Online Branding
In the early days of the Web, a company's e-commerce Website was too-often viewed as little more than a marketing toy, something trendy that an organization more-or-less had to do simply because all the competition was doing it, too. Now, it has fully come of age, and is an integral part of the business plan. In some cases, online sales have grown to the point where they have eclipsed those of a company's brick-and-mortar locations.
Set against this backdrop, Online Branding has become crucial to your organization's continued success.
With that in mind, we'd like to pass along some Online Branding tips that will help your company create and maintain a focused identity online:
- Define your brand right up front. The cardinal rule of Online Branding is to let visitors to your Website know who you are, what you're about, and why they should give a rat's hindquarters the second they land on your homepage. Don't hide your identity behind too many flashy graphics and nice-sounding but ultimately ambiguous slogans and catchphrases that don't really tell a first-time visitor what your company does or is all about. That isn't Online Branding. That isn't even good marketing. It's just wasted space and effort.
- Tell people what you do, not who you are. After all, that's what most of them are interested in. Or not interested in, as the case may be. Online Branding doesn't always involve making your logo the biggest, boldest element on the page. Online Branding involves stating a user benefit right off the bat.
- If possible, use a real person as the face of your brand, even online. The world can be a cold, mechanistic place, especially in cyberspace. Putting a warm, recognizable human face on your brand, if possible, is good Online Branding, whether that face belongs to your organization's founder, CEO, or a hired spokesman. Think Frank Perdue, James Dyson, Dave Thomas (Wendy's), Colonel Sanders, William Shatner for Priceline, or even Karl Malden for American Express. Don't leave home without Online Branding.
- Create your own fan club. The trick to Online Branding isn't to create visitors, readers, or even customers. Almost anyone can do that, at least to some degree. The trick to Online Branding is to actually create fans. Fans don't just buy something from your company once or twice. They cheer you on, rave about you to their friends, and eagerly await your next move.
- Make good use of words. Splashy graphics are all well and good. But words are they key to Online Branding. Not bullet-point copy. It's hard to make any kind of meaningful consumer connection with bullets. Romance the brand. Convey useful, brand-related information, and speak to consumers in a friendly, conversational tone.
- Make sure that the visuals used actually reinforce your words and brand identity, not clash with them. For example: 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 for your Online Branding.
- Become a one-stop destination for all things related to the products that you sell.
- Publish an email newsletter. By relying on this Online Branding tactic, you're no longer solely dependent on customers making repeat visits to your Website.
- Increase your visibility by posting to online forums, blogs, etc.
At Cresoft, we've been using Online Branding to help our clients grow their online presence and sales since the very first day that we opened our doors. Let us demonstrate how our Online Branding can work for your company. Call us at 1-800-CRESOFT. No cost. No obligation.
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