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Not everyone is as convinced that web branding is as important as I believe it to be. The opposition to the idea is that to some web branding feels like some intangible function that can neither be quantified nor explained.

Some business owners believe web branding is a simple matter of pasting a logo and positioning statement on a website and related promotional items. For others it is some ethereal method of bringing consumers to your website.

In my experience the notion of web branding is wrapped up in a better understanding of who you are, what defines your business and how well you know each other.

If you can't clearly articulate what values you hold as an individual and what you seek to accomplish as a business then how can you pass along to customers the very things that should make you unique?

Many individuals who may involve themselves in affiliate revenue programs may feel that an identity brand is not needed. I suppose a case could be argued to this effect. However, if you are involved in list building strategies then the individual recipients are more concerned about your trustworthiness than they may be about the product you are pitching.

In almost every instance if the business can instill a sense of trust in the consumer, the consumer rewards that trustworthiness with a complimentary acceptance of the information, products or services the business owner presents.

In my estimation this process is best initiated in the fertile soil of web branding.

Web branding can utilize a logo, positioning statement, website specific downloads, forums, blogs and any number of elements to infuse a branded message, but it all goes back to whether the business owner really understands who they are and why they do what they do.

What are the core objectives of the company?

What principles are sacrosanct and will not be altered?

What motivates you?

These and more are the type of questions that can help you develop a mission statement as a business. That mission statement can be the core principle in every web branding idea you develop.

It may be tempting to simply observe another website that seems to be doing well with web branding techniques and simply imitate it. While imitation is the sincerest form of flattery this approach never allows you to develop the core values that will help to define your business in a way simple logos never will.