Becoming an online business owner means you have the added weight of working to connect with your target audience in an often sterile, faceless, nameless environment. Ugh! Many consumers are used to dealing with nothing more than a domain name and product image online, but if you go the extra mile, you’ll be in a better position to connect with your client/customer. Here’re 7 steps to make your brand stand out. But first…

What Is A Brand?

According to Wikipedia:

A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

That defined, let’s look at those seven steps that will make your brand stand out.

A Snazzy Name

When you’re working online, you walk a fine line between developing a catchy name and one that’s easy to find and that is recognisable. By recognisable, it means a name that the reader can instantly tell what your business is about.

For example, look at the comparison of these made-up domain and business names and see which one you feel is a better option for online marketing:

*yelpwhisperer.com vs. stopdogbarking.com – Do people still say, ‘yelp?’ Nonetheless, dog barking is a more common phrase than yelping, so your search traffic volume might be a bit higher. At the very least, people won’t have to wonder what the site is about.

*snuffoutbadsmoke.com vs. secondhandsmokedanger.com – The first name is vague and odd. Snuffing can mean, extinguishing a cigarette, but the domain name is confusing at first blush. The second one is to the point and obvious to the consumer.

Does this mean you can’t have a catchy, non-obvious name? Of course, you can. But if you decide to go that route and choose something that’s not obvious, be prepared to increase your brand marketing so people can become familiar with the name.

Ideally, you’ll want your domain name to be the same as your business name – so keep it as short as possible. The more opportunities for mistakes, the higher the chance that someone will make a typo and not get to your site.

Your name doesn’t always have to be a company name, either. You can use your personal name and brand it. I do; many other business owners do, and it works fine. For instance, Tony Robbins, Oprah Winfrey and Dr. Oz.

Those are all brands built around a person’s name. And though you may not have your own TV show, or put on global seminars, it doesn’t mean you can’t brand your own, too, and be successful.

Brand Design

Your online design will say a lot about who you are as a business and a brand. For example, two blogs in Internet Marketing (IM) niche – one’s packed with sidebar ads, ads under the header, pop-up and exit ads, text hyperlink ads, and more. Your whole experience is spent dodging pop-ups.

The other blog is pleasing to the eye with content being the focal point. There may be some advertising, but they don’t draw attention away from the content – they supplement it.

The design and layout of your site tells a lot about your intentions, too. Blog number one is out to make money by pushing whatever they can to viewers. Blog number two informs and makes money, of course, but it’s not distracting and annoying.

Be sure that your design is relative to your niche, just like you’ve done with your brand name and domain. If it’s in the diet niche, for example, you might incorporate the following into your design:

• Fresh, clean colors – inviting, inspiring, and motivational
• Colourful fruits and vegetables
• A before and after image to demonstrate successful weight loss
• Images of happy, smiling, healthy, and fit individuals

If you’re not good at designing, employ a good graphics designer to design something specifically for you. S/he can design online matches, so you’re branded across the board. E.G.

• Blog theme
• Landing pages
• Social medium covers
• Podcasts
• Videos, etc.

Think about how you want your brand to be viewed. Do you want it to be fun, or serious and professional? Your design and graphics should reflect your choice.

Purpose Of A Tagline

A tagline is a motto of sorts. It’s what you want to be known for and is typically worked into your publishing platform blog profile, so search engines pick it up, and it can also be integrated into your graphic design.

For example, your header image on your blog can include your tagline, as can your Twitter profile and Facebook cover image. E.G., mine is: Simplify Your Online Biz!

Purpose Of A Tagline

Your tagline should reflect your values – of what your services, or products will provide to your customer/client. It’s how you act and how you’re perceived.

Here’re some examples of taglines:

• Think Outside the Bun – Taco Bell – This tagline urges people to try something different. They’re saying they’re unique, better, and more qualified.
• Just Do It – Nike – No excuses. This company is all about serious athletes.
• Because I’m Worth It – L’Oreal – Gives off an air of upscale indulgence, even though it’s an over-the-counter product.

The shorter the tagline, the better.

NOTE: It’s not necessary to get a tag line. So, don’t drive yourself nuts figuring out how to come up with one.

Your Voice

Your voice will say a lot about what your brand is all about. Will you be argumentative? Call people or competitors out in public? Or will you be inspirational and motivational? Maybe a mix of the two. Figure out how you want to be heard online.

This may mean you have to tone down your personality. For example, if you’re usually curt, online it may come across rude, and you don’t want that. Or, you might have to perk up your personality a tad if you’re typically shy and conservative.

The important thing to remember is if people don’t resonate with you, they won’t buy into your story. They don’t want to get tangled in your drama. Rather, they’re looking for experts who will make a difference in their lives and propel them towards change and transformation.

Social Media

If you don’t brand yourself online, someone else will brand you; don’t let that happen. People are more likely to speak up when they have a negative experience than when they have a positive one. Here’re a few ways you can get your business in front of the masses:

Blogging – Engage in conversations with your blog readers. Ask them to leave comments and respond to each one.

Guest blogging – Get in front of other blogger’s audience and build a relationship with them.

Twitter – Twitter allows you to brand in several ways – with your 280-character Tweets, you can share your voice and message – and with your background image and header profile graphic on your Twitter page, you’ll get noticed.

Facebook group – Here you have the means to interact directly with your audience with Facebook live.

YouTube – Another excellent medium for branding purposes – or any video platform for that matter, but YouTube is the most popular at the moment. You can get a camera (or at the very least use screen capture and record your computer screen while you talk). Sometimes, hearing your voice and seeing your mannerisms says a lot about your branding – things that plain text on a computer screen doesn’t convey. It works both ways, however, if you’re monotone and boring, it can damage your brand, so practice and get comfortable in front of the camera, and or empower your voice.

LinkedIn – A great tool that has risen in popularity. They’ve built a platform that’s perfect for branding.

Of course, there’s Pinterest, Instagram and more. Bear in mind you don’t have to overwhelm yourself getting set up on all social media sites. At the outset, set up two or three and test to see if you get any traction. There’s no point being on them if they don’t serve your purpose.

Email Marketing

Using an Email Autoresponder is a fabulous tool because it allows you to communicate with clients and customers who’ve given you permission to communicate with them. Email marketing allows you to promote your products or services directly to them. However, be sure to strike a balance between giving value and selling. That said, brand your emails/newsletter to stay top of mind.

“I want to do business with a company that treats emailing me as a privilege, not a transaction.” ~Andrea Mignolo

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Branding campaigns take on-going efforts. It’s not something you set and forget. However, as you evolve, you’ll grow confident, which will reflect in your content and product/service and people will find you engaging.

 

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© Cherry-Ann Carew

Cherry-Ann Carew is an Online Business Coach, who supports emerging business owners simplify their start-up journey and helps existing businesses scale to the next level, so that they can earn uncapped income and live life on their terms.