subject: Your Corporate Identity Online: Things To Consider [print this page] Ecommerce is big and still getting biggerEcommerce is big and still getting bigger. It is important to keep an eye on the opportunities presented by the internet, whether you are managing a small family business or a big corporation. Before you start a huge online campaign, you should consider a lot of things. These are the things that can build or destroy your business on the World Wide Web. For huge companies, the firm probably has already a logo.
On the part of smaller firms though, it is crucial to get started with the logo. This is a basic in building a corporate identity. The logo must be as unique as it can be. It is particularly vital for the logo not to resemble any direct competitor. It is a part of your overall corporate identity. When people see that logo, they should be reminded of the good experiences they have had with your company. Now, let's go beyond the logo because it is only a small part of the overall strategy.
Corporate identities can broadly be categorised into three including:
(1) Corporate Designs (this is where logo falls into; other factors include company stationary, flyer, brochure design, and web design)
(2) Corporate Communications (on the web, this will include press releases, email newsletters, sales page, articles, videos, and newsletters)
(3) Corporate Behaviours (the values of your company falls into this category; for example, a green-oriented company is perceived to be conscious of their social responsibility)
Unless you already have a popular brand or have a large enough budget, web popularity takes time. Let it grow in a healthy way and don't force it with countless advertising. It is best to leave a subtle message and let people become more curious about it. When they take the initiative to know more, they are more likely to trust what they find out.
In this case, your company should make it easier for people to know more about the brands, products, and values of the firm. Like brand popularity, getting higher SERP ranking takes time. It is, in fact, related to each other. In the meantime, concentrate more on building links. Inbound links from high-traffic sites are a must.
Always bear in mind that corporate identity online should be consistent in all channels. The value proposition and message should remain the same on the internet, in print, and in multimedia channels. Any deviation may leave people confused, or worse. Apart from the message, any price difference among different marketing channels should be sorted.
by: Pilar Torres Wahlberg
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