Building YOU – The Brand.
Building a website, promoting it and marketing it is not and should never be just about generating traffic or having a site because everyone else in your industry or niche has one.
A website is an invaluable medium through which you and/or your business can increase awareness of your brand. For all intensive purposes, your site should be designed and managed to promote and push your name, your company name or the services you offer into everyone's mind, making yours the only name they have on the tip of their tongue as and when they need what you are offering.
This is achieved by the effective use of all the cohesive aspects of your web presence, combined into one strong presence.
The company blog, logo, weekly / monthly newsletter, press releases and content – all should all be striving to create that unified brand promotion.
But the message that your brand advertising and presence sends must be the right one, it must project the image of your product into consumers minds as being synonymous with quality. Quite often, as a potential customers mentally struggles internally with who they should do business with, it's the brand recognition and association that wins the day......and the order.
Due partly to the astonishingly quick growth of the internet and partly to the impersonal level of communication which that introduced, the latest trend in advertising on the 'net is personalization. Nowhere is this personalisation more aptly demonstrated than through the application of Collarity.
(Collarity is probably best described as being a platform which offers users the ability to employ a number of different applications within the build of their Web site. Different applications such as a search capability, automatic recommendations based on search criteria, the ability to syndicate as well as apply a host of analytical triggers. All of these “applications” can then be combined with ads placed on the site, allowing you to maximise the revenue generated through various monetization models.)
You do have to be very careful which methods of brand marketing you employ however. For example, whilst banner ads were one of the earliest types of web adverts the 1st true 'Internet' advert was created by the Canter & Siegel law firm. They famously posted an ad onto a Newsgroup in 1994. Many attribute this to the birth of one of the Internet's biggest problems today – SPAM.
They placed their ad to a shade over 7,000 newsgroups on USENET which, as you can imagine, caused rather a reaction. It's important to point out that Canter & Seigel themselves were mail-bombed following this incident and a majority of the Internet service providers of the time refused to host their account.
A brand that is created effectively, using sound marketing principles combined to solid SEO practices should not only enhance your company's position both online and off-line – it should also allow the personality of the company or product to project into potential customers sub conscious – and therefore into their direct conscious when most needed – when they are looking to buy.
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