This copyrighted article is free for you to use as content in opt-in publications, or on your Web site. When you use it in opt- in publications, or on a Web site, please include resource box.

However, please do not charge for it. Please DO NOT include it in CD compilations, paid-subscription sites or in publications for which you charge.

**

Summary: You're a small business, or a microbiz. Do you need a brand? Yes you do, and it's easy to create, because your brand is YOU.

Category: Small Business, Marketing

Words: 800

Your Online Brand Is YOU

Copyright © 2003 by Angela Booth

You've decided to make leap. You're going to start selling your products and services online. You're excited. Wow! Millions of people will be able to buy from you.

Let's see --- what will you need to do first? Yep. You'll need to create your own Web site.

Two or three months later, your Web site is complete. You're thrilled. It's exactly what you wanted, your own storefront online. You get to work and do everything you're advised to do: you send out news releases and submit your site to all search engines. You promote your URL on everything from your business stationery to side of your car.

Six months after that, you're starting to see a trickle of traffic, but it's hardly flood you imagined it would be, and you lose heart and interest. The Internet, you decide, is a sham, a haven for sp*mmers and assorted lunatics. You vow that you’re staying with safe and comfy offline world, and you vow never to be taken in again.

What did you do wrong?

Oddly enough, you did nothing wrong. You did everything right --- BUT what about branding?

In real world you create your brand without too much effort. People judge you by your physical presence: by your office, your clothes, your stationery, your advertising and your voice on phone. In virtual world, you lose all those valuable cues which tell people how to pigeonhole you. You must replace them with something.

Offline, your brand is you. It's you online, too. However, it takes more effort to create. You need to create an online persona and a Unique Selling Point. A tagline, or motto, is also helpful.

Important: There is no way you can do this stuff wrong. You just need to do it. If your goals change at some time in future, not a problem -- just change your online persona, your USP and your tagline. Then hey presto chango, a whole new you/ brand.

Here are my recommendations to implement this strategy:

1. Write article This may sound self-evident, but a couple of pointers:

a) Keep it short, and make language simple, especially if you're targeting online outlets. People don't read word for word on Web - rather, they'll scan screen. Complex sentences and dense copy will lose readers fast.

b) Develop a template that can be easily customized for different target markets. My "Top Seven Ways to Tune Up your Website" has been parlayed into versions for over a dozen different industries. The essential points remain same, and customizing simply involves adding specific examples.

2. Put it on your Website One of key goals of your Website should be to showcase your expertise. Content (combined with testimonials and success stories) is best way to achieve this.

When adding articles to your site:

a) Include a clear reprint policy. This should state whether you allow articles to be reprinted, and if so, under what terms (including your byline, copyright, notification of use, etc.)

b) If you have a large number of articles, provide an index page that divides them into appropriate subject groupings, and gives a two-line description of each.

c) Create a byline with an enticing hook to get people to visit your Website. Mine refers to my popular free tipsheet "Beyond Search Engines", which lists 23 alternative ways to promote your site. This is far more powerful than a bland statement such as "Philippa Gamse is an internationally recognized . . ."