Corporate Internet Branding is only Part of A Business Success

Gaining new clients that are excited about developing a corporate Web site, and are gung-ho to get started is a dream come true. Trust me - as a creative individual with a keen understanding of what the Web can do for a business - I know what I'm talking about.

But oddly enough, I've found that clients falling into this category seem to be missing out on other essential branding fundamentals. They are ready to get started building the empire of their dreams via a snazzy new Web site. They truly believe: build it, and they will come. Maybe so, but a Web site alone won't increase sales.

It's as if there's an imbalance, and rarely do you find a client that fully grasps both ends of the branding spectrum and how they should work together.

There are several keys to developing a winning brand for your company, and an effective corporate Internet branding strategy is only part of equation If you are going to take the time to develop a brand for your company, you may as well do it right the first time. Having to do it over again and again will cost you in consultant fees, lost clients, lost sales and lost earnings potential.

In order to ensure that you are on the right track (and that the consultant you've chosen to work with knows her stuff), you need to understand what these keys to branding success are.

In a nutshell, an effective brand encompasses many things, and not just an eye catching look. Consider the list below and ask yourself how much of this you were aware of already (feel free to print and use as a checklist when you hunt for the right consultant - or feel free to call us!):

This is the information age. Understand that your target market is most likely well informed - even before they find your product or service, they know what they are looking for. Relating to your customers and your target market via your brand is more essential than the visual appeal of the brand itself (think Saturn).

When you are conducting all of that endless research, make sure someone carefully considers the emotional attachment your brand should create with your target market - if your business is all about quality + affordability, find a way to communicate the feel-good experience of getting a really good product or service at a great price (perhaps through imagery, perhaps through a tag line, or perhaps through your offline and online marketing messages).

Never discount the power of consistency in a brand. When it comes down to visual appeal, nothing is more detrimental than being all over the map with color and design. It's amazing how many companies actually use their logo in several different color combinations. Make sure your logo, colors, design and presentation are consistent for print and Web. Variations may work but they must be complimentary.

Never regurgitate your printed marketing material into your Web site. If you are going to take the time to extend your corporate brand to the Internet, make sure your Web site uses compelling text (Web writing is very much unlike the corporate brochure), and isn't just a repeat of your marketing material. After all, you want to refer others to your Web site via your business card, brochure, special promos, etc. Those on the receiving end will expect a greater benefit if they take the time to check out your company Web address (what...you didn't realize your URL should be printed on everything, including your corporate vehicle??).

It seems like such an insurmountable task - how will I ever develop the right brand for my company?

That's where we come in. We specialize in working through all these aspects with you. Our job is to understand your target market, based on the information you provide about your business. From there, we can put together a complete strategy to develop a successful brand for your company that encompasses print and Web.

If you want to attempt this yourself, remember - you must understand the key branding fundamentals. Take your time, do some careful research and read as many case studies as you can get your hands on. Take a good look at your competitors and see what they are doing (especially the most successful ones).

You'll soon realize that there are all kinds of opinions and theories out there on what successful branding is about. Keep focused on what you already know about your company, your current clients and your target market. Make sure you understand what they want; not necessarily what they need.

Above all else, understand that in order for a brand to work you need to put together a complete branding strategy. One that encompasses the best forms of marketing to reach your target market, and most often this involves a combination of traditional methods and the Web.

Here's to your continued business success!

Amanda Ayles is President of AmandaMarks Business Solutions, and helps businesses of all sizes develop their unique identity on the Web. Services include custom design for print and Web, content development and on-line marketing strategies. Visit her corporate Web site at http://www.amandamarks.com

---

Product Positioning for Enterprise Software and Information Technology Companies

Good marketing positioning is like good lying. No, we're not... Read More

Quality and Service - Yeah, Right!

One of the critical drivers of business success is having... Read More

Are You Brand Worthy?

Branding is one hot topic, although it is wildly misunderstood.... Read More

Its Time For Some Steak

Recently, I was reviewing our website statistics. One of the... Read More

Don?t Overlook Your Email When Considering Your Brand Identity

You wouldn't skip letterhead when sending out a sales letter... Read More

Brand Strategy - Brand Identity Guru

If you could have the secret recipe and all the... Read More

Branded Email: Email Branding is the Next Generation of Email

All You Need is Branded Email Or Always Branded Email... Read More

Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!

Colour is essential to building a strong brand.Many of you... Read More

Branding 101: Why Its Critical to Business Success and How to Do It Right

What's Your Brand?A brand is a product/company personality that helps... Read More

How to Create Your Own Mail Order Products

Pick up almost any book or report on Mailorder Selling... Read More

Simple Risk Reversal Formula Will Send Your Sales Into Space (2 of 2)

Make A Bold Promise Then Back It Up With An... Read More

Brand Equity - Brand Identity Guru

7 Qualities Of A Strong Brand:1. Commands premium pricing while... Read More

Blonds Have More Fun!

In the book, The Blond Knight of Germany, American authors... Read More

Brand Your Name!

Have you ever thought about branding your name? Does the... Read More

Brand Identity and the CEO

This week I spent a few hours with a highly... Read More

What About Me? What You Need To Know About Me-Marketing

What about me? Are you asking yourself this question? If... Read More

Positioning and Branding - Brand Identity Guru

Where is your brand positioned in the marketplace? How is... Read More

Good Logos Make Great Sales Tools

Every day, the average person is exposed to millions of... Read More

Create a Niche: Stoke Your Market With Affiliate Branding

Propose success, demand performance, and brand your market with appeal.... Read More

A Successful Failure

A successfully positioned business sometimes doesn't win a new client.... Read More

Naming Names... How to Name your Business

Sometimes the best inspiration comes from hearing about the deconstruction... Read More

Branding Your Radio or TV Campaign With A Musical Identity (aka Audo Logo, aka Jingle)

You don't think twice about a business card and letterhead... Read More

A Lesson in Branding from Paris Hilton

I have never been a fan of Paris Hilton.I see... Read More

Simple Risk Reversal Formula Will Send Your Sales Into Space (1 of 2)

Make A Bold Promise Then Back It Up With An... Read More

Creating Powerful Names for Products, Services, and Your Business

The name of your business is important--it's one of the... Read More

Build Brand Identity - Brand Identity Guru

Successful Guru marketers have a secret weapon that they use... Read More

I Hate My Logo! What You Should Get For Your Money and Why

This is not a how-to design a logo. This is... Read More

Logo-ize For Instant Identification & Increased Awareness

The task of creating an indelible impact on the memory... Read More

How Much Is A Great Business Logo Really Worth?

A great logo can help a business project a positive... Read More

Why You? -- Professional Identity Branding

You can have first-rate products and services, but if you... Read More

Does Your Message Pass the Test?

Develop an effective benefit message and you're well on your... Read More

My First Year In Cyber Space

My first year as a Cyberpreneur was a steeplearning-curve. I... Read More

Franchisor Policies for Unlicensed or Sold Territories

Franchisors often have issues when they own a brand which... Read More