An online brand is an identifying factor which makes a business or service easily recognizable. Many online businesses use their company name as their brand such as Twitter, Facebook or YouTube. Even Google. This works very well as it means that these types of words become synonymous with the area of service which they provide. So instead of saying I’m going to search for something online, people may say I’m going to Google it!

Websites typically will use their domain name as their brand. So when selecting the domain name which you are looking to build a brand around make sure that you research the domain name thoroughly. All the connotations of the brand etc, as if there is something negative which you have not thought about this may have a negative impact on your brand from the outset.

It can be very difficult to build an online brand, and the most successful online brands are generally successful not because of the brand itself, but because of the service which they provide.

Lets look at examples of all of the “leading” internet brands and we will immediately see a common theme of very clean lines, simple website pages and branding continuity. Therefore if you are looking to create an online brand you will need to consider these things.

In addition you need to make sure that your brand is appropriate for your market. For example if you had a logo of a scantily clad young women, would this sit well with fifty year olds, if that is who you are marketing to? At the same time if you the resources, get suggestions from your target market on a variety of different brands and see which they are most comfortable with. This may not be conclusive, but will provide some indication as the route to go down.

Primarily the internet is all about traffic, so if you have the best brand in the world but no-one is seeing it, this really will not get you anywhere. You need to consider

Brand association is also extremely powerful. Why do you think businesses spend so much money on advertising on the television? So that they can be associated with a certain genre or programme, which can go a long way to creating credibility for their brand. As we will become familiar with the brand without even realising it over a period of time.

Joint ventures can be a great way of launching a brand. For example if you were to JV with Facebook, clearly the perception of your brand would increase massively. The likely-hood of you being able to JV with Facebook is probably fairly low, but what about other specialist companies or websites within your market or niche?

Branding can go a long way towards building a business and it needs to be considered as an important part of an online business model.

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