How to Brand Yourself Online

Online branding reaches customers who use the Internet to obtain business services.

Your brand is your business identity and reputation. It represents what you can do for your customer that differentiates you from your competitors, and it sends a message about what you and your company are about. An effective brand is one that has sufficient impact to be memorable and entices potential customers to enlist your services over those of a competitor. Online branding allows you to reach an extensive customer base and is an integral part of a successful professional marketing campaign.

Things You'll Need

• Internet
• Time
• A message

Instructions

1. Know your company. Before you can sell your business identity to potential customers, you must be clear about what that identity is. Do you represent tried and true quality or cutting-edge innovation? Focus your branding efforts by identifying what it is that you bring to your customer. Whether you represent an affordable option with few frills or premium quality at a higher price, be concise about the value that you offer.

2. Know your audience and how to reach them. The Internet is diverse enough to be home to many different online communities, and if you know where your potential customers go online, you may focus your branding efforts more efficiently. Understand their core values and what they look for in a business such as yours so that you may align your company's image to their needs and wants. Study factors such as age, gender, marital status, family size and household income to get a clearer picture of who it is that will be considering your company and those of a competitor.

3. Be consistent with your brand design across all media. Use the same logo, avatar, color scheme, mission statement and slogans wherever you appear online. Create a consistent communication voice so that you do not send mixed messages. If you are conservative and professional on your website, do the same on your Twitter account and YouTube videos, rather than being edgy and spontaneous. Determine the customer-facing personality of your business and be consistent throughout all forms of communication with that demeanor.

4. Use every avenue possible to convey your brand message. Create an online presence wherever your competitors do and wherever your customers browse. In addition to your company website, be active on sites such as Facebook, Twitter, LinkedIn and YouTube. Consider additional sites such as Yelp and Foursquare if they are frequented by your target audience and fit with your business model. Create a company blog to supplement your website and advertise your posts. Allocate time in your schedule on a regular basis to network online to reach new potential customers.

References

• Entrepreneur: Small Business Encyclopedia, Branding
• Small Biz Trends: The 4 C’s to Irresistible Online Branding; Lisa Barone; March 9, 2011
• Search Engine Land: 5 Key Strategies To Build Your Brand Online; Christopher Wallace; April 7, 2010