Superb branding article I discovered through our briefing channels.
Bob Baker, author of Branding Yourself Online, has an excellent article posted to his site, entitled “9 Ways to Create a Rock-Solid Brand Identity Online“.

He leads in with a short summary of effective branding:

Effective branding is all about telling customers who you are, what you do and how you do it. Despite a sluggish economy and uncertainty throughout the world, more people are spending time and money online than ever before. That’s why it’s vitally important for small businesses and solo entrepreneurs alike to use the Internet to make an impact.

The strongest point he makes later in the article is bullet number four, in which he states ” Develop a fan-club mentality.”

That seems like it would not apply to an online brand, or only to consumer-focused items at first. However, with a little extra thought, you can probably remember purchases in your business and personal life that you made due to an emotional connection and later justified with logic.

Taking that strategy a little further leads right into the fan mentality.

It’s human nature. We buy books on self-advancement, for example, spending hundreds, sometimes thousands of dollars a year improving ourselves or our businesses. And why do we want to go to their conferences, buy all of the author’s books, follow their “work”?

Because we’re fans.

And yet, we don’t think of them as a business, we think of them as people who fill the need for an area of our business, or a want for improvement, better than anyone else.

So why can’t we create fans in our businesses? Better yet, how can we?

We’ll revisit this question in the next segment.

Tinu Abayomi-Paul

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