Branding is awareness, identity, trust, but most importantly branding is you! When implementing a website for your business you should first create a marketing plan that determines what you want to gain from the website. Your marketing plan should also include branding. Most consumers need to associate a brand to a product or service to feel comfortable enough to purchase from that company.
Trust is the key factor when creating your brand. Consumers who trust a brand will remember the company and identify the brand with the product or service in which it sales. The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
Simply put, it is something unique or a group of unique identifiers, which a consumer can use to identify with your product, service or company. For example when I say “red sports car” a large portion of you will immediately think of a Ferrari. This is part of Ferrari’s branding program; they have extended out past a logo and now brand using a color.
Often there is a myth about how branding is expensive and only works for large corporations. The concept of branding is not expensive but the procedure of creating brand awareness can be expensive if not planned and executed well. For example, a free brand awareness campaign can be run by posting YouTube videos, and networking these videos around the web. In fact this is one major way that companies are increasing their market and brand awareness.
Understanding that branding is not expensive and can be done effectively for all businesses is an important first step. The next step is to understand how you can effectively use branding to drive traffic and sales. One good example of this would be Google. Quite often people refer to using a search engine to find an answer as “googling.” This shows an adoption of a brand and an integration of that brand into daily life and language.
How Can Branding Help Drive Traffic And Sales?
The effective use of branding should result in traffic and sales for your business as it helps imprint a personality on your customers. The brand of your business is the personality of your business, create an attractive brand, and you will attract customers. Not only that, but you will increase customer retention. Branding should increase your customer’s awareness of your company.
As a new Internet marketer it is important to implement branding within your business so you can create market position and perception. Often a new customer will have a limited amount of time to decide whether to interact with your company and often that decision is made purely on your branding. Remember to carry your brand throughout all marketing platforms. When launching a new ad campaign make sure the advertisements carry your brands color scheme and fonts. Consumers who click on a advertisement that looks different from the landing page will be turned off.
Effective branding will entice emotions, feelings, and actions from your customers without you needing to touch or speak with them. Make sure your brand is unique to you, comforting and powerful. Make sure your brand is complete before you launch, gaining trust from consumers is not easy but with a nice, clean, and personable brand you will be one step closer.