The term “branding” has been a business buzzword for many years, but it has implications far beyond corporate logos, slick packaging and commercial jingles. Effective branding is all about telling your target audience 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 crucial 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 own 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 websites 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.
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 internet. If you run a business by yourself, by all means, put your name, photo and personal message on your website. 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… AND become your customers as well. 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 and/or small screen space, what matters most online are the words you use. 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.
6) Make sure visual elements reinforce your identy
While words are important, the look of your we 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 dog-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 dog-related — articles on the evolution of dogs, personal stories from customers who have been touched by their dogs, dog-related photo galleries and message boards, etc. Your online presence should establish you as the primary resource in your field.
8) Publish an email news letter
We’ve covered this point in the past… Having a brand-centered website 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. The best part is, 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.
9) Be visible through online forums
Small business owners should also regularly post to social media websites and 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.
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