The newer dot-com consultancies are spending even more feverishly to establish brand awareness. The sense of urgency around brand is palpable. But branding is a long-term game. Certainly, basic awareness can be developed more quickly in the digital age. But brand awareness does not equal brand equity.
Awareness is step one.
If customers don't know you exist, they certainly won't consider you for their next project. For IT services firms, the ultimate goal of branding is to create loyal customers. With loyal customers, marketing is easier, selling is faster, premium pricing is more acceptable, repeat business is extremely high, and positive word of mouth helps generate new business. Creating loyal customers can happen more quickly with the Internet. By definition, however, loyalty comes through experience and time.