Branding doesn't work with net's warp speed - look at some of leading online brand builders, including a certain big three TV network here in states and a book seller in Seattle trying to do classic brand extension, from books to barbecues.

We tell our B2B clients to build a revenue-producing online brand by developing a campaign that sells value of their goods or services! Forget esoteric, very expensive brand building campaigns that have no measurable impact! Here are my ten "cliff notes" to building an effective B2B Brand Online, B2C coming next article.

1)Do a careful Competitive Web Analysis of your competitors – you can't build a unique brand without knowing lay of digital and realworld land! The beauty of web is that it is a 247/365 resource for analysis and you can find out quite a lot from your competitor's web sites. We've created a comprehensive matrix of 75-200 items to assess when preparing a competitive analysis report for a client.

2)Identify your target audience early on as everything flows from this. You can't conceptualize your creative, graphical imagery, content or what type of online media you want to deploy until you know size and characteristics of your target audience.

3)Think revenue producing branding – this translates to marketing campaigns that deliver sales (the goal of all good marketing campaigns) by customer acquisition. Meaning, develop messages that speak to your audience. B2B customers typically want referenceable data that addresses their needs. "Our xyz services help you leverage your IT resources by…." Think providing tactical information to enhance their decision-making!

Remember this: It's much easier to sell to an existing client then to find a new one. It's also less expensive. Another "perk" of making them happy is they'll refer their friends and associates to you, which is great for business. Referrals are like a "personal endorsement" of your work. By time a referral calls you, he's already partially sold on using your products or services. In essence referral has given your company "stamp of approval."

So how do you go about forming relationships with clients? Well, first of all you need to care about their wants and needs -- not appear to care, but really care. In our rush-rush hurry-up society, personalized care is hard to find. If you care, you'll stand out from crowd and be remembered in your customer's mind when he needs another service or product like yours in future. The point is to establish long term bonds with them.