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Branding is one of the most critical, and intangible, aspects of your business. No matter how much effort you put into creating a brand that customers want to associate with, it can all go to waste if the experience you create online is inconsistent with your branding.
However, having brand consistency is not just about graphics, logos, and a streamlined web interface. Often the experience is dictated by things seemingly beyond your control: for example, how quickly pages load, how fast transactions can be completed, and how often your site is up. The speed at which your customers can find and process information on your site is often the primary driver of how they feel about using your site-which often translates into how they feel about your brand.
Imagine planning for a big promotion that drives customers to call your company for more information. Clearly, you would plan for additional staff to field phone calls and ensure no one is forced to hold the line for an unacceptable amount of time. When planning for an online promotion, planning for speed is even more crucial, since a customer's willingness to wait is limited and your competitor is just a click away. How do you ensure that your web site is optimized to deliver an enjoyable customer experience that is consistent with your brand image?
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