When people visit your website, do they know which website they are on? Regardless of the page, there should be a consistent look and feel to every page. In the print world, this is called your signature. Most sites will follow this premise, but sometimes we forget some of the little details.
Icons to the homepage should be the same on each page and located in a similar location on each page. The rest of the icons on your site should follow a similar theme. These details should be tied into your marketing effort on the web to build and reinforce your brand. If one of your visitors clicks to go to another page on your site and it looks different, you may be creating unnecessary confusion and they may think they have left your site.
One of the easiest things you can do for your internet branding is to use your logo on each of your pages. Make your logo a live link which will always take a visitor to your homepage. There are other times you can use your logo in a smaller scale for interactive things like signing up for an email or linking to your contact page. Take a look at your site pages and look at them as a visitor to see what they see. Do you get a good feel for your brand?
Using the internet to market your business may change the methods (virtual versus print) but, the concept of good marketing remains constant. Bottom line is that you need to continually tell people who you are and what you do. Let me rephrase that. Good marketing is always telling people who you are and what you do.
An excellent story to illustrate the value of marketing and branding: