Online Branding

Why would one want to build a brand online?

One might want to be remembered and would like to transfer the real world image to the online world. I would look at brand as a differentiator of the services being delivered by each company.

How would one differentiate between TechCrunch vs Mashable? It could be looked at as social media experts bringing light to a particular evolution or maybe the tech geek bloggers only posting views. I am sure that my views would be different from yours

What should traditional brands do so as to create an identity online?

Adam Broitman, a media strategist from Morpheus Media says, ‘Google knows what is true’.               

One should have:-

1)      Searchable pages: Google should be able to tell what is the brand is trying to sell and offer in terms of value to the world

2)      Continuous updates: The fresher the content the better. Not only Google but all of us value it.

3)      Web Directories: Just like the telephone directory, the inclusion of one’s website in prominent search engines matters.

4)      Inbound links: When others refer or pass the user to your website then surely the information provided is of value.

5)      Outbound links: This is to help the users get the right value by routing them to the right link and of course proves that the website has a lively presence.

6)      Mechanical Quality: Well maintained websites have a greater potential to be recognized.

How can one go about using the online medium so as to build a brand?

LISTENING

1)      Ego searches to monitor blogs and portals so as to catch any referral of one’s product or company

2)      Use tools like CrazyEgg.com so as to trace where the users are clicking and where they are not

3)      Track community sentiments from conversations in twitter.com

FEATURES

1)      The about section in the web page should convey about the business

2)      It should be easy to comment on the website

3)      Site’s content, loading time, colors/fonts  and various other design features

OUTPOSTS

1)      Not to forget the online forums and social networking websites

2)      Pass on the links to the website through newsletters, facebook communities, yahoo groups, Myspace etc.

CONTENT

1)      Keep updating the content

2)      The more usable the content, the quicker it will adopted. So, it is better to have a http://anupam.webportal.com  for each end user to give him/her the personalized association with the brand.

3)      Images interests and holds the attention of the visitor.

4)      A video on the website can add on as personal branding or promotion

PROMOTION

1)      Use links like StumbleUpon and Del.icio.us to drive awareness

2)      Guest blog on other related websites and leave one’s own link

3)      Videos about the product on LinkedIn

4)      Use the status message on Facebook/Linkedin

5)      Advertise through Google’s Adsense/Adwords

One needs to continually emphasize the value their brand can provide to the world which can be done by promotions and marketing through the right channels. Web now has become one of the most important workplace for any business and provides the largest space to socialize.

 It isn’t easy to convey information through this medium than what can be done in person. However, this information above will surely equip you with tools so as to build relationships in business so as to strengthen and promote the brand.