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A case in point is ESP Guitars, whose guitars are recognized among guitar-playing community as weapon of choice for heavy, rock-oriented music. Coming in intimidating shape, hot-rodded parts, as well as eerie finishes, ESP guitars are associated with personas and bands with unforgiving image -- likes of Metallica's Kirk Hammet, Jeff Hanneman of Slayer, Sepultura, and solo artist George Lynch. Interestingly, despite its lengthy list of endorsing artists of various musical orientations, ESP only manufacture signature guitars for a selected few of rock players.
Upon arriving at gateway page that is adored with three bizarre-looking musicians in your average rocker fashion, you will instantly get idea of what constitutes ESP name - hard and fast music, independence, freedom, anti-establishment attitude.
Going further into homepage, you will come across interviews and news on rock guitarists ESP touts as its unofficial spokespersons. There is an interview with Kirk Hammet, Metallica giveaway info, review of radical-shaped LTD Devil Girl guitar (see name?), as well as tour updates on Danzig and Soulfly - two of last defenders of heavymetal.
A bit to bottom you will find a thumbnail image that leads you to a page showcasing ESP's custom guitars in, you guess it - flashy graphics and uncanny designs.
ESP doesn't shy away from more conventional designs and 'softer' players such as Rolling Stones' Ronnie Wood, but they are relatively insignificant - at least judging from a visit to site. And unless you care enough to dig deeper into artist-list page, all you will encounter is how ESP guitars can deliver sound you need for playing heavy riffs and fast licks.
The incorporation of news, product info, images, and endorsing artists educates new prospects of ESP brand and what it promises to deliver, while reinforcing its image and character to those already familiar with brand. Would it be same if ESP mimicked Gibson Guitars website? Considering site's something-for-everyone impression that bolsters consumers' already-ingrained perspective of Gibson name, ESP would likely confuse its loyal customers and drive prospective players to competing brands that are just a click away.
Your website is too important an element to be left alone as an electronic brochure. As Internet has been shown to be an effective brand-building medium by various research, your website must be an integral element of your overall branding strategy. Like you, it generates an aura, and aura is brand.
Johann is an Internet Marketing Consultant at Microsoft The Business Internet Competency Center in Jakarta, Indonesia. You can reach him via email at independent@excite.com or visit his company's website http://www.mbicc.com and his online branding e-zine http://www.pranala.com