What is the Power in Branding?
OBTT -Your Trusted Source on the Web
What is the power in branding? How do you build a brand? I am going to try to shed some light on these questions in an easy to understand manor, so you might be able to take something from this that will help you. Specifically how to build a brand online.
I have read many different articles and seen many different explanations of branding. A very inportant aspect of this idea of branding is that it is just as easy, well even easier, to build a BAD brand as it is to build a great brand. I have been, as I like to say, kicking around the web for quite some time. The things I am going to share are things I have learned through, research, experimentation, failure, tweaking and getting results.
What does it mean to build a brand?
I have read that building a brand means building a reputation, it is what you are known for being good at. Maybe it is, that’s part of it, for sure. Some articles I have read describe branding as being something as simplistic as picking a suitable name and designing the optimum logo.
: a category of products that are all made by a particular company and all have a particular name
: a particular kind or type of something
: a mark that is burned into the skin of an animal (such as a cow) to show who owns the animal
Definition of BRANDING: the promoting of a product or service by identifying it with a particular brand
Obviously, we are not talking about fire brands or the branding of animals for easy identification. What I think building a brand is to get to a point where a large percentage of people, hearing your name or seeing your logo will associate it with the similar word or thought.
For example: What do you think when I say, “Tide”? Most of you are not thinking of the water level rising and falling. What about when I say, “HBO”? Are you thinking, “Oh that stands for Home Box Office”? Probably not! You may be thinking of a series you like to watch on HBO or even why you dislike HBO.
Let’s talk for a moment about the POWER in Branding!
I am more than positive that you can recall some of your favorite brands from childhood, whether or not you still use them or whether or not they are even still around. What about Kool-Aid? If I asked you to tell me what your favorite brand of ice cream is I’ll you almost get a craving for it.
Try this exercise just for fun. I am going to writing out just part of the name of what I think is a brand that has power and you task is to try to not finish it in you mind. Ok… are you ready? Read the beginning of the names below but don’t think of the store or company or products.
How did you do? Were you able to not think, Wal-Mart, Mc Donald’s, etc. Ok, so maybe they are not all your personal favorites in their particular product or service category but there is a pretty good chance you were not able to stop your brain from recalling the brand. When you need recall it you associated it with something and for many of us the somethings would be similar.
Let’s get to it – Do you want to know, “How to build a brand online”?
Yes, picking a suitable name and designing the optimum logo are both part of building a brand online, for that matter, building a brand anywhere. However, they are probably not the most important areas of focus and definitely not the crux of the matter. There are many things to consider when you begin to put together your brand building strategy.
Like anything at all you attempt to build, a great place to start is with the foundation. There are many aspect of your foundation to be considered, questions you will need to ask and answer. You will need to assess your current, stock or assets, before moving on to the other building blocks.
Opposed to what some readers might think, investing in your brand online is not only about spending money. On the contrary, it’s about building an entity that will resonate with your audience and entice them back again and again—even when there’s no promotion to pull them back.
Know Your Audience – you must first have an accurate understanding of your audience, who they are, where they are, what they need and want. Especially before you begin creating content strategies and marketing plans. There are tools available that can give you insight into such things as, gender, age, marital status, etc.
Content with Intent – now that you have researched your audience and gotten to know them you can develop a content plan that serves your audience. You have to formulate a strategy for your content with the intent of solving a problem for your audience, pointing them in the right direction, building trust and letting them get to know you, as well. You have to build content that will allow you to also build relationships.
Mix your online media – Work to build your brand through various channels. Use content and display media networks to build your brand with repetitiveness. Get your ads out in front of your audience using site specific targeting, behavioral targeting, and re-messaging. Make sure that your messaging and brand name is consistent in your title tags and in your meta descriptions, from an organic search perspective.
Be sure that your messaging is consistent with your brand voice throughout your multiple channels. By creating consistent messaging throughout the buying cycle, you allow consumers to recognize and recall your brand. This will make you the clear choice when customers are ready to make a purchase.
SEO is crucial for Online Branding success – see also SEO Made Easy
Social media integration – What do you want your brand to do or say online? What kinds of interactions do you want your consumers to have with your brand? Is Twitter right for you? What about Facebook? You may not have all of the answers at this point, but a little research should help you understand where your audience is and how to interact with them.
Start by listening and seeing who is talking about your brand, you may have to start the conversation if no one is talking. Remember, it’s a conversation leading to interaction, don’t try to force a message on consumers. Your business and your brand will begin to grow in popularity online in no time if you focus on treating social media as a conversation.
I hope this serves a guide that get’s you on your way or a a minimum gives you some food for thought. I would love to hear from you so please use the comment section below and don’t forget to Opt In if you haven’t already.
OBTT – Your Trusted Source on the Web
OBTT Online Business Training Product Reviews: