A Guide to Branding Your Business Online

by Sarah Quinn on 19 May 2014
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When we think of marketing we tend to default to television commercials, newspaper ads, billboards, and more of the traditional advertising approaches. These things are merely outputs of the larger marketing plan that a company has outlined for itself.

Every effective company has a well thought-out and concise marketing plan and advertising strategy. It’s not simply about getting your name out there. You need to know how to get it out there the right way, to the right people.

Being Recognized in the Online Space

Defining your desired target market is part of your company’s overall marketing plan. However, your company must clearly define its internal and external image before any marketing plan can be put into action.

Creating brand recognition is hugely important to your company’s success. McDonald’s has the golden arches. Subway has the ‘five-dollar foot long.’ Both companies benefit from the relative ease of customers to identify who they are and what they do.

In the online space, creating a simple and recognizable brand can be difficult. Many companies make mistakes by adding too many ‘bells and whistles’ to their sites. At the end of the day, customers simply need to be able to easily identify who you are and what you do when they visit your site. Additionally, Internet marketing techniques can help your company land higher in search engine rankings, essentially increasing your overall visibility.

Maximize your Branding Efforts

Here are a few tips that might prove useful in helping you consider ways in which you can effectively brand your business online:

Find your Customer’s Truths

The common practice for many companies is to place their product in the minds of consumers by differentiating it from products offered by direct competitors. Most companies want to make you believe their product is of superior quality, comes at a lower price, is surrounded by friendlier service, and so on.

When thinking about the message your brand sends, as well as the subsequent reaction that your brand creates in the mind of the consumer, it’s necessary to realize that potential buyers are most likely not ready to buy at the exact moment they’re exposed to your branding message.

In other words, how do you make your company’s presence reappear in the consumer’s mind when they’re considering a purchase? Uncovering the more absolute truths in the minds of potential customers will help you place your product or service firmly in their minds for the future.

Create Brand Loyalty

Many brands make the mistake of asking for the sale much too soon. Many of us are familiar with the negative image of the typical car salesman. Generally, consumers don’t enjoy having products or services pushed at them incessantly.

The most effective salespeople are able to build a short-term relationship with their customers. These relationships are based on trust and confidence in your ability to add value to the customer’s life.

In your online branding efforts, take the time to build trusting relationships with your customers and ultimately increase your overall brand loyalty in the long-term.

Email Marketing

Creating brand loyalty is just the first step in effectively branding your company online. As you move forward, be sure to keep detailed, organized record of all customers your company engages with. Down the road, the more organized and comprehensive your list becomes, the more effective your email marketing efforts will be.

Providing value to entice customers to opt into your email-marketing list will ultimately help you increase the return on your online marketing expenditures. When you consider how to make customers buy into your company, make sure you focus on quality over quantity. Giving too much can actually reduce the overall effectiveness of your email marketing efforts.

Overall, creating an online brand that is both inspiring and actionable is extremely essential for your business. Exposing your customer’s truths, creating brand loyalty, and engaging in effective email marketing will ultimately help you maintain an efficient and effective brand for your company.

Content Marketing

Sarah Quinn

Written by Sarah Quinn

I eat, sleep and breathe great content so it kinda works out for me that I get to do this as a job. But waaaaait, I'm not one dimensional..... I also LOVE peanut butter, odd socks, running, daydreaming about time and space, corgis in top hats, afternoon tea and Chandler Bing.