Step-by-Step Guide to Online Business Branding
Online business branding done correctly may be the most important business decision you will ever make. Online, first impressions are everything and with the ever-increasing competition, you may get only one chance. You need to make your business appear approachable, familiar and trustworthy, and above all memorable. Your brand must be clear and reflect exactly what your product or service represents while appearing likable and invoking familiarity.
Choose a Simple but Relevant Name
Find a name that clearly defines your business or makes you memorable. Likewise, find a domain name that is short, easy to remember, and contains keywords. Here are a few rules to remember:
Choose a name that people can remember, spell, and pronounce. There is nothing more frustrating to people than spending time trying to figure out how to say your business name!
Ensure your name is not too close to another business name (especially a competitor’s).
Find a name that truly represents your brand. Do you want to invoke trust? Do you want people to understand that you are creative?
Check your state for any naming guidelines. If you plan to trademark, try to find a name that is creative yet still accurately reflects your business products or services.
Make your name web-friendly. Simple and more memorable is better.
Do not choose limit-inducing names. Adding a location or certain product name to your business may help bring in business initially but if your business expands, you are now stuck with a name that is no longer accurate.
Get a Great Logo
Think of all the logos you instantly recognize.
When creating a logo, aim for the simplest design that truly embodies your brand. Your logo may be just a shape like the Nike swoosh or perhaps a distinctive font like Coca Cola. A logo should not be ornate or detailed, rather something that can be easily remembered and recognized. Keep the following in mind:
Where will this logo be used? Will it be used on a website, in social media, displayed on a storefront, on products and merchandise, on letterhead or brochures? What formats will you need (Vector, PDF, PNG, JPG, etc.)?
Ensure the branding truly reflects your message. Are the colors and fonts indicative of your business’ personality?
Research existing logos and ensure yours stands out. Be sure it is not too close to another business logo.
Is your logo appealing to the majority?
Create a Tagline
A good tagline will give some a clear indication of what you are about and what you want to achieve. A great tagline will be as memorable as your logo. Here are some famous examples:
The Happiest Place on Earth
What’s in Your Wallet?
Just Do It
But, how do you get your own unique tagline? Try these steps:
Start with a well-worded paragraph about what you do and why your business stands out from the rest (aka your USP - Unique Selling Proposition). Condense it several times until you have a sentence or sentence fragment.
Remember that simple is best with 3-5 words being optimal and memorable.
Avoid marketing jargon. Nothing says cheesy more than a phrase that just makes you cringe. Clearly state what service or product you offer.
Invoke a feeling or story. Is your company made from generations of hardworking people? Embrace it!
Make them think or do a double-take. A truly great tagline makes them look again.
Define your Audience
Are you targeting a very select few or is your product or service able to be used by many? Know your customer and you can customize your branding to be attractive to them. For example, if you are a golf ball supplier, you will want to target golfers, pro shops, sports stores, or people who buy gifts for golfers.
Look at your current customers and see if you can identify similiarities. Are they in a certain age bracket, do they have certain hobbies or tendencies, are they in a particular field, etc. Who aren’t your customers?
Check out your competitors and see who they are targeting.
Find out the current industry trends and see if you can predict future paths.
Knowledge is power. Get to know Google Analytics and other analytic tools.
Make a schedule to continually revisit your customer base to see if changes are needed.
Create a Style Guide
Once you have your logo, tagline, and know your customer, it’s time to create a style guide. This will allow you to be consistent with your branding wherever you use it: business cards, brochures, social media, and more. A style guide should include your mission and goals, fonts, colors, a tagline, a clear picture of your customer or audience, keywords to emphasize and keywords to avoid. Consistency is key to breeding familiarity and trust.
Build a Connection With an Exceptional Website
Once you are recognized, it is time to become relatable and likable. In order to build trust, people want to get to know more than just what you are selling or offering. Consider the following
Your home page should clearly state how you will solve potential customers’ problems. When that is not clearly and quickly defined, they will move on.
Make sure your CTA (Call to Action) is easily found.
Add an “About Me” or “History” page to establish authority and experience. Express why your should be chosen over others.
Create and connect to social media accounts. Use these as extensions of your website to help drive more traffic to your site. Encourage following and sharing of your information, then keep posting consistently.
Need Help with your Online Business Branding?
If you are already familiar with the the psychology of marketing, an expert at website design, SEO, and graphics, and know the best ways to attract customers online, that’s awesome! If not, be great at what you do and let Charlotte’s Web Designs, LLC help you create the perfect logo, website, SEO, content marketing, and more. I are here to help your business attract as many customers as possible. Investing in your branding will lay the correct foundation for your company and get it on the right track.
Ready to get started? Contact me today!
