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Whether you are talking digital marketing or traditional marketing there is a basic concept that should shape marketing efforts. This concept is basically that you go where your audience can see you. For instance, if you are selling something like custom hunting bows you are not likely to advertise in Vogue magazine. Even the novice can recognize that the audience you want to reach with information about bows is not likely to purchase a Vogue magazine; or definitely would not be looking for information about a bow in Vogue or Good Housekeeping. A marketing platform is selected based on the primary audience it entertains in traditional marketing, and likewise the process for choosing social media platforms and online channels should be focused on where the target audience is likely to spend their time online. While Facebook is the largest social platform, sheer number of users is not necessarily an indication that any marketing efforts would be successful. A business is much more likely to convert on sites where the audience is more engaged with the brand. Instead of focusing solely on the size of the community, it is important to consider the demographics of the users of an online platform and target the communities where conversions are most likely to occur.
A company brand is a symbol which represents the business. In one respect it is meant to represent the characteristics, associations, and experiences of the business in one abstract form. It may be a logo, phrase, sound…; but a brand is designed so that it makes people who see or hear it think about the company and what it represents to them. When it is done well, a brand image can keep consumer’s mind on your particular products, services, quality, value, size, market position or whatever else might matter between the company and the individual. The way the company web site is designed will represent what consumers should be able to expect out of the company, their product or service. An online presence should be open, honest, up-front and transparent. Branding your website is about constructing a very concise, neat online personality and applying it consistently across the site as well as across the web.
Web Site Consistency
Your brand is more than just a logo with a tagline; it represents you and everything about your business to consumers. When branding a site, it is important to reinforce the image of the brand throughout the web site. Make sure to be consistent in style, or design. A logo should be positioned in the upper left hand corner of each page since this is where a visitor’s eyes tend to go first. Don’t oversize the logo; but don’t make it so small that it is difficult to identify. Use images that are reusable in order to optimize the site’s speed. In order to successfully brand your site, it will have to be memorable to site visitors.
Before children can read a single word, they know that there is food nearby when they see the golden arches. This is an excellent example of successful branding. It may be a jingle, a logo or a slogan that makes an individual think of a particular company; but branding is all about building that type of association between consumer and business.
What is Branding?
A brand offers consumers an image or idea about a certain product so that they can associate it with the company. Branding can take many different forms but in general it is marketing an idea or image that makes the consumer identify it with a product or service. What do you think about when you see the golden arches? It is likely a Big Mac. Branding is about building brand recognition, building a good business reputation. It is a very important aspect of web marketing as it helps to develop a company’s reputation such that there is more revenue. To the business person, successful marketing means when an individual sees their brand anywhere they immediately identify it with the company. It is not so much about just getting potential consumers to see the company, but more about getting them to see the company as a solution to their problem.