THE CONDENSED GUIDE TO BRAND REVIEW
Now is the time to revise your branding. Why?
Even if you are savvy to the power of branding, design and communication on the web happen at lightening speed. If you know how to harness the power of lightening committment - you'll strengthen your brand.
Purchasing decisions happen within 7 seconds. You have this long to impress, tell your story, retain the client and hook them as an ambassador. Sounds impossible?
Not if you build your BRAND.
1. Start with your brand analytics
Where is your brand in the visitors' mind?
Do you really have a brand?
What's the committment behaviour of those visitors?
Where do you want your brand to be?
Where are your competitors positioned in their brands?
2. Ensure your brand reflects the goals of your company
This is not just your logo. But let's begin with that.
As an asset to your brand, the logo is your mascot - whether you are Nike or Apple you want to improve. The big breakaway brands run away with the online success, those like Ebay, You Tube, Google and Facebook spend millions to make it work.
You don't have to.
Today your brand has to make an impact on the web. To impact means to connect. Connecting with your visitors is not always about thinking what they want or what they are looking for.
And there lies the antithesis of SEO. Online Marketing for your brand means getting the balance right. This is the challenging paradox for most Marketing Companies. That's why marketing companies need the right mix of talents, expert in their own field to deliver this branding strategy on the web and connect with your visitors.
3. The next step for your brand is targeted creativity
Bring the relevant message to your audience via kinetic experiences.
Your ONLINE brand should be your most cost-effective platform but now more than ever it has to be focused, consistent and powerful.
The cornerstone of your marketing success is your ability to roll out your brand message on various online stages with the ability to connect in original and authentic ways.
Get the competitive edge by your level of clarity, relevance and creativity.
The way to gain ground over your competitors is to build a better experience.
4. Brand Experience
So your logo has to speak volumes.
Your images, photographs everything you present on line should scream your brand. By this stage if you are not thinking integrity and honesty go back and think your strategy.
Now is the time to clear out any clutter on your website, there's enough of that online already. Forget the competition at this stage concentrate on clearing the way to deliver your brand experience.
Be honest with those visitors and authentic and relevant to them. To earn brand loyalty and respect you need to make them feel close to you and give them an experience they want to share.
Increasing brand awareness is not as expansive as you think! Or Expensive.
By reassessing your current position, it is possible to define a more effective plan for getting that brand value increased.
While you are thinking of your company's brand.
1. Write an expression more captivating than a mission statement. Involve your employees, your customers, no one knows your business as much as they do. If you haven't got it already they'll give it to you.
2. Start to streamline the processes for delivering news, surveys, offers and incentives through branded mailshots and integrated social media - above all make them quality and interactive.
3. Provide your visitors the comfort zone. One of these ways is to include endorsements from peers. Validation from others promotes split-second persuasion. People feel safe in a group, grow a crowd... think flashmob.
We can talk about all of these in more detail at a later date. Right now there is more pressing issue.
What if every other company is doing what you are doing right now?
If your competitors leave you with no USP and the benchmarks for your quality are eroded by constant innovation on the web. Then all you have left is the value of your brand in the mind of the customers.
What they think of your brand becomes the reality where visitors base their purchase decisions.
When a website becomes a stage, the perception of reality is in the production. It is the experience they see, hear and feel that decides how successful the production becomes.
If a brand is percieved to be better, it is better - at least in the mind where purchase decisions are made.
So regardless of how much competition you have, when you build your brand you gain a distinct advantage.
Branding your business is a worthwhile investment. Work out your production and take it to the stage.
Define your market. Your mission statement. Your brand's objectives. Is it really relevant today on the internet as it was 5 years ago?
Online branding is the work of experience, quality and constant innovation.
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