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

What's Working Right Now: Value-Driven Branding
SunHerald.com, MS - 11 hours ago
They decided to use strong branding, positioning and direct sales. The eclectic shop, located between Midtown Miami and the Design District on 36th Street, ...

Azerbaijan Business Center
Azerdemiryolbank invites bids for its re-branding
Azerbaijan Business Center, Azerbaijan - 16 minutes ago
Azerdemiryolbank OJSC has started the re-branding process by announcing about the start of a tender for change of its name and logo. ...

Bollywood Actresses Branding rocks!
Real Bollywood, India - 1 hour ago
And that was the beginning of a new mantra to market a diva — hit or no hit, the Brand has to hit the headlines. And it was this very marketing mantra which ...

The European Tour announces unveiling new restyled branding
WorldGolf.com, AZ - 4 hours ago
In bringing them together in the new branding we respect tradition and recognise the future. Vardon's vision in 1912 is interesting in that after his ...

Branding Veteran Bill Larsen Joins SALT(R)
PR Newswire (press release), NY - 18 hours ago
SAN FRANCISCO, July 8 /PRNewswire/ -- SALT Branding LLC, the firm that branded Windows Vista for Microsoft, VAULT energy soda for Coca-Cola and Expedition ...

Littlewoods Direct Quba to branding win
Free press releases (press release), UK - 21 hours ago
The aptly named ‘Branding Talent’ award invited creative’s to seed their ideas online before being shortlisted to attend a workshop day prior to the ...

To set your business apart branding is a vital strategy
Terre Haute Tribune Star, IN - Jul 7, 2008
Some small business owners believe they can stand out with just a great product and exceptional service, and that they are too small to create a “brand. ...

Taking sides on branding the right to die
Politicker, NY - 15 hours ago
By Wally Edge Supporters call Initiative 1000 "death with dignity." Opponents call it "assisted suicide." The ballot title, approved by the Attorney General ...

Hincapie Partners with Branding Firm H30
Bicycle Retailer, CA - Jul 7, 2008
GREENVILLE, SC (BRAIN)—H3O Partners, a strategic marketing and branding firm has formed a strategic partnership with Hincapie Sportswear. ...

Rocketshop Helps Fuel Launch of The Netflix Player by Roku ™
Business Wire (press release), CA - 19 hours ago
“Rocketshop offers such a perfect combination of high-tech expertise, branding, development sensibility and overall strategic creative thinking that they ...
Vancouver-based Rocketshop wins key ad account The Oregonian - OregonLive.com
all 7 news articles

Wind Chimes and more...

Windchimes for great gifts!

Naming Names... How to Name your Business