Internet branding is about more than creating awareness of your business and brand. It’s about building trust with your prospects and clients. This is because marketing is ultimately about connecting with people and not just about selling products. First you have to sell the person on you or your company before they will buy your product.
To create the trust and sense of intimacy with your customers, you need to consider from every angle how users experience your website. Are your graphics warm and welcoming? Do you provide information that is valuable and useful and that holds their attention? Is it easy for customers to navigate your site? Just like a brick and mortar store needs a good layout, your website needs quality product photos and descriptions. Think about what you would do to make customers comfortable and at ease in a physical store and translate that to your website as much as possible.
A familiar brand name triggers positive emotional reactions in people. When you think of some famous brands, like Coca Cola, Kraft, Orville Redenbacher, or Campbell’s Soup, certain images and emotions probably come immediately to mind. When you choose one brand over another, it often has to do with familiarity and memories and other intangible factors. As they say, people shop logically but they buy emotionally. That is why things like colors, images, and design are so important. For example, when you think Campbell’s Soup you immediately think of the red and white label, right? Do you think customers would respond as well if they changed their label? Think back to what happened when Coke changed their formula back in the 1980s. People tend to have strong feelings about familiar brands.
Here are some specific ways to develop your Internet brand:
1. Have liberal return policies and guarantees.
2. Build trust with testimonials. Use testimonials with photos and full names if you can.
3. Be easy to search, navigate, and buy from.
4. Hire a professional copywriter to write the copy and descriptions on your website.
5. Offer memberships or other exclusive information that has a high perceived value.
6. Show a personal side of your company through video, blog posts, pictures and in your e-newsletter.
7. Develop logos and packaging that customers respond to favorably and then remain consistent.
The more you connect with your visitors on a deeper emotional level, the stronger your brand loyalty will be and the more people will return to your website again and again.
Search engine marketing is the most powerful way to drive traffic on the web. With Content Syndication you can control your internet brand.
For more info on reputation management go to:
http://www.directhorizon.com
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