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Article: Online Branding: From Your Domain Name Down

The term ‘branding' is often discussed, yet hard to define. It refers to not only the colors used in marketing collateral, but also the company's philosophy and values. Branding includes the general vision a company follows, such as it's stand on the environment, diversity, product quality or customer service. It also encompasses a firm's corporate identity including their logo and colors, their marketing strategy, their customer service practices, their ad copy tone and their broadcast media strategies. Just as important, branding includes a company's online marketing strategies.

What Makes a Good Brand?

Your brand infiltrates everything the company does and evokes a feeling or emotion within its customer audience. That brand may be youthful and fun, like the MTV or Apple Computer image, or it might be highly environmental and grass-roots, like Ben & Jerry's ice cream. A brand is unique and recognizable, like Tiffany's signature turquoise, breast cancer awareness pink or Coca-Cola's red.

The stronger your brand, the easier it is to create long-term customer loyalty. After all, customers buy from businesses they recognize, and recognition creates a sense of familiarity and comfort. Wouldn't you rather buy from an old friend than a complete stranger?

Another benefit branding offers is a sense of customer exclusivity and belonging. When it comes to apparel, it's well known that brand names can easily market and sell for premium prices based on the sheer status benefit that label offers. If you place a Calvin Klein suit next to one from J.C. Penny, styles may be identical. But the Calvin Klein brand is much more sought after. Web-exclusive businesses can create this brand appeal just as easily as offline businesses. Furthermore, small shops can benefit from branding as much as global corporations.

Creating an Online Brand

Build your website with just as much attention to design as to functionality. What feelings should your brand evoke? What does your company stand for? Your website should reinforce this with visuals and words.

Once you've developed a brand, stay consistent across the board. If you have a logo and identity, design your website around this. Send opt-in email marketing campaigns that further reinforce your colors and visual esthetics. Avoid changing or re-branding your business, as each alteration upsets the comfort you've worked so hard to create. When branding online, consider your:

• Domain name
• Logo and corporate colors
• Website design and functionality
• Email marketing designs and strategies
• Banner ads

If your audience demographic is young, develop website copy that speaks to them. Use flash or creative treatments that grab their attention. Devise a marketing plan that reaches prospects where they are, for instance via podcast, mobile SMS advertising and Internet Marketing. Alternately, If you're seeking a philanthropic audience, you may prove more successful spreading the word through Public Relations avenues or non-profit event participation. Position banner or text advertisements on websites that strengthen your brand.

Remember, branding is not just a word describing corporate identify. Quality design, consistency and perseverance are the key components to brand saturation. Even if you have an ecommerce-only shop, build a unique brand and stick with it.