This may come as a surprise... to you, but Branding is more than just Logo and Business or Product Name recognition.

Branding is "The total emotional and intellectual involvement your prospects and customers have with your business and products."

This article addresses 5 basic problems and questions about Branding:

How Are Brands Created ? -------------------------

=> Branding by "Personal Experience"

This creates strongest bond between your customers and your business and products.

Your customer service, front and back end offers must be of high quality, in order to create exceptional "Personal Experience". This starts a virtuous cycle.

Exceptional "Personal Experiences" lead to general public and market acclaim spread by word of mouth and other publicity. In turn, this feeds into a still stronger Brand, starting cycle all over again.

However, always remember it is easier to create a negative Brand than it is to create a positive one, by offering low or poor quality and value products, services and customer support.

=> Branding by "Indirect Experience"

For many direct marketers, "Personal Experience" Branding is difficult and not easily achieved because sales that lead to "Personal Experience" are not easily made !

The "Indirect Experience" strategy relies on creating a consistent, repeating association to product in your prospects mind.

Marketers use a variety of tactics to achieve this aim.

* Jingles in audio visual media

* Using Slogans

* Advertising through classifieds, display, press releases, and give away products and information.

* Sponsorship of media, cultural, sporting and other events

Brand Building On The Internet - The Issues ------------------------------------------

The Internet has re-defined Branding models of past because it has levelled playing field, for both consumers and businesses.

Prospects and customers are more involved with businesses and products than they were in past.

Research of products and services, before purchase is easier. Consumers have so much choice now they are no longer easily "taught" loyalty to a particular Brand.

Consumers are less willing to form bonds or create "loyal" associations with products and businesses.

On other side of coin, businesses have much more competition and must be more customer focussed than ever before.

Companies that thrive and stay in business recognise building lasting relationships with existing customers is more profitable, than always trying to find new customers.

A World of stronger consumers who by-pass your direct and indirect experiences with a click of mouse, is difficult for Brand builders.

On Internet those that succeed make profits, rest fail.

The Cost And Value Of A Brand. ------------------------------

Brand building has a cost in time, money and effort.

The cost of Brand building is easily quantified in Dollar terms.

The value of a Brand is harder to establish because it involves measuring emotional and intellectual associations that might not necessarily translate into cash sales.

1) Do I need ecommerce? This is important. Generally speaking, consumers are comfortable making purchases online for under $250. If your product or service costs more than that, then you may be better served creating a "Lead Generation" web site and an eSales team who are comfortable working with internet based leads.

2) How much time do I have? Setting up an ecommerce store is relatively easy for any experienced web designer and can be done and out to market in a couple days, assuming you have a limited number back end products in place and ready to be shipped. But, if you are a newbie, then you face a substantial learning curve. We encourage everyone to learn HTML, and to be entrepreneurial in their endeavors, but it does take a large time commitment to learn enough to succeed. Also, keep in mind, that learning is never done. There are always new technologies effecting Internet and way people buy and sell online and you need to keep up to date with them to succeed. Another thing to keep in mind is internet marketing. If you plan on acquiring sales through search engines, then you need an seo strategy that works. For starters read Serr.biz