Mon 16 Mar 2009
A good online branding strategy is about the whole experience of the customer. From the minute they first see your website until the product is in their hands your brand is being tested.
Make Promises You Can Keep
One mistake of many online business owners is to make promises that they cannot keep. Sometimes this is done by outright stating something that they know cannot be delivered.
Other times this is done because your brand promises one thing while something vastly different is delivered.
For example, you put all you've got into developing your website. The customer can tell just by looking at your site that your business is no fly-by-night internet shop. Instead, the quality of your product is obvious by the quality of your site.
She orders and when the product arrives it is substandard to say the least. Or, perhaps the product was fine but it was not delivered until two months after the promised date or the customer service people were so rude that she vowed never to do business with your company again.
Wherever your business fell short, the point is that the experience of the product or service did not match the experience of visiting your site. That is a problem.
You want your branding to carry through from the moment someone visits your site all the way until the product is in their hands.
Identify your Target Audience
Until you know exactly who you are trying to reach, it's going to be difficult to develop branding that will appeal to that particular audience.
If you make a site full of flowers and puppy dogs, and then later realize that your key audience is bikers and truck drivers, you will have a bit of a problem. Identify who is going to be most interested in whatever it is you are offering.
Listen to Customer Feedback
Some online businesses make the mistake of never even reading their customers' comments.
Those comments could hold the key to the future of your business. While it's true that many of the comments will be silly, some customers actually take the time to offer very constructive criticism.
Consistency is Key
Through all of your marketing efforts you must be consistent in terms of your message to your target customers. Consistency is the only way to effectively build your brand.
Effective online branding solutions will not only help you keep customers coming back, but it will also help convert new visitors into loyal customers.