Corporate Internet Branding is only Part of A Business Success

Gaining new clients that are excited about developing a corporate Web site, and are gung-ho to get started is a dream come true. Trust me - as a creative individual with a keen understanding of what the Web can do for a business - I know what I'm talking about.

But oddly enough, I've found that clients falling into this category seem to be missing out on other essential branding fundamentals. They are ready to get started building the empire of their dreams via a snazzy new Web site. They truly believe: build it, and they will come. Maybe so, but a Web site alone won't increase sales.

It's as if there's an imbalance, and rarely do you find a client that fully grasps both ends of the branding spectrum and how they should work together.

There are several keys to developing a winning brand for your company, and an effective corporate Internet branding strategy is only part of equation If you are going to take the time to develop a brand for your company, you may as well do it right the first time. Having to do it over again and again will cost you in consultant fees, lost clients, lost sales and lost earnings potential.

In order to ensure that you are on the right track (and that the consultant you've chosen to work with knows her stuff), you need to understand what these keys to branding success are.

In a nutshell, an effective brand encompasses many things, and not just an eye catching look. Consider the list below and ask yourself how much of this you were aware of already (feel free to print and use as a checklist when you hunt for the right consultant - or feel free to call us!):

This is the information age. Understand that your target market is most likely well informed - even before they find your product or service, they know what they are looking for. Relating to your customers and your target market via your brand is more essential than the visual appeal of the brand itself (think Saturn).

When you are conducting all of that endless research, make sure someone carefully considers the emotional attachment your brand should create with your target market - if your business is all about quality + affordability, find a way to communicate the feel-good experience of getting a really good product or service at a great price (perhaps through imagery, perhaps through a tag line, or perhaps through your offline and online marketing messages).

Never discount the power of consistency in a brand. When it comes down to visual appeal, nothing is more detrimental than being all over the map with color and design. It's amazing how many companies actually use their logo in several different color combinations. Make sure your logo, colors, design and presentation are consistent for print and Web. Variations may work but they must be complimentary.

Never regurgitate your printed marketing material into your Web site. If you are going to take the time to extend your corporate brand to the Internet, make sure your Web site uses compelling text (Web writing is very much unlike the corporate brochure), and isn't just a repeat of your marketing material. After all, you want to refer others to your Web site via your business card, brochure, special promos, etc. Those on the receiving end will expect a greater benefit if they take the time to check out your company Web address (what...you didn't realize your URL should be printed on everything, including your corporate vehicle??).

It seems like such an insurmountable task - how will I ever develop the right brand for my company?

That's where we come in. We specialize in working through all these aspects with you. Our job is to understand your target market, based on the information you provide about your business. From there, we can put together a complete strategy to develop a successful brand for your company that encompasses print and Web.

If you want to attempt this yourself, remember - you must understand the key branding fundamentals. Take your time, do some careful research and read as many case studies as you can get your hands on. Take a good look at your competitors and see what they are doing (especially the most successful ones).

You'll soon realize that there are all kinds of opinions and theories out there on what successful branding is about. Keep focused on what you already know about your company, your current clients and your target market. Make sure you understand what they want; not necessarily what they need.

Above all else, understand that in order for a brand to work you need to put together a complete branding strategy. One that encompasses the best forms of marketing to reach your target market, and most often this involves a combination of traditional methods and the Web.

Here's to your continued business success!

Amanda Ayles is President of AmandaMarks Business Solutions, and helps businesses of all sizes develop their unique identity on the Web. Services include custom design for print and Web, content development and on-line marketing strategies. Visit her corporate Web site at http://www.amandamarks.com

---

The Trust Issue In Marketing

One of the prime motivating factors in the purchase decision... Read More

Types of Logos

There are three basic types of logos: text, symbol, and... Read More

The Role of a Visual Vocabulary in Brand Identity Design

Visual elements are a major part of your business's brand... Read More

Branding: Bring Back the Jingle!

Did you grow up in the '70s and '80s? If... Read More

Corporate Identity - A Rough Guide

A rough guide to corporate identityThe tabloids report the millions... Read More

When Search Engine Marketing and Trademarks Collide

In the world of marketing, branding issues are always an... Read More

How to Write Classified Ads that Get Results Now.

SELLING DIRECTLY FROM A CLASSIFIED AD Classified ads can be... Read More

The New Branding Awareness - A Value Based Concept

The new branding awareness is about when you take ownership... Read More

The Very Basics of Design

Design is a very subjective thing, therefore, if you ask... Read More

Brand Image - Brand Identity - Brand Strategy - Brand Identity Guru

Consumers perceive and accept many brands within a certain trade... Read More

Personal Branding: Characteristics of a Strong Personal Brand

How many times have you been at a networking function... Read More

Your Identity Speaks Loudly...What Are You Saying?

Your corporate identity is a graphic expression of who you... Read More

Living Your Brand on the Web - Part 1

OK, so you took the plunge and purchased your internet... Read More

Franchisor Policies for Unlicensed or Sold Territories

Franchisors often have issues when they own a brand which... Read More

Logo Design Tips

Logos can be described as visual icons that provide a... Read More

Profitable Partnering

Become your customers top-of-mind choice.Some of these snapshots of real... Read More

Into The Limelight

To stand out in a cluttered world, become a recognized... Read More

Corporate Branding ? Dont Forget Your CDs!

Companies have been branding their collateral materials such as letterhead,... Read More

Brand Identity Company ? Brand Identity Guru

Hiring a brand identity company is very important. In every... Read More

Strategy and Tips for a Successful Logo Design

Visual processing is the most important way for gathering information... Read More

Corporate Logo Design ? 6 Keys to Success

A corporate logo design should be highly instrumental in building... Read More

Brand Identity - Corporate Identity and Brand Value

Companies work hard building the strength of their brands -... Read More

Entrepreneur Speaks on Brand Extension in the Franchise Cleaning Business

On question I have been asked over and over again... Read More

Trademark Issues in the Mobil Auto Business

There have always been trademark issues and lawsuits in the... Read More

Don?t Overlook Your Email When Considering Your Brand Identity

You wouldn't skip letterhead when sending out a sales letter... Read More

The Secrets of Starting Business Successfully

Starting Business Secrets will help you to start your own... Read More

Corporate Internet Branding ? Branding Your Business Online

Let me tell you a story about Pete and a... Read More

Brand Your Consulting Brilliance

Today's competitive marketplace for consulting services is no longer responsive... Read More

Positioning and Branding - Brand Identity Guru

Where is your brand positioned in the marketplace? How is... Read More

Branding Strategy - Brand Identity

Today, in many organizations around the world, branding is treated... Read More

Simple Risk Reversal Formula Will Send Your Sales Into Space (1 of 2)

Make A Bold Promise Then Back It Up With An... Read More

Understand Brand

Branding has been defined, explained and examined extensively. There are... Read More

Intelligent Design comes from Brand & Account Planners

I've been reminded recently, rather forcefully, that not all reality... Read More