Seattle Branding Firm Launches New Online Brand Experience Division, Builds Community Around Brands Through New Approach to User Experience Design

August 11, 2009 (PRLEAP.COM) Business News
Seattle, WA, August 11, 2009 Parker LePla, a pioneer in integrated branding practices since 1994, today announced the launch of a new division, Online Brand EX, to help companies live their brand online. Online Brand EX (EX is short for experience) offers website and social media branding services that allow organizations to align their online brand experience with business goals and existing brand strategy.

Online Brand EX helps companies move from one-dimensional online experiences to multi-dimensional dialogues that engage customers, employees and others. "We start from an understanding that the most effective online experiences are community-based," explains Jen Travis, vice president of Online Brand EX. "Yet, at the same time, there are many ways organizations can authentically bring their brand voice into communities to establish relationships that increase loyalty and connection over time."

Online Brand EX develops consistent, user-centered brand experiences through every online venue including websites, social media channels, custom mobile applications, company profiles, advertising and wherever else a brand lives online.

The nerve center of the online brand experience will continue to be company websites-at least in the near future. "We're blending web development disciplines such as user-centered design and information architecture with brand strategy in a new way-to create highly engaging and interactive experiences that balance user and business goals," said Bram Wessel, online experience strategist at Parker LePla.

According to Travis, "Online brand value lies in empowering employees, customers and others to be able to express themselves and form significant relationships based on shared values and interests. So, it's not just about the messages, the design, the architecture or the technology, but how it all works together to create an experience that is highly relevant and engaging."

Wessel adds, "We consider user experience to be fundamental to a brand's promise and personality online."

For more information on Parker LePla Online Brand EX visit or call 206.285.5280. You can also join the discussion around building brand communities through online brand experiences at

About Parker LePla
Parker LePla is a brand shift consultancy that helps companies define and live their brands in the world and online. The principals have authored two best-selling books on branding: Integrated Branding and Brand Driven, and often speak at national conferences on branding topics. Founded in 1994 by F. Joseph LePla and Lynn M. Parker, Parker LePla's clients include Group Health, University of Washington Foster School of Business, Attachmate, ProQuest, City of Seattle, Bowker, Neighborcare Health, REM Medical, Heifer, the Wilderness Society, HIV Vaccine Trials Network, Olympia, WA, the Beryl Companies and others. For more information, go to