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The user experience is your brand!

A

brand is essentially a story told by marketers, and consumed - or rejected - by audiences. Tell a great story about your company, product or service and you will transform your position in the marketplace.

Conventional, offline branding is a promise, a relationship built over time. E-branding is immediate. It is not based on a promise; it is based on the instantaneous, dynamic flow of information or on the transaction at hand: e-branding is the experience of the words, images and applications available on your site. Creating the experience is creating what you want users to feel and think about you as they operate quite independently from you on the digital frontier. This is what we call the 'user experience', and that experience is the most significant reason why people will choose your brand over the competition's.