Using Your Website to Build Your "Brand"
If you are a small business owner, chances are, you will not
have a staff available to turn out marketing strategies to make
you a household name. Because of this, you need all the help you
can get to compete, even on a small level. You may ask yourself,
"Is it even possible? How can I make myself known? And how can I
do so affordably?"
The answer: Build your brand using your web site.
A brand is what people associate with you; it is your
identity--and, of course, you want it to be one that inspires
confidence and satisfaction. If you "brand" yourself correctly,
customers will be able to remember your company name and want to
continue using it. And, we're not just talking about a catchy
slogan. A brand is more than that: it is who you are and what
your company represents. So, how do you build the perfect brand
through your website.
1. Make your website uniformed and complete. You need to present
something professional, easy to read. Stay away from flashy
borders and odd fonts. This is a business; this is what people
will associate with you.
2. Get yourself a domain name that is the same as your brand.
This will only enforce your website to the customers and they
will remember where to go when they need you. Do not try to
think of something too "cute" or too long. Keep your name to the
point and easy to type.
3. Use your website to send out a newsletter. This will continue
to reinforce your brand in the minds of your customers. You can
include events, offers and more--but, also, keep reminding them
of who you are and why they shop with you.
4. Include a "Thank You" page on your website, one that tells
visitors that you appreciate their input and purchases. This can
help customers associate genuine interest with your brand. You
have taken the time to thank them, to show your concern for
them. A brand that does that is one people are likely to return
to.
5. Provide yours customers with a way to reach you. There are
always questions to be asked and suggestions to be made. If your
website allows customers to have a say in what happens, then
they will be more inclined to return. Your brand needs to say
that you care about their questions and concerns. Of course,
this means responding to those questions; don't forget that.
Allowing them to ask is wonderful but forgetting to answer the
question won't inspire confidence. It will only make a customer
feel ignored. Your brand should be one that takes time for its
consumers.
6. Get your logo out there. Sites are available online that
allow you to post articles about your company. You can publish
information about who you are and what you stand for. This will
allow you to bring your brand to a wider clientele.
With these tips, you can use your website to create a brand that
customers will be happy to continue using.