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Article Title:
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Online Branding - the Basics

Article Description:
====================

The term "brand" has been around for many years and can be used
to refer to a company name, a product name, an advertising
campaign or a logo. Branding is used to create an emotional
attachment to a product or company. It can also create a sense of
perceived higher quality or value. In internet marketing,
branding is more than logos and theme songs. Branding lets
customers know who you are, what you do and how you do it. It's
your promise of value.


Additional Article Information:
===============================

884 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2009-05-20 11:12:00

Written By: Enzo F. Cesario
Copyright: 2009
Contact Email: mailto:ennzo.f.cesario@...



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Online Branding - the Basics
Copyright (c) 2009 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/



The term "brand" has been around for many years and can be used
to refer to a company name, a product name, an advertising
campaign or a logo. Branding is used to create an emotional
attachment to a product or company. It can also create a sense of
perceived higher quality or value.

In internet marketing, branding is more than logos and theme
songs. Branding lets customers know who you are, what you do and
how you do it. It's your promise of value. Effective branding
will increase your potential customer base and more potential
customers will always equal more sales opportunities.

In recent years, consumers have been spending more time and money
on the internet. In addition to communicating with friends,
they're comparison shopping and making more and more purchases
online. It's imperative for a business to use the internet to
make an impact.

Here are a few ways to define your online identity:

Describe Your Brand First - Start With What You Do

When they land on your website, your visitors should know
immediately what your company does and how it can help them.
Don't be ambiguous and don't try to be too cute. Build a unique
shopping experience that a visitor will remember. With regard to
graphics on your website, remember that images can convey more
than words, and good ones can play a major part in online
branding.

Find Your Target Market

The focus of a marketing campaign is people. Your goal is to
reach a subset of the population who might be interested in your
particular product - your target market.

The more you know about your target market, the more precisely
you can develop a marketing strategy. Your branding efforts
should focus on that target market. Your message should be clear
and should appeal to your visitor and make them realize the
benefits of visiting your website, your store and ultimately
buying your products or services.

Humanize Your Website

What is your company's personality? The online world can be a
cold and daunting place. Your branding efforts can be much more
effective when you add a human element to your website. Brands
are like people in that a strong one has personality, expresses
opinions and elicits feelings. Your website and brand could and
should do the same thing.

If you are the sole owner, put your name and photo on your site
to take away the mystery and distrust of a cold, impersonal
website. Take a good look at your site. Does your design scheme
complement your identity? You should be working toward your site
having its own identity, unique language and clear personality.

Take a look at some of the sites you enjoy visiting and see what
makes them special and satisfying to you. Branding is not about
making your site more corporate - it's about making it personal
so that visitors want to come back.

Be Consistent

For effective branding on the web, you should be consistent in
terms of your approach, your message and your language throughout
your visitors' experience. Any gateway to your customers -
website, blog, newsletter, emails - should have your consistent,
unique personality.

Content, Content, Content

Just as location, location, location is crucial in real estate,
having great content on your site is a major factor in getting
customers to return. Useful, brand-related information coupled
with your unique voice will help you gain fans and ultimately
loyal customers.

With good content, your website becomes "sticky", that is,
it's able to keep visitors on the site browsing and reading
longer. When the content is what people are looking for, they are
not only more likely to stay longer, they'll bookmark your site
and maybe recommend it to others. They will learn that you are a
reputable source of information and eventually go to your site
for purchases.

Your branding goal should be to provide rich information on your
site to build an expert reputation that will be recognized by
both customers and search engines.

Have an Online Presence Outside of Your Site

Post regularly to online forums where people who might be
interested in your brand are gathering. Use your expertise in
your field to offer intelligent and useful information and
include a link to your website in your signature.

With good online content, you can satisfy people's craving for
suitable information and increase your linking strategy at the
same time. For example, if you have a site that sells art and
painting supplies, you could write a history article on Rembrandt
to be published online. This page for history or art buffs will
now link potential customers from your target market to your
site, and will become part of your linking strategy.

On your website, offer a free newsletter or rss feed. This will
allow you to build a database of potential customers who have
gone out of their way to express interest in your brand. Your
newsletter will then allow you to deliver your message to an
interested audience with a controlled frequency that will further
build your brand.

Customers are becoming savvy and more discriminating when it
comes to online interactions, and retailers need to provide a
consistent, positive marketing experience. Great websites put
substance before flash and that's what branding is all about -
your promise of value.




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Enzo F. Cesario is a Copywriter and co-founder of Brandsplat
(http://www.Brandsplat.com/), the only online marketing and
advertising company employing Brandcasting, the most effective
way to brand your company on the web. Brandcasting uses
informative content and state-of-the-art internet distribution
and optimization to build links and drive the right kind of
traffic to your website. The approach is simple, highly effective
and affordable. Learn more at: http://www.Brandsplat.com/
and http://www.brandsplatblog.com/


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