What I discovered was that she had worked long and hard to create several sites for her varying businesses, but none of them was really doing much for her. None of her sites were creating any real synergy each other nor were they helping her to building relationships with people on the web. One of the biggest things this client wanted her websites to do was to position her as an expert on the Internet. Certainly a website should be able to that, right?!
Websites can be used for many things these days. By the way, I am using the term "website" loosely in that your website might be built from html, a blog or template - but for this article, I consider all of these a website.
I see people everywhere using websites to brand themselves as experts, and it's working!
But what makes what they're doing different than what my new client had done?
Good question!
While most of us understand the concept of branding and we have an idea of what it is (just a logo?)...you may find it difficult to explain. What is branding? How can you use it to really set yourself apart?
While doing some research I came across an outstanding article from a logo design firm that answered these questions. The following is an excerpt from that article titled More Than Just a Logo, Building Your Brand in 2009.
More Than Just a Logo, Building Your Brand in 2009
What is a brand?
A brand is a mix of both the visual and the intangible. When you think of the golden arches of McDonalds, you immediately think fast food. When you think of Nike's iconic swoosh you instantly think of sneakers. When you think of Google, you think of searching the internet.Your brand should ultimately be the mental picture that forms when someone thinks of your business. Branding is not just about separating yourself from your competitors; it's about getting prospective customers to see that your business is the only solution for their problem.
How Does My Company Achieve This?
Brand Promotion
Let the world know about your business professional image. It might be just a logo now, but remember this is the first experience a potential customer will have with your business, so get it noticed. Place your logo on a website, place it on a business card, and place it on a sale sheet. Do any and everything to start building visual recognition for your brand.
Brand Reputation
Think of your brand as your reputation. It should reflect you and your company. You wouldn't want to show up to an important meeting in sweatpants, or in need of a shave. Although it sounds obvious, your brand must always look professional and industry appropriate. Your logo should not be used or associated with business without your permission, nor should it be used to
endorse any activity you wouldn't want to associate with your business.
Brand Consistency
Ensure that you are consistent with the visual aspects of your brand. Make sure your logo has a uniform and consistent layout. Different colors, and fonts and multiple versions of your logo will be confusing to your customers, vendors, and employees. Make sure your logo is uniform across all media and look the same whether on a website, brochure, or business card.
Article More Than Just a Logo, Building Your Brand in 2009 was originally written and published by Logo Design Guru.
So over to you, are you using your website to help establish a brand for your business? If not a website, are you using a blog or social media to establish a brand? If not, it's time to think about branding yourself using at least one of these popular forms of media.
Remember, by readily providing a consistent and positive image of your business and providing the right information to your target market - you are branding yourself.
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