1.* A trademark or distinctive name identifying a
product or a manufacturer.* A product line so identified:
a popular brand of soap.* A distinctive category; a
particular kind: a brand of comedy that I do not care
for.2. A mark indicating identity or ownership, burned
on the hide of an animal with a hot iron.
Starting an online business? One of your biggest
challenges will be getting noticed among the millions of
other web sites. An online branding strategy plays an
instrumental role in raising your site above the clutter.
Toss out all those cheesy books with titles like 101
Online Branding Secrets and Internet Branding Strategy
In this column, we will explore the various ways to
promote a brand name on the internet and how it can
benefit your business.
As mentioned above, a brand is a mark indicating
identity. Many times in the world of business, people
will think of a brand name, such as Kellogg's, and
instantly know that they are a cereal company. It is
important to be able to do the same thing with your
Perhaps the simplest way to brand your website is to
develop a logo with your URL (web address) included. Be
sure to include this logo on EVERY SINGLE PAGE of your
website. This allows your visitors to see your web
address on every page, reinforcing your web address.
Another option is to give away free email addresses at
your website. A company such as hotmail or yahoo is
very well known, primarily because every time one of
their users gives out their email address, they are
reinforcing the hotmail or yahoo brand name. By using
this strategy, even with as little as 100 users sending 5
messages per week, this means that there are 15,000
messages per year going out with your internet address
in them, that?s 15,000 free advertisements for your
website every year. At one time, this was an expensive
option for site owners, but with companies such as
Everyone.net, you are able to include this service on
your website for no charge.
Be sure to include a unique slogan on your site. If your
site name was Echicken.com, a good slogan might be
'The Best Breasts on the Web'. A slogan like this would
be sure to make your site memorable. Although this
particular slogan could be considered pornographic by
some, it certainly would not be in poor taste if you were
marketing to the young and hip cooking crowd looking
for chicken recipes
The absolute best form of marketing your brand name
(as well as the most inexpensive) is to start an affiliate
program. Study after study shows that by paying
webmasters to place your banners, buttons, etc on their
websites, that people will be more likely to visit yours.
This gives you the option to place your logo (the one
with your URL) on thousands of websites, reinforcing
your brand name even more.
Finally, be sure to include your brand name in your
newsletter (you DO have one. Right?) This allows visitors
to sign up and be reminded of your brand name every
time they receive your newsletter. In fact, email
marketing has been proven by Forrester Research to be
one of the most effective forms of advertising
By using these strategies, your business will grow and
expand, as more and more people begin to think of your
website for their internet needs.