5 Tips for Creating a Great Online Identity

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As information about your company gets dispersed through a variety of channels – be it on Facebook, Twitter or LinkedIn, through an email marketing campaign or via an e-newsletter – a familiar brand image is important. Having a clear brand image will help your customers recognize your product’s benefits no matter where they see it. Unfortunately, many business owners still don’t have a clear understanding of what this means, making it that much easier for their competition to dominate the market.

Here are five steps to help you develop a strategic brand framework that will highlight your product or service’s benefits.

  1. What is your goal? Without a vision, it’s easy for your plan to fall off track. Why are you creating this branding initiative? What do you hope to accomplish? Knowing where you’re going will better help you get there.
  2. Gather information from your present and future clients. According to them, what are the ‘physical’ benefits of your product or service? ‘Emotional’ benefits? Since most people make purchases influenced by emotion, not reason, you’ll want to understand how your product appeals to your client’s emotional senses.
  3. Clearly define your product’s benefits. Make a list of your products benefits. Place the physical and emotional benefits in separate lists, but side-by-side. Compare them.
  4. Create a mission statement. By studying the benefits found on both lists, you should be able to define the higher-level benefits – the ones that influence your customer’s to buy – and develop a logo or slogan that clearly depicts the central idea of who you are and what you do.
  5. Test your brand. As your business grows, test your brand to make sure that you’re still on target. Don’t just get there and give up. Keep on top of your own goals and expectations to ensure that you meet those of your clients.

The ultimate goal of any business is to ensure longevity. By marketing your product’s physical and emotional benefits in a clear and concise manner, you’ll create a recognizable brand that ensures your business’ success.

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