Coming in intimidating shape, hot-rodded parts, as well as eerie finishes, ESP guitars are associated with personas and bands with unforgiving image -- the likes of Metallica's Kirk Hammet, Jeff Hanneman of Slayer, Sepultura, and solo artist George Lynch. Interestingly, despite its lengthy list of endorsing artists of various musical orientations, ESP only manufacture signature guitars for a selected few of rock players. Upon arriving at the gateway page that is adored with three bizarre-looking musicians in your average rocker fashion, you

will instantly get the idea of what constitutes the ESP name - hard and fast music, independence, freedom, anti-establishment attitude. Going further into the homepage, you will come across interviews and news on rock guitarists ESP touts as its unofficial spokespersons. There is an interview with Kirk Hammet, Metallica giveaway info, review of radical-shaped LTD Devil Girl guitar (see the name?), as well as tour updates on Danzig and Soulfly - two of the last defenders of heavymetal. A bit to the bottom Three Phase Motors Manufacturers you will find a thumbnail image that leads you to a page showcasing ESP's custom guitars in, you guess it - flashy graphics and uncanny designs. ESP doesn't shy away from more conventional designs and 'softer' players such as Rolling Stones' Ronnie Wood, but they are relatively insignificant - at least judging from a visit to the site.

And unless you care enough to dig deeper into the artist-list page, all you will encounter is how ESP guitars can deliver the sound you need for playing heavy riffs and fast licks. The incorporation of the news, product info, images, and endorsing artists educates new prospects of ESP brand and what it promises to deliver, while reinforcing its image and character to those already familiar with the brand. Would it be the same if ESP mimicked Gibson Guitars website? Considering the site's something-for-everyone impression that bolsters consumers' already-ingrained perspective of the Gibson name, ESP would likely confuse its loyal customers and drive prospective players to competing brands that are just a click away.Your website is too important an element to be left alone as an electronic brochure. As the Internet has been shown to be an effective brand-building medium by various research, your website must be an integral element of your overall branding strategy. Like you, it generates an aura, and the aura is the brand.