The term “branding” implies different things to different people. It can cover logos, colour schemes, corporate identities and even things like mission statements. Having an effective brand is all about telling customers who you are, what you do and how you do it. But with millions of people online, it has never been more important for a business to ensure that their brand also makes an impact on the Internet.
Here are few tips to help you create a focused brand identity online.
1. Define your brand up front. When visitors arrive at your web site, let them know immediately what you do and why they should care. As the old saying goes “you only get one chance to make a first impression” - so it is worth doing it well. We use a simple 5 second website test. Pick a few amiable colleagues and get them to view two or three websites in succession (including your own if you dare!) - but only for a maximum 5 seconds at a time. When they are done, ask them to give their initial impressions of each website. You will be surprised at some of their comemnts and views. If your brand doesn’t spell out exactly what you stand for, then you need to think about rediesigning it.
2. If you have a logo, create a simple strap line. It may seem fairly logical but reinforcing your logo with a simple strap line can do wonders on the web. Use the strap line to say exactly what your business does e.g. “Small Business Website Solutions” or “Cost Effective Payroll”.
3. Add a persona. The online world can be a cold, mechanical place, so adding a recognisable human element can be effective. If your company has a CEO or spokesperson who is closely identified with the company offline, make sure that connection carries to the online world. If you run a business by yourself, make sure you put your name, photo and personal message on your web site. Nothing creates mystery and distrust more than a site that is void of a human contact.
4. It’s a Social World out there! Most website owners will try to generate readers, visitors or users. But in the age of Web 2.0 and Social Media Marketing there are many more ways to interact with your potential customers base. There’s Facebook, LinkedIn and Twitter, Youtube and thousands of forums - some talking about the specific products and services that you offer. It’s time to get socially connected. If you can spare the time, set up at least one profile about yourself and try and encourage customers and suppliers to write reviews about your services and provide testimonials. But don’t forget whenever you are online - you take your brand with you - so always take a moment before responding to a bad review of forum posting.
5. Content is King. Although a picture can speak a thousand words, it is the words on the page that really matter. Take care when writing your website copy, be conversational in your approach - but don’t forget that the tone of your writing will have an impact on how your copy is received.
6. Make sure your online images reinforce your identity. While words are important, the look of your website 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. Use the services of a profesional graphic designer or branding agency to getthe look that fits your business.
7. Publish an e-mail newsletter. Offering a free e-mail newsletter is a great way of building a database of subscribers who are specifically interested in what your brand represents. The best thing about email marketing is that you can deliver your message right to your customers inbox whenever you want - putting you clearly in control of when others see your brand.
8. Create a blog. Blogs used to sit in the realm of the personal online diary but have now become a key part of business online marketing. Many larger businesses have reaped the rewards of direct access to public opinion of their products and services by opening the floodgates to two-way communication. It takes a brave person to openly discuss their product’s shortcomings via a blog, but the valuable insight into customer behaviour can be absolutely priceless.
The Internet provides such an enormous opportunity for any business, especially those with a recognisable brand identity. See how Sattom Media can transform your online brand and help you reap the benefits online. Give one of the Sattom Media team a call on 01962 670155 or if you’re a little shy, feel free to email your website requirements to info@sattom.co.uk.
