As marketers, Maslow provides us with a blueprint for developing a brand personality that can effectively deliver a compelling, comprehensible, effective marketing message. Decide which of Maslow's needs your company satisfies and then construct a marketing plan that delivers both the personality and message that speaks to those needs.

We are lucky to live in the age of the Internet, for even the smallest of companies has the opportunity to communicate its brand personality and marketing message using the most effective communication environment ever invented, The Web.

The 5 Elements of Communication

To effectively take advantage of the Web's ability to communicate, you must understand the five elements of communication:

1. The Environment: the Web is a sterile environment that needs to be humanized in order to effectively deliver your brand personality and marketing message.

2. The Message: the Web is an information-infotainment environment where compelling, informative, memorable content is paramount.

3. The Messenger: the Web is a one-to-one communication system compared to traditional broadcast and print communication that is a one-to-many system.

4. The Audience: the Web is a place where visitors choose to visit you, do not short change them with second-rate information, poorly delivered in unimaginative, ascetically challenged presentations.

5. The Process: the Web's multimedia audio and video capabilities combined with the penetration of high-speed access makes for the perfect system to deliver brand personality and needs related marketing messages that humanize your website, speak directly to your audience on a one-to-one basis, and inform, enlighten and entertain your audience in a compelling, memorable manner.

Conclusion

There has always been an ongoing business battle between those responsible for technology services and those responsible for marketing services. The Internet may be a great technological achievement, and it no doubt can be used to provide extremely useful technological solutions, but at its core and from its earliest pre-Web days, it was always a way to connect and communicate information and ideas, and isn't that the essence of marketing?

The need for businesses to create awareness (Buzz), to spread that awareness throughout the marketplace (Viral), and to involve an audience in the spread of needs fulfillment (Word-of-Mouth) is achieved by taking advantage of the Web's multimedia communication capabilities. In short, the Web is a communication tool that can be used by marketers to speak with a human voice and human face directly to your attentive publics on a personal, human, one-to-one basis in order to achieve the prime business motive: more sales and profits.

Jerry Bader is Senior Partner at MRPwebmedia, a Thornhill, Ontario based website design firm that specializes in delivering their North American clients' marketing messages using the latest audio, video, and interactive Flash presentation techniques to create compelling, informative and memorable Web-experiences that enhance brand personality and increase sales and profits. Visit http://www.mrpwebmedia.com, http://www.136words.com http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.

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