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Branding Tips
9 Ways to Create a
Rock-Solid Brand Identity Online
by Bob Baker
Branding has been a business buzzword for many
years. But the term has implications far beyond
corporate logos, slick packaging and commercial
jingles. Effective branding is all about telling
customers who you are, what you do and how you
do it. Despite a sluggish economy and uncertainty
throughout the world, more people are spending
time and money online than ever before. That's
why it's vitally important for small businesses
and solo entrepreneurs alike to use the Internet
to make an impact.
Here are nine tips to help you carve a focused
identity online.
1. Define your brand
up front.
When visitors arrive at your web site, let them
know immediately what you do and why they should
care. Far too many web sites shroud their identity
in flashy graphics and ambiguous slogans without
telling people what the company or person actually
does. View your site through the eyes of a new
visitor. Does it spell out exactly what your brand
stands for? If not, redesign it so your purpose
and identity are unmistakable. For example, Terri
Lonier's Working Solo site at www.workingsolo.com
does a good job of establishing her as a resource
for freelancers. The opening paragraph lets visitors
know exactly who the site is for.
2. Lead with what
you do, not who you are.
It may defy logic, but making your company name
the most visible element on your home page may
not be the most effective way to reinforce your
brand. A web-based or e-mail marketing message
should state a benefit right off the bat. Which
of these paints a clearer identity: The business
name "Dog Owner Central" displayed in
large letters or the more specific description
"Training tips for busy dog owners"?
3. Use a real person
as a figure head.
The online world can be a cold, mechanical place.
Your branding efforts are more effective when
you add a recognizable, consistent human element.
Think of the way Dave Thomas used to promote Wendy's.
If your company has a CEO or spokesperson who
is closely identified with the company offline,
make sure that connection carries to the cyberworld.
If you run a business by yourself, by all means,
put your name, photo and personal message on your
web site. Nothing creates mystery and distrust
more than a site that is void of a human contact
and asks visitors to send e-mail to the "webmaster."
4. Develop a fan-club
mentality.
Most online marketers try to generate readers,
visitors or users. I encourage you to switch gears
and create fans. "Users" are people
who visit your web site, subscribe to your newsletter
or buy your products and services. "Fans,"
on the other hand, cheer you on, rave about you
to their friends, and eagerly follow everything
you do. Which would you rather have?
5. Make good use of
words.
Verbal content is not only king, it's the entire
kingdom. Even though designers try to squeeze
as much graphic impact as they can out of limited
bandwidths, what matters most online are the words
you use. I don't buy into the less-is-more, bullet-point
mentality of writing for the web. To create fans
online, you must deliver useful brand-related
information and speak to readers in a conversational
tone. If it takes more than one or two scrolling
screens to do that, so be it. As an example, illustrator
Bob Staake has designed a web site that uses his
personality effectively at www.bobstaake.com.
6. Make sure visual
elements reinforce your identity.
While words are important, the look of your web
site must also support your brand image. Is your
brand best served by hard edges or softer, rounded
shapes? Do primary colors capture your personality
or would earth tones be a better match? Find the
design scheme that best compliments your identity.
7. Become a one-stop
destination.
Let's say your company sells unicorn-themed knick-knacks,
posters and greeting cards. You might simply post
an online catalog and a few profiles of your products.
However, a far better approach would be to set
up your site as a clearing house for all things
unicorn-related -- articles on the history of
unicorns, personal stories from customers who
have been touched by their unicorn possessions,
unicorn-related photo galleries and message boards,
etc. Your online presence should establish you
as the primary resource in your field. For a great
example of this concept in action, check out Hot
Air Ballooning at www.launch.net.
8. Publish an e-mail
newsletter.
Having a brand-centered web site is great, but
you must rely on people taking it upon themselves
to visit it. Offering a free e-mail newsletter
allows you to build a database of subscribers
who are specifically interested in what your brand
represents. Best yet, being able to deliver your
message by e-mail puts you in control of the frequency
with which your audience is exposed to your brand.
Repetition is crucial. To generate subscribers,
place a newsletter sign-up form on every page
of your site. Note how I've done this at mywww.thebuzzfactor.com
site.
9. Be visible through
online forums.
Small business owners should also regularly post
to online forums, such as message boards and discussion
lists widely read by people likely to be attracted
to the brand. If your area of expertise caters
to motorcycle enthusiasts, make sure you offer
useful information -- not just a sales pitch --
in the places where motorcycle enthusiasts gather.
Be sure to include a link to your web site in
a signature file at the end of each message.
The Internet is still a gold mine of opportunity,
especially for those who use it to create a recognizable
brand identity. Use these tips to create your
own indelible image online.
Bob Baker is the author of "Branding Yourself
Online: How to Use the Internet to Become a Celebrity
or Expert in Your Field."
Download two chapters and get more branding tips
at www.BrandingYourselfOnline.com. |
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