The "Web 2.0" world of new technologies offers the opportunity for deeper, richer, interactive communications online. For B-to-B marketers, this means more customers are experiencing the brand online, and marketers tend to have responsibility for their company’s online presence.

Applying a brand message across all available communications in a 2.0 world and living the brand in all customer interactions are the key messages of a new white paper and podcast available from Godfrey, a leading business-to-business branding and communications agency.

According to the white paper, marketers can create a customer experience online that pays off the branding messages with a brand experience. For example, if a company differentiates itself as a provider of low price and convenience, then its Web experience should make it easy for customers to understand and buy its products.

"The Web presents an opportunity for you to engage your customer in a very direct way to experience your company," says Russ Green, Godfrey executive vice president, in a podcast with Ken Jones, executive vice president and leader of the B-to-B branding unit at Godfrey. Jones agrees, adding, "The Web has become the go-to resource for customers and prospects. They educate themselves, get application information and even share their knowledge with colleagues."

The proliferation of Web sites, forums, communities of interest, blogs and social networking sites challenges marketers in a number of ways. Jones warns that with so many media channels, "Your brand could become diluted or fragmented, so guarding your brand becomes even more important."

Green adds, "With so many ways for employees, customers and prospective customers to communicate, you need to develop brand ambassadors of your employees." Employees may be engaging customers or participating in industry blogs that reach thousands of potential customers. As a result, all employees who participate in online dialogue must understand your branding and messaging.

"Another implication of new technology is that marketers have to do more audience research," explains Jones. "They have to find how to reach their audience and how their audience likes to get information, because there are so many choices."

The Godfrey executives agree that new technologies provide exciting, new opportunities to deliver on branding promises with a fuller, richer experience. According to Green, the bottom line is, "Companies that are more active where and when customers are active will be more successful building their brands."

Both the white paper, "Living Your Differentiation in a Web 2.0 World," (106 KB PDF) and the podcast (12.7 MB  9:01 MP3) are free and easily downloadable.

Godfrey provides full-service, integrated business-to-business branding and marketing communications services. The agency offers research, brand management, advertising, convergent public relations, digital marketing, search (SEO and SEM), media, direct marketing and analytics services.