How Do I build A Brand Online?
Have you heard the term ” Online Branding” and wonder what the heck it means? Let’s start with what a brand can be. It can be:
-a symbol
-a name
-a term
-a sign
-a design
– or any combination of those
So you have figured out what the base of your brand will be. Now you need to build it up online. Get the word how so to speak.
When your try to build or create a brand online you want to take certain steps to help make this happen. What are those steps? I will share with you some of what I consider the basic building blocks. Let’s see, how should I share these with you? I know let’s do it in list form, people like lists..
-You should have a website that follows K.I.S.S. (Keep It Simple Stupid). It should be clear and to the point. Let visitors know who you are, what you’re about, what you do and why it should matter to them.(my father in laws favorite point) Oh and the website should look good. Remember it reflects your brand. It is the first thing people see when they are learning about you.
-Something that drives me nuts, companies who try to push their brand online via twitter with a company logo. Come on.. a company does not blog, share, or do things. It is the people behind the company that do it. I want to know them. So put a picture of a real life person up on the page. I want to see who I am talking to. It helps people well, bond.
-Leave comments, post to forums and message boards. If you are trying to sell soda, go to a soda forum and join the conversation. Now when your there don’t just push your product. You need to help others and give good information. Maybe post links where people can find the info they are looking for. Join the conversation.
-Pictures, people like pictures. Show people what you are doing. Where you are located. Give them a picture to associate with. Like this:
-Either create a fan page on Facebook or a newsletter. Heck do both. Let people join in and feel like they are part of something. Make it a community.
-When you are blogging, tweeting, updating your status, plurking, etc.. talk to your users. Do not lecture them. Do not post just about your product. Make it a two way conversation. It is about building relationships.
Remember your message about your brand should be consistent. Oh and you need to understand the likes and dislikes of your target demographic. This I learned from Harvard Business Review on Marketing which Chris Brogan told me read.
How would you build a brand online?
Good stuff, David. I like what you've said about companies needing to become part of the conversation instead of focusing on just "pushing the brand."
Thanks Molli. Most companies still just sell themselves and don't add anything of value to conversations happening. I may need to beat them with a stick till they get it. 😉
Companies seem to ignore the single largest online branding/advertising venue available: their own regular external emails. Why not use these emails to market the senders company?
You have a website.
You send emails.
Why not multiply your sales-staff by “wrapping” the regular email in an interactive letterhead?
No other marketing or advertising medium is as targeted as an email between people that know each other (as opposed to mass emails). These emails are always read and typically kept.
Great points! I like the interactive letterhead point
Excellent points, David. It's amazing how dramatically a simple thing like a conversation, or putting a face on a company, can change consumers' attitude toward a brand, yet so few companies understand how to even begin that conversation…or worse, yet, don't see the value in making the effort.
Surfed over here through your twitterpage. These are things I'm thinking about right now. Thanks for the tips! I just made a few changes to my twitter profile and blog because of what you wrote 🙂
Glad I could help! Feel free to hit me up if you need anything
Agreed. Look at those scare automobile companies trying to get $$ if they had a "face" it might go better for them 😉
Remember "relationship marketing?" The social web enables this so marvelously well. People like to buy form people they like. Brands that can share the little details of who they are, who can let us in on some of the secrets, who bring us along to their events, these are the companies who develop personal connections and loyal followings. Just look at how Frank @comcastcares has single-handedly changed the market impression of Comcast in the (boisterous and vociferous) tech community!
I remind brands to take the conversation way down to the small, the simple, the jargon-free zone, that they think has no value. It actually holds tremendous value, nd earns compound interest. The more you do, the stronger you become.