How is online branding any different from traditional branding? What is the difference between how your brick-and-mortar business on Main Street captures consumer interest and the way your similarly designed online storefront captivates those consumers? At a glance, there may not be one, but online branding offers a great advantage that simply applying a logo to your products or location cannot compete with. That advantage is interactivity. Web browsers are able to handle a combination of sound and video that simply cannot be physically replicated in the real world.
At its core, online branding encompasses the same principles as branding in the real. You need an established logo, stylization of your company name and maybe even a recognizable jingle. Walking into a store, you never hear a company song playing as you shop. Online, that is more than possible. Above all, you need to create an engaging experience that is characteristic to your brand. You need to create the kind of website that users come back to again and again even if they are not in need of your services. If potential customers have that feel-good sensation upon seeing your content of the web, you’ve effectively branded online.
Creating a personality does not require excessive creativity. Simple designs are often the most remembered. A shoe salesman can create an image for himself by animating a pair of running shoes. If the animation catches on and begins to grow as you purchase online display ads on other websites, people will begin to recognize you just on account of a basic symbol. From there, all you might need is a static image and the connection will instantly be made. For an e-commerce site, channel your product through your design. Maybe transitions between one page and the next can involve a runner blazing past the screen; maybe that runner featured exclusively online might eventually develop into a new mascot for your company. Think about it, the possibilities are endless.
However, to truly make an impact with online branding, there is a much more specific course of action that will lead you to success. There are a number of articles available on this site that will help to steer you in the right direction as you seek to make a household name out of your company assets.
Does your business have a consistent, online brand? Have you purchased online display advertising for your company? Why or why not?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1,800,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a Free Online Marketing Consultation.
To read more of the article that inspired this blog, please visit: http://www.emarketer.com/Article.aspx?R=1008964