No, we're not talking about burning your brand into
hide of a steer, but rather into mind of your potential customers. We're going to discuss effective techniques for telling your customers who you are, and what you do.One of maxims of any advertising campaign is to try to make your company a household word. Many of major corporations such as Budweiser and Wendy's have discovered how to do this, and we could take a few lessons from them.
The Internet today, gives smaller players a "level playing field" with some of big guys. If we are to succeed, it is vitally important to recognize what they are doing in their branding programs.
First, and foremost, if you are serious about doing business on Internet, you must have a web site. When visitors arrive there, it should be immediately obvious as to what you actually do. Too many web site developers forget this, and try to impress their visitors with graphics that take to long to load.
Don't forget - people visiting your site have come there for a reason. If you don't make it immediately clear what you do, they may just "click away". Any good ad will feature what benefit person will receive by doing business with you. You want your "brand" to be loud and clear, and not hidden behind a lot of "glitz".
You must have contact information. A picture of you can go a long way to humanizing your web site. People prefer doing business with other people, not a nameless company, without anyway of contacting them, other than a form to fill out. You must have a physical address, and preferably a phone number where someone can contact you. The more you can make your potential clients comfortable with you, better your odds of getting their business.
Verbal content is king. If your copy is not good, you will not succeed. Many web sites simply throw up a few graphics and a few "buzzwords", and wonder why they don't get a good response. People have taken time to come to your site and are looking for answers. A visitor to your web site, should leave with few, if any unanswered questions.
