Brand Awareness and the Fundamentals of Brandcasting
For a company to become well known in the online world, you might
think that they would have to spend a large amount of money.
While marketing budgets of leading companies are extensive, many
effective online branding strategies can easily be achieved with
nothing more than creativity and determination.
You have a good brand if people can recall your product or
service from memory. You want them to trust you and think of you
and your website before they think about any competitors.
Branding isnŐt just for big businesses; small businesses,
especially those with an online presence, canŐt afford not to
start some kind of brand awareness campaign.
There is no shortcut to branding success. If you take a look at
some of the sales promises made today, you would think that all
you need to do to make millions is to launch a website and use
free search engine submission services. These kinds of tactics
donŐt give you the whole truth.
Brand awareness, or brandcasting, is a strategy that will define
a company, show how it is unique, while creating a comfort level
in the potential customer. A large part of branding is being
consistent in everything about your company. This includes the
companyŐs message and vision, the website, the employees, and
even the packaging. Who are you and what are your values? All
this takes time and vision.
Before even starting to get your brand out there, you should
develop a winning slogan and logo. These will be the first things
remembered by the public. If you hear the word McDonaldŐs, you
will see the Golden Arches in your mind; if you hear KFC, the
Colonel will present himself, if MSN is mentioned, it is
reasonable to see the fluttering of a butterfly. Defining a
simple, two or three tone image that can be inexorably linked
with your company can be extremely powerful.
While this is fundamental to both successful offline and online
branding strategies, it is important not to forget the actual
development of your brand. You might have an excellent logo, but
consistent failure in delivery of customer service can take its
toll. Your brand and your message should focus on your clients
and not on you. Customer benefits that are consistent with your
marketing message will get you increased sales.
Your website should be an integral part of your brand as well. It
should incorporate the promise you are making to your customers.
Remember that customers make their decisions to purchase based on
friend and family recommendations,advertising and experience.
Building a brand is like building a reputation. Companies
interested in long-term success must invest in creating a
targeted brand experience for their customers.
While providing great customer service will help your reputation,
customer service does not always have to be in the form of
responding well to queries. Be proactive; FAQs and well-targeted,
well-researched help guides on your website are immensely
powerful in garnering a strong reputation. Use article marketing
to its fullest advantage to leverage your position as an expert
in your field.
Beware of online gimmicks, though. Many companies have seen a
surge in business through competitions and contests. But these
numbers are impossible to maintain once the offer is over. Use
them sparingly, and tie them in with press releases and long
Whether large or small, local or global, social networking can be
your key to the successful implementation of online branding
strategies. If you have something to say, be it a product launch
or exciting development, put a teaser on your social page. People
will take the bait.
In much the same way, you can create a blog for your company.
Twitter can also be a great way to use a short, snappy sentence
to announce a new online initiative.
Many companies have made the mistake of trying to differentiate
between their online marketing campaigns, and their offline
equivalents. This couldn't be more wrong. Your customers exist
in the Real World. Use the reliable marketing double-hitter
(where online and offline branding strategies are in complete
unison). Indeed, offline advertising can drive your online
commerce significantly, if tailored well.
Long before the economic crash of late 2008 hit us; competition
in the world of e-commerce was becoming ever more ruthless.
However, as a result of the global recession, many companies are
looking to the net to not only push forward, but also to survive
the storm. Online shopping is actually on the increase, as people
rein themselves in and limit their impulse purchases. They do
this by not visiting the malls, and keeping away from temptation.
Take advantage of this by creating an online brandcasting
strategy so you can see more traffic on your website.
Enzo F. Cesario is a Copywriter and co-founder of Brandsplat.
Brandcasting uses informative content and state-of-the-art
internet distribution and optimization to build links and
drive the right kind of traffic to your website. Go to
www.Brandsplat.com/ or visit our blog at: