Improving Your Brand Online: Have a brand
The first and most important step that a lot of people tend to gloss over when thinking about improving their brand’s online visibility is this: you must have a brand! Take a few minutes to stop and think about the simplicity of that statement.
To promote and make something visible, you must first have something to promote and/or make visible in the first place.
Let me break it down to the most fundamental of definitions. What is brand? According to Webster Dictionary, a brand is:
4a : a class of goods identified by name as the product of a single firm or manufacturer : make
b : a characteristic or distinctive kind <a lively brand of theater>
c : brand name 2
That is a very loose definition and often why people get confused about what a brand truly is. It is important to understand that your brand is how users perceive your business and your logo is just one way that you control user perception of your business. Once you begin to fully understand that you realize just how important your “branding” is, even more so than your logo.
You need to be involved in the creation of your brand. This is not something that you want to slap a couple of words together and call it done. Really think through this. It may take you a few days or even weeks, but it is time to get serious. How do you want to be represented? What do you want to represent?It is important to remember that your brand is more than just a logo. Your logo is a big part of your branding package, but that overall branding package is so much more. Stop thinking with a narrow focus and think broad. It is time to go big. Your brand is how people experience your products. Your logo is how people visually remember which business those products belong to. You want your customers to remember your products and you want their experience to be top notch. If they have the best experiences, the products sell themselves, and your customers will remember where they got them from.
Do not try to promote yourself online without your logo and tagline. You need them. The tagline may even change a little over the years, but try to come up with a logo that will be long lasting and endure the latest trends. Slight modifications while they may be necessary, they should be all that is required to keep your branding package current and fresh.
Do not be afraid to hire a logo designer to get the look you desire. Try to find one that specializes in branding packages and can help you develop your brand. Graphic designers with a passion for branding and logo design can often get you the results you want faster and economically.
Go create your brands!
See also: Have a brand, Start your blog or website, Create your content, Making Social Media Work, Making social media efforts matter, Share!, Email marketing, More on content, Give something away, Online marketing is not a one time deal.