Did you ever think about how your Web site reflects your brand personality?

We’re not just talking logos and color schemes here. We’re looking at how a Web site behaves – how its functionality reveals the company’s essence.

A short but incisive paper by Anne Nicholson, a London-based creative strategist, implores companies to think about what their Web site’s behavior says about them. For instance, she says, if a company is trying to build a reputation for speed and efficiency, it may not want its home page to open with a Flash presentation, which can slow down the visitor’s experience.

Ponder the topic further by downloading this one-page, thought-provoking essay.