subject: The Buzz On Branding: Creating Your Internet Business Identity [print this page] When people read a specific, popular brand name or see a logo of a company's product online, a lot of things run through their minds. Some think about the quality of the products, others think of the competitiveness of the prices, while some ponder on the popularity of the company's wares. There are also some who remember their experience with the company or with the company's products.
All of these thought processes are communicated by just knowing the company's name or brand. Thus, it is safe to say that branding is a very important part of a company. But what really is branding and how does it affect an Internet business?
According to the American Marketing Association or AMA, a brand is the name or symbol or a combination of both that is used by a company to identify its products and services and to differentiate the same things from the competition. Branding, therefore, not only includes the name or logo of the company, it encompasses the ideals and personality that the company wants to project to buyers so that buyers, in turn, would recognize the company's products and separate them from products from other companies.
An Internet business with good branding gets the advantage of being instantly known by consumers. Good branding also tells consumers that the company is the only solution to their problem. So, for those who own an Internet business and want to create a good brand for their companies, they should make sure that the brand delivers the company's message clearly, is credible, has an emotional factor, motivates the buyer, and strengthens the buyer's loyalty to the company.
For someone who owns an Internet business and wants to create a brand, he or she should know that it is not a walk in the park. It takes a lot of hard work, research, advertising, and dedication to create a good brand that people will remember. What one needs to do first is to research exhaustively about one's own company. Think about what one wants the company to reflect to the consumers. In this step, the company's values and goals should be defined, as well as its mission statement.
The next step is to choose the right name for your Internet business. A good brand name captures the true essence of one's company. Remember to create a name that is easy to remember, unique, and brings images and ideas to mind. The third step is to know one's consumers or target audience. Instead of trying to win over everybody, just focus on the people who would probably love the company's products. Once one knows his or her audience, create a website that suits the audience and one's own marketing goals. The logical next step, careful advertising, is the creation of marketing methods that are geared towards one's target audience.
by: Jeff D McQueen
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