If you’ve been online long, you’re sure to have seen many “gurus” give their ideas about branding. However, much of what you read simply isn’t true. Over the years, many myths about branding have taken hold in the online world and spread like wildfire. The fact is: They are doing you more harm than good.
The Five Key Elements Of B2B Branding
Lately, I have come across a number of articles and colleagues pronouncing the demise of B2B branding. I would like to offer a different viewpoint: B2B branding is not obsolete. At the same time, it has to be redefined to fit the context of B2B today.
Branding with a Pay per click Twist
Pay-per-click (PPC) advertising is an outstanding media to use to Brand your mark (company or products). Through search engine browsing, your target prospect comes directly to you, searching for what you’re offering. If you’re in the top few positions the prospect will see your mark over and over again – even if they don’t click on your link. Since you are only charged when someone actually clicks on your link, you may actually pay a very small amount for advertising but have tremendous frequency and reach of your campaign.
Universal Truth And B2B Branding
While very few things are certain in the world of B2B marketing, I have heard the following three statements pretty much universally agreed upon by every sales and marketing executive:
There are not enough leads.
There is not enough brand awareness.
There is not enough budget to get the first two done.
So how can a marketing executive battle these universal truths?
Is Branding Dead?
That question raises ire in all but the most sanguine marketer. Branding dead? That’s heresy-just the type of thing to get your attention.
Actually branding will never die– it’s the tools and the means by which we typically use them to achieve the goal of branding that are, in fact, obsolete. What’s worse– every tool and technique we’ve spent our careers learning, useless or not, is under new scrutiny: a new, mathematical, quantitative, hard-core, squirm-in-front-of-your-CFO, scrutiny. After the wreckage has been removed even the slowest amongst us will discover it is disruptive marketing that has died.
Branding With A Pay-Per-Click Twist
Pay-per-click (PPC) advertising is an outstanding media to use to Brand your mark (company or products). Through search engine browsing, your target prospect comes directly to you, searching for what you’re offering. If you’ re in the top few positions the prospect will see your mark over and over again – even if they don’t click on your link. Since you are only charged when someone actually clicks on your link, you may actually pay a very small amount for advertising but have tremendous frequency and reach of your campaign.
New Trend Shows Domain Branding More Important Than Ever Before
On Feb. 6th, 2003, websidestory Inc., [http://www.websidestory.com], a web analyzation company released a report showing that the majority of websites are now visited by direct navigation, instead of using search engines and web links.
Direct Web Navigation is when a visitor locates a site by typing the domain directly into the browser or from a using a bookmark.
What is Branding and Why Do You Want It?
Talking about branding is like talking about leadership. There are coaches and courses which purport to “teach” leadership, but as we all sense – that’s why we want so badly to learn it – leadership comes from character and inner qualities. It’s an extension of beliefs and values the person holds and then acts out in their life, an integral part of their personality. You can’t pick up “character” in a seminar. It comes from years of reading, work on yourself, exposure to great literature, great art and great people, and plain out experience.
Branding for Profits
General meaning of the Brand is quite abstract. In short, brand is the image of your product, if we speak about product branding and/or the image of your company if we deal with corporate branding or, in case with one man business, brand of personality.
Branding Your Business
If you think only big corporate names need to think about things like brand names, think again. Your brand says a lot about you and your business, and that’s as true for a one person home- based operation as it is for a multinational conglomerate. In this article we look at how creating a strong brand for your business can help you set yourself apart from the pack and lay the right foundation for the future growth of your business.