Giving your organization a face

Customers like organizations and businesses to have morals, personality - to have a face to them. This applies to a website just as much as it applies to the need to provide good customer service.

I've been doing some work for Hillhouse Opera Company, a new opera company in Connecticut. Currently, their website is not attractive. The colors aren't engaging. There's no logo. And the website has no production photos. Playhouse Merced, which has a lot of good information on its website, has a similar problem. It is missing a face, as well. It has a logo, but the photos are old and are only on one page.

Think of logos and pictures as a major part of your branding. In many ways, they are your face. They set the atmosphere of your website. And, aside from this, they wet the appetite of your customer. If a customer sees something they like, they'll be more interested in buying your product. But if the customer doesn't even know what your product looks like, they'll think it a risk to try your product.

You have to earn their trust. You have to own the right impression in their mind.

What are some other ways you "brand" your company?