How to Build a Brand on the Internet

9 keys to analyze how effective your company’s communication is on the Internet.

Friday, June 19, 2009

Branding has been a popular business for many years. But the term has implications that go beyond corporate logos and mission and vision statements.

Effective branding is communicating what your company is, what it does, and how it does it to all of your customers.

Bob Baker, a specialist in online marketing, recommends a 9 point analysis of branding:

1 – Immediately show your brand.
As soon as visitors open your website, show them what your company does immediately without introductions that only demonstrate the imagination of your company's graphic designer.

2 – Start with what you do, not with who you are.
The best way to reinforce your brand isn’t that your logo stands out, but rather the first thing that a visitor sees is a description of what you sell.

3 – Use a real person as a speaker with the client.
The online world is cold and impersonal. Visitors will be more comfortable if they feel like they are dealing with an identifiable human being than with some anonymous webmaster.

View the rest of Bob Baker’s suggestions in the original article.

More on this topic

Measuring ROI of Online Marketing

July 2009

A great concern for marketing chiefs is how to measure the return on investment of online advertising, especially brand impact.

When reviewing result data of online advertising, one must separate its two basic components:

• Was the target market successfully and effectively reached?

Twitter not useful for Businesses

February 2014

"Users of the microblogging network do not represent real-world consumers ."

Although the network has now reached 230 million users, experts are warning that they are not a fair sample of the population to which companies want to target their advertising messages.

"Twitter is a place for people addicted to their digital devices, who are terribly worried about missing out on the latest tweet by Edward Snowden and are faithful believers that the world is interested in reading all of their publications.

$300,000 earmarket for changing Tampico's image in Guatemala

June 2008

Distibuidora Maravilla de Guatemala has invested 300,000 dollars to change its image, to convey a fresh outlook within the competitive sweet drinks market.

Rodolfo Mérida, Maravilla's manager, said that the company will change the labelling of all products and show an image of freshness and innovativeness that "better expresses the quality of the product."

Advertise Online - Count the Clicks - Optimize

June 2009

Advertising on the web is not only cheaper, it is also much more effective because its impact will be known quickly and it can be changed to optimize it.

Do not spend too much time thinking about “THE big idea” for a campaign. Put different banners on the web in different shapes and sizes, in different mediums, with different ideas and concepts.

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