Few Know What Branding Is
This article is not about searing a cow with a hot iron on the web. Coincidentally, branding is probably the most misunderstood design tactic among business owners, entrepreneurs and even marketers. If you think branding means making your business into a household name or creating a good logo, company name and design; you're wrong. Yes, making your company a household name takes a well branded company. And it is also true, your logo, company name and design can be part of your branding; however, neither one in and of itself is branding.
What is Branding?
To Brand\Branding is the process of personifying a person, object or organization into a trusted entity. A well branded company builds a good trust between your business and the audience which will attract more clients and sales. A poorly branded company will build a bad trust between you and your audience which will push away clients and minimize sales.
Your Brand is very Important
The brand image you portray can leave either a sweet or bitter taste in your audience's mouth about your business. By not taking the time to establish a well conceived brand for your business, you are opening up your audiences judgment of your business to chance. If you are in the business of leaving things up to chance, then go ahead and ignore branding; but if you like the idea of being able to influence your audience's feelings and thoughts towards your business, then an in depth understanding of branding is crucial.
Having Your Web Site Portray Your Brand
Your brand will only be as strong as its consistency. This means that you can't send mixed messages about your brand image, everything about you business must agree with itself. This not only includes what is on your website, but all other interaction with your customers offline as well. The more consistent you are, the more your audience will trust you. The more your audience trusts you the more likely they will be to make a sale.
Branding is especially important on the web. There is a major disadvantage to not having human interaction with your audience, but this disadvantage can be neutralized with a well conceived and powerfully implemented brand image.
This article is not about searing a cow with a hot iron on the web. Coincidentally, branding is probably the most misunderstood design tactic among business owners, entrepreneurs and even marketers. If you think branding means making your business into a household name or creating a good logo, company name and design; you're wrong. Yes, making your company a household name takes a well branded company. And it is also true, your logo, company name and design can be part of your branding; however, neither one in and of itself is branding.
What is Branding?
To Brand\Branding is the process of personifying a person, object or organization into a trusted entity. A well branded company builds a good trust between your business and the audience which will attract more clients and sales. A poorly branded company will build a bad trust between you and your audience which will push away clients and minimize sales.
Your Brand is very Important
The brand image you portray can leave either a sweet or bitter taste in your audience's mouth about your business. By not taking the time to establish a well conceived brand for your business, you are opening up your audiences judgment of your business to chance. If you are in the business of leaving things up to chance, then go ahead and ignore branding; but if you like the idea of being able to influence your audience's feelings and thoughts towards your business, then an in depth understanding of branding is crucial.
Having Your Web Site Portray Your Brand
Your brand will only be as strong as its consistency. This means that you can't send mixed messages about your brand image, everything about you business must agree with itself. This not only includes what is on your website, but all other interaction with your customers offline as well. The more consistent you are, the more your audience will trust you. The more your audience trusts you the more likely they will be to make a sale.
Branding is especially important on the web. There is a major disadvantage to not having human interaction with your audience, but this disadvantage can be neutralized with a well conceived and powerfully implemented brand image.
About the Author:
Along with writing and speaking about Web and Brand Marketing, Matthew Henage also runs his Utah web design company based in Provo, Utah.
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