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brand development

eBranding Techniques :: How Do You Become the Default Choice?

by Tinu
With a successful brand, you are often THE “go-to” solution – how is this achieved online?
In establishing an online brand, you want to become synoymous with a common solution to a problem. So how is this achieved online? 

  1. Identify your marketIf you don’t know who you’re talking to, you’ll have a hard time figuring out how to communicate to them.Who is your market? Just becuase you’re online doesn’t mean it’s the whole world. Think about who your ideal client is, and be where they are. Talk to them in forums and through your blog. What do they want? Why are you the beet choice to give it to them?

     

  2. Find out what positive solution you want to represent Once you know who you’re targeting, you’ll realize what their problems are. And if you’ve done your market research during product development or the planning of your service offerings, you know what problem you’re solving.So all that remains is finding out what the conversation is, and where it’s taking place, then tying your solution to the conversation about the problem.

    To sum it up in one sentence – what benefits do you want to become known for?

    Once you answer that question, create a consistent way to convey it. The slogan, the logo, the mantra, everything that markets your site should evolve from the chosen brand identity.

  3. Discover that conversation online and enter it in a bold waySome of the greatest blogs to read either start a new conversation or have a fresh angle on the solutions. But it’s not just about the blog.It’s about the main website, the publication, the logos, the product, the blog, the podcasts, the articles – everything that comes from your company, whether that is through your actualy website or not.

    You want to say something different – and you want to be as distinct from the next guy as you can be. If they aren’t blogging, you can be the first. If they are, you can integrate podcasting, or add more RSS channels.

    Use pictures in your blog, use color. Use sound or video by podcasting. And as your idenity is established, deliver those messages in a way that is consistent with your chosen brand idenity.

     

  4. Go deep then wideHere’s a common mistake made by people who are branding themselves but don’t realize it. It stems from the failure to choose your branding message consciously.That mistake is trying to “be” two unrelated things at once. I’ll give you a fictional example that I often see in Internet Marketing.

    Shoeford writes a book about setting up an internet ebook business. He becomes known as the internet ebook guy. Whenever you see his name, you know you’re going to learn something new and useful about internet ebooks.

    [click to continue...]

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