Our traditional notions of branding have given way to a much deeper focus on understanding the customer experience. Brand has become more than a sharp logo. Brand identity is equal to the sum of all the impressions an organization makes on its customers.

For designing and developing web standard sites, this is a significant shift in thinking. The web is a highly public, visual and interactive medium. Therefore, it has the power to build or erode an established experience quickly.

It is critical to understand how an organization defines its brand before beginning a project, since a web designers' job is to successfully interpret this brand idea into an interactive experience. A designer must always be asking, "Does the final site properly represent the company?"

Companies are now in the experience business, and brand identity equals experience. Let's say that we walk into an Apple store at Eaton Centre in Toronto, Ontario, Canada, and you will be immediately aware of how true it is. Apple Computer stores use refined architecture, lively signage, and interactive displays to direct the consumers towards a consistent, coherent and unique experience.

Apple Inc.'s innovative marketing message on its web site promotes the computer as something that will unleash your creative power. The physical store reinforces that message by allowing you to flex that power with unlimited verve. For instance, walk up to the display called, "And the award for Best Director goes to... YOU!" You are presented with several video cameras tied to Macs running iMovie. Right there, you can practice your skills.

In summary, smart approaches to branding results in designs that are appropriate and responsible to the original intent of the brand; consistent and coherent identity; and a memorable experience that distinguishes the company from its competition.