For any business to become truly successful, it needs to create positive brand recognition for its product.
This is especially true in small businesses, where there may be thousands of similar companies vying for customer's attention. The easiest and most fruitful way to think of a brand is as an IMAGE that audience remembers.
This means that successful branding of a service or product is a matter of creating an image that is Positive, Relevant, and Memorable.
First and foremost, you want to create an image of your product or service (or company, for that matter) that is positive.
You want to create an emotional association (such as happiness or fun) with product. According to researchers, there are two basic ways that you can create these associations.
The first way is through direct experience. In this approach, a customer's experience with product or service impacts on way that they see it -- i.e. a positive experience means a positive association. This can be very important if you are trying to reach repeat customers.
It is usually hard to use direct experience to brand a product or service using just a web site. However, remember that a person will often judge your company based on their experiences with your web site. Therefore, it is very important that you make their experience a favorable one -- one where they can get their information quickly and easily.
A second approach to branding that can be used more easily in a web environment is to create indirect associations. This can be done in a number of ways. The words you choose to describe your products, name you give them, and graphics/pictures that you use on your web site can help to create an emotional association.