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Superb branding article I discovered through our briefing channels.
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| 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 www.leveragedpromotion.com |
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Posts tagged as:
ebrands
eBranding Techniques :: Bob Baker on Branding
Effective eBranding :: An Introduction
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We’ll start with a definition of a brand, and expand into a few ways you can use the web to help establish yours.
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| What is a brand? Why do I want to establish and expand my company brand? How can I do this in an streamlined, effective fashion?
Many of these questions will be answered in this weblog. Today, let’s start with what a brand is. Here’s one accepted definition: A brand is a product from a known source (organization).
To become known, you want to be referenced, indeed, to become the default reference in a consumer’s mind. You want to share information that helps your prospects make a buying decision. You want to become synoymous with your niche. When someone says “chocolate”, many of us immediately think Nestle or Hershey. Not necessarily because we like chocolate bars. It’s because in a sense they “own” the brand. Let’s summarize then we’ll get into some specifics another day. To have a successful blog, you want one of its purposes to be building your brand. Building your brand means becoming known. To be known you want to become referenced. So how do you use your brand to get referenced? What can you write about in your blog and in other online content that will engage readers in “an accessible voice”? These questions and more will be answered in subsequent posts to this blog. Stay tuned to learn ways to use your blog and other web content to brand yourself across the internet. Here, we’ll share methods, examples, ideas and case studies that will help you go from one of the experts on your industry, to THE expert in your niche. Rodney Rumford |
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