Online Brand Extension

Expect widely varied results when extending your brand online. In fact, if you are the owner of a single mom-and-pop or a small chain, be careful. An online player with a streamlined infrastructure may undercut a well-trafficked regional brick and mortar retailer whose core value proposition revolves around price.

Even a seasonal retailer, with great in-store merchandising, may find that providing a unique experience on the web has its limits. On the other hand, professional services can thrive online. A two-man operation that offers network consulting with a differentiated approach, for example, can become a national brand.

First, you need to decide if digital is your primary channel or a support channel. Once you’ve decided on the web’s role in your business, you can determine how your brand may fare online by considering your core DNA. Pick one of the three known success zones – content, commerce or communication – and leverage it.