Peter De Legge is an Internet Strategy and Marketing Consultant with over 10 years of marketing and e-business experience, primarily in the business to business arena. He has held marketing, advertising and e-business strategy positions from medium size to the Fortune 250. To learn more about his services, visit his Web site at http://www.businessmarketing.net.
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