This is part two in a four-part series on how to build your company’s brand image. Read part one.

One of the best ways to establish a brand is through your website. Whether you’ve had one for a while or are just building it now, step back and ask yourself if it truly reflects what you want the company to portray in the market.

• Is your messaging clear and concise or would customers leave feeling confused?
• Does your desired brand image come through – whether it’s high-tech or warm-and-fuzzy?
• Are the colors reflective of your brand and logo?

If not, it’s time to make some changes. And while you’re at it, make sure you’ve incorporated the latest social media tools, including links to your Facebook page, LinkedIn profile, and Twitter handles. This gives you more lines of communication with your customers and gives you multiple opportunities to engage with them and drive them back to your site.

Websites offer the opportunity for you to engage in conversations with your existing and potential customers, whether creating or contributing to blogs, visiting forums to add your voice and insight to ongoing discussions, or posting your company’s latest news on social networking or association sites. Where appropriate, set up a portion of your site for blogs and customer feedback.

This area is where you can really show your brand personality. If you’re a massage therapist, you can post health and wellness tips. If you own a restaurant, you can list new menu items and ask for feedback and ideas. Engaging in these conversations gives you an opportunity to continually present and strengthen your brand. It’s important to pay close attention to feedback and adapt your messaging and marketing to maximize the site’s effectiveness. If customers are abandoning your site within seconds of arriving, look into what adjustments you can make to engage them. And if no one is posting feedback, look for reasons to get them engaged.

Next: Learn how to market your site