Harley Manning from Forrester, spoke eloquently at the Financial Forum keynote this morning.  He has developed a measurement for brand image, and brand action on your web site.  He made the case that people get confused when there is no framework for making a decision, and this particularly applies to web sites.  He advocated the use of persona’s to centre decision makers from disparate groups on assessment and design questions.  Such groups, would be Marketing, Product & Channel.

Using the 14 sets of criteria, he made the point that the linkage between that which companies say their brand represents, and that which their web site delivers are not aligned.  In fact he applied these tests to several banks, insurance and brokers, and only one company made it above the minimum standard, and that is Fidelity.  Bank of America came close.

The range of measurements are from text, font, size, at one end of the spectrum to emotional connection at the other end.  He suggested that a brand review of the site, take place quarterly.

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