Internet Branding - A Brief Overview
Also referred to as online branding, Internet branding is just what it sounds like - a process of positioning a product or service in the marketplace by using the world wide web. Just like the traditional brand management, Internet branding seeks to create and improve recognition of a product or service in the target audience and stand out from the competition which in turn - in an ideal scenario - leads to an increased demand for the branded product/service. But in contrary to its “offline” counterpart, online branding involves the use of various online tools and strategies.
A Strong Online Presence Essential for Success of Both Small Businesses and Large Multinational Corporations
The many benefits and opportunities offered by the Internet are being utilised by both small businesses and large multinational corporations. The Internet helps them expand their customer base, reach new markets, launch loyalty programmes, promotions and more. Strong online presence has thus become an integral part of the overall success in the intensely competitive world economy - both online and offline.
Commonly Used Branding Tools and Strategies on the Internet
Just like the traditional branding, that conducted via the Internet involves the use of a variety of tools and strategies - which ones depends greatly from one professional to another. Virtually all, however, swear to:
Website development. It is the single most important tool or strategy used to build a brand online no matter if it’s an integral part of the overall branding policy or focused on the online audience exclusively. Web design, features, functions,… every slightest detail is seeking to “communicate” the brand and attract the attention of the target audience.
Blogging. Typically an on-site feature, blogging is a very popular strategy to keep the target audience informed and engaged with both the website and brand.
Social media. These are used to raise brand awareness by providing relevant information about products/services, news, promotions, sales, etc. as well as interact with the target audience. Some of the most popular social media that are used for branding include Facebook, Twitter, LinkedIn and others.
Others. Also very popular are search engine marketing (SEM) such as Google AdWords, posting videos on sites such as YouTube and building subscriber lists, to mention only a few.